Articles and stories

We had an epic breakfast in Gurugram & Afterhours in Mumbai with more superheroes than in any avenger movie.The interest in the CX Superpowers theme has been overwhelming, CX Superpowers? Do brands re

One of the most critical stakeholders to deliver fantastic CX and one that many organisations constantly ignore are the employees. If brands want to provide fantastic CX, start delivering an incredib

The insurance industry's market leader has a share of 55%, and the next three players take another 20% which leaves about 1% wallet share for the balance of players.In the Life Insurance segment, the

All my journey as a marketer has been ultimately trying to sell something.The moment we start thinking collectively, how we help the user buy Is what becomes a superpower. From an inside-out approach

Getting the customer experience right requires empathy. It?s the ability to understand and the ability to solve a problem.There are situations where customers need to be more informed or have made mis

Listening to and taking feedback from your customer is essential. Acting on that feedback makes it very important.Listening helps to understand what the customer needs from you. It also helps understa

Over the last couple of years, as users, humans, consumers, and brands, there has been hyper realisation around our lives, the brands we interact with, the products we use, and our interactions with e

It doesn't matter who you are or where you are; the power of a chair is the force. Yet, there is a bigger power that you have had all along. And you can use it right now. You can be humble and realis

In times of economic uncertainty, marketing budgets get the axe first. In a highly competitive, regulated and commoditized category of mutual funds, you are left with a select few differentiation fac

When we talk of great cx, we always think it means using technology. More often, small human touches make a difference. I will illustrate this little story that I saw first-hand in July 2021 at the Ob

TrueCaller, as a tech company, is under constant scrutiny from customers over its data collecting & use practices.When customers have a great experience with your product & service, they turn to advoc

The digital dynamic has played out. Launching the first of its kind, the road bank ( Kona Kona Kotak ), to the first downloadable bank account in 2017 to keep innovating during covid in a regulated in

In today?s personalised digital world, a brand needs to have the superpower to find the right balance between not being intrusive and yet being able to give the required information to the users.MakeM

The superpower of creating valuable experiences is what we, as a brand, stand for.Making a consumer feel valuable is something we stand for. We, as a brand, stand for recognising real value. We aim to

My key takeaways from this thought-provoking session are:-1) Stay relevant and keep evolving yourself, listen to customers and build your product and service accordingly.2) Fair practice code for cons

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 ho

Are the next consumers going to engage the way their parents have engaged with the brands? or will they be starkly different? It?s a simple question. This generation is spending many hours of their ac

Content strategy is one top trend that marketers can harness as a CX Superpower.Marketers have realised this superpower and are moving to the next level of content strategy. A layer of a self-learning

Let's face it: customers face the paradox of choice, the inability to choose when presented with many options, even though they like to have plenty of choices. The more you offer to choose from, the m

As a brand with over 1250 physical stores creating awareness is one of the hygiene things done. As an established brand, we are moving toward authentic listening.The ability to listen to your customer

In the last three years, we've been invited to more boardroom meetings than we ever have in the eight years before that. So CX is something that's top of mind. It's something that everyone's working o

In an earlier era, the sales teams drove large-scale product adoption, and the role of marketing was limited to communication and sometimes at crossroads on objectives. Categories, especially insuranc

Customers place more value on authenticity and honesty and want to see real things. Covid impacted all users in more ways than one. Inclusivity has been a big part of the value system at Kaya.It?s tim

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 abo

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

We need to decide what sits on top of all the superpowers. There has to be something that sits on top of everything.I imagine that trait for my brand is - being human. We all know that trust in Indi

In a long tail, high ticket & low-frequency transaction business like auto & preowned cars, the decision-making process is spread out from a few weeks to a month. Given that repetition in such a busin

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

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

Financial planning is a very personal and complex subject. Consumers are generally shy about discussing personal finances.They are always in some stage of life planning, whether as first-time employee

The IPL today is the second most valued sporting league in the world in terms of per-match value, with 500 MN+ plus viewership in India in IPL 2022.Fan-led engagement plays a big role for us to create

We have one superpower we have, and we use the right now authenticity. We always try to be honest with the customers because they deserve it.

Being honest with the customer is essential. For an apparel brand, it's prudent to put a care label beforehand rather than having upset customers on your social feed. Without any second thoughts on th

Parikshit?s View: MMT has been around for 20 years as one of the most trusted travel brands. Parakshit Choudhary shared how MMT has attempted to stay relevant all this long through storytelling & prod

Gamification is revolutionizing the way brands engage with consumers by incorporating game-like elements to create an enjoyable and interactive experience. This strategy not only increases brand loyal