I would like to talk about one crucial aspect which we should be looking at closely besides focusing on CX as a marketing priority. And why do I say this? It?s because of two reasons. First, I am a hotelier, and that's how I began my career. Therefore, Service orientation is now part of my DNA. And then there was this reference to Hotel Oberoi on how each employee is empowered to service the customer and the personalisation is to that level.

And now I'm at NIIT, and we've done that; the organisation has taken service culture to a level where we talk to all the employees to imbibe service as a way of life across touch points. We roped in a global consultant Ron Kaufman, the author of the famous book Uplifting Service, and he's done intense sessions across the company on how we can make service a priority for all employees.

So, while there is a touch point on CX, which we as marketers are doing, it'll keep improving with the available tools. But finally, the touchpoints also come down to the people. It is a cultural nuance which needs to be imbibed in each employee, just like in hotels, where service is the key USP. And when we get there, that'll be the critical differentiator because, going forward, many of these CX tools will also get automated. There will be some that will happen through the power of AI.

So, in that circumstance, how do you differentiate? Your people will be the ultimate CX Ambassadors, and for that to happen, it needs to be done as a company-wide initiative and not just as a marketing initiative.

Superpowers?

We have an idea. It is not a power ring, nor does it shoot laser from its eyes. We call it x-ray vision. It lets you see if your customers are happy or disappointed, if they are loyal to your brand or if they would like to move on with another option. This superpower can tell you if they are aware of your current offers and promotions or if they are forgettable in their minds. The superpowers of CX allow every brand to see through the eyes of their customers.

The DMAasia Brand Trail is a new concept introduced to the marketing community. A unique representation of insights from a variety of industries, ranging from eCommerce and financial services to food and property.

The DMAasia Brand Trail for CX Superpowers was held in Mumbai & Gurugram on 10th Nov and 17th Nov. It was an interactive session which has garnered industry-wide participation from over 40 CxOs in attendance.

We started with a simple objective: collectively finding what it will take to win in 2023 and how brands can grow at scale.

The perspectives mentioned here have been captured at the Cx Superpowers event by our team at DMAasia. It's a wealth of techniques that you can deploy for your brand.

What is your brand's favourite superpower? Let us know and we would love to get you featured here at the DMAasia Brand Trail.

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