Customer Experience – Next Competitive Battlefield

Today on road in Mumbai and again ashamed to see the condition of the roads across the city. Its not post monsoon but pre monsoon and 6 months after the last monsoon.  Who is in charge of the city roads?

Hope our corp-orators are travelling by road and not by helicopter ofcourse not by train. Just callous attitude of the people in power and people busy with their daily duties ignoring collapsed infrastructures.

This happens when there is no mind for Customer (Citizen) Experience.  People who votes and who are suppose to be served are ignored for various other priorities. Citizen comes last if at all.

Now moving to the corporate. Customer Experience is also not a priority here.  Customers are adjusted to sub standard customer services and experience.  My earlier post r CEOs PASSIONATE abt their CUSTOMERS? I had stated that problem is at the TOP.

Culture percolates from Top to the bottom.  Amazon CEO Bezos is a great fan of creating wow customer experience. He had stated about Inverted 30 : 70 Ratio - Customer Experience.

Companies spend huge sums of money on marketing but hardly work on creating amazing customer experience which in turn will reduce marketing spend, shorten sales cycle and build powerful brand through word of mouth.

Enough is Enough. Be it government or companies , time has come that non performers or rather non wowers will be out of the business. If your government is not focusing on citizen need or company is not focusing on creating superior customer experience, all other competitive advantages will soon become history.

In his recent blog post Jacob Braude, vice president of strategic planning at Saatchi & Saatchi Wellness rightly writes that Experience Is The Next Frontier In Marketing.

I think time has come for every entrepreneurs to embrace new battlefield and start working on customer experience design. In Govt space Gujarat and Bihar govt has already embraced and made the citizen their focus area.

Competitive landscape is changing and focusing on customer experience is the right strategy for everyone be it corporations, government or NGOs.  Strategy for Next Financial Year - Customer Centricity - Customer Delight - Referral Marketing - Improving Net Promoter Scores  { Rest all strategies and parameters will be taken care of }.

* Inviting interest from readers to join Customer Experience Professionals Association of India.

Innovation is not about LABORATORIES , its about Mindset.

" When you choose to be an active BLOGGER, you become a keen observer of things round you. "  John Jantsch of The Referral Engine

Yes you start observing things keenly , small but different things. Similarly small innovation is natural and originates not from laboratory or after brain storm. 

Autorickshaw in Mumbai are small lifeline and they in thousands in number. In many cities its a means of commuting for millions of people daily. There is nothing new about it. 

Newness and innovation comes when you see an autorickshaw which is a moving library cum book selling store cum social service activist. 

Yes name is Sadanand an Autodriver has converted his vehicle as library and  book store. 
He displays religious books at the back of his seat. Commuter can read the book of their choice for a free while commuting . Now if commuter likes the book he can buy the same from him immediately while finishing his commuting. Library cum book store done. 


Now if you dont want to buys even through he will give you some  religions book or pamphlet for a free i.e. social service.


Read, buy and get it for free if you don't want to buy. All these when you have nothing else to do but waiting and killing time some how.


This small innovation is interesting. Its a clue to many service providers and entrepreneurs to think of something which can add value to the customers time while dealing with your enterprise of-course over and above what is expected from your enterprise.


Autorickshaw is taking commuters from one place to other place i.e. primary expectation and everything happening in between is innovation and value addition.


Bettering customer experience requires just a mindset to offer something better, extra and
pleasantly unexpected and relevant value addition. 

Pause , Check Business Processes and  Innovation Index of the Enterprise , NOW. WOW!! can happen only then.

 

Totaram’s Tea – Lesson for Every Brands

I encountered Totaram's Chai ( Tea ) in Surat while I was travelling in Karnavati Express to Baroda earlier this week.  This tea vendor boarded the train from Surat and started selling his so called branded Tea as Totaram's Chai. Rest all Tea vendors were selling Masala Chai and  this guy was selling Totaram's Chai.  Immediate differentiation and visibility. 

