IMRB’s seminar links a company’s internal processes to its market performance
IMRB International, in collaboration with Walker Information, conducted a day long seminar on 'Building customer-centric organisations’ in Mumbai on February 17. The seminar’s objective was to address the challenges that organisations face in measuring and managing changing expectations of employees and customers.
IMRB International, in collaboration with Walker Information, conducted a day long seminar on 'Building customer-centric organisations’ in Mumbai on February 17. The seminar’s objective was to address the challenges that organisations face in measuring and managing changing expectations of employees and customers. The key topic of discussion was the link between an organisation’s relation with its employees and in turn with its customers.
Steven F Walker, Chairman, President and CEO, Walker Information, a world leader in measuring stakeholder relationships and corporate reputation, was the keynote speaker at the forum. The seminar also featured case studies of six leading Indian companies – Airtel, Hero Honda, KSB Pumps, Taj Hotels, Shoppers’ Stop and Titan.
According to Walker, companies got the customers they deserved because customers were smart. Organisations first need to ask themselves about the kind of customers that they are trying to attract as this will help them build their business plan. The most important aspect of business is not sales but first building a long term customer centric business framework.
He added that though it was important for every company to have a customer centric framework, they needed to customise these programmes depending on the company being manufacturing-based or service-based. For instance, a manufacturing-based organisation should focus more on brand equity as opposed to a service-based organization, which should focus more on delivering quality services to customers.
The company-specific case studies started with Airtel, which is today the only operator to be present in all 23 circles. According to the case study, competition is beneficial for consumers (as it offers them more choices) and companies (as it helps them innovate and observe best practices). To assess its customers, Airtel started the Customer Relationship Assessment (CRA) in 1996 that was conducted every six months. After this, Airtel moved to a Customer Satisfaction Index (CSI) that took into account both the input and output metrics. At Airtel, CRA moves from focusing on customers to also focusing on employee motivation to balance the scorecard and give balanced results. Airtel wants to be the most admired brand in India – across all categories – by 2010.
Hero Honda’s secret to success was offering more to customers even when they did not demand it. Leadership at Hero Honda is not just sales volume, but a total assessment of customer experience and customer satisfaction management. Hero Honda’s programme to assess customer satisfaction was based on the hierarchy of customer loyalty such as customer purchase experience, product experience and service experience. At Hero Honda, it was very important to connect with its various dealers to know customer experiences on both product as well as services levels. Once Hero Honda identified areas of potential strengths and weaknesses, it standardised processes at the dealer level to make customer assessment easier. These were on levels such as showroom infrastructure, service levels, stationary, signages, introducing floor supervisors and customer care executives and training programmes for workshop personnel. All this has resulted in Hero Honda enjoying a 50 per cent market share currently.
Things were a little different at Shoppers’ Stop and Taj Hotels as they are service-oriented organisations rather than manufacturing-oriented. The key findings made by both these organisations was that services offered by employees have a significant impact on customer loyalty as they directly deal with customers. Both Shoppers’ Stop and Taj Hotels implemented detailed and formal programmes to understand and manage employees and improve service levels.
The common thread between all the case studies suggested that market and financial performance is dependent on a company's internal processes. However, the most vital link between market performance and internal processes is the satisfaction measurement of customers.
IMRB also presented a study based on its research conducted amongst leading corporates in India. The survey brought forth IMRB’s opinions regarding the followed best practices and challenges these companies faced while building customer centric organisations.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp