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”

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

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

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

Agenda

• Marketing strategy revisited

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

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

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.

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

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

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)

Home Work

• Be a Marketer forever