Paul Writer launches New Age Marketing ,
Video interview series of CXO’s highlighting best practices

Atul Chand
Chief Executive- Lifestyle Retailing Business
ITC Ltd.

On tracking customer sentiments.

Social media has empowered and become the voice of the consumer in many ways. The idea here is to have dedicated tools and listen to the chatter around you and gage the sentiments whether they are positive/negative. So currently we have dedicated agencies and tools to capture conversations then to be able to classify them into categories- positive/neutral/negative and finally respond. Internally we have built dedicated teams to manage and meet the expectations of the consumer. This team then goes around and co-ordinates with our internal stakeholders so that we respond efficiently, relevantly and be able to get our message across to the consumer. There are a range of experiences and reactions that you end up getting from consumers but finally what is important is we listening and responding. It is a two-way communication being obligatory on a brand’s part to be able to revert to consumers on what they have to say.

“So currently we have dedicated agencies and tools to capture conversations then to be able to classify them into categories- positive/neutral/negative and finally respond. ”

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