Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Sarthak Seth
Head- Brand & Marketing Communications
Panasonic India Pvt Ltd.
On the ways by which they are tracking customer sentiments and tweaking marketing offerings accordingly..
When you talk about the ways in which we are actually tracking the consumer sentiments, like I mentioned earlier there are a few strategies that is important for our digital marketing and Facebook helps us maintain a two way communication with our consumers and also track feedback. Our team internally addresses this communication and fixes problems immediately; the help desk goes back to the consumer and says this is the action that we have taken on such a problem/complaint. Another area we are working on is in terms of ORM (Online Reputation Management) and we are using couple of tools for this particular platform which also helps in tracking customer conversation. Also, we keep recording blog reviews internally so we know when we need to immediately address situations. Internally a lot of things are going on about reviewing consumer sentiments and in terms of how we are tweaking it we take into consideration consumer suggestions and feedback. We are deriving future products as well from such form of communication. So we run forums with consumers where we accept feedback and understand what they are looking forward too and what should be the next product. This is what we are passing on to our RnD teams and deciding on what the need of the customer is going forward. Going forward we are looking at setting up a global ID, where one ID is given to a customer wherein he can check out what the offerings for Panasonic is.
“Our team internally addresses this communication and fixes problems immediately; the help desk goes back to the consumer and says this is the action that we have taken on such a problem/complaint”