How to make your difference known to your target audience even if you are selling commodity products ? Totaram is the answer. 

I inquired to my fellow passenger  - What this Totaram is all about ?

He was so over whelmed with the brand that he told me - you just had a tea but now you taste this Totaram's tea and feel the difference. { he recommended } . He didn't stop with just recommendation but even paid for my tea and refused to accept money from me.

When you are selling WOW!!! experience and customers r your brand advocates, customer will go to any extent to  make their peer group consume that WOW !! experience. When we have WOW !! experience we love to tell others and even want others to experience similar WOW !! experience to make them know our taste and reach. 

Brand Advocates are passionate about the brand. They become the seller and aggressive seller of their passionate brands.

Its all about little innovation and one can make even commodity a reputed brand.  Tea was marginally better than the one earlier I had but  sheer way of his selling style and branding differently than mere Masala Chai (tea), this Totaram has become favourite of the commuters.

& ofcourse he was selling tea 20% costlier than other commodity masala chai.

Bottomline:

- Little thinking and innovation can make even commodity a branded product. Simple product like ready made Tea can be made branded by giving a brand name , making & selling with passion.

- Brand Advocates are more aggressive than even brand sellers

- This kind of commodity brands can fetch premium in the market

- It gets noticed and become talk of the town. Even media reports about the same 

- Customers become sellers and media becomes PR agency - all for free.  Just offer WOW !!! Experience. No need for wasteful advertisements. 

Unfortunately there was only 1 Totaram from among 10 tea vendors.  Same applies to all products and services.  Wowers are rare breed of entrepreneurs and they are the winners. Two kinds of businesses never face bearish phase - entrepreneurs doing unethical practice and the other who are offering wow!! Experience.

15 Ways Union Budget 2012 CAN Change Our Life for Better

First and Foremost accept all industry association and professional bodies demand in toto , specially procedural simplification.   

Personal Impacts

- No Personal Taxation till Rs.10 Lacs. Thereafter 20% Flat (irrespective of type of income incl Agri Income) . Lots of time and effort saved - in the dept and at personal level.

- Every constructed property deal above Rs.100.00 Lacs to be put on public e-auction for acquisition at 20% extra premium for 3 days. This can be avoided if the buyer agrees to pay 5% Property Tax on the deal value. Black Money is mostly consumed in property deals so to deter or earn out of it.

- No Deduction from Income Tax. Entire Section 80 should be abolished. No wastage of time in useless planning.

- All donation and investment to be left to personal discretion not guided by Tax Benefits. Rational thinking.

- Return Filing Voluntary for below taxable income individuals. May be used as continuity and loan purpose.

- Refund in 15 days of filing return. Why do they need more time?

- No scrutiny for income below Rs. 50.00 Lacs, Let the common men remain away from the dept.

- Black Money Scheme of Tax at 50%. Deposit tax and credit equal amount in capital a/c. Anytime ongoing provision.

Business Impacts

- No Business Taxation till Rs. 50 Lacs turnover. Thereafter profit flat at 8% of the Gross Turnover and taxed at 25% or else audit and stringent scrutiny.

- For thrust & weaker industries flat profit @ 6% and tax rate of 15%. No other capital or interest subsidy.

- Tax Audit for Turnover above Rs. 200.00 Lacs. It will be a Turnover Audit so form 3CD will be reduced to one   page

- Entrepreneurs below 35 years , no business taxation till turnover of Rs.200.00 Lacs. (Majority partner or directors should be below 35 years)

- Entire section 36 and 37 to be abolished

- Similarly Standard GST rates as per Industry Association Demands

- Compulsory Single Window Clearance in all states for new ventiures

Credit Policy (These are extra thoughts) 

- Education Loan simplification and promotion for next 5 years. Make the target 100 times.

- Strong CIBIL Data Sharing

- Business Loan Procedures Simplification & Business Banking Separate from Personal Banking

- State between Not Good to NPA to be monitored and mentored more closely. More data analysis than mere 

collection without action.

