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ET CX Summit 2022
Delivering meaningful customer experience is not a good-to-have option – it is imperative for a brand’s success. Hansa Cequity’s CEO & Customer Experience Expert, Neeraj Pratap Sangani, shared his view about the future of connected customer experience & how crucial it is to build experiences that matter to the customers at the ET CX Summit 2022.
Here’s what Neeraj Pratap Sangani, CEO, Hansa Cequity has to say about brands incorporating Data & Technology into their customer service strategies. “A new and differentiated framework is required to build customer data architecture and expand the data-centric enterprise as data, analytics, and AI become increasingly integrated into organizations’ daily business to drive real-time business outcomes.”
Companies must begin to consider providing an integrated customer experience; here is a quick overview of the components required to integrate them seamlessly.
In the recent past, there has been a phenomenal shift in consumer behaviour and their expectation of experience during the entire purchase cycle. With increased mobility and the always-connected customer, loyalty to a brand cannot be taken for granted. They can interact with brands in multiple ways through a variety of channels.
Logical, agile and out-of-box thinkers get preferential treatment at Hansa Cequity. The candidates should be open to experimentation, have an appetite to explore new techniques and adapt to new tools and technologies. “Someone who is from a strong academic background with fundamental knowledge coupled with a few years of experience is the best fit for a data scientist position in our organisation,”
The world around us has changed very rapidly and so has consumer behaviour. From the fear of missing out (FOMO) to the joy of missing out (JOMO), the pandemic has pressed the reset button for most of us. It has redefined our relationships, beliefs, value system, and priorities. CXOs and Marketers really will have to rework their go to market strategies in 2022. Many business-related dilemmas have become behavioural and unpredictable questions. You can be thorough, rigorous, and wrong at the same ..
As part of a new BE Martech series we look at the key findings from Hansa Cequity’s ‘MX Report 2020 – State of Marketing Experience In India’, shared exclusively with Brand Equity.
Marketing Experience (MX) is the new currency that must measure experiences across a broad spectrum – Advertising, Content, Personalisation, Engagement and Data & Analytics driven metrices that have huge impact on CX and revenue.
The Truth About Martech: Fighting The ‘Paralysis Through Analysis’ Effect, in the second part of the BE Martech series, we decode another set of findings from Hansa Cequity’s ‘MX Report 2020 – State of Marketing Experience In India’, shared exclusively with Brand Equity.
One of the 5 key components of Marketing Experience – Data & Analytics MX isn’t effectively leveraged by ~55% firms studied, beyond tracking media investments and traffic insights.
The Truth About Martech: Empower marketers with robust Customer Data Platforms. In the BE Martech series this week, we look at the importance of investing in CDPs to create a unified and comprehensive customer behavioural database. Here are the key highlights from Hansa Cequity’s ‘MX Report 2020’, shared exclusively with Brand Equity.
The MX technology category yet to find takers is Customer Data Platforms (CDPs) which is a very crucial data component of the MX-Technology stack.MX.
The Truth About Martech: Focus on advertising journeys and experience orchestration. In the BE Martech series this week, we decode the Ad MX dilemma. Here are the key highlights from Hansa Cequity’s ‘MX Report 2020 – State of Marketing Experience In India’, shared exclusively with Brand Equity
Advertising MX, has significant room for improvement as most firms are not effectively integrating personalization, content customization and contextual ad targeting to improve MX.
The role of data science is to help businesses differentiate their customers and help optimize business processes across the enterprise by value, efficiency and effectiveness. When data science is fused with customer experience as a foundation for making decisions, it takes away bias from decision making and helps people make informed and intelligent decisions while making customer experience personalized and unique.
An Interview - Trending Now
Client expectations are changing rapidly and are becoming more and more dynamic. They are looking at online engagement across the website, data management platforms, marketing automation tools, social media, mobile apps. How this can be consistently orchestrated across all these channels is the expectation change one is seeing across clients.
An Interview - Trending Now
Client expectations are changing rapidly and are becoming more and more dynamic. They are looking at online engagement across the website, data management platforms, marketing automation tools, social media, mobile apps. How this can be consistently orchestrated across all these channels is the expectation change one is seeing across clients.
Exit CRM. Enter CXM
We live in an era where acronyms are a sign of expertise or the next big tectonic change in technology. From a marketing perspective CRM was an acronym that resonated for almost 2 decades. But times they are a changing. Today marketers are in a mad race to give their customers a superlative ‘experience’ not just manage the ‘relationship’.
