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At Cashfree Payments, one of our core values is to ‘Have Customer Obsession’. It’s a commitment to placing customers at the forefront of every stage, a mantra that not only enhances customer satisfaction but propels the company into a product-first mindset.
In the first part of this series, hear from some of our remarkable Cashiens from the UX, Engineering, and Product Management teams on their experiences and stories about our journey to becoming product-first, through our value of customer obsession.
When Merchants Lead Us To Innovation
Priyal Choubey, a Senior Product Manager at Cashfree Payments shares her insights about practising customer obsession from a product innovation perspective. Currently in her role, she oversees the merchant experience, managing various pods like the merchant dashboard, communications, support, mobile, and other platform initiatives.
But, how does this customer obsession turn into product innovation?
Priyal shares an apt example with us – “As a payments company, security is a core focus for us. Take two-factor authentication for instance. We built this feature for enhanced security on our platform. A few days after the release, one of our merchants urgently needed protection from compromised devices, leading us to swiftly enforce mandatory two-factor authentication. This incident prompted a deeper exploration, resulting in the release of multiple security features. From Aadhaar validation for account takeover frauds to device and IP monitoring for login access, we are now way ahead of our competitors in account safety and monitoring today.”
The Role of Engineering Excellence
Meet Harsha Vardhan Chandra, a Senior Director on the Cashfree Engineering team. For the past five years and counting, he’s been pivotal in shaping our engineering approach – “I’ve had the privilege of witnessing our commitment to solving complex problems with simple yet powerful products for our 3,00,000+ Merchants, facilitating close to $50 billion in annual transactions.”
As a practice, our engineers are actively involved and exposed to merchant feedback and requirements, at just the right level. That’s how they consistently build a deep sense of empathy for our customers. Moreover, we thrive on productive debates and data-driven decisions, ensuring we swiftly address customer concerns while maintaining a high level of agility and excellence.
Harsha adds, “There is a popular saying; Mathematics is the language in which the universe is written. This is profound to me as when we envision a seamless and perfect solution to the real-world problems faced by our merchants, we need to be creative and backed by solid engineering. Our solutions have to be accurate and time-critical. And a product-first mindset guides our engineering approach to achieve the same.“
Customer Centricity And Product Innovation Go Hand-In-Hand
Sarvesh Agarwal, a Senior Manager in our UX Team, has been leading the charge in enhancing user experiences at Cashfree Payments for over a year, with a dedicated focus on Disbursals and VRS ecosystems.
When asked about how we go about building a product-first culture, Sarvesh shares that at Cashfree Payments, our design philosophy revolves around user feedback and insights, which are at the heart of our approach. We employ a variety of metrics, including task success rates, customer lifetime value, and support response times, to align with our fintech mission.
Sarvesh further adds with an example – “From a fintech UX perspective, it’s crucial to understand the symbiotic relationship between customer-centricity and product innovation. It’s not just about meeting user needs; it’s about anticipating and exceeding them, fostering a harmonious connection. A compelling example of this synergy is the transformation of API documentation, influenced by valuable customer input. This enhancement has resulted in a more user-friendly and comprehensive experience, offering users clearer API details.”
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