ASSIGNMENT

On

“Contemporary communication
practices and strategies followed
in a company”
OUR COMPANY: - “GENPACT”

SUBMITED BY: - POONAM CHAKROBARTY (49)

TUSHAR POPHILI (51)

GAGAN (53)

MAMTA BHOJWANI (55)

JITEN AGRAWAL (57)

POOJA GUPTA (59)

GROUP NO. : - 05

SUBMITED TO: - Prof. YOGESH JADHAV

DATE OF SUBMITION: - 02/10/2009

CONTENT

Sr. No. Topic Page no.

1 INTRODUCTION OF COMMUNICATION 3–4

2 BACKGROUND 7 – 11
 3 COMMUNICATION 11 – 14

4 HOW THEY DO MARKETING 15 – 16

5 HIERARCHY OF COMMUNICATION 16-18

6 PROCESS OF RECRUITMENT AND 18-20

SELECTION

7 FLOW CHART 20-21

8 DATA DRIVEN STRATEGY 21

9 HONORS GINEN 22-23

10 MEETINGS 24-25

Introduction and background OF Communication

Communication is an exchange of information, facts, opinions,
ideas, etc. between two or more persons. It is a process which
involves an exchange of business information with a view of
achieving organizational objectives.
IMPORTANCE OF COMMUNICATION FROM TIME IMMEMORIAL:

Communication is almost the most inevitable part of human

existence from times immemorial. The sociability of human race
has depended on need of communication itself. The methods
were same in primitive era that is use of words and signs. These
are also the features of modern day communication scenario but
have descended from those forgotten fore fathers of ours.
The need of communication arose from interdependency on each
other for food and shelter. Human is a creation of God like other
things and living organisms. Thus they also were destined to
interact with each other. The Chinese and many other languages
have adopted signs as words thus it is an example of extension
of non verbal to verbal because words are to be uttered .The
human beings from its very existence have naturally preferred to
be in groups possibly because of looks alike and behavioral
matches.
The evolution and development afterwards is the proof of
coexistence of all living beings and communication. The eras
have passed and histories written at large but all was the magic
of a single word communication that helped generations to
perpetuate and flourish. The achievements are not yet over and
never be in future also. Till any form of life is existent on earth the
communication is also existent rather it coexists by virtue of it
being a carrier and distributor of facts and an explanation to the
existence itself. In other words it can be said that existence is
more a result of communication.

IMPORTANCE IN THE MODERN ERA:

In modern parlance it has gained significance as a science and is

studied in an organized manner so that a quality may be put in
this historical element. Though efforts have been made in the
past also but in today’s global economics and markets the know
how of communication have been changed and gained wider
scope. The globalization process has not only created proximities
among different civilizations but has stressed more on effective
and proper communication. The reason is clear the same signs
and words do not express same meaning in different countries.
Communication is now used as a tool for capturing market miles
away from the production centers. The products are made
relevant to customers who never had seen or even heard them
and the success rate is tremendous. This can be extended to the
establishments done in faraway countries employing the
residents of that country and seeking their help in spreading the
business there at.
SIGNIFICANCE OF COMMUNICATION IN A COMPANY:
The employees of different cultures meet interact and accomplish
the goals of company. This is the virtue of scientific and effective
communication. Only the barriers are not deleted but the
emerging new economic world is one country. The present day
communication is broadly studied and practiced under the heads
as Verbal and Non verbal communication.
Communication is a tool for both sides ; employees and policy
makers for coordinating themselves to achieve desired goals.
Since communication is the ‘inside out’ of an individual it is the
only method available for others to judge oneself and its
capabilities and thus entrust him the responsibilities or lessen his
burden accordingly. Thus it is also an effective tool in
performance appraisal. We will discuss the broader perspectives
of communication as Verbal And Non verbal communication
.Firstly

Introduction of contemporary
communication:-
Contemporary Communications is associated with the National
Speakers Bureau, the largest exclusive speakers bureau in
Canada and sole agent to top individuals who inspire, inform and
engage audiences; and the Global Speakers Agency, an
international bureau for leading speakers across North America
and around the world.The Contemporary Group was established
more than 35 years ago.
In a competitive business environment, it's important to
understand people’s perceptions of your company, products or
services, and anticipate how these will change over time.
Through the use of focus groups, surveys or communications
audits, we provide clients with an objective assessment of their
existing reputation identify opportunities for increasing positive
perceptions and provide specific recommendations for future
action.

