customer journey

Leading with creativity, not technology

The idea of leading with creativity and not technology coming from a professional who is offering Martech solutions as one of his key services might sound blasphemous. But meeting after meeting (and there are too many of them), I hear senior professionals dive straight into executional and tactical stuff. Almost always when my team presents …

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Inside the Indian Consumer’s Mind – How will purchase behaviour shape-up in a post-COVID world.

These are unprecedented times as billions around the world are staying in, and, as a result, markets and economies are struggling to hold their ground. On one hand, in just a matter of months, consumers around the globe have started to accept the uncertainty of a rapidly changing situation. Companies and marketers in India are …

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Marketing Experience(MX)- The next competitive battleground for brands

Today, all products are conversations. Be it product-driven brands or service-driven brands, they are more and more differentiated by their experiences. Companies or brands that deliver memorable experiences to customers keep gaining market share and improve stickiness with their customers. When companies want to improve their CX scores, marketing experience scores play a pivotal role …

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The role of Behavioural Economics in Marketing

I have been a Behavioural Economics enthusiast for a few years now.  I have watched with great curiosity and anticipation the growing interest in Behavioural Economics both at the policy level by governments across the world and the faster adaption undertaken by corporates and marketing folks across the world. The most interesting part for me …

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Remove the cobwebs. Add the cloud. The marketing cloud.

The job in marketing today is all about culling out insights from vast amounts of customer data, creating content-based engagement strategies, executing through the customers preferred channels, and ensuring a great customer experience leading to business growth. Marketing teams now have the AdTech and MarTech tools, customer data, budgets to invest in technology and organizational …

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A lateral approach to a comprehensive data strategy

There is a huge amount of organised government data available for organisations to leverage but how many are doing it? Countries around the world are embarking on significant modernisation of their national statistical systems in the face of rapid technology and socio-economic changes. India is at the cusp of a new digital and socio-economic transformation. …

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The evolution of Customer Contact Centres into Customer Experience Labs

Customer Contact Centres are undergoing a transformation globally. I wonder why they have taken such a long time to evolve, maybe because it was a process thing. For marketing teams, it is not as fashionable as going on a shoot, meeting Google folks, digital folks, MarTech folks, OTT folks etc. I have always believed that …

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