The inaugural afaqs! Customer First Summit convened a panel of industry experts to discuss the evolving landscape of customer experience (CX), the influence of digital transformation and social media, and the integral role of leadership in shaping CX strategies. Held in a prominent location, the event gathered notable figures, including Shitiz Dogra, associate director of digital marketing at IndiGo; Sachin Vashishtha, Chief Marketing Officer at Paisabazaar; and Vaibhav Khanna, head of product and subscriptions at NDTV Profit. The session was moderated by Saurabh Agrawal, CEO of DAIOM.
The panel highlighted that CX is a multifaceted concept that includes all interactions a customer has with a brand—from advertisements to customer service. Vashishtha articulated this perspective, stating, "For us, CX spans everything—from communication and ads to service delivery. While we, as aggregators, empower customers to choose financial products, the responsibility of delivery often rests with partner banks or fintechs. Therefore, for us, the ownership of CX is collective.” This sentiment underscores the notion that exceptional customer experience is not solely the responsibility of one department but rather a cross-organizational effort.
Dogra elaborated on the significance of diverse customer touchpoints in the aviation industry, declaring that “in aviation, customer touchpoints are endless—websites, social media, in-flight service—and no channel is a dead channel.” He referenced a historical incident involving United Airlines, where poor customer service led to widespread negative publicity following David Carroll’s viral song, "United Breaks Guitars". This case serves as an example of the long-term consequences of failing to manage customer relations effectively. In contrast, he noted that United Airlines has since made considerable improvements in its CX efforts.
Khanna shifted the focus towards leadership in cultivating a customer-centric approach within organisations. He remarked on the importance of empowering customer care teams, citing American Express as a benchmark for exceptional consumer service compared to its competitors.
The discussion also touched on the dual nature of social media as both a platform for engagement and a potential battleground for brand reputation. Dogra pointed out the transformation of platforms like Twitter into channels for online reputation management, stating, “When brands stopped listening, customers started shouting—especially on platforms like Twitter.” He advised brands to invest in sentiment analysis tools to effectively gauge customer sentiments and preemptively address issues before they escalate.
The role of artificial intelligence (AI) was scrutinised, with the panel acknowledging its potential to revolutionise CX. Vashishtha argued that while many brands are eager to adopt AI technologies, successful implementation depends on having clean, structured data. “Brands rush to adopt AI because it’s a buzzword. But AI needs clean, structured data to succeed,” he cautioned, further discussing the pitfalls of poorly designed chatbots that can lead to frustrating customer experiences.
Furthermore, the session underscored the significance of martech (marketing technology) and data analytics in enhancing customer satisfaction. Khanna explained how NDTV Profit utilises analytics to enhance customer retention through targeted communications. “We track customer activity to identify gaps... Using data, we analyse behaviour, understand pain points, and address them before they churn,” he noted.
The experts also discussed metrics for measuring CX effectiveness. Traditional metrics such as Net Promoter Score (NPS) and Customer Satisfaction (CSAT) continue to be vital but are increasingly supplemented by additional indicators. For instance, Dogra pointed to app store ratings as a direct reflection of user experiences, while Khanna emphasised retention rates as crucial indicators of customer value. Vashishtha added, “If customers are happy, they’ll return and recommend your brand."
The conversation at the summit also ventured into the future of CX careers, with Agrawal noting that the field presents substantial opportunities for tech-savvy professionals. He highlighted the need for individuals to challenge senior leadership and prioritise customer insights: “If you want to be in this field, you must detach yourself from the brand, be ready to challenge senior leadership, and learn to truly listen to the customer.”
Emerging technologies, holistic engagement strategies, and evolving industry practices are reshaping the landscape of customer experience in businesses today, reinforcing the pivotal role of leadership and data-driven decision-making in navigating these trends.
Source: Noah Wire Services