'Intent drives the purchase, but inspiration creates loyal customers'
At the e4m Pitch CMO Summit Bengaluru 2024, the "CX Reimagined Panel: The Role of Customer Experience in Driving Brand Success" brought together industry leaders from various sectors to discuss the evolution and impact of customer experience (CX) on brand success. The Pitch CMO panel included Ankur Agarwal from TTK Prestige, Dr. Ashish Bajaj from Narayana Health, Girish Rao from Route Mobile, Ishika Sharma from Blis, Pawandeep Singh from Rapido, and Vanda Ferrao from WOW Skin Science, with Anand Charles from Bharat Media & Entertainment Group moderating the discussion. Charles began the session by asking the panellists what are the changes in consumer behaviour and experience that they have witnessed in their respective industries. Agarwal addressed the evolution of customer experience over the decades. "Over the last few decades, we have seen significant changes in consumer behaviour,” he remarked. “Consumers have evolved, and so have brands, adapting to the changing times. Decision-making is no longer an individual task; it's influenced by circumstances, convenience, health, and various other factors that dictate daily chores. These are the elements that now determine which brands and products consumers engage with.” Bajaj shared the evolution of healthcare, noting, "The industry has transformed significantly, from requiring travel to metro cities for a relevant doctor to now offering five-star experiences. The demand for personalised care has driven this change, as disease management cannot be one-size-fits-all. Today, healthcare provides tailored experiences at scale, reflecting the sector’s remarkable progress." The session moved forward with Rao highlighting the evolution in communication, stating, "In the CPaaS sector, everything has become conversational. Consumers now expect brands to interact as naturally as they do with family. Their aspirations are going higher. That is where we feel that omni-channel experience is playing a very pivotal role when it comes to engaging." Discussing the impact of location-based advertising, Sharma said, "We leverage location data to create highly personalised experiences for brands. For example, a recent campaign for an auto brand tailored messages in multiple languages—Gujarati, Marathi, Hindi, and English—resulting in increased dealership footfall. Personalisation, driven by consumer behaviour and preferences, significantly enhances engagement and drives business." To build loyalty and drive business, you need to delight and surprise consumers. Ferraro exemplified, “For example, while working at Licious, we faced the challenge of making meat and seafood stand out in a crowded market. We achieved this by personalising the packaging with individualised faces and stories. A box of chicken, for instance, might feature a character from Goa who loves chicken wings, transforming a simple product into a memorable experience. Similarly, at Fresh to Home, we enhanced the customer experience by using bags that told the story from ‘shore to door,’ with engaging illustrations and QR codes linking to a microsite. These personalised touches not only built brand relevance but also created a unique spot in the consumer's mind." Rapido’s approach to enhancing consumer experience has been different, stated Singh. "We started by identifying and addressing common grievances and irritants in the ride service category. We emphasised transparency in our operations and made it a priority to listen to our customers, using their feedback as a valuable resource.Our approach is centred on adapting to local needs and expectations, which has been a crucial element in improving our service and exceeding customer expectations." The session was then taken forward by Agarwal. He discussed the importance of understanding customer needs in driving innovation. "In our industry, any successful product addresses a specific consumer need or solves a particular pain point. Our innovations are centred around solving these consumer pain points. It’s not enough to simply create a product and hope it sells; if we’re not addressing a genuine need, consumers won’t engage with it.” “Beyond immediate needs, we also consider societal aspirations and values. In India, there’s a tendency for consumers to flaunt their purchases—whether it’s a new sari, car, or mobile phone. We recognised that incorporating convenience into these societal values could enhance our products. Our approach involves continually listening to consumer feedback and addressing both practical and aspirational needs to ensure our innovations resonate and succeed," Agarwal added. Charles then invited Rao to share his personalisation and customer engagement experience. He asked, “Given that you serve over 3,000 active customers with personalised solutions, I'm curious about the specific pain points you encountered in this technological evolution. How did you identify these challenges, and what steps did you take to address them, particularly in terms of enhancing personalisation and improving consumer engagement?" Rao answered, "When users visit a website or mobile app, they either have intent—to buy a specific product—or they seek inspiration, which can lead to greater investment in a brand. WhatsApp’s catalogue feature allows brands to showcase products, offer real-time recommendations, and inspire purchases seamlessly. Users can browse, add items to their cart, and complete transactions in just a few steps.” “After the purchase, we re-engage customers, gather feedback, and help brands identify opportunities for cross-sell and up-sell. By using advanced channels like WhatsApp and RCS, brands can improve ROI through well-timed, personalised messaging. During festive seasons, template-based campaigns have shown significant impact." Next Singh talked about Rapido’s unified approach to customer and captain management through our Unified Customer and Consumer Intelligence (UCI) system. He shared, “This system gives us a single view of both our riders—whom we call captains—and our consumers. By understanding the unique needs and preferences of each group, we can deliver a highly personalised experience. For example, captains are segmented based on their preferred working areas, ensuring they only receive orders within their desired 'mobility corridors.' On the consumer side, we ensure that ride requests are matched with captains who can meet specific ETA requirements. This integration of real-time data and personal preferences helps us provide a seamless experience, ensuring timely rides with high-rated captains and optimal service." In the healthcare sector, personalisation is critical as it addresses individual patient needs. Bajaj discussed, “With the digitalisation of health records and the rise of Electronic Medical Records (EMR), we can track and analyse detailed patient information. This allows for more tailored care, from monitoring patient parameters to implementing preventive measures.” “For instance, our app, Namaha, helps streamline nursing documentation, reducing the burden on healthcare professionals and improving patient care. Additionally, by leveraging data on patient health and behaviours, we can offer personalised recommendations and interventions, enhancing the overall patient experience and improving health outcomes," he further discussed. Ferraro discussed the evolving landscape of consumer behaviour, particularly how D2C brands like WowSkin Science are capitalising on market fragmentation and the increasing demand for personalised solutions. She noted, "The market isn't the same anymore. Being in tune with trends and solving for the consumer is crucial, which is why insurgent brands like WowSkin Science stand out. Traditionally, we’ve relied on the concept of the 'most often used brand' in categories like shampoos or biscuits. But with consumers now seeking more, there's fragmentation within these categories. Where once we had one or two shampoos on our bathroom shelves, now there’s a plethora of options—each targeting specific needs like hair fall, dandruff, or curly hair." She also highlighted the importance of customization in other industries, saying, "Take the meat and seafood industry, for example. Consumer preferences vary greatly, much like dialects. By tailoring product selections to the ethnicities in specific regions, brands can reduce wastage and increase sales. The same applies to the coffee industry, where different catchment areas demand different offerings—quick espressos in tech parks versus indulgent lattes in shopping malls. Understanding these nuances allows brands to stay relevant and profitable." Sharma emphasised the significance of personalisation across various sectors, sharing examples that demonstrated its effectiveness. "I completely agree with all the panellists here that personalisation is crucial for every aspect," Sharma stated. "To give you a small example, a telco brand approached us wanting to reach users in different pin codes. We implemented dynamic creative optimization, serving each user a different communication based on their pin code. For instance, in Delhi, users in different pin codes—say, 001, 002, and 003—each received unique communications, even though the creative looked the same overall." This tailored approach led to impressive results. "The brand reported that 5% of users actually visited stores to inquire about upgrading their plans because they felt the solutions were customised for them. Personalisation, in this case, drove significant engagement and brand results." This approach, Sharma concluded, underscores the power of personalisation in creating impactful brand experiences.
Tags : Ankur Agarwal Girish Rao Pitch Cmo Summit Bengaluru 2024