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Ideas We are Looking For - Part Four

Systems for Customer Care

India, like many trends, will leapfrog from a society that never knew customer care, to one that will be right in the middle of social media and other forms of the connected society, that ensuring customers are taken care of will become crucial. There is an upside to it. Cost of acquisition of customers will drop as customers will become ambassadors for a brand. There are gaping holes in the market and a pressing need when it comes to systems that can enable large scale businesses (read Brands) to manage their reputation - by that we do not mean social media ghosting.

Brands and franchisees like Cafe Coffee day, have a layer of inefficient franchisees who are not yet aware of the what their target audience is equipped with. But the Brand CCD very much does. Linking Customers to the custodians of the brand, can bring about a significant difference in this space.

Think Banks. Or any institution that doesn't have much of a differentiation factor. Airlines too for that matter. For them systems like these will make a difference.

Internally Organizations also need better systems that can manage these claims and disputes, to efficiently improve or tailor-make products that makes a better fit.

From a consumer perspective, there are large gaping holes when it comes to the communications channel between the organization and its target audience. Do you agree?

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Reader Comments (2)

From my understanding of the problem at the grass roots - the problem is about margins...

Make a call to Amazon and they replace the item (taking a loss) - By going above and beyond - they build strong credibility and repeat customers. This costs - quite a bit, but works out at scale. But the core reason it works out is that margins in some of these companies are pretty healthy.

A lot of Indian companies, do not seem to have the margins to allow this. For example sprint messed up something and to compensate they gave me 1 month of unlimited SMS. Honestly Airtel's margins do not allow such luxuries.

Social reputation management is only 1 part of the problem. Quick address helps greatly. Ability to take the cost to keep customer happy is a bigger part of the problem. Bad service at coffee day should be addressed with some freebies to ensure that customer remains happy. Do they have the ability to do this is the open question... Smart tools can help mollify the customers who can do the maximum damage. But will the cost structure allow it ?

Also I am not convinced that India would pay for better service ie: Jet vs Indigo. But thats a controversial topic.

August 24, 2011 | Unregistered CommenterJigar Doshi

Bottomline: Margins are thin. But costs of new customer acquisitions are also climbing. Something has to add up. There is still an opportunity.

September 5, 2011 | Registered CommenterVijay Anand

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