IMPORTANCE OF CONTEMPORY
COMMUNICATION IN COMPANY:-
1) It helps the company in providing news and information to their
employees quickly and effectively which are critically important
in today's work environment. They help there clients in sharing
information with their employees in the most appropriate way,
either through staff meetings, newsletters, Intranet or company
video.

2) In a competitive business environment, it's important to

understand people’s perceptions of our’s company, products or
services, and anticipate how these will change over time.
Through the use of focus groups, surveys or communications
audits, they provide clients with an objective assessment of their
existing reputation, identify opportunities for increasing positive
perceptions and provide specific recommendations for future
action.
INTRODUCTION OF COMPANY

Genpact is a leader in the globalization of services and

technology and a pioneer in managing business processes for
companies around the world. The Company combines process
expertise, information technology and analytical capabilities with
operational insight and experience in diverse industries to provide
a wide range of services using its global delivery platform.

Genpact provides a wide range of services, including Finance &

Accounting, Collections and Customer Service, Insurance,
Supply Chain & Procurement, Analytics, Enterprise Application,
IT Infrastructure and Management.

There goal is to help there clients to improve the ways in which

they do business by continuously improving their business
processes through Six Sigma and Lean principles and by the
innovative use of technology. As a service provider, we strive to
be a seamless extension of our clients' operations.

Genpact manages complex processes in multiple geographic

regions, delivering its services from a global network of more than
35 operations centers in 13 countries. Our global delivery centers
are located in India, China, Guatemala, Hungary, Mexico,
Morocco, the Philippines, Poland, the Netherlands, Romania,
Spain, South Africa, and the United States.
 they have a unique heritage. they built our business by meeting
the demands of the leaders of the General Electric Company
(GE) to increase the productivity of their businesses.they began
in 1997 as the India-based business process services operation
of GE Capital.

there leadership team, processes and culture have been deeply

influenced by our eight years as a captive operation of GE. Many
elements of GE's success-the rigorous use of metrics and
analytics, the relentless focus on improvement, a strong
emphasis on the client and innovative human resources
practices-are the foundations of there business.
they became an independent company in 2005 and, since then,
they have grown rapidly, continued to expand our range of
services and diversified our client base

MEANING OF STRATEGIC COMMUNICATION :-Strategic

communications means using corporate or institutional
communications to create, strengthen or preserve, among key
audiences, opinion favorable to the attainment of
institutional/corporate goals.

COMMUNICATION STRATEGIES FOLLOWED BY

GENPACT:
GENPACT a 27000 strong employee pioneer and a leading
provider of technology services has been actively driving NSR
(National skills registry) which is an integral part of GENPACT
now and is enabling them to make their HR sourcing practices
more dynamic and robust.
The company wide initiative of employee registrations through
GENPACT was launched on November 15 , 2006.It was in the
beginning a voluntary initiative to get the employees registered as
they joined the company but GENPACT did not receive a very
positive response and it became apparent that the initial
communication strategy focused mostly on centralized HR
inputs. Neither the team leaders/programs nor the process
directors had been involved while they were the first line of contact
with the team.

GENPACT decided to shift the strategy from and take a more

aggressive approach to NSR adoption. The focus of
communication strategies altered from “YOU CAN
REGISTER” to “YOU NEED TO REGISTER”. The company
provided time frames and stated its preference for NSR
registrations at major job portals.
The main benefits of NSR include:
• Helps in reducing HR sourcing costs and availability of verified
data on the site.
• It is improving recruitment practices of GENPACT and is
creating a potential database of employees.

