Showing posts with label foursquare. Show all posts
Showing posts with label foursquare. Show all posts

25 May, 2014

Embarrassing Customer Moments

What customers rue most about is when a predictable customer service goes awry. Especially, if one has been pampered all the while for quite some time by the same team probably and that one negative experience makes a customer flare up very badly. Case in point is my own experience. I have been privileged to own and use a Mahindra XUV500, a premium SUV from the house of Mahindra & Mahindra, one of the leading automotive companies in India. M&M in short is more popular for their heavy vehicles and trucks but came up with India’s first SUV more than a decade back with the launch of “Scorpio”. Initially built as a five-seater, the marquee vehicle has indeed grown to become one of the most sought after SUVs in the country for its ruggedness and inimitable style albeit a bit old-fashioned. In fact, India’s incoming Prime Minister Narendra Modi has been using one for so many years and his Victory Sortee a week back at Delhi whilst standing dangerously on its foot board was a very popular photo doing the rounds all over. M&M launched its refined SUV to target the upwardly mobile with its premium SUV by the name XUV500 (read as XUV five double O), or Xtreme Utilty Vehicle with 5x Oomph. The vehicle is a master piece although it had teething issues soon after its launch but were rectified sooner than anticipated. Over time, consumers started appreciating the vehicle and it has gained acceptance among urban and rural users. It has won so many awards for its superb styling and road-handling abilities. I have been using it for about 2 years now and have driven about 30,000kms. In fact, I drove about 2,000 km over a week earlier in May 2014 all across Tamil Nadu, Kerala and Karnataka. The drive was superb, comfortable and exciting. Interestingly, XUV doesn’t have a Brand Ambassador as such and relies heavily on social media such as Twitter and Facebook and also has a mobile application for Android and iOS. In fact Mr. Anand Mahindra acknowledged and retweeted the selfie picture I had posted on my account.

IMG_4433

M&M has done something which no other Auto Company has done till now – they have created a separate service centre for XUVs and premium models of Scorpio, so as to ensure that they are able to segregate customers and provide a superior experience for some. While the idea itself has been debated heavily within the Automobile Industry – whether it is a good idea to treat customers differently, the staff at M&M say that the profile of XUV customers is a few notches above those using other models and hence deserve a better experience. I have had a great experience all along with them and I have indeed enjoyed visiting the service centres, not for minor issues or major but as and when I have had a significant one which is few in number. M&M also provides a complimentary pick-up and drop of vehicles for its premium customers. During my recent interaction when my vehicle had gone for its 3rd paid-service, I had a very bitter experience with the service guys. They had over charged me, had not informed me the contents of the bill clearly and replaced parts which were in good condition. When I asked for clarifications, the staff was flummoxed and regretted their mistake.

XUV500

What upsets customers is when they feel cheated, especially by a team which has been managing their vehicles and the relationship quite well all along. It takes one small mistake and a goofy moment by one staff member who has been preoccupied with something or the other to lose all the brownie points that have been scored over time. Marketers must focus on consistency of service, be it at the Retail Store or After Sales Service. One negative experience is all people will remember for a long time to come despite best efforts put in by the team for the sake of customers. Its not just the staff of the Brand who get embarrassed but also the customer since they had never expected to be let down by their favorite brand.

07 March, 2011

Retailers and Social Media – setting new trends

Everybody who is somebody in Marketing is today craving about the power of Social Media on consumers. I have been hooked onto this upcoming (or is it already there) medium for over two years now, but am yet to tap the full potential, both in terms of knowledge gain as well as ways of improving business. While most of the self-claimed Social Media Gurus believe that usage of a social platform such as Twitter or Facebook itself is Social Media marketing, it really isn't. At least for Retailers and Brands. Its about how the medium is used to connect to consumers and to receive feedback from them, rather than passing communication / message such as promotions and offers. While I have been thinking of writing a column on this topic for quite long (apologies to followers of this column and even those who don’t, for not being around for more than eight weeks due to other predicaments) I read something a while ago which prompted me to discuss this topic. Feedback, as always most welcome.



