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EY GCC Leadership Dialogues
Join Arindam Sen, EY India Partner & GCC Sector Lead, in a video series with top leaders on global capability centres highlighting growth & future trends.
C. Customer services
GCCs are not only transforming customer service functions but are also driving innovation by integrating AI, machine learning, and automation to deliver faster, more reliable and highly personalized support.
- Product substitution is emerging as a key area of innovation, with GCCs building machine learning models to recommend the most relevant alternatives for out-of-stock items. This improves customer satisfaction while ensuring continuity in the shopping experience. In parallel, well-trained store associates are being enabled to proactively guide customers toward suggested alternatives, making the experience seamless and personalized.
- Customer journeys are being enhanced through immersive experiences such as 3D shoppable rooms, allowing customers to virtually explore, visualize products and have a more interactive shopping experience. At the same time, search relevance is being improved to ensure better product discovery and higher satisfaction across the entire journey.
- Machine learning-driven size and fit recommendations are also gaining traction in fashion retail. By analyzing customer data and purchase behavior, GCCs are helping reduce return rates and improve confidence in online purchases.
- Acting as centralized hubs for customer queries and feedback, GCCs are resolving issues seamlessly or intelligently routing them to the appropriate teams. Through automated query handling and advanced feedback analytics, they are delivering rapid responses, ensuring precision and continuously elevating service quality.