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Indian CMOs leverage technology for customer experience

A LinkedIn poll taken by over 600 senior marketers in India,
suggests that for Indian marketers customer experience is emerging as a top
priority. Paul Writer, India’s first community of marketers released the
findings of a research project sponsored by SAP on Customer Engagement.

Indian CMOs believes that customers would like them to
invest their budgets in the coming year. The majority said clients would want
them to spend on improved products/services (33 per cent) and a ‘better
experience overall’ (43 per cent).

A LinkedIn poll taken by over 600 senior marketers in India,
suggests that for Indian marketers customer experience is emerging as a top
priority. Paul Writer, India’s first community of marketers released the
findings of a research project sponsored by SAP on Customer Engagement.

Indian CMOs believes that customers would like them to
invest their budgets in the coming year. The majority said clients would want
them to spend on improved products/services (33 per cent) and a ‘better
experience overall’ (43 per cent).

Rajesh Kumar, Head of Marketing, Indian Subcontinent, SAP,
said, “Customer Experience emerged as the top priority for CEOs in building
& maintaining their competitive edge. Organizations need to address the
customers’ journey with their brands holistically rather than trying to address
it as a point problem. We are seeing innovative CMOs taking the lead and
leveraging technology to understand, track and deliver the experience that
customers expect.”

Paul Writer spoke to Ganesh Vasudevan, CEO,
indiaproperty.com, on the importance of customer engagement in his business
today. He said, “The customer engagement challenge to my mind is to keep
meaningfully conversing with your consumers- from when he or she is an early
suspect right up to the post purchase servicing stage and beyond into the
repeat purchase stage, and today’s technologies have created a rich milieu of
new touch points both virtual and real for marketers to start these
conversations.”

The respondents of the LinkedIn poll point out that best
customer experience combines quality, relevant products and price. Also they
suggest that it’s time to give the customer better products, service and the
best quality at an optimum cost. Some respondents pointed to technology’s role
in providing compelling customer experiences, using analytics to unearth
customer preferences and integrating systems to achieve consistency across all
channels, including phone, web, mobile, instant messaging and in-store.

Nicholas Kontopoulos, Senior Global Marketing Director,
Customer LoB Solutions, SAP APJ, says, “Being able to deliver a consistent
customer experience (CX) is fast becoming a table stake. A positive or negative
CX is intrinsically linked to brand loyalty and value. As a result, my
challenge to marketing leaders is that it’s in their interest to understand how
CX is created beyond the four walls of marketing. CMOs today need to take an
active role in understanding how CX is created across the entire customer
journey and become a strategic advisor to the CEO on this critical topic.”

By CIO staff

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