Ralph Lauren, the marquee Luxury brand in all senses has launched a heavily interactive iPad app to promote its RLX (Ralph Lauren Extreme) sportswear line. The photo and animation-rich app, the first the publicly-traded fashion company has created for the iPad, invites users to perform different actions that underline the apparel line’s various properties. Users can use their fingers to paint in color on a black-and-white photograph (highlighting the collection’s colorful palette), tap to freeze model-athletes in various acrobatic poses (conveying agility) and blow into their iPad’s microphone to demonstrate the “light-as-air” fabrics, among other things. It utilizes much of what the device has to offer: its built-in accelerometer, digital compass, assisted GPS and multi-touch capabilities. Users can shop the collection within the app, share images via Facebook and e-mail, and save images to their photo library. Like most fashion apps, the vast majority of users will open it once and never again — but that appears to serve Ralph Lauren’s purposes well enough, given that the app promotes a single collection.

What started more as a mere communication (internet advertising followed by emailers a decade ago) evolved into a multi-million audience with the social media networks springing up by the day. Facebook, (valued at $82.9 Billion) one of the earliest entrants in the social networking space and a darling of the masses seems to lead the pack with tons of brands vying for mind space on the digital platform. It changed the way brands communicated – from one-way “take-it or ignore” communication to two way "compulsive interactivity". Brands are not just telling about themselves to their audience but also listening - started asking them what they wanted, what they liked and didn't. Specific to India, Shoppers Stop, Pantaloons, Wills Lifestyle, Vero Moda, Adidas & Nike are prominent in the apparel space; Pizza Hut, McDonalds, Hard Rock Café, Dominos and Taco Bell in the QSR space; Café Coffee Day & Barista as the two prominent café chains; and there are even malls such as Inorbit and Phoenix Mills that have their own community space! All these pages are updated frequently, ranging from twice a week to thrice a day, depending on the level of engagement that a brand wants to have.

Then came Twitter –a social networking and microblogging site where the user can post messages upto 140 characters (only), has followers and can follow other users as well. While this is mainly considered for personal networking and news updates due to the frequency of postings every day (over 65 million tweets a day according to Wiki), brands are vying to be heard in this space too. Many of them who are on Facebook double up their efforts to communicate through Twitter, while the popularity of it is not even half of that of Facebook which has over 500 million users!

Another big trend these days is the emergence of Foursquare, a location based social networking tool that allows the user to invite his or her friends; once connected, the user needs to check-in using the app (available for Android devices, iPhone, Symbian and even Blackberry). Users virtually check-in to locations that are listed everytime the app is refreshed. The network of friends would get to know the whereabouts of each other, except that one should be careful in his or her judgment before inviting the Spouse or Boss into the network, for they may want to keep them away from such coveted information! Globally, many brands have tagged themselves with Foursquare and offer specials to “Mayors” (a user becomes a Mayor with maximum check-ins in the past 60 days; and there can be only one user as Mayor everyday), ranging from a dollar off on a Frappucino at Starbucks to getting free bread sticks at participating Pizza Hut outlets in the US. “We want to give our customers an incentive to return to their favourite Pizza Hut as often as possible,” says Chris Fuller, Director of social media at Pizza Hut, Dallas. “This is a fun, interactive way to fuel customer loyalty.  “Mobile tools and social media have become part of the daily routines of our customers,” he said. “They get their news, share their stories and, yes, order pizza from their phones without ever placing a call.  

Cafe Coffee Day is the first Indian brand to go live on Foursquare. On your third check-in at CCD (applicable only for Bangalore for now), you will get a 15% discount. And if you are the Mayor, CCD will serve you a free coffee and a 20% discount on every 3rd check-in. Aside, Cafe Coffee Day is the first Indian brand on Foursquare to have their own Brand PageWith 7 out of 10 phones being sold in metros already being smartphones and getting less expensive (I wouldn’t say cheaper!) by the day, between Rs. 7,000 – Rs. 9,000 for a decent entry level one all the way upto super smartphones and tablets averaging Rs. 30,000, these apps will only become more popular and user friendly. Its up to the Retailers and Brands, how much they would like to involve themselves in this new media. After all, it doesn’t come easy and cheap – either it needs a dedicated in-house team or an outsourced one, either way requiring an in-depth knowledge about the medium. Time will tell, how well this media is used. Until then, stay connected with your favorite brands and ofcourse, your's truly.

Vande Bharath - Train experience

Travelled to Bangalore earlier this week. Having travelled innumerable times on Shatabdi earlier, the journey was more or less similar. The ...