Customer Centricity: Mission Impossible?, The Heaven and Hell of Customer Experience, Ernst & Young: Social Media marketing and more...

1. VOL-1 ISSUE 3-4 JUN-JUL 2013 `250I I I
MARKETING BOOSTER
Customer Centricity: Mission
Impossible?
by Jessie Paul
The Heaven and Hell of
Customer Experience
by Jonathan Becher
Ernst &Young: Social Media
Marketing
India Trends Study 2013
Interviews with
Ÿ Rajesh Kumar, SAP
Ÿ Vinay Piparsania, Ford India
Ÿ Karthi Marshan, Kotak Mahindra
Bank
Ÿ Snehal Mantri, Mantri Developers
Also Read
Ÿ The Future of Shopping - And Why
Does Flipkart.com need another
$200 Million?
Ÿ Cause Marketing: CRY
Customer First

2. 4
Rahul Koul
Head -Digital
Marketing & Thought
Leadership
Wipro Technologies
Sameer Kaul
CMO & VP Marketing
Dr Lal PathLabs
P Krishnakumar
Executive Director & General
Manager - Consumer &
Small Business
Dell India
Have been an avid reader of the
“Marketing Booster” since its
inception. It is smart and witty
round up of everything marketing -
a must read for all professionals !
Jessie and her team create a somewhat
first of its kind – a pure marketing
monthly magazine – by the marketers
for the marketers.
A futurist perspective on marketing,
new age trends, new segments. A great
read for the CXO community.
Marketing Booster is a new platform
that is evoking the interest of
marketers. The fact that it is primarily
by marketers for practicing marketers
makes the content fairly relevant and
current for the reader.
Marketing Booster Jun-Jul 2013I

3. 03
07
62
64
66
09
14
16
Editor’s Note
Brand Buzz-o-meter
Jobs
Career Tracker
Index
Cover Story
Guest Column
Research
Customer Centricity: Mission Impossible?
by Jessie Paul
Hanging out on Twitter, it's hard to miss the number of
annoyed customers. One person is holding a tweetathon
about his missing GPRS, another is ranting about a fridge
that doesn't function on arrival, another is staging a
marathon whine about how long it takes for his bank to
open an account!
The Heaven and Hell of Customer Experience
by Jonathan Becher
Marketing needs to become a champion for the customer
experience across all channels.
Ernst & Young: Social Media Marketing
India Trends Study 2013
23
26
28
30
34
Spotlight
Guest Column
Interview with Rajesh Kumar, Head of Marketing,
Indian Subcontinent, SAP
by Tuhina Anand
Customer centricity easy to preach, hard to practice
by Hamsini Shivakumar
Customer-centricity: is it just rhetoric or do the businesses
really care about their customers?
Is Feminine Perfection Still Good for Sales?
by Amitava Chattopadhyay & Chris Howells
Contrary to popular opinion, those bikini-clad young
models might be doing your sales more harm than good
these days.
View From The Top
Snehal Mantri, Director of Marketing, Mantri Developers
Interview
Vinay Piparsania, Executive Director, Marketing, Sales
and Service, Ford India on the new Ford EcoSport launch.
by Tuhina Anand
Knowledge
contents
5
Luxe Redux
Marketing Booster Jun-Jul 2013I
Cover Story - 09
Social Media Marketing - 16
Customer Centricity - 26
Vinay Piparsania - 34
Marketing Strategy - 52
Future of shopping - 54

