Hinduja Global Solutions Sees 15-20% Boost in Customer Satisfaction with AI Adoption:

Hinduja Global Solutions, a BPO firm, has noted a considerable increase in its customer satisfaction score (CSAT) by 15-20 percentage points after integrating advanced artificial intelligence technology in the company設 operations.

"On a person, you get a 15-20 percent uplift (in customer satisfaction rating). Will it eliminate jobs? No… It took away two jobs, maybe, of the email responders but it added two jobs of knowledge manager and automation manager. So, net to net, it will either balance or add additional jobs,” said Venkatesh Korla, President and CEO of HGS Americas. He spoke to Moneycontrol at the Nasscom Technology and Leadership Summit 2025.

Korla noted that while AI is removing redundant tasks, it is not resulting in unemployment. Instead, people are shifting to other jobs. Still, using AI technology does need constant support and maintenance. This gives rise to roles such as a knowledge base manager or an automation script developer.

However, the numbers tell a different story. In FY19, operational revenue was around 4800 crore rupees with over forty-two thousand employees in the company. This number compared to the average revenue of the company in FY24, which rose to five thousand one hundred crores with an employee count shrinking to around 18,000 proves that AI has replaced the traditional workforce model.

This change does not represent a shift in AI capability; it is also a reflection of people’s unwillingness to relinquish control to machines, Korla pointed out. “What we are not willing to accept is that AI can do it just as well,” he remarked, explaining that AI acceptance would probably stabilize at 20 to 25 percent for many tasks, although it could be greater in areas such as contact centers.

The industry veteran, who has over 25 years of experience, stated that AI is automating more of the mundane decision making, while people are left with the more intricate and managing tasks.

Customer Service

AI is already being utilized for QA and personalized coaching within contact centers.

AI is being embedded in the transcription and analysis of voice calls for improved tracking customer interactions. The NSE-listed company's ability to evaluate such feelings as empathy, social cues, and adherence to norms is growing.

“Let’s just say AI can do it, did the QA job go away? No. What actually has happened is the QA job transforms into more of a coach’s job,” Korla noted.

Before, due to limited resources, only a fraction of calls were verified for quality purposes, which constituted a measly one percent. Now, with the assistance of AI, this coverage has risen to twenty-five percent, which subsidizes companies in branching out on monitoring and coaching calls without incurring further costs.

What Korla envisions

Korla perceives AI as a complement to human capability instead of a replacement, which is an intriguing viewpoint to look at it from.

Even though automation is now able to take on a larger scope of interactions, there still has to be a human element. Customer engagement’s purpose of AI is to allow companies to improve service levels while increasing employee productivity.