Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Mohit Ganju
SVP & Head- Marketing & Communications
IndusInd Bank
On tracking customer sentiments.
We use both the online platform as well as the offline platforms for tracking. Being a bank the offline method involves initiating satisfaction surveys and loyalty surveys through certain intervals of time. We are also using distinct tools in the whole digital space. We have created a very different process to hear and respond on to the stuff that is happening in the digital space as we didn’t want to mix that with the offline space because lot of this listening and responding happens in the digital space over a certain time bank. There is certain learning from both the online and offline platforms as we receive responses in terms of feedback, queries and complaints from customers. Social media and the digital way of listening is a daily on-going process while a loyalty/satisfaction survey is one that is over a period of time capturing a certain time band. But what is more realistic and latest is what you are getting from when you are listening to all the blogs, all the consumer forum and what people are saying on your social media platform. So the focus is on social media and we have been trying to create a robust and a very different process when you are listening and responding to customers through the digital medium.
“Social media and the digital way of listening is a daily on-going process while a loyalty/satisfaction survey is one that is over a period of time capturing a certain time band.”