Ramdev’s Patanjali must move past pricing to win India’s consumer goods war
“To attract buyers, a new player has to first highlight its strong brand proposition to consumers vis-à-vis other brands. (Only) post that, it should look to leverage pricing,” said S Swaminathan, co-founder of Hansa Cequity, a data-driven customer marketing solutions company.
Today, technology has impacted the world. And any organisation that wants to put across a strategic, forward-thinking perspective is judged by the emphasis they place on technology and Artificial Intelligence. For a lot of us, the first brush with AI and machines was with movies like Stanley Kubrick’s – 2001: A Space Odyssey. Most people will distinctly recollect the scene where Hal 9000 disobeys the astronaut on his ship when he realises that they want to disconnect him.
ET Edge's AI & IOT Summit 2019
A wide range of industries are using ecosystems and platforms like AI, IOT and Machine Learning to realign their business models and build intelligent triggers & insights for enhanced CX. In coming years, companies would be more open towards creating opt-in and opt-out platforms using AI, IOT & ML that will generate business value & higher efficiencies out of it.
The analytics team at Cequity used a combination of repurchase, response and prospect segmentation models to arrive at the best TG that were targeted for Festive and December Bonanza Campaigns. Using custom built analytics models, Cequity achieved significantly low Cost Per Retail (CPR) and also generated noteworthy amount of lift in sales for their client.
Congratulations to the team.
Raymond revamps supply chain weighs on digital tools for more efficiency
For most branded textile players, sourcing and supply chain management are key cogs in the wheel. As locations and capacities for manufacturing multiply, more companies are moving away from focusing their efforts on plant-level production planning and are adopting a demand-driven approach — to try and manage demand more efficiently.
Get over the Millennials, It’s time to focus on the Centennial
Digital natives who seek instant gratification, have shorter attention spans and emphasise on experiences as opposed to material things; that’s how marketers, researchers and brands have slotted the millennials.Powerhouse brand-loyalists, millennials, considered until now the largest living demographic, have piqued the interest of every brand and marketer.
Harnessing Conversations: The use of text analytics for better marketing
Technology and data are changing the basic grammar of marketing. Gone are the days where marketers could live with one-way communication or understanding consumers, their needs or perceptions about brands – only through brand tracking studies or usage/attitude or satisfaction studies and scores.
Music streaming apps pose threat to FM radio brands
The humble old FM radio may not be out of fashion yet. It still possesses the advantage of offering a complete package of music and non-music content with a significant amount of loyalty attributed to the brand personas/RJs. here’s the persistent threat of modern-day music streaming players ramping up their offerings beyond music, by incorporating talk shows and podcasts.
Why Data Should be a Board Room
Priority?
The world of business is so dynamic today. Volatility is the new norm. Companies that can navigate with more intelligence in volatile markets are also the ones that are able to create shareholder value. Most of the top 10 valued companies in the Dow Jones Index did not exist 30 years ago. Five of the six companies are data driven – Apple, Alphabet, Microsoft, Amazon, Berkshire Hathaway, Facebook.
Brands Slice the Message Straddle Multiple Media for Customer Buy-in
In the early part of the evolution of marketing as a discipline, there were a lot of theories and strategies. Almost none of them were backed by data. Today, in the age of big data, marketers have an ocean of information, but they are struggling with how to use it. They capture every interaction with their customer– sale, after-sale services, etc.-
Marketing 2020: How CMOs can be the catalysts of change
Brand Equity, in association with Hansa Cequity, kicked off its flagship event, ‘Marketing 2020: How CMOs can be the catalyst of change’ at the plush Sofitel Hotel in BKC, Mumbai. CMOs band together core brand values while driving growth and construct customer experience, digital transformation and industry innovation.
As push notifications gain ground, mails become passe
An advantage of using push notifications is better personalisation and scope for innovation. While targeted campaigns earn conversions, broadcast generalised campaigns can lead to uninstalling the app.
Improved CX, Martech Investments Top Two Priorities For CMOs In The Coming Year: Study
With increased scrutiny on marketing investments, marketers now have to review their spending priorities and justify them. A recent study conducted by Hansa Cequity, reached out to leading Indian CMOs in different industries to understand their focus areas in the coming year. Coming to top priorities in the coming year, customer experience came on top with 30% marketers saying they will map customer journeys to improve CX.
