The document discusses customer experience (CX) and outlines three major areas to focus on: outreach, hooks, and optimize. It defines CX as the combination of these three areas (CX = C + H + O). It also provides definitions for CX and customer behavior, discusses the changing media ecosystem and customer segments in India, and outlines key steps to improve CX, including understanding customer needs and tracking customer behavior.

1. The CX
Value-Chain
Trend Spotting Amplification Engagement
Empowerment
& Advocacy
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2. The CX Equation
Customer Experience (CX) requires clear vision, the right tools, and great execution to succeed. Three
Major Areas: Outreach (C), Hooks (H), and Optimize (O).
CX = C + H + O
Outreach: Unique Cover
Hooks: Retention
Optimize: Audience Opportunity flow & Behavior
Outreach Hooks Optimize
Create Cume. Increase
engagement
Audience size,
flow &
engagement
congruence
Increase
awareness
Drive loyalty Cost efficiency
Increase share-of-
voice
Catalyze
Empowerment &
Advocacy
ROI
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3. What is CX?
Customer experience is the internal and subjective response customers have to any direct or indirect
contact with a company.
Receptivity to IVR, Cultural
Know-how of CSR, Language
Language, easy/sophistication of
user, level of familiarity with product
Which channels are most effective,
language, how much/how little to
explain
Legacy Systems, IT limitations,
etc.
Require different levels of
hand-holding
Different levels of brand/category
understanding, language
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4. Customer Behavior and Expectations are changing
Source: McKinsey & Company
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5. Media Ecosystem
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6. The South
Indian
space
The Movie
Space
The News
Space
The
Infotainment
and Holly
wood space
The Regional
space
The children
and the
tweens space
The Sports
space
The GEC
Space
The cluttered TV
market with
broad underlying
themes

7. The News market is a
homogenous glut. Every one is
cluttered around mass
audiences . Undifferentiated in
terms of SEC and Age
Channel audiences
are too small to be
targeted . Error
levels are too high
The business
channels have
older and higher
sec audiences

8. A Primetime Mon-Thu serial,
with middleclass mothers with
children, from the North and
the West

9. The Seven
Segments in India
Channel audiences
are located across
segments in varying
contributions
The names of the
segments reflect
predominant
characteristics in terms
of Geog, Demog and
Content

10. PROMO
CHANGES IN
SEGMENTS CAN BE
TRACKED AND
TARGETED
DEMOGRAPHICS
GEOGRAPHICS
PROGRAMMING
DISTRIBUTION

11. 5/25/2017
Good Morning India: TANGO Overview

12. 5/25/2017
Opportunity to see?

13. 5/25/2017
Understand needs, wants &
demands
Prioritize impact of
marketing, sales and service
decisions
Track, Distill & adapt to
Customer Behavioral shifts
Nurturing leads and
Customer plans for TG
Create Customer Centric
Information Architecture(CCIA)
Workflow tools deployment for
marketing, sales & stakeholders
Optimize touch points create
customer experience map
Steps to better Customer Experience Management

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CX: Touchpoints
MARKETING
PR
DISPLAYS
ADS
PROMOS
WORD OF
MOUTH
SOCIAL MEDIA
EMAIL
DIRECT MAIL
EVENTS
PACKAGING
ECOMMERCE
CROSS SALE
UP SALE
STORE OR
OFFICE
SALESPERSON
WEB
PACKAGING
INVOICE
FORUMS
SOCIAL MEDIA
SURVEYS
LOYALTY
PROGRAM
BRAND PROMISE
NEWS LETTER
CUSTOMER
SERVICE
BILLING
Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy
PRE-PURCHASE PURCHASE POST-PURCHASE
INTERESTCREATION
PROFITS

15. Positive interactions goes beyond “Completely
Satisfied
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16. The Road Ahead
• Silos’ may be the biggest threat to your organization today.
• Understanding change as it effects your strategy has never been more important.
• However where strategy also includes fundamental change to your organizational design and your operating
model the challenges then grows in proportion.
• Asking the guardians of the present status quo to design a future in which their roles have changed requires the
right facilitation. This type of organizational change happens infrequently and getting it right is vital.
• The Silo’s & operational pillars of your organization need to change now. We are in a race towards a new type of
customer relationship and a new type of enterprise.
• Those who are already in the path to change are rapidly moving ahead of competitors because at the core of this
new change is differentiation made easier.
• There is an early adopter win even in mature markets that puts all brands at risk.
Ask Yourself:
• When did you update your strategy to take account of a specific disruptive innovations?
• How are you dealing with the customers increasing power over your relationship?
• How are you changing your strategy to move transactions onto the customers devices rather than proprietary POS
technology?
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