GEMS – Marketing Module

1. GEMS – Marketing Module Home Work • Analyze how your company can improve its service quality • Suggest a CRM strategy for your company • Read and analyze the case study: “Real Customer Orientation – the Taj way”

2. Taj Case Study • How does the Taj practice customer orientation? • Employees put themselves in the customer’s place and think from the customer’s point of view • Preparation for customers – regular meetings to ensure that the Taj is ready for each customer (taking into account their individual preferences) • Use of information and cross-functional coordination

3. Taj Case Study • Interpreting the context of the customer by asking – why is the customer here? • The Voice of Customer is captured by all employees and attempts are made to create wow moments for the customer • Processes are redesigned based on the importance of the process from the customer’s point of view • Senior leaders shower affection on juniors who pass it on to customers • Selection of employees on the basis of their attitude and EQ

4. Taj Case study • The Tata brand helps to shape the attitude of the staff • Perpetuating of the customer oriented culture happens through story telling and rewarding on the basis of customer satisfaction • Interpreting the purpose of the process rather than just focusing on the steps to be followed for a process

5. Agenda • Marketing strategy revisited

6. Strategy revisited Customer Value considerations: • Tata Ace offered greater value than competing alternatives (the product focused on the value sought by the customer) • Café Coffee Day offered attractive beverages along with other desired attributes and merchandize

7. Strategy revisited Interpreting customer segment expectations • Honda 2 wheelers in US – serendipitous discovery of liking for smaller bikes • Westside – highly affordable merchandize • GE – engaging with customers to interpret needs accurately

8. Strategy revisited Customer connect • Taj Hotels – getting feedback everyday and correcting its processes. Every employee is oriented around customers • Various consumer durable manufacturers – they don’t know who their customers are and don’t care about them • Amazon – interpreting individual customer’s needs – making credible suggestions etc.

9. Strategy revisited Competitive product • Titan created a much better product to beat HMT in the market • iPad– Not me too product • Canon built the small copier to create a big market and beat Xerox

10. Strategy revisited Distinct and contemporary brand image • Tata Tea – Jaago re – distinct and strong value proposition for the masses (fight against corruption appeals to all segments) • TCS – Experience certainty – very relevant for the corporations spending millions of dollars on software projects

11. Strategy revisited • Ensuring customer reach – managing the customer experience -- Which channels will customers prefer while dealing with us? (E.g. Tata Sky / Tata Indicom) -- Banks enabling transactions through ATMs/internet/ retail counters / telephone etc. -- Ensuring that the experience of the customer is seamless and pleasant (Amazon)

12. Home Work • Be a Marketer forever