4. brand buzz-o-meter
Holii's campaign is on 'Me and my
glamorous bag'
Holii's latest ad campaign is centered
on the theme 'Me and my glamorous
bag' and showcases the stylish
relationship that the urbane woman
shares with her handbags. No longer
just an accessory to carry her
essentials around, she knows that her
handbag articulates her personality.
The campaign is lyrical, edgy and
very much in sync with Holii's
customers.
Weber Shandwick rebrands in India
Weber Shandwick, a PR agency, has
rebranded and its offices in India are
now operating fully under the Weber
Shandwick brand. It has also adopted
the firm's global 'engaging, always'
positioning. The move comes after
Weber Shandwick took on full
ownership of its India operations –
formerly known as Corporate Voice |
Weber Shandwick – in Bangalore,
Kolkata, Mumbai and New Delhi
earlier this year. “After a 16-year
partnership working with Corporate
Voice, we're pleased to take this next
step in bringing our India operations
fully into the global Weber Shandwick
family,” said Tim Sutton, Chairman,
Asia Pacific. “We are continuing to
invest heavily in the business and
look forward to welcoming new senior
and specialist talent across our Indian
operations in coming weeks.”
CommonFloor raises $7.5M
investment
Common
Floor.com
has raised
$7.5 million
in Series C
funding
from
existing investors, Tiger Global
Management and Accel India. The
new funds will be used to penetrate
deeper into existing markets, expand
marketing initiatives and invest in
technology and product
enhancement. CommonFloor had
earlier raised Series A from Accel
India in 2009 and Series B in 2012
from Accel India and Tiger Global
Management. Sumit Jain, Co-founder
and CEO, CommonFloor.com said,
“The online play in real estate is a
billion dollar opportunity and being the
fastest growing real estate portal in
the country, we are ideally placed to
make the most of this. This round of
funding by our existing investors is a
vote of confidence in our business
model and traction that we have built
in a short time through our
differentiated offerings.”
Discovery Kids celebrates its first
anniversary in India
Discovery Kids' celebrates its first
anniversary in India and invited all its
young viewers to celebrate their
birthday together with their favorite
characters. Children between the
ages of four and eleven, born in the
month of August, got an opportunity
to participate in Discovery Kids'
birthday contest by sending their birth
dates via SMS. Rahul Johri, Senior
VP and General Manager – South
Asia and Head of Revenue, Pan-
Regional Ad Sales and Southeast
Asia, Discovery Networks Asia-
Pacific, said, “We are excited to
celebrate Discovery Kids' first
birthday with children from across
India. In our ongoing commitment to
foster curiosity, exploration and smart
fun amongst children, the channel
makes engagement more intimate
with the young audience.”
Cafe Coffee Day enhances
customer experience
Axis Communications is partnering
with Cafe Coffee Day (CCD) for
installing physical security solutions
at over 500 CCD outlets in India.
With the Axis surveillance
deployment, CCD management can
monitor its cafes in real time, across
locations. The expected benefits
would be increased security, better
staff management which will
consequently result in enhancing the
customer experience overall. “Our
objective was to implement a
surveillance system that goes
beyond ensuring security and
actually serves as a tool to enhance
the overall operational efficiency,”
said Venkatesh Babu S, Head-MIS,
Cafe Coffee Day. “With 24/7
surveillance, the top level
management will have a window into
all the locations at all times,
irrespective of their physical location
and this will enable us to enrich our
overall customer experience.”
Karbonn launches Titanium S9
Karbonn has
introduced its
flagship device- the
Karbonn Titanium
S9 HD IPS
Smartphone. Biju
Menon, Business
Head, Karbonn said,
“The Karbonn
Titanium S9 is the
most exciting
revolution to have
come from Karbonn
till date. The launch
of the device
initiates our foray
into the HD IPS
Smartphone category wherein we
seek to satiate the consumer needs
with the best-in-class technological
innovations. We understand the
emergent needs of consumers of
Smartphone devices which look
brilliant and work effortlessly. Thus in
this regard, our product innovation is
geared towards creating an eco-
system of mobile devices which bring
the best of Smartphone experience to
them.”
8 Marketing Booster Jun-Jul 2013I

