Understanding Consumers Is The Most Important Thing, Says Experts

It is always important for every organisation to effectively create engaging and personalised customer experiences. So it becomes essential to understand the different aspects and dimensions of it. The experts in the panel discussion made their points on elevating the customer experience and enriching it further.

Chandan Mukherji, Director and Senior Vice President, Strategy, Marketing, and Communication, Nestle' India, said that understanding the consumer is the most important thing, and for this, they have multiple data sources, and it's important to understand the entire ecosystem of data. They are interested in knowing how they consume, how they shop, and how they engage. It's also important to understand the whole journey of our consumers. 

He added that we look holistically at our various data sources like our partner ecosystem, traditional research sources, and new-age forms of data, and it's not just about collecting the data, but it's also about enriching the data, segmenting the data, and later deploying mechanisms to activate the data. 

Manika Sharma, Head of Marketing, Firefox Bikes, while speaking on data for customer targeting, said, " For us, the primary source of data is our website. Beyond that, we collect data from our customer support because a lot of customers are reaching out to us. Aside from this, we also invested in a lot of infrastructure to connect our retail channel, which is a combination of our company-owned stores and dealer-operated stores, to connect them on the back end so that we can collect potential data. For social media marketing, we gather data to create an audience and reach out to them through our media campaigns," she added. 

Ankit Prasad, Founder and CEO, Bobble AI, inquired about the type of content that would be useful to target customers or engage them. To which Burhanuddin Pithawala, Head of Growth Marketing and Operations, HealthPlix, replied, "We are engaging with our audience, who are mainly doctors. They are more interested in knowing how this particular thing is going to help me in my practise and outcomes for my patients.

He added that understanding the personas of various doctors is important  and, usually, they take long-form content roots disseminated through webinars or interactions to connect with them. The strategy is to develop content and break it down and distribute it over a period of time.