Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Amit Sinha Roy
VP- Marketing & Strategy
Tata Communications Ltd
On tracking customer sentiments.
Being a B2B company, a large part of customer information flows in through actual engagements that we had on the field- be it through sales, account managers, account directors, solution architects and even from our customer support team that meet our customers on day-to-day basis across the various geographies. In addition to that we also have various marketing platforms where we engage with our customers and prospects on a regular basis and by doing this we are able to understand what is working or sometimes what is not working and the areas we could potentially improve. Outside of this we also hold focus groups as well as round table discussions sometimes virtually across geographies using tele-presence technologies and JAMs technologies which allow us to have video engagements across various geographies. Using these various technologies we are able to then tap into what customers are saying about us, what they are feeling about us, and areas where we are performing well and could possibly improve. We also receive feedback using through a customer satisfaction survey, following the traditional path. We also track our top customers on an annual basis helping us recognize from them areas where we are working well and which are the areas for improvement. In addition to all of this I touched upon the social media aspect earlier, social media has also become a key aspect in the way it actually allows us to monitor, understand and track what our customers and prospects are saying about us in this space. So that again becomes a very important digital media for us to be able to monitor what customers are saying about us.
“Outside of this we also hold focus groups as well as round table discussions sometimes virtually across geographies using tele-presence technologies and JAMs technologies which allow us to have video engagements across various geographies.”