5. customer centricity: mission impossible?
by Jessie Paul
9
The number of middle class in India has doubled over
the past decade. As per National Council of Applied
Economic Research (NCAER), this has gone up from
5.7% to 12.8% in 2010. Middle class is defined as
those with an income range of Rs 2 lakhs to Rs 10
lakhs. That's a little over 100 million today, but by 2025-
26 the number of middle class households in India is
likely to more than double from the 2015-16 levels to
113.8 million households or 547 million individuals. This
combination of economic growth and bottom of the
pyramid innovation has made products that were once
luxury accessible.
RPG Cellular was my account at Ogilvy & Mather
Advertising back in 1996, and boy, did I feel important
walking down Mount Road with my Motorola brick
making calls at Rs 16.80 per minute (complimentary, of
course!) Today, anyone with a semblance of an income
has a mobile phone. The Nano has made the car way
more accessible than ever before. Low cost housing is
on the rise. But all of these success stories are about
products - not services. Products are non-linear - you
can build a machine to churn them out and the only
constraint is that of producing the (synthetic) raw
material fast enough.
Hanging out on Twitter, it's hard to miss the number of
annoyed customers. One person is holding a tweetathon
about his missing GPRS, another is ranting about a fridge
that doesn't function on arrival, another is staging a
marathon whine about how long it takes for his bank to
open an account. We've all been there (and if you haven't
yet shared it with your pals - go ahead and use the
comment section on www.paulwriter.com).
The reason why we have so many unhappy customers is
that we are a supply-driven economy. The huge surge in
demand means that many objects have a waitlist - a train
ticket, a seat in Starbucks, or a college admission. The
new Honda Amaze has a three-month waiting period. A
Royal Enfield bike might require you to wait up to a year.
Most housing projects are delivered after three years or
more. School admissions in many cities need you to sign
up almost on conception.
If you are a producer, your biggest problem is satisfying
the demand. You are entirely focused on delivery, not
what happens afterwards. Whether it is the high-end IT
firms struggling to hire people, or my neighborhood salon
trying to retain stylists, they're all in the same boat.
Marketing Booster I Jun-Jul 2013

6. 12
perspectives on customer centricity
How do you define customer
centricity?
Customer centricity to us means
that any enhancement, upgrades
or innovation that the organization
thinks of will ask the question
“What's in it for the Customer”. If
we have this as the centre of our
decision making then truly it is a
customer centric organization.
In your organization, what is
the stance on customer
centricity?
Our company took on the path of
Responsive Innovation and hence
we looked at customer centricity
from the start. One important difference in this was:
identifying two sets of customers:
a. One is the 'Real' customer that we all know, who adds
to the bottom-line of the organization hence the most
important.
b. Other is the one who is part of the chain to deliver
seamless service to the customer and hence internal
customers.
Once we took note of the above in defining the
customers and brought in focus to both sets of customers
we had initiated first step towards customer centricity.
What does customer centricity
mean?
If we keep delighting the
customer, everything will fall in
line. This summarizes the entire
essence of customer centricity.
However, delighting the customer
every single time is not an easy
job. It takes careful planning,
commitment and a great deal of
passion.
Companies, that are able to
accomplish the feat of delighting
their customers, are the most
customer centric ones. They
delight their customers by doing
whatever it takes and however it takes. Profits merely
follow. Research shows that companies with delighted
customers, are more profitable as they are able to charge
a higher premium for their offerings (as their customers
are willing to pay for that).
In your organization, what is the stance on customer
centricity?
As a creative advertising agency, our direct customers
are marketing heavy companies like Parle, SAB TV, Tata
Housing, Maxx mobiles, Virgin Atlantic….to name a few.
As a brand solutions provider, our primary job is to make
their products/services relevant and desirable to the
consumers.The fact that we have been declared the
Happiest Agency by afaqs this year would not have been
As a bank we thought of what will take us to be the
'differentiator' in the banking world. Through brainstorming
and in-house ideas supported by market research, we
were able to come up with simple but impactful
innovations like 'Choice Money' for ATMs , ‘Direct
Connect' Banking Phone Banking ,'Quick Redeem' on
credit card Rewards and My Account My Number for
liability accounts. The good part was it took on customers
focus as usage and we were the 'first' in the banking
segment to have such offerings. To ensure that there is
great end-to-end delivery to the customer, the core team
had not just technology but product service and marketing
team as 'key' members to deliver the same.
So a simple approach like 'Back to Basics' was a great
success in our customer centric approach. Hence living
up to our tagline 'Aapne Chaha Humne Kiya'.
What in your view makes an organization truly
customer focused?
Customer focused to me means that the organization
never lifts an eye from the customer and hence ensures
his opinion counts. This does not only mean coming up
with new products but also going back to ensure that he is
happy with the delivery and the organization is constantly
reviewing the change in customer needs and the changed
environment.
possible without being 'customer centric'. After all, happy
clients make happy agencies.
As mentioned before, delighting the customer every single
time is the key to achieve customer centricity. However it
does not always mean doing what the client wants. It
means, always doing what is right for the brand.
Sometimes clients ask for work, which seems fit for
fulfilling short-term objectives in the narrow view, but is
not helping the brand in the long run. At such moments of
truth, we always strive to do the right thing and manage to
convince our customers/clients; after all, that's why they
engage our services.
This is a crucial factor for a deep and long lasting agency-
client relationship, a highlight of our 60 year long
relationship with Parle Products. At the same time, it is
very important for us to listen to our customers and
understand their business from multiple perspectives. It is
the only way to bring out the best solutions for a particular
brand problem.
What in your view makes an organization truly
customer focused?
Customers love brands for various reasons. According to
me, an organization is customer focused if
- It gauges customers' requirements and fulfills them by
exceeding expectations
- Enriches their lives by adding great value
- Carries the culture of 'Customer centricity' throughout
the organization, at all levels.
Vandana Alagh
Head – Service
Assurance,
IndusInd Bank
Dhunji S. Wadia
President,
Everest Brand
Solutions
Marketing Booster Jun-Jul 2013I

