The marketer's agenda is to influence the customer's mind. This can be done by creating a relevant connection between the minds of the customers and your brand promise or product features. It requires understanding context and the various forces that drive customer choices.

Customers disdain brands that do not keep current with life stage changes. Getting calls, SMS, what's app and emails for cars for servicing long sold off or when I have moved to my current location can lead to brand value erosion.

However, getting relevant offers can lead to customer delight, conversations and commerce. A Hotel where a customer has booked a family vacation would be rated high if they sent messages asking about my food or room preferences, an enhanced offer at the water park or spa in the resort, or a local excursion offer.

Never before has been a time when marketers are faced with challenges and opportunities of the same magnitude. Technology and budgets may not be too difficult to come by. The lack of collective organisational will to embrace change makes brands irrelevant, and customers expect brands to do more and do better.

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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