Paul Writer launches New Age Marketing ,
Video interview series of CXO’s highlighting best practices
Head- Customer Loyalty & Analytics
On the role of social media.
Social media for a loyalty program is a sensitive area as the customers involved in our platforms are our best customers, so we are careful in terms of what to communicate with them. We are using Facebook as a medium to explore and be a part of customer conversations for example, if a lady has enrolled herself with Titan’s loyalty program around three years back and presently she is talking about having a baby then we access our product range to suit her purpose – say a gold coin (which is often gifted to new-born babies) can be of relevant information to the customer. Twitter is used as a channel where customer service issues can be taken up. We are also looking at Pinterest where we could catalogue our products so others can also design their catalogues and products and see how they relate. We are still at an initial phase with social media, though we are exploring various options our progress has been slow as are focusing on getting it right the first time. Having said that all of our brands have their own pages on Facebook in fact FastTrack has the largest number of customer fans. On the whole we still need to access how a larger number of walk-ins can come into our stores as well as our E-commerce platforms, so social media is definitely being looked at in a greater way.
“Social media for a loyalty program is a sensitive area as the customers involved in our platforms are our best customers, so we are careful in terms of what to communicate with them.”