7. 13Marketing Booster Jun-Jul 2013I
What does customer centricity
mean to you?
Customer centricity is
understanding what customers
actually want and will want in the
future. It's taking this information
and building a value proposition
around it. It's about reconstructing
the entire business operating
model around the customer and
increasing customer satisfaction.
Customer centric organizations
absorb this into creating strong
connections across crucial
business processes like product
development, supply chain, sales
and pre and post sales service.
The crux of customer centricity is how customers engage
with your company and brand, not just for a fraction of
time, but over the entire lifetime of being a customer. It's
using this experience and developing a healthy customer
community.
In your organization, what is the stance on customer
centricity?
The industry that we operate in is very dynamic and is
undergoing tremendous changes. That makes our work
all the more challenging. The solutions are not essentially
demarcated as products or as services. Once a customer
is acquired the relationship usually lasts for the entire arc
of the product license validity. We do want to extend it
and make every attempt to convert this into renewals
What does customer centricity
mean in the banking context?
Customer centricity is very
important for banking industry
because it gives acceptable levels
of profitability in a very
competitive and changed
environment, which is prevailing
around all of us. It differentiates
from the competitors by providing
differential products and services
to the customers through the
understanding of their
expectations and needs from time
to time at a very competitive
price.
Customers will always be drawn
towards a customer centric bank.
For example, most of the customers have switched over
to private and commercial banks rather than getting
connected with the conventional government and public
sector banks.
Your title says Vice President (Customer Service &
Satisfaction) at Kyocera Document Solutions India -
what does that entail?
Kyocera Document Solutions India shares the primary
philosophy of Kyocera group “'Preserve the spirit to work
fairly and honourably, respecting people, our work, our
company and our global community.” We are committed
to establish a great customer oriented organization,
where customer is given the highest priority above
everything else.
and/or fresh recommended purchases. This is actually
the only way of retaining a sustainable competitive
strategy for current and future business processes.
Customer loyalty becomes habit with positive experience
however; if you miss a promise the loyalty is easily
broken. And we take care to inculcate this value in all our
employees so that they are empowered to think like the
customer. Since our industry is quite progressive, it has
made us think how this will affect the way we deliver
products, how we sell them; provide help and advice, the
channels that we will use and how we are responding to
those changes.
What in your view makes an organization truly
customer focused?
There is quite some difference between being customer
focused and customer centered. Being customer focused
is maintaining an experience that is pleasant and feels
easy to do business. The support execs take care of the
problem when it is reported. Being customer centered
however, is taking customer experience to a whole new
level. You have to understand where the trend is going so
that you can continue to evolve. The customer
experience is unique, memorable and seamless across all
interaction channels. Problem reports are utilized to
incorporate changes in supply and production. The
organization also effectively communicates the message
that it is continuously improving and trying to invent the
future because people want to be a part of the future. It is
going beyond asking what the customers think their needs
and wants are.
I am responsible for building, developing, managing and
growing the national business focused on service to
achieve the established service goals given quarter by
quarter and year by year. This includes Service Specific
Performance, Account Management, Customer
Satisfaction and Strategic Objectives with the overall
responsibility of the service outcome from identified and
existing verticals of businesses of the company keeping
customer centricity under optimum consideration. Besides
being responsible for the full ownership, successful
execution and implementation of all Kyocera Document
Solutions India Service Operations Programs,
streamlining of all logistics operations and driving Service
Revenue & Profitability through Service Marketing
Programs and Initiatives with customer centricity in mind.
What in your view makes an organization truly
customer focused?
Highly satisfied employees can only make the
organization truly customer focused. Also it should be
driven from the top management of the company. A
customer-focused organization can never die or face any
kind of difficulty even during recession. At the same time it
takes great pains to build a customer centric organization.
Abhijit S.Jorvekar
Country Head,
Quick Heal
Technologies
Deepak Agrawal
Vice President
(Customer Service &
Satisfaction),
Kyocera Document
Solutions India

