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A content writer who has worked for Infosys Technologies and other technology startups in India and abroad.
Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.
Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others.
A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications.
Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others.
Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.
Priyokumar Singh Naorem
He is a passionate UI & UX designer who thrives on creating engaging creative solutions.
A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.
She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.
A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.
Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.
Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.
Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.
Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.
Concept and Direction
Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.
It would not be wrong to say that it is the customers who dictate a company’s priorities. So once a company falls in the pit of neglecting their customers’ demands, things tend to go downhill from there.
We talk to Sayeed Peerzade, CIO of Reliance BIG Entertainment, to understand how important it is to listen to one’s existing customers. He tells us about how things are changing due to digital transformation happening in the industry and what it means for customers and marketers. He doesn’t mince his words when he talks about how easy it has become today for customers to move from your company to your competitor, if their demands are not heard.
Interviewed by Avanish Tiwari
One change that has happened across industry and businesses is