Reason for Customer Churn

Reason for Customer Churn?

Shankar Kaliaperumal, talks about why customers leave you irrespective of your brand.

customer churn

Satisfied or delighted customers never leave a brand or company. Just take a look at yourself over the years as an end user, you might have used the same watch brand or shoes or car or phone or laptop. You might have moved to the next version of the same brand, but not switched over to another, why? You are either content or satisfied or delighted by the product/brand, in other words unless you have issues with a product/brand there wouldn’t be a reason to switch. Similarly now look at brands that you have switched over years, it could be a watch or insurance policy, etc. More than the new brand providing something new or additional, you might have faced an issue with the existing brand that was not dealt with properly.


While switching a brand or company, there are two decisions – one to quit the existing one and two to switch to another brand. It’s almost always quitting the existing one being the first decision taken prior to switching to new brand. When you switch jobs as well, first and foremost is why you don’t want to continue in the current company rather than switching to new company.

Similarly satisfied/delighted customer will never leave a vendor/service provider unless he/she has an issue with the existing product/service.

Avoiding Customer Churn

Customer churn could be avoided through simple steps like,

  • Communication – Listen to your customers
  • Pre-empt – Let’s face the reality, we all make mistakes and it’s bound to happen, how we handle is what would make the difference, i.e. instead of waiting for problem to occur in order to notify the client, lets pre-empt and inform the client ahead about the issue and the mitigation plan
  • Trust/Loyalty – We need to build trust and loyalty with client for long term relationship which can only happen through continuous engagement
  • Honest – Be honest and inform them things that you can’t deliver something on time or cases where you don’t have capability to deliver
  • Competition – They chose you after comparing with competitors, but are we regularly communicating with them regarding how we are still having an edge over the competitors or what we have planned in roadmap for having a competitive edge.

Receiving additional business from an existing client is far easier than convincing a new client. Executive team (which closes the deal with a client) should spend equal amount of time for both existing as well as new/prospective clients. It’s a mistake done by many companies where significant time of management team is spent on acquiring new clients and they lose the relationship with existing clients. Please remember that whoever/ whichever team was the face of the company while closing the deal should maintain cordial relationship and engagement with the existing client even though they might not be involved in day to day transactional activities.

We should never forget the fact that our salaries and other benefits are taken care due to our existing client base. Least any company can do is – to make sure to not lose a client due to internal issue.


Qruize Magic at Work

Qruize Magic is cognitive automation tool that is assisting firms in content management. Shankar Kaliaperumal discusses a case study of how Qruize Magic is improving work efficiency for a client.

Business Challenge

A Middle East Visa Processing company is required to fill online visa forms for customers in various consulate website. Every site has its own requirement of information and documents to be uploaded. Also the information is sensitive. The client has to be extra cautious about errors and should have an error rate of 0%. The client collects the customer data into their system. Client’s customer service agents then manually fill the forms in respective visa sites that would take hours to fill, verify, upload documents and cross verify before finally submitting the forms for processing. Also visa websites constantly have changes in information and this requires a retraining of employees who are handling the information upload process. This can be time consuming and cumbersome. The end customers will be inconvenienced if they are constantly going back and forth providing information because of changes and this will damage the market reputation of the company.

Transformational Tool

Qruize Magic is a Robotic Process Automation Framework, which can fill forms with in few seconds to a minute that typically might take an hour or more to fill manually. Qruize Magic is used to reduce the time taken for completion of the form as well as removing any manual error while filling the forms in visa sites. Qruize Magic takes the Client data from their system and fills the forms automatically in the corresponding visa sites. It also provides notification when there are changes to potential data entry or field values of the visa site. It also has automated both file attachment and downloads the information without any manual intervention.



Accelerated Performance


Client was able to complete the job within a few minutes which normally would have taken him a whole day. Client has saved 80% resource time.

Managed Costs


Reduced errors and efficient use of man power has helped the clients lower expenses


Market Reputation


The client’s market reputation has improved both from end customers and lending firms as he is able to provide accurate data which results in quick processing.

On an average Qruize Magic was able to fill ten forms for the same duration taken to fill single form manually.

How it works?

Qruize Magic is used as a Windows application. Once the application is installed into the system, it creates desktop shortcut for the Application. After Application is launched it opens the chrome window with the application page where the request id of the Client have to be manually filled in order to trigger the Form Automation. Qruize Magic gets the Client data from their Data Base through the API by passing the request ID and then opens the corresponding lender sites to fill the forms automatically.

To know how Qruize Magic can help your organisation visit

Qruize Magic in a flash

Cognitive solutions for accurate and fast data management, points out Sandeep Kumar in this blog on the latest innovation of Qruize. 

