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Customer Experience a top Priority in India


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During the last quarter of 2013 Paul Writer and SAP ran a LinkedIn poll targeting senior marketers in India asking the question “What do you think your customers wish you would invest in next …

During the last quarter of 2013 Paul Writer and SAP ran a LinkedIn poll targeting senior marketers in India asking the question “What do you think your customers wish you would invest in next year?”

The results from this poll indicate that Customer Experience is fast becoming a top priority for Indian marketers. Download this free Snapshot Survey report to learn more.

Engage customers like never before. To engage more see:

Published in: Marketing

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  • 1. SNAPSHOT SURVEY REPORT Customer Engagement Customer Experience Top Priority in India For Indian marketers, the focus is on offering strong products and building a better experience. B Y L A U R E N G I B B O N S PA U L T he world over, marketers need to keep their collective fingers on the customer pulse. Understanding customer priorities is key to staying relevant to minds and wallets. Given that, a recent poll asked senior marketers in India where they believe customers would like them to invest their budgets in the coming year. The majority said clients would want them to spend on improved products/services (33 percent) and a “better experience overall” (43 percent). Indian marketers are clearly Methodology SAP and Paul Writer launched a global survey via LinkedIn in late 2013 to determine what types of investments senior marketers believe their customers most desire for the coming year. Approximately 622 respondents from India participated in the survey. Titles included: n  XO C n  ice President V n Engineer n  usiness Owner B Marketing Investment Priorities Respondents were asked to name the marketing investments they thought their customers would value most highly. A better experience overall 43% Improved products/services 33% and mobile access (see Figure 1, “In India, Marketers Better targeted offers 13% Better mobile access 10% Other 1% Think Customers Prize the Basics”). FIGURE 1 Base: 622 respondents becoming more tuned into the importance of building a strong customer experience, before they venture into more sophisticated initiatives such as targeted offers Source: SAP/Paul Writer via LinkedIn “While many firms still view the customer experience as driven by the product, over the past 12 months we brick-and-mortar venues—is achievable with back-end have seen some futurist marketers break away and systems that support this seamless interaction. work on the holistic customer experience from prepurchase to after-sales,” says Jessie Paul, CEO of Paul Survey respondents also indicated they are looking Writer in India, which focuses on end-to-end aspects of over the horizon at giving customers greater mobile developing the B2B marketing infrastructure. access and improving targeted offers. “Customers are looking for more mobility, i.e., access, through “We all keep announcing new products and services, smartphones and tablets,” said one respondent. but what our customers really want is an overall Additionally, prevailing marketing techniques vary better experience,” one respondent agreed. Another considerably from industry to industry. In business-to- concluded that the best customer experience business markets, for example, many companies need combines quality, relevant products and price. “It’s to build and maintain loyalty in their dealer network, time to give the customer better products, service and and targeted offers greatly aid in that pursuit. “In the the best quality at an optimum cost,” he said. cement industry, companies do everything to make dealers loyal. For that, better targeted offers is the Some respondents pointed to technology’s role in most suitable method,” said one respondent. providing compelling customer experiences, using analytics to unearth customer preferences and “As India becomes a more consumer-driven integrating systems to achieve consistency across economy, and as enabling technologies become more all channels, including phone, Web, mobile, instant widespread, we will see the focus on a good customer messaging and in-store. “Customer experience should experience becoming the norm, not the exception,” be about building infrastructure that allows customers Jessie Paul concludes. n to do whatever they want through whatever channel they choose to use,” said a respondent. Today, delivering an ”omni-channel” customer experience— an unbroken, continuous dialogue and consistent look and feel (and touch and sound) across digital and February 2014 | © Copyright 2014. Paul Writer. All rights reserved. Lauren Gibbons Paul has written extensively on customer relationship management and customer experience management for more than 15 years. This research project was funded by a grant from SAP.