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Ajay Kakar
Chief Marketing Officer
Aditya Birla Group- Financial Services
On tracking customer sentiments.
We cannot generalize an online/offline customer, sometimes they are online and sometimes offline. We follow a holistic way of tracking customer sentiments whether it is about a category, brand, product or services. The process starts with a customer satisfaction survey, transactional instant customer feedback and finally moving on to a more significant parameter would be customer endorsement or the net promoter score. Data can be accessed from the physical space of group discussions or it can be through field visits where our entire leadership team at periodic intervals goes to the market and reaches out and actually listens to the consumer live. I think listening to the customer and capturing their sentiments is way a of life, digital just makes it easy and faster.
“The process starts with a customer satisfaction survey, transactional instant customer feedback and finally moving on to a more significant parameter would be customer endorsement or the net promoter score.”
