Customers are everywhere 24 x 7, which means the brands need to be everywhere where the customers are. The context is that you're wearing the customer's hat while you're a marketer; you're desirous of talking to a customer. This has evolved because customers now want to communicate and converse with a brand. Customers prefer more than one-way communication. They want to converse, they want to do commerce, they want customer service & support, but now they want it in their channel of choice and 24 x 7. An experience like this can create great customer satisfaction and loyalty satisfaction.

The six Cs - content, commerce, community, context, customisation, and conversation have become very important, hence the need for mass hyper-personalization across all channels.

Traditionally, the customer would walk into your store if you're a product company. If you are a service company, customers walk into a branch or an agent, and you would be able to offer that experience consistently. That has changed today because customers are digitally present today and are always on all platforms. Your footprints, too are on these platforms. They see your ad on Instagram or Facebook, search for you in Google, want to talk via Whatsapp, and message via a chatbot. More importantly, they hope & expect that the brand has full context of their engagement across these channels and can provide a consistent experience.

Covid has given massive tailwinds for the proliferation of these digital channels. With customers now being everywhere 24 x 7, the over 3x growth in customer touch points and the multiple journeys like presale, sales, support & post-sale have added complexity for brands to succeed and continue to provide great experiences.

As marketers & brand custodians, it's now more important to have rich, complete, multiple, and consistent customer experiences across your digital footprints. Do remember - the customer is everywhere.

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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