Paul Writer launches Innovative Marketer Dialogue, 
Video interview series with CMOs highlights marketing best practices
Abhijat Shukla
Head – Data Customer Lifecycle Management
VODAFONE India
On Innovation and marketing @ Britannia…
One innovation that I would like to mention is the ‘Subscriber Preference Model”, what this meant was a shift from scenario where most companies say that ‘I have a product and I will choose when to offer this product to the customer. Moving away from this ideology to saying ‘What does the customer need? And when he needs to be pitched about a particular best fit product.
“We built a series of predictive models, these predictive models then came up with the next best alternative that will suit the needs of particular customer. This was the innovation that took my company quite a few notches up.”
Going back, four – five years ago, we started this journey of moving away from what we want to pitch to the customer to saying what the customer needs. We built a series of predictive models, these predictive models then came up with the next best alternative that will suit the needs of particular customer. This was the innovation that took my company quite a few notches up. It resulted in not only complete satisfaction with the customer but also meant that the company was quiet a few notches ahead of nearest competitors. It basically resulted in a win-win competition where the customer was also happy and obviously the organization was happy as well.