8. gims: award winners
50
Award winners were selected by a jury of
luminaries including Bijou Kurien, President &
CE, Lifestyle at Reliance Retail, L K Gupta,
CMO, RedBus, K Ramakrishnan, President &
CMO, Cafe Coffee Day, Prof Abraham Koshy,
Professor of Marketing, IIM Ahmedabad, Amit
Gossain, EVP - Marketing & Business
Development, JCB India, Akshay Mehrotra,
CMO, Big Bazaar and Joshua H Samuel,
Principal Attorney, J Hudson Samuel &
Partners.
Wow 360:
Best Integrated
Marketing Campaign
Puravankara Projects Ltd Omkar Realtors and Developers Pvt Ltd
Brigade Group DLF Limited
Marketing Booster Jun-Jul 2013I

9. 51
Digital Excellence:
Best Digital Presence
The Image Champions:
Public Relations Program
Lodha Group
Strategic Outsourcing Services Pvt Ltd PBEL Property Development (India) Pvt Ltd
Sobha Developers Ltd
MediaValue Works VGC Group
Marketing Booster Jun-Jul 2013I

10. gims: award winners
52
Outstanding Outdoor:
Out of Home advertising
Blockbuster Business:
Real Estate Eco-system
Marketing Campaign
Skylark Mansions Pvt Ltd
Total Environment Provident Housing Limited
Commonfloor.comHomeShikari
Marketing Booster Jun-Jul 2013I
IndiaProperty.com

11. 53
Dynamic Debut: Best market entry
Dynamic Debut: Best market entry
The Money Magic: Financial Marketing
- My Financial Advisor
Affordable housing:
- Godrej Properties Ltd
Riddhimaan BuildCon Company
A.A.Walker Estates Pvt. Ltd Salarpuria Sattva
Bhartiya City Developers
The Money Magic: Financial Marketing
My Financial Advisor – MFA
Corporate Social Responsibility
Tata Housing Development Company Ltd
Mantri Developers Pvt Ltd Nitesh Estates Ltd
Marketing Booster Jun-Jul 2013I

12. Contact amardeep@paulwriterconnect.com or +91 80 4096 5053
For more information please visit http://paulwriter.com/futuristcmo2013
Rajesh Kumar
Head of Marketing Indian
Sub-continent, SAP
Sanjeev Kapur
Chief Marketing Officer,
Citi India
Chandramouli
Venkatesan
Executive Director
Chocolates & Biscuits,
Cadbury India
Mohit Ganju
SVP Marketing &
Communications, IndusInd
Bank
Balachander Sekhar,
CMO, MetLife
Mahesh Murthy
Founder, Pinstorm and
Managing Partner,
Seedfund
Arvind Gupta, National
Head, Information
Technology, BJP
Arunima Singhde
Co-founder & Founder,
Babyoye.com
Are you a Forward-Thinker?
You're intrigued by how digitization is changing marketing.
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You're thrilled by the changing role of the CMO.
Sounds a bit like you?
Then you should join us, and a hundred other senior, forward-thinking global
marketers for the third edition of India's first global conference designed for and
by marketers.
C o n c l a v e
18 September 2013
atThe Oberoi, Gurgaon
Rasheed Sait
VP & MD
GPJ
Anshu Bagai
CMO & Head Institutional
Sales
Tupperware
Deepali Naair
Country Head &
Brand,Customer Service &
Corporate
Communications
L&T General Insurance
Company Limited
Neeraj Sanan
CMO
ABP News
Krishnan Chatterjee
Head Strategic Marketing,
HCL Technologies
Sameer Kaul
VP Marketing
Dr Lal PathLabs
Vivek Jaiswal
VP & Head of Marketing,
Sobha Developers
Sanjeev Kapur
CMO
Citi India
Advisory BoardSpeakers