If everyone treated us like our mobile operators

TataDoCoMos recent ad campaigns have been very powerful, to say the least. Kudos to the agency and the marketing teams who could communicate and highlight the pain-points so well. I saw the ad recently and it brought back some recent experiences with the biggest brand of them all – Airtel.  I have done my share of complaining and highlighting it to their customer care, so this is NOT a whining session. This is just an attempt to understand why some of the biggest companies fail to deliver on customer experience. 1.  You are not the focus segment E.g. SMEs. At

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Where’s the Cupid in our Education System

I was reading this incredible story yday and Dandu bhai’s one line stuck a chord with me – I realized for the first time what it meant to understand concepts and solve problems using first principles (and not by memorizing) I was immediately back in 1993 when I was getting introduced to the concepts of mechanics during my summer breaks. I was so fascinated with the whole “Laws of Motion” that I – a simple school going kid, using a few equations could predict , how a ball would fly, how far would it go etc. I felt really powerful

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Offline to online

Offline + online connect, was and remains an interesting area for internet innovation – simply because in our real-lives we consume most brands, products and services (remove information from this list for a moment) in an offline heavy way. The real challenge that most brands face is that while these “offline consumers” are heavy consumers of digital inventories (think Google, Facebook, Youtube, emails etc), the brands have no way to know how these  consumers interact with them in reality, or whats the relationship or affinity they have with a particular brand. One can imagine that the Levis brand manager, would

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The Digital Insurer

Going Digital is no longer a choice that insurers have, its something they need to do and now. What insurers need to understand is how to embrace digital in their individual markets and what goals to strive for in each phase of the roll-out. Given below is a collection of articles & essays I have written on specific issues that Insurers need to comprehend while going the digital way. What is the opportunity for the digital insurer ? How to build a digital insurer strategy ? The digital agent Building the digital infrastructure Getting the organization ready for digital adoption

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Next phase of digital marketplaces

Internet adoption has seen the evolution of some usual suspects across most geographies and one of the key category is that of Digital Marketplaces. A portal which successfully brings together the supply and demand side forces together.  In India we have seen the growth of such marketplaces for jobs (Naukri, Monster etc) , marriages (Bharatmatrimony), finance (Deal4loans, BimaDeals etc),deals (SnapDeal) and so on. Its interesting to see how most of these have evolved over the years and in this post I attempt to see where they might be headed in the future. Phase 1: Information collation + Listings The early

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Corporate Culture Localization

Many global companies have adopted an approach of customizing their products to suit the local needs. McDonalds came up with some Indian burgers to suit the desi palate, Suvidha was Citibank’s experiment at serving the unique Indian market, General Motors shifted the driving wheel from left to right (and forgot to move the wiper and dipper sticks).And HSBC took this as their brand positioning with the World’s Local Bank punchline. Many others across industries have seen success with such an adoption.And it sounds logical coz you are trying to identify the specific needs of the market and churning out something

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Celebrity Endorsements Work

Had a very interesting chat with the guy who runs the sports-shop at the Sports Complex where I go for my regular squash. I noticed that Nadal and Federer were no longer there on his wall and all one could see were Djokovic posters with his Head racquets. One would be tempted to ask whether the change in fortunes at the recent Opens triggered some change in the brands the customers bought. And it surely was the case – Babolat is no longer being stocked and its Head all the way. I remember not so long ago, that every one

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Loss making airlines and profitable aggregators

The Indian skies are witnessing a strange situation. Most of the carriers who form the backbone of Indian aviation industry are suffering from huge operating losses – from a combined effect of lower ticket pricing and increasing fuel costs – or so they claim. The ticket selling sites like MakeMyTrip,Yatra etc on the other hand seem to have it pretty good. Though a big chunk of their revenues now comes from tours and hotel bookings but one fails to understand why the airlines still depend so heavily on them. There was a time (the pre internet explosion era) when you

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Education Industry – next set of challenges

Private sector, higher education in India has probably seen a complete cycle of sorts in the last 8-10 years. What started as a gold rush with students willing to pay super premium amounts to get a MBA/Engg/Medical degree, now seems to have hit a major reality check. Institutes are now finding it difficult to get students, students who are graduating are not getting placement offers (atleast not at the expected grade and salary levels) and there is a clear dearth of good faculty. In the early days, the institutes were playing catch-up with the increasing demand for employees in the

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Going the last mile in integrated advertising

Just came back from a Mahindra showroom here in NOIDA. Its a mess out there with the much hyped launch of XUV 500. There were almost 6 guys trying to check out each of the 3 pieces of this new toy that Mahindra claims will put them in a truely global league. And looking at how things were being managed there, I was thinking about all the debates that keep happening about spends on Digital media Vs traditional ones. Unfortunately, even my friends from the digital world are more concerned about spends on advertising, not on making the customer experience

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