Paul Writer launches New Age Marketing ,
Video interview series of CXO’s highlighting best practices
On how PVR has transformed ‘going to the movies’ to a branded customer experience. What were the key elements of this transformation?
We looked at the entire gamut of how this journey gets planned to what happens exactly at the ‘moment of truth’ when the customer reaches the cinema to his/her three hour duration with us, which continues even till the exit corridors. Technically we at PVR look at a stage before wherein a customer is planning to watch a film and then we look at how we could influence their decision- what, where and how to watch. Once this is looked into then the question of easing out their decision process and where/how they could possibly buy tickets with the various modes of payment options available. When a customer does get to the box office is he imbibing information easily or is he/she spending lesser time in areas that he does not want to spend like in the box office area, collection of tickets, getting through the security zone, into the environment of movies and how we brand this entire on-screen experience for him/her and then create spaces for him after the film where they could sit down and discuss those films as well. Every stage is then broken into technically a relay which says that who will look after the sheer information gap and how do we continuously strive at getting the information to the customer faster and better, in just the form of medium that they want. So with every media we look at how it has a role in the life of a customer, how are they consuming it today and which is his/her pain-points or heroes within that media. This is the kind of input that we valuate and always thrive to improve our experience on that account.
“Technically we at PVR look at a stage before wherein a customer is planning to watch a film and then we look at how we could influence their decision- what, where and how to watch.”</blockquot