Are you part of domains like Mortgage, Medical Insurance Claims, Insurance claims, Real Estate or any other domain where form filling is a key requirement, then it might be of interest to you to read further. Tired of filling repetitive forms in multiple platforms or third party web sites? Have you heard of Autofill or Auto Complete in Web Applications? Do you remember while filing a form, web browser providing suggestions to fill the data from earlier saved data? Qruize Magic is a solution that was developed to provide a cognitive automated manner in which one can handle tedious and repetitive data entry and management with high speed and accuracy.

Qruize Magic fills any kind of forms with in few seconds to a minute, which typically might take an hour or more to fill manually. During its trial with a client it demonstrated the ability to fill thirty forms for the same duration taken to fill single form manually during a critical online form filing process.  Ideally it is estimated that Qruize Magic would be able to save 50-80 % of resource time and related costs along with reducing manual errors.

Document uploading is also taken care of as part of the form filling process. Aside from filling registration forms, logins, and applications forms, it can upload files in formats such as jpg, png, jpeg doc, docx, pdf, xls, xlsx etc.  .  It can also download automatically any kind of letters, application or check list, among others as per the process and saves the same at a preferred storage location or can be forwarded to a given email id as well.

If this was the only ability then Qruize Magic would have a narrow scope but in this case the suite include two assisting software tools – Web Notifier and Dynamic Form Generation. The Website Notifier, monitors the autofill websites for any kind of changes in the web page content or process. It will then notify the changes via email.  As per the business process any changes might need update to process or content or logic with or without approval and will be addressed by Qruize Magic accordingly. The Dynamic Form Generation tool will include the changes to be made in order to collect updated data to be filled for further use.

The next step in the Qruize Magic suite is using OCR to recognizing data content from filled forms, scanned documents and images, to be further used to fill forms using the retrieved data.

Do we Understand Customer Delight?

What does customer delight really mean? Is it meeting a particular expectation? Is it about topping Customer Satisfaction surveys? Does a service provider really understand what makes his customer happy? muses Shankar Kaliaperumal

There is always a gap between customer expectation and customer experience. So do we bridge this gap by aiming for customer delight as a means of meeting customer expectation? It isn’t as simple as that, because customer delight is beyond that. Almost all the customer’s know that a service provider won’t be able to fulfill all their expectations as they would generally set their bars of expectation very high, but still we see certain service providers having happy customers versus the rest who are always in firefighting mode. Both Customer Experience improvement and Cost Optimization will indirectly impact revenue generation.  That companies that do understand this relationship always looks at more than just the immediate task at hand. So what are these people doing right? They tend to follow certain basic rules of customer engagement such as

  • They know how to say ‘No’: If a request is not feasible they usually decline at the start instead of trying to achieve the impossible. They know their limitations and understand that certain tasks are great when imagined but require super human efforts to execute, so its best to avoid them.
  • We stretch only so much: They will always be flexible to an extent and only when it goes beyond their limit they will resist. It’s an important trait, because most of the vendors who demonstrate unlimited flexibility for everything in order to showcase that they will do anything for the client; ultimately fail. Service providers’ who are flexible enough and also who resists at the right time always have a lasting relationship with their clients.
  • Value is given importance in the long run: They will always bring value above and beyond what was expected from them.  Short term gains are not in their mind, as they pay more attention to the bigger picture and not just immediate wins.
  • Culture is reflective on employee performance: Credible service providers always have a culture of working that treats their employees with rest and this ultimately projects out to the client.
  • Establishment of ownership: Clear ownership when something fails, rather than becoming defensive and playing blame game
  • In it for the long haul: These companies will always believe in long term relationships with both employees and clients. They will have high retention rates and also clients who have worked with them for years.

A common error committed by most of the companies is that both the Sales/Marketing wing as well as the management spends more than 80 % of their time acquiring new customers and don’t spend enough time servicing existing customers. Ideal scenario would be spending equal amount of time for both existing and prospective customers, by the senior management team. A delighted customer will always be more valuable than a prospective customer immaterial of their stature, value, etc.  In order to achieve this is a simple strategy followed by successful companies for retention is to “listen and act” i.e. they listen to client’s feedback and act upon it. When a customer sees the willingness to take their feedback and act upon it, they become our external Business Development team generating leads without ever being paid for their services directly. It’s one of the best business development strategies any company would love to have.

In order to be successful service provider, one must understand and follow these Key Performance Indicator’s, from the client’s perspective:

customer delight

A delighted customer will continue to do business with you and will also become your word-of-mouth marketing tool. Cross selling or up-selling to a satisfied customer is the best way to expand services in the future as well. So keep your customers more than happy – keep them delighted!