- Banks to become knowledge centres

- R & D Funding Institutes in line with Infra Funding Inys

- Start Up Funding Institution/Banks to promote entrepreneurship

We need complete overhaul of budget making & thinking process. Let the economists step back and management consultants and seasoned entrepreneurs take the front seat. Its a CEO's call and not Economist's shot. 

Certainly Budget can bring mental peace & happiness to the society if the time taken for approvals come down, if the tax laws are simple and rates are affordable, procedures are simple, govt interference is lesser, sector need encouragement gets adequate push and support. All these efforts and initiatives can bring Happiness in the society. Finance Ministry's actions directly impact with HRD & Home Ministry's burden.

Word of Mouth or Marketing Campaigns - What Sells for You?

"Pan Singh Tomar"  What?? was the utterance from a friend who I invited to see the movie. 

Yes no star and low budget movies are not marketed extensively hence not known to many and most film goers. 

As against this RaOne was hugely publicised movie and hence though product was (technically superior but was) low on entertainment value was huge grosser. Huge Hype can sale Inferior Product also. 

Similarly most products , not market extensively though better than highly marketed products and services are less known and hence less consumed. 

However things are changing , and changing fast.  In the case of Pan Singh Tomar Social media i.e. consumers themselves have taken up the job of marketing the product. Word of mouth publicity for the movie is drawing crowd to the theater. 

Problem  with huge campaign and low product is that now social media can take out the air from their Tyre and same social media can add extra stepney to the good but lesser known products.

Kolavri D can go viral to become huge success similarly political unrest and rising can over throw governments - this is the power of social media.

Companies  rather than going for huge campaigns should now start spending & spreading on social media and whatever is saved can be used to better the product. In the case of movie invest in script and music. Let the people take charge of collective Chief Sales officer.

MK Gandhi was d last leader we know !!!!

Yes be it Delhi Police hitting Common men on the road , Bengal Govt's CM's Kin hitting Policeman , Mumbai Pradesh Congress' Chief's Benami Wealth, Bangalore Assembly Porngate, Bihar Fodder Scam & 16 Years to File Charge Sheet, Adarsh Scam's Culprits , 2G's Raja, Kalmadi's Commonwealth or IPL's Modi  - entire country is facing Casualty of Culture. 

Companies also face similar Casualty - Apathy towards happiness of employees, pathetic customer experiences, no concern for environment, camouflaging accounts to fool shareholders,  dual books to fool taxmen - something is wrong culturally.    

Same applies to our society as from where else these politicians and entrepreneurs come from? We need to put sign board in the housing society like " do not spit"  or "do not throw garbage". WHy? Do we also need similar boards in our home? Parents up their sleeves to protect misbehavior of child in school and on play grounds.We feel smarter when we get things done by bribing.

There is something fundamentally wrong with the CULTURE we live in. Culture Percolates from Top to the Bottom.  Its the failure of the leaders at all levels. Leadership Crisis  killing our Society. Room for Leaders at the TOP all all levels. Any takers or anyone dare to take plunge??? MK Gandhi was the last leader we know.

HOW TO WOW !!! – WHITE PAPER ON CONSUMER FOCUSED COMPANIES

When CIO of Dell Jerry Gregoire says ” Customer Experience is the New Competitive battle field. ” , its an awakening call for every CEOs.\

” We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”  Jeff Bezos, CEO Amazon.com

Every enlightened CEOs are thinking , talking and executing WOW !!! Customer Experiences. Rest all are internal issues.

Check out white paper on  

How to WOW !! White Paper

Share your thoughts & proposed actions.

Kingfisher Air - Attacking the Root Cause or Root of the Brand ???

Our Dear Dr Mallya is now asking their people not to treat their CUSTOMER as Guest as they have a severe cash problem and it is not a good policy now.

