I have always believed in a brand?s ability to impact lives and do much more than spin the cash registers.

Brands do possess superpowers as superheroes do. Power to inspire us & make us feel better about ourselves and the world we live in. Like superheroes, brands should positively impact the world in which they exist and the lives of the people they touch.

Here is a summary of some insightful nuggets I captured from the conversations

1) The CX sweet spot - Imagine a Venn Diagram with ?What customers want to listen? as one set and ?what brands want to say? in another set, focusing on the intersection of these two sets. That is the sweet spot from which a brand can draw its CX superpowers

2) Brands should build a Fair Practice Code. A value system code to live by through good and bad times. A beacon to guide you in delivering an excellent customer experience. Put yourself in your customers' shoes and don?t do to your customers what you don?t want to be done to yourself

3) Great CX can be delivered by achieving meaningful hyper-personalisation. You can add meaning and context by knowing your customers' preferences. It is about more than just sending messages with a customer's name. It needs to make them feel ?you know them well.?

4) Like Superheroes, brands should be comfortable embracing their human side. The alter ego is as vulnerable as any human with strengths and weaknesses, challenges and opportunities, wins and losses. To deliver a great CX, the brand should remember dealing with humans. So acting like one can make the connection much stronger

5) Empowering people at your customer touchpoints who engage with them at the moment of truth can do wonders for your brand?s CX. There is nothing worse from a customer experience point of view than hearing, ?I will get back to you?.

6) Consumers today are Omnichannel, so to deliver a great CX, brands not only have to be available on all channels but be consistent and enable seamless transition across all channels.

I would like to add one we should have included in the discussion. I believe in empowerment to the last mile. Sai from Policy Bazaar spoke about the moment of truth for the insurance business. Our customer care agents or your retail sales representatives deliver many moments of truth.

So as a consumer, if I have to hear back from him that I will get back to you, that's a problem in my customer experience. So the last mile immediate representatives are customer care executives or people managing your social handles. They should be empowered to get back to the customers with solutions.We remember we used even to empower agencies to hand out refunds or coupons to people who would raise complaints. Empowering your last mile can help you deliver a great customer experience.

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.

Tags: