I have spent the most significant chunk of my professional life in the insurance industry, and I still track the industry with avid interest. More than any other industry, active listening is crucial and delivering the best at every touchpoint is critical. However, what most of companies are doing, and even I have done in the past, is what I call delta changes.

Brands strive to do delta changes. These need to be noticed by customers. It has to be a four delta difference if you want to make the brand a superpower.

What I mean by four delta differences are the exponential changes that alter consumer behaviour and drive stickiness. For example, we are so used to ordering cabs on an app that we seldom flag a taxi from the street.

Now Take the example of insurance as a business. Every single insurer has money to be spent on customer acquisition. However, most follow the cheapest method to acquire, not necessarily the most consumer-friendly or fastest.

Today is the age of quick service. Groceries are delivered in 10 minutes, unimaginable a few years ago. Any breakages during transportation or short deliveries are remedied instantly, perhaps by bots or humans behind the screen against some sort of direct proof like a photograph. Insurance companies can take cues and look at the prompt settlement of claims similarly.

It is not about getting many small things right. Sometimes it is about one significant change. The moot point is that you must innovate and disrupt set practices to get customer delight or exponential growth. Do one great thing and drive a 4 Delta growth

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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