Communicating changes in management support services:

New initiatives for the business are generally not successful
because of the resistance faced by the employees. They have a
resistance towards change and so as to address this need
GENPACT content solutions developed GENWEAVE, a prebuilt
toolkit to help manage change. This comprises of three
components: prepare, educate and change that spans the change
management life cycle.

PREPARE: It is implemented throughout the life cycle of the new

initiative implementation. It focuses on establishing the context of
change through change management.
EDUCATE: After establishing the context of change it is necessary
to communicate employees with the impact of change on their
work. It focuses on establishing the ‘as-is’ and ‘to be’ link for
employees from a business as well as process perspective.
TRAIN: Genpact adopts a comprehensive training strategy that
focuses on role-based, hands-on training on an application in the
Train phase. It focuses to build up on the prepare and educate
phase and ensures that users are ready to go and are confident of
using the new application.
All these make the employee confident about his new application
and he can carry on his work without any dilemma and make this
opportunity a successful one and make the organization proud
about it.

Communicating people practices:

The key determinant of the success of GENPACT is to attract,
develop and retain employees in today’s highly competitive labor
markets. They manage this challenge through innovative human
resources practices and work continuously to foster their goal of
being an ‘Employer of Choice’ wherever they operate.
The people practices followed by GENPACT to attract and retain
employees are:
By opening delivery centers in diverse locations.
Using creative recruiting techniques to attract and screen
the best talent.
Emphasizing ongoing training.
Instilling a vibrant and distinctive culture,
and providing well-defined long-term career paths.

The people are critical to the success of every business and

managing and communicating people practices is the reason for
which GENPACT is succeeding. They emphasize learning
throughout the employee’s career.
They believe in maintaining their distinct culture in which they
emphasize continuous process improvement and dedication to their
customers which is critical in their growing business.
Maintaining customer relations:
GENPACT has been at the forefront of customer relations since its
inception in 1997.since then it has moved up in the value chain in
both the variety and quality of services offered.
In the Customer Relations area, Genpact delivers end-to-end
customer service solutions, from new business application
processing to high-end analytics, including both voice- and non-
voice- [emails, letters, faxes] based processes.

Over the years, Genpact has built expertise by offering these

solutions across multiple geographies to different customers across
the world by communicating from its global delivery centers in India,
Mexico, the Philippines, China, Hungary and Romania which are
the head quarters from which the company operates.

CUSTOMER CARE:
So as to make the customers aware about the range of services
offered by genpact they have :

extensive customer account management, query

management services and online service support
specifically designed for different types of credit card, retail
loan, insurance, commercial leasing, healthcare and
industrial products as well as for airline operations.
They answer customer queries as well as process and
update account information for a complete range of
customer requests received through multiple sources
such as faxes, images, letters, e-mails and inbound
customer care. Samples of queries they process include
Balance & payment schedule
Sales finance & multi-charge agreements
Dispute resolutions
Promotional offers
Warranties & concessions
 Premium application, surrender of policy, maturity
Account modification including change of address,
beneficiary & owner
Claim evaluation, follow-up and claim release
Trouble calls (e.g., lost & stolen cards, calls to track field
engineers)
Scheduling technical support
Air, car & hotel reservations

The quality of performance is measured with the help of:

Call quality & end-customer experience.

First call resolution.
Call handle & transaction processing time.
Accuracy of transactions.

Communicating with the Independent Directors

When the shareholders want to communicate anything related to
corporate governance and corporate strategy these are generally
forwarded than communicating relating to ordinary business affairs,
personal grievances and matters as to which the company may
receive repetitive or duplicative communications.
The board of directors will give appropriate attention to written
communications that are submitted by shareholders and interested
parties, and will respond if and as appropriate. The nominating and
governance committee, with the assistance of the Company's
General Counsel, is primarily responsible for monitoring
communications from shareholders and interested parties and for
providing copies or summaries to the other directors as its
members consider appropriate.

Communications will be forwarded to all directors if they relate to

important substantive matters and include suggestions or
comments that the nominating and governance committee
considers to be important for the directors to know.
This is the way matters are dealt by the directors related to the
shareholders.

HIERARCHY OF COMMUNICATION :
Here the Hierarchy of communication includes five level, named as brands
these are:

PROCESS ASSOCIATES
PROCESS DEVELOPERS
BRAND 5

PROCESS ASSOCIATES
ASSISTANT
PROCESS TEAM LEADER
DEVELOPERS
TRAINER
MANAGER
BRAND 4

SENIOR MANAGERS
PROCESS OWNER
BRAND 3 OPERATIONS PERSONNEL

ASSISTANT VICE PRESIDENT

VICE PRESIDENT
BRAND 2 OPERATIONAL HEAD

SITE LEADER
BRAND 1 CEO
PRESIDENT
 From the above flow chart we can get the idea that Genpact follows the
hierarchy Model of Downward to Upward communication .

➢ As we can see firstly, Process Associates and process developers

being in Brand 5 communicates to Assistant Team Leader, Trainer,
Junior managers in Brand 4.

➢ Secondly, Brand 4 members communicates to Process owners ,

Senior Manager and Operations Personnel in brand 3.

➢ Thirdly, brand 3’s member communicates to the Brand 2’s member

i.e; Assistant Vice President, vice President and Operational Head.

➢ Fourthly, Brand 2’s member communicates to brand 1 members ,i.e;

Site Leader, CEO, President.

PROCESS OF RECRUITMENT AND SELECTION :

Genpact is acquainted with various levels of Recruitment and Selection

procedure, they are cited below :-

• Firstly Recruitment is done , as we know that unless recruitment is

done no selection process would take place. As we all know
 Recruitment is organized for the talent pool of candidates to enable
the selection of best candidates for the organization.

• Secondly comes the process of Selection as after recruitment of

employees it is easier to select the most eligible candidates for the
respective posts of customer care service
Or we can either say recruitment facilitates the selection process and
help increase the success rate of selection process by decreasing
number oy visibly under qualified or ineligible candidates.

• Thirdly after the selection process , now comes the Voice and
Accent training of selected ones , so that they would be made
comfortable with the languages used in the Genpact’s business
dealings, so as to make the candidate as well as the customer
comfortable with each other.

• Fourthly, after the voice and accent training is given , on the basis
of that training , an Assessment is done of the candidates , to asses
whether they are comfortable with the training process.

• Fifthly , after assessment of trainees , again the process training is

given to the candidates for a 1 month, to make himself/ herself fully
equipped or aware of the processes goin on.

• Sixthly, again on the basis of Process Training , the last assessment

or process Training Examination is held and on that assessment the
final selection of candidates is done as according to their best level of
understanding of the process training by the Supiriors of Genpact.

• Finally on the basis of last assessment the selected candidates are

sent on to the floor to see the real job and practice that. Candidates
are made to sit with the experienced employees or existing ones for
ex; 5 days or a week to make themselves more environment friendly
and to get themselves acquainted with the Genpact corporate
culture.

This is how the assessment and selection process is done .

 As Genpact used to deal alone with General general Electrical since
the year 1997 to 2005, from this company GE, we can take an
example as General Electrical (money), as Genpact is an Inbound
callcentre , customer make calls to the same and do querries
regarding their issues and the employees seeing the customer’s
profile , their querries are resolved .
As above example is cited of the General Electrical (Money),under
GE (money) , Genpact deals with the PLCC Credit Cards here if
customer goes to the mall and in his card there is some problem
regarding payment etc. , so the customer would call to the Genpact
Inbound centre and will tell his query and again his credit card
account information would be checked and according to that his
queries would be resolved and if sometime it takes time to ressolve
the releted issue then putting it on hault is resolved by E-mailing the
customer.

