Himadri Sarkar

As customer expectations grow more complex, GBS teams can no longer operate in isolation. It’s time to embed customer insight directly into the GBS operating model and serve as a digital bridge between the back office and sales, marketing, and other customer-facing functions. This shift moves GBS beyond efficiency and SLAs toward true front-line impact, powered by data, empathy, and process leadership. Discover how service organizations can reframe their role to deliver business value, build trust, and influence enterprise priorities by putting the customer experience at the center.

This case study will help you to:

• Gain practical tips on how to move from SLAs to XLAs—measuring what really matters to internal customers
• Map key service touchpoints and use them to fix friction points fast
• Use AI to support more responsive, empathetic service—not just speed
• Uncover why GBS teams need to build soft skills like communication and relationship-building—especially in customer-facing or hybrid roles
• Use customer feedback loops to prioritize service improvements and influence enterprise decisions
• Scale the digital bridge concept across global functions with examples of what worked (and what didn’t)