Driving Innovation: Fostering a Culture of Creativity in Business

Jane: Hi, and welcome to another episode of our IPI Converse series. Today, we have Sat Sanghera, CEO of IPI, joining us again to discuss innovation. So, let's dive right in with the first question. We've talked a lot about innovation at IPI over the last couple of years, and we're doing some amazing things. It would be great to hear from you about what innovation means to you at IPI, particularly within the contact centre space.

Sat: Innovation is a popular term across the industry, but at IPI, it all starts with the client. We look at innovation in a couple of ways. Firstly, how do we help our clients achieve outcomes that enable them to provide exceptional customer service? That’s our purpose: delivering exceptional customer contact. When you break that down, there's innovation around technology solutions, where we might be developing or reimagining services. We’re still very much a people-focused company, so we’re always encouraging our teams to find new ways of delivering value to our clients. Lastly, we aim to create an environment at IPI that fosters innovative thinking—whether that’s in how we serve our clients or support each other internally.

Jane: Thanks for that, Sat. Why is innovation personally important to you, and how has it influenced the development of IPI’s key services and solutions?

Sat: Personally, I love learning and constantly challenging myself to think differently. Our industry is highly competitive and exciting, with clients pushing us to bring innovative solutions. As an organisation, we encourage everyone to contribute ideas that help us stay ahead. Innovation isn’t just about technology—it’s about rethinking how we meet clients' needs. It’s an ongoing process, not something you can tick off as done. At IPI, innovation is part of our DNA. It’s not just about new technology but also about improving how we work together, enhancing processes, and providing better service to clients.

Jane: Innovation is deeply ingrained at IPI. How do you encourage a culture of innovation among the team?

Sat: The word "innovation" can often be misunderstood. People tend to think of it as creating something groundbreaking, like an iPhone. But according to the Collins Dictionary, innovation is the introduction of new ideas, methods, or things. It’s not always about invention. At IPI, we create an environment where people feel free to express ideas. The more ideas flowing, the more opportunities we have to innovate. This could be through technology, streamlining processes, or how we market to clients and prospects. A culture of innovation is about encouraging people to be the best versions of themselves and to express themselves freely. When you have that, you get a constant flow of ideas, and then it's about applying those ideas to serve our clients better.

Jane: Absolutely. You've mentioned giving people the platform to express ideas. Could you tell us more about the innovate programme at IPI?

Sat: Yes, we have a people forum where we gather feedback about what we're doing well and what could be improved. It's an opportunity for employees to share ideas. We also have the IPI Innovate events, where clients provide feedback on what we’re doing well and suggest ideas for new services. We run technical forums too, which allow us to get input on the technologies we provide. We’re committed to listening to our people and our clients. If you foster an environment where people feel heard, you naturally encourage a culture of innovation. It’s not something that happens overnight, but it’s about being consistent and following through on the ideas people share.

Jane: Now, looking ahead, what emerging technologies or trends do you think will have the most significant impact on the contact centre industry, and how is IPI preparing to leverage them?

Sat: The big one is AI. It’s going to challenge and potentially change all processes, industries, and companies—including our own. We’re embedding AI into our business processes and the solutions we offer, like our CCaaS platform, Elastic CX, which includes generative AI. This will have a huge impact on the industry. For example, we’ve talked about the concept of a “super agent” who is empowered with real-time data during customer interactions, allowing them to provide better service. AI is just one example, but data and analytics also remain significant trends. We’re focused on understanding what our clients need and using technology to help them achieve their goals in practical ways.

Jane: Finally, what advice would you give to other leaders striving to drive innovation within their organisations?

Sat: When it comes to innovation, the key is to always be open to learning. Technology is advancing at an incredible pace—there's been more change in the last two years than in the previous twenty. Clients are challenging themselves to innovate, and as their partners, we need to stay ahead of the curve. There’s no simple formula, but fostering a culture of learning is essential. Always be thinking about how you can do things differently to add value to your business and your clients’. Stay aware of market trends, and make sure you’re listening to your clients. Ultimately, it's about being open to change and willing to learn every day.

Jane: Brilliant. Thank you very much