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Help Tata Sky CEO Harit Nagpal on CNBC Storyboard
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#1
Quite interesting to know that Tata Sky Senior guys do get involved in sampling conversations their customers have with their employees (I caught it from this interesting storyboard special, edited by Tata Sky’s CEO Harit Nagpal). I think the best way to understand what your customers really feel about your brand, or the issues that she may have your brand or the feedback that the customer is willing to share, is to GET INVOLVED in a conversation with the customer.

Tapping into natural, unconditioned responses of the customer is the key to deriving insights. So patching into a telephonic conversation your customer service has with your prospects and customers (Harit Nagpal, CEO, Tata Sky does that often) or just hopping in with your car salesman in a test-drive that a prospect is taking with your vehicle (Rajesh Jejurkar of Mahindra Automotive does that occasionally) gives the senior executives, a ground-level feel of consumer feedback. This “ground-level” feel is very important as it may contain insights for future product enhancements, service delivery improvements etc.

Sometimes insights picked up like this (through direct un-biased, un-influenced feedback from consumers) can be further validated through commissioned research through research agencies. This way “voice of the customer” gets factored into the brand on a systemic basis. Which I think is the right way to evolve a brand. After all customers are the ones, for whom the brand is built!

Catch up on this Storyboard special here, if you have missed, it’s got some interesting snippets of insights on consumers and brands & advertising!
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