He mean to say that its their treating Customer as Guest policy is one of the causes of their problem. How unfortunate ??

He is attacking the fundamental of the business basics. He must know that if any one will bail out or invest in his cash strapped company , the only reason would be their policy of treating customer as their guests.  Brand he has built which people loves today is only because of their CUSTOMER policy. 

Even CUSTOMERS have paid too steep price to Kingfisher Air just because they threat them as their Guests. 

Its not their CUSTOMER policy but everything else is lousy. Only good they have done is to raise the bar of customer experience.

I am sure he will not attack the root of his BRAND and  attack the right causes of the problems.

Community Creation & Social Media

Blogging after few days. 

Well was busy with setting you new blog www.cforcapital.wordpress.com ( Focused on creating community of banking / finance professionals and capital seeking entrepreneurs )

2) One more in the offing www.wforwow.wordpress.com ( Focused on Community of Chief Customer /Experience Officers, though very rare in India but aim to grow this fraternity through this community )

3) White paper on Healthcare ( Health Dispensers ) Industry on How to create WOW!! Customer Experience for their Customers 

4) Creating content for my website at www.sunilgandhi.com

Lot of content creation planned for few few days. 

This blog will continue to have pieces on entrepreneurship, social media and personal experiences on life journey.

Cheers.

Does your enterprise Balance Sheet reflects TRUE Assets? No Its Not.

Opening the Balance Sheet and looking at the asset side will not give the true answer.  

Reasons:

- Fixed Assets are revalued and not MTM. We all know how much it will fetch if we are out to sale NOW. Yes but its Assets as long as it produces the goods which are acceptable in the Market with our cost structure.

- Stocks have two elements: Bogus & Inflated to boots profit and dead stock reflected having no market value. Remove these two to arrive at true value

- Debtors also have two elements: Generated through bogus sales and almost doubtful to doubtful debts

- Loans & Advances includes money given to associate concerns which is not recoverable in most cases. 

Therefore after adjusting the Balance Sheet with above realities , you may arrive at the RIGHT figure of the assets.  & if you adjust assets with actual liabilities , you may be surprised { shocked } with your networth figure.  

Therefore Balance Sheet is not the right place to find out the TRUE assets of the company.  Its the Non Balance Sheet assets that counts and matters the MOST.

Assets = Resources under Influence of an Enterprise which can be leveraged for Wealth Creation for all stake holders. 

An enterprise can influence its people working for it to give their best, its suppliers to supply best at most competitive rates, its customers to patronage again and again and refer new customers also,   its share holders to invest when opportunity demands , its relationship with government and other agencies to quicken the process and also policy influence,  its relationship with local area  groups/infrastructure ( What Tata Steel has done and is doing for the town Tata Nagar )  to garner their support as and when require , its Brand Promise & of-course its assets in the Balance Sheet. All these are the assets. All resources and relationships MUST be leveraged to create wealth. Not all area under INFLUENCE are reflected in the Balance Sheet.  

Question is HOW to leverage assets and HOW to expand area of Influence ?? Truly successful companies are masters of both. If any one is missing success will be limited but when both are present  success is to be seen to believe. In personal category Amitabh Bachchan , Dr Manmohan Singh are the shining examples of how they leveraged their Assets ( Voice / Acting and Knowledge / Experience - nothing is reflected in their balance sheet on the contrary these assets have made their balance sheet stronger ) and expanded area of influence.    Two of the largest enterprises in the country Reliance leveraged their capacity to deal with govt , capacity to execute at jet speed & Infosys leveraged owners' foresightedness , perseverance and governance policies to create wealth.  None reflected in the Balance Sheet.

To conclude its Assets outside the Balance Sheet that makes enterprise Balance Sheet stronger. Not the other way. Take stock , become aware of your off balance sheet assets TODAY and have plan to leverage them fully.

Assets = Resources under Influence of an Enterprise which can be leveraged for Wealth Creation for all stake holders.