Build a great product, work out a great price, get the right connections into buyers, land up at their factories,demonstrate the product, give the right customer references and you are well on your way to making that sale. Sounds familiar?This is how most organizations that sell to businesses (B-B) think and do business even today.But […]
Defining target customers at the best of times is a tricky affair, but into that mix add an economy that is still not hit peak form and sustained intense competition and even the best of marketers run the risk of being caught flat-footed. Increasing demand by simply cutting costs or even witty memorable advertising will […]
Imagine yourself in a strategy meeting at your organization. Imagine the number of ideas that usually float around in such meetings, on how to beat competition, how to invigorate the channels, how would we innovate, how would we find good people to work for us, how do we bring in additional resources, how do we […]
Most organizations in the country have some of the other customer initiative on. This, one would imagine is a wonderful thing and it perhaps is. Then why are most of our organizations still light years away from being truly customer-centric? Why do we, as customers continue to suffer away in silence? The answer lies in […]
Customer Delight’s largely accepted definition is said to be “capturing those moments when your customers have received a good or service that significantly surpasses what they had initially anticipated “. The marketing department then uses instances of this delight to be showcased for additional customer opportunities. What happens to all those opportunities of Customer Delight […]
Rx Dr. Knows Best In an environment of “Dr. knows best”, where the customer is rarely right, what does Customer Centricity and Customer Experience really mean?The very personal and often intimidating nature of the service and the very wide gap of knowledge that traditionally exists between the customer and the provider in healthcare often lead […]
‘Redeemed 3832.56 units of (Mutual Fund Name) on 12-Aug-11 at an NAV of Rs XXXX. Your a/c has been credited with Rs. XXXXX’ Thus read the early-morning SMS I received from Citibank. A happy situation one might surmise. But instead, it led to a flurry of totally unplanned, frenetic activity for me – racking my […]
In a previous post, I wrote about the restaurant El Bulli and how touching the soul of the patron is, in many ways, the pinnacle of great sensory design. As a natural progression, it led to the rejoinder from a reader that went – That is all very fine but the moot question is, “Can […]
A recent episode of No Reservations that I caught playing on television had the host Anthony Bourdain visiting the iconic restaurant, El Bulli, up in the Catalan mountains. In conversation with him, a patron says with tears in his eyes (These were not his exact words but I have captured the essence of it!) “El […]
There is an interesting angle to India’s new affluent ( this sounds so much better than saying “nouveau riche”, a term which now has been made almost a pejorative) The angle is that many of these New High Net worth Individuals (NHNI) are homegrown in more ways than one. Their education, their roots, their entertainment choices, their cuisine […]