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Video interview series of CXO’s highlighting best practices
Bidyut Nath
Head- Customer Loyalty & Analytics
Titan Industries
On nurturing and maintaining their prospect/lead base.
From a lead generation perspective- the ‘Encircle Program’ was started wherein we could talk to customers across Titan brands. The ‘Encircle Program’ is a common loyalty platform for all Titan brands, so we know whether the customer has purchased jewelry, eyewear or watches. From a B2B perspective you would look at nurturing the potential but for us we have one million customers being enrolled every quarter, and each one is a potential customer for the coming quarter/year. We concentrate on building relationships and through the ‘Encircle Program’ we are trying to collect personalized data, customer behavior on gifting jewelry/watches, and we send out relevant messages to the customer between his first and second transaction. We currently have five million live customers on out database so this is our first touch-point. For example, if we know that a customer’s anniversary is coming up in two months’ time, then we would send a relevant message to the customer to gift a Titan product to their better half. As nowadays there is tremendous clutter both in the offline as well as online media, the success of any campaign will depend on how you understand the life stage of the customer and how you could talk with them in a relevant and not intrusive way. We all get around fifty-sixty messages in a day but the messages that we respond to are the ones that are in need at that hour. E-commerce also plays a strong now, now we can send out an e-mailer to the customer on their birthday/anniversary and they can log in to their portal on the ‘Encircle Program’ and buy products offered. We are looking at harnessing data and invest in this data and make relevant communication with the customer at the right time.
“The ‘Encircle Program’ is a common loyalty platform for all Titan brands, so we know whether the customer has purchased jewelry, eyewear or watches.”