Creating Happy Employees

So what does it take to have happy employees and retain them? Do they stay for the Money, Power, Title or Respect? ponders Shankar Kaliaperumal


Employee retention is one of the biggest challenges faced by organisations irrespective of the size. There are very few organizations where employee retention isn’t an issue. Different organisations might have different methods to retain employees like perks, benefits, open culture, etc.. Immaterial of which method or concept is used to retain them, there would be one common thread with all these companies i.e. no fear. Their employees wouldn’t have fear, like fear of being fired, fear of being targeted by the manager, fear about speaking up to a senior colleague, fear about voicing their opinion or fear about their career progress. Employees working with fear will eventually move out.

A happy employee will never look for alternatives, even if the situation arises he/she will be upfront with the company regarding why they are looking out for an opportunity and clear the air. Personal situations may cause employees to move out but if the environment is conducive then it’s a reflection that there is no issue with the company’s policies.

So…. how do we take the fear out of the employees? Remember dropping off your child for their first day of school at kindergarten? They most likely cried out of fear because they weren’t sure whether you would come back for them. The new environment amidst strangers was most probably terrifying. Eventually they would settle down and settle in, for some it might take a week, for some it might even be months! The reason they lose their fear is familiarity with the their environment and knowledge that you do come back for them and the concept of schools gains a new understanding and love.

Similarly new employees (who don’t know anyone within the company personally) will always start with a fear as it’s a new environment, new manager, etc. If they see someone being targeted, their fear will build that they might be next. If they see opinions not being valued based on the cadre/level of the employee, they might feel powerless to express their thoughts.  Also usually through their casual office conversations with fellow colleagues, they could form an opinion depending on how your current set of employees project the culture of the company. It’s where successful companies have a great advantage over others, as their employees would project the glass being half full versus half empty.

How do we really know whether employees are working with fear or not? How do we know they don’t fear taking a decision? How do we know they don’t fear raising their opinion when they see something isn’t correct?

When majority (90% or more) of your employees voice their opinion/thoughts about the company, progress, process, culture, management, manager, etc, without having to think twice about whether they would be targeted or victimized for speaking out, it means that they felt empowered to state what’s on their mind. Empowered employees don’t have fear. The problem with most of the companies is that there are always a handful that feel empowered and the remaining work in fear under them. When someone feels empowered, they will display confidence in whatever they do and also take bold decisions without having to fear being questioned later. Also fear brings a lot of negativity and defensive approach within employees, which will have cascading impact across the organisation.

There will always be an exception and someone might still feel unsafe or defensive irrespective of how positive the culture is. Please remember that overall culture will have an influence over a new employee and will either assist in acclimatizing them to their culture or influence them to move out. Does it mean new entrees will never fit? We never know, but as mentioned earlier they will get accustomed or will move out of the organization. It’s always better to have an employee leave the organization if they don’t fit in the culture. In order to avoid such a scenario most of the successful companies today have a “Culture Interview” to cross check whether a potential candidate will fit into their culture and that becomes the most important factor for hiring irrespective of how they may have fared in the job role interviews.

An organisation’s success should always start inward, with its employees, who will in turn take care of clients/customers. Even the most successful companies will have employees leaving, but they wouldn’t have to face the surprise factor which most of the other companies would be facing, as it would be well planned and executed while working alongside the company.

If you want to be a successful company, please take care of your employees first.

Ethereum-The Next Generation of Blockchain

Technology is truly, madly and absolutely unruly.

First, it whips up an appetite for an immortal idea and then, almost immediately threatens its extinction. Something similar is happening with Ethereum- Vitalik Buterin’s answer to Blockchain.

Ethereum – An interesting past

It all started in 2009 when an unknown entity called Satoshi Nakamoto created a cryptocurrency and an electronic payment system called Bitcoin and released it as an open-source software to enable peer-to-peer transactions.

Bitcoins were virtual value tokens, unaffiliated with any nation. So, anyone could open an online wallet and receive Bitcoins without providing any identifying information. The transactions got recorded on a universal ledger or database referred to as the Blockchain because, “all the activities were sorted into “blocks,” and each block was chained to the ones before it, all the way back to the very first transaction — a structure that made it tough for anyone to change the records .”


Truly the first-ever moment for business on the internet, Bitcoin offered a transparent digital medium for value access. Stocks, bonds, money, digital property, titles, deeds, even things like identity and votes could now be moved, stored and managed securely –with complete immutability, security and absolute privacy.

Predictably, Blockchain became the buzzword of choice with reactions ranging from intelligent and exploratory to warnings and total incomprehension.

Predictably, Bitcoin’s bumpy ride from laud to lament was equally quick. And like all good things tech, it was soon challenged by the Canadian math prodigy, coder, and crypto-currency researcher Vitalik Buterin.

And Ethereum- an application that used the Blockchain platform for delivering just a little more took center stage. And how!

Ethereum – A dynamic present

An open software platform, Ethereum was based on Blockchain technology but it now enabled developers to build and deploy decentralized applications as opposed to one new Blockchain for each new application.

