imagin CX Scouting: A Customer-Centered innovation through Empathy Listening Qorus-Infosys Finacle Banking Innovation Awards 2025 - Winner

Concept and Objectives: At Imagin, we believe that true innovation starts by deeply understanding our customers. Our initiative, “Empathy Listening,” is a company-wide program where every employee —regardless of their role— listens to five real customer calls to our contact center each month. The objective is twofold: 1. Identify insights to improve our digital product (e.g., missing features, usability issues). 2. Detect gaps in agent support and training needs to enhance service quality. The goal is to foster a culture of continuous improvement and empathy, turning customer voices into actionable strategies that drive both app evolution and human-centered service excellence. Reasons Behind the Initiative: We recognized that many valuable insights were locked in day-to-day customer interactions, often only accessible to frontline teams. Meanwhile, those designing and building digital experiences were sometimes disconnected from real user frustrations and needs. By democratizing access to these calls, we bridge that gap, humanize data, and empower every department to act on real feedback. This initiative also strengthens collaboration between digital and service teams. State of Competition: While voice-of-customer programs and contact center analytics are common, few organizations systematically engage all employees in listening to customer interactions. Typically, insights remain siloed within CX or product teams. Our approach is unique in its inclusiveness, simplicity, and consistent frequency, making it a deeply embedded part of our innovation cycle — not just a one-off campaign or research phase. Sources of Inspiration: We were inspired by design thinking principles, especially the idea of building with —not just for— the user. We also took cues from leading customer-obsessed brands that embed frontline insights into strategic decisions. Internally, the project emerged from a cross-functional initiative that explored how to foster empathy and user-centricity at scale. Departments Involved: This is a cross-departmental initiative led jointly by the Customer Experience, Business units and Contact Center teams, with active participation from Technology, Marketing, Design, Compliance, and even Finance and Legal teams. Everyone listens. Everyone contributes insights. This collective effort strengthens shared ownership of customer outcomes. Main Results So Far: • Over 2.700 calls listened to and analyzed in 2024 • Over 2.000 unique insights collected and logged in shared boards. • Over 100 improvement projects identified • More than 80 projects implemented. • Multiple features added or refined in the Imagin app, including improved onboarding flows and clearer navigation based on real user struggles. • Reduced contact center repeat calls in key areas, thanks to better digital experiences. • Enhanced training materials and coaching plans for agents based on common pain points. • A measurable boost in employee engagement, with many reporting a deeper connection to our mission and users. • Strengthened the “customer voice” as a central input in product planning and internal decision-making.