Sometimes the problem being faced by the customer is from the

Genpact side , then after realizing all the things the communication is
done by the Genpact , in the form of apologizing mails.

So Genpact also accept their mistakes and the customers are intact
with them , this is because this because of the good backup of
communication.

FLOW CHART ON THE ABOVE PROCESSES

 SELECTION

VOICE AND ACCENT TRAINING

ACCENT
TRAINING

ASSESSMENT

PROCESS TRAINING

ASSESSMENT
 ON FLOOR

This flow Chart represents the above Recruitment and selection

Processes

DATA DRIVEN STRATEGIES :

Genpact is managed by an experienced and cohesive leadership team.
Many members of its leadership team developed their management skills
working within GE and many of them were involved in building Genpact. Its
business leaders combine strategic, operational and financial experience
with extensive relationships and expertise within its target industries.

HONORS GIVEN TO GENPACT

Genpact Named Best Business Process

Outsourcing Provider by
2008 Black Book of Outsourcing
 Newyork Genpact (NSYE :G) , which manages business processes for
companies around the world has been named the Best Global Business
Process Outsourcing (BPO) provider by the Brown-Wilson Group’s 2008
ranking of the “Top 50 on JUNE 26, 2008 ,they have got the honour of the
Best Managed Global Outsourcing Vendors,” also known as the Black
Book of Outsourcing.

Genpact also provides finance and accounting services to over three

dozen global enterprises, including several of the largest pharmaceutical
companies in the world.

Because of its Good Business Communication and Strategies, it has been

awarded a five- year contract to provide multiple Finance and accounting
(F&A) services to UCB , a global biopharmaceuticals company.
Through this new partnership, Genpact will deploy experts at its near-shore
location in Romania, and additional centers in India, to increase the
operational effectiveness of this UCB’s F & A systems Elevan European
countries and the United States.

It all shows its business diversification.

MOTIVATION TO WOMEN EMPLOYEES :

Genpact (NYSE:G), which manages business processes for

companies around the world, The Genpact Women’s International
Network (GenWIN) is aimed at fostering the
professional development of its women employees across the globe. As
part of its
ongoing initiatives to offer opportunities for its workforce to interact with
high achievers
across industry and different walks of life, GenWIN has joined hands with
the Forum for
Women in Leadership (WILL Forum).
 Here in this GenWin Roundtable Submit , communication is done on
issues relating to gender diversity at the CXO level,
effectiveness of mentoring and diversity programs by companies , dearth
of qualified women and meaningful opportunities resulting in demand-
supply gap (are to be eradicated), and best-practices
for companies to attract, retain and grow their women talent. Through this
forum we hope to Genpact delve deep into how they can go beyond the
‘nice to do’ and take concrete actions to bring
about a change in mindset about women at the workplace.

This is all done to see the overall upbringing of the Women Employees.

Genpact helps companies improve the ways in which they do business by

applying Six Sigma and Lean principles plus technology to continuously
improve their business processes. Genpact operates service delivery
centers in India, China, Hungary,Mexico, the Philippines, the Netherlands,
Romania, Spain and the United State from these areas communication
channel are spread all over.

Please see the table below :

MEETINGS AND MINUTES

Sr. no. Person Present Time & Date Topic Discussed

1 POONAM 29th oct Company name
TUSHAR
4:00 P.M to 4:10 P.M
GAGAN
 MAMTA

JITEN
POOJA

VARSHA KORI
2 POONAM 30th oct Divided topic
TUSHAR
3:45 P.M to 4:15 P.M among each
GAGAN
other
MAMTA
JITEN

POOJA

3 POONAM 1st nov Merged the topic

TUSHAR
3:00 P.M to 5:00 P.M to one person
GAGAN
MAMTA

JITEN
POOJA