How Intent Economy is Defining a New
Customer Era
In the early part of the evolution of marketing as a discipline, there were a lot of theories and strategies. Almost none of them were backed by data. Today, in the age of big data, marketers have an ocean of information, but they are struggling with how to use it. They capture every interaction with their customer– sale, after-sale services, etc.–, and based on all this transactional information.
GDPR: Who really owns the data?
On May 25th, 2018, a landmark regulation came into effect, that will potentially transform the data rights and harmonise data protection across all states in Europe. This is bound to have a significant impact of how data is owned, managed, used, accessed and shared by companies. So, the key question to be answered – in an increasingly digital world, who really owns the data?
50% marketers to increase spends in the coming year: Hansa Cequity
According to Hansa Cequity’s survey, auto, pharma and CPG marketers are looking to increase their marketing spends. But a majority of financial services and retail marketers said their budget will remain the same
Marketers' spends 2.0
Gartner’s prediction that CMOs will spend more than CIOs on IT, may just be closer to reality than previously imagined. As per the Hansa-Cequity study, CMOs will require new skills to marry creativity with data. It will no longer just be about communication. Content, context and insights will increasingly become skills that need to be built into the marketing organisation.
Firms to spend more on marketing technology
Mapping the need of customers, increasing their delight, and mapping customer journeys have emerged to be the top priorities for marketers who are realising the importance of knowing their customers.
Where the Math Meets the Mad
Over the last several decades, marketing has been sharply oriented to right brain thinking. It has focused on building one big creative idea.
Marketing in the era of data hegemony
Marketing of the future is no more about building messages and communication. It is about leveraging data, leveraging technology and creating content, building innovative services that engage customers directly using an ecosystem of collaboration and platform-driven thinking.
Influencer marketing - From short-term influence to long-term impact
Influencer marketing has largely remained unchanged in the decade or so that the trade has been around. It’s time brands used influencer marketing as a strategic weapon, not as a tactical ploy.
Open banking ushering in a new world of opportunity
This story highlights how the retail sector is facing the severest competition from the online segment, with the latter causing a dramatic impact on footfall and sales.
The power of contextual analytics
The retail environment is undergoing a significant change with the proliferation of e-commerce, emergence of new digital channels, innovative payment platforms, etc.
Fintech revolution no threat to traditional financial institutions
Consumers will entrust their financial needs only to a trusted advisor – S. Swaminathan, CEO, Hansa Cequity
Data Analytics: Fuelling IoT revolution
Is data analytics fuelling the IoT revolution or is IoT fuelling data analytics revolution is a key question that businesses must look & find answers for.
After data leak row, Facebook imposes restrictions on user data access.
Hansa Cequity believes that digital marketing arms of most companies will finally have to consider building their own user database given the strict clampdown on third-party data. Read more about what Mr. Swaminathan – CEO, Hansa Cequity has to say about this in this article.
Omni-channel retail's balancing act
According to a recent study by Hansa Cequity, more than 65% of consumers search online before walking into an offline store. Also, about 55% tend to look at consumer reviews and about 47% of them tend to check company websites.
Mobile-wallet transactions grow, despite the KYC hurdle
Redefining payments – Customer experience is increasingly being redefined in the emerging platform economy, S Swaminathan, co-founder and CEO, Hansa Cequity, told Business Line. Many traditional business models must be rewired as more and more consumers adopt and embrace the platform economy.
Know your customers and focus on them
Companies everywhere seem to be adopting a customer-centric approach, but how do they survive in this competitive scenario? Find out what winning companies do.
Digital Ad Fraud
Online deception threatens to jeopardise the digital transformation journey of brands, says a new report on ad frauds in India. At nearly nine per cent of the global bad ads business, India’s digital ad fraud ecosystem is thriving. It is a scam worth $1.63 billion at present and the numbers are likely to go up by 23 per cent in 2019 according to techARC Research, a firm that tracks digital advertising in the country.
With an estimated $250-300 million opportunity in India and a projected CAGR of 44% for the next five years, MarTech is creating a storm. As digital media is getting expensive due to competition, premium brands are looking to derive greater ad spends returns, transparency and connected views with the help of marketing technologies. A Grand View Research report estimates that the global marketing automation software market is expected to reach $7.63 billion by 2025. As per industry estimates, over 60% of marketing leaders the world over are now using at least one marketing automation platform.