The Ethereum Virtual Machine (EVM) was a Turing complete software that ran on the Ethereum network and enabled anyone to run any program, regardless of the programming language given enough time and memory.

The most exciting feature of Ethereum? It could create binding financial agreements entirely implemented using the software without human or legal intervention! And once started, the programs got running without interference – aptly named as “Smart Contracts”.

The Bitcoin equivalent here was Ether- the value token of the Ethereum Blockchain, listed as ETH and traded on the cryptocurrency exchanges. It was also used to pay for transaction fees and computational services on the Ethereum network and held in an Ethereum Wallet.


With Smart Contracts, one could now create a virtual decentralized autonomous organization. (And yes, it was created- DAO raised an impressive $150 million! From Ethereum enthusiasts).

It also opened up multiple app possibilities -censorship-free social networks, public utility ride-hailing apps, crowd-sourced prediction markets to online investment firms.

But that was not all. Ethereum offered significant advantages too.

  • Bitcoins six confirmations and 10 minutes processing was now replaced with Ethereum’s 12- 15 seconds.
  • Ethereum could scale up from 25 transactions per second to more than 1 million transactions per second, thanks to its proof-of-stake consensus algorithm.
  • Theft was impossible with a feature like Hashed TimeLock Contracts.
  • Tampering was impossible because the Apps were based on a network formed on consensus.
  • Data was secured using cryptography.



Ethereum- a bright future

Today Ether has a market value of $50.59 with a market capitalization of $4,469,204,016.   JPMorgan, IBM, Microsoft, and Intel have already initiated exploratory projects based on this technology.

Samsung and IBM recently launched a project to coordinate Internet-connected devices, like washing machines and light bulbs, over an Ethereum-based network.

And Banks like Well Fargo, Barclays and Credit Suisse have launched pilot programs using the secured contract option.


Early days, one would say for this virtual idea that’s about to usher in crypto-economic democracy and transparent governance. Not impossible though if one were to share Vitalik’s optimism -“Building this future is an enormous task, but one can’t have it any other way.”

ETHEREUM- The Indian Chapter

Ethereum -Access

The easiest way is to use its native Mist browser -a user-friendly interface & digital wallet for users to trade & store Ether as well as write, manage, deploy and use smart contracts.


There is also the MetaMask browser extension, which turns Google chrome into an Ethereum browser.


Business process management is now way easier!



Business Process Management provides a workflow framework that helps BIs and middle level management to start creating business workflows that eventually get executed as a process.

Workflow platforms use many components and are generally open source. One such product is Activiti.  Activiti is a light-weight workflow and Business Process Management (BPM) Platform targeted at business people, developers and system admins. Its core is a super-fast and rock-solid BPMN 2 process engine for Java. It’s open-source and distributed under the Apache license. Activiti runs in any Java application, on a server, on a cluster or in the cloud. One engaging use of Activiti is that is lowers the risk of potential failures and human interaction as compared to traditional ways.

Activiti is an Apache-licensed business process management (BPM) engine. Such an engine has a core goal to take a process definition comprised of human tasks and service calls and execute those in a certain order, while exposing various API’s to start, manage and query data about process instances for that definition. Activiti uses the BPMN 2.0 to make easier in the communication and understanding between Business Team and Developers is a added advantage in Activiti WorkFlow.

Activiti supports BPM2 (Business Process Management). BPM2 processes in Activiti are run in native Java. Activiti is a multi-component system with each component cut out for a particular role. They include:

1. Activiti Explorer:

Activiti Explorer is a web application using the Activiti API’s and showcasing the features of Activiti. Activiti contains a demo setup that will get this web app up and running in a matter of minutes. It usually runs in a Tomcat Server through deploying the Activiti war in the webapps folder on tomcat installation folder. Activiti explorer war is available from It consists of demo users and models and includes task management, process instance inspection, management features and viewing reports based on statistical history data.

2. Activiti Designer:

The Activiti Designer is an Eclipse plugin which allows you to create workflow/model BPMN 2.0 processes from within your IDE-environment. It also has built-in support for the Activiti-specific extensions to enable you to use the full potential of both the processes and the engine. It is used to create workflow using BPMN 2.0.

3. Activiti Modeler

The Activiti Modeler can be used to create workflow/model on BPMN 2.0 compliant processes graphically using a browser. The process files are stored by the server in a database model repository. Activiti-Explorer Web App consists the Activiti-Modeler In-Built to create the workflow/model.

4. Activiti Engine

It is the heart of the Activiti. It’s a Java process engine that runs BPMN 2 processes natively. It uses the Activiti API’s to process the BPMN 2 process. Activiti Engine is simply a jar which is used for the development of workflow using Activiti and exposes the functionalities to it.
In the next series, we will see how Activiti is used in a business scenario.


Written by Sandeep.

Sandeep is a Research Associate at Qruize Technologies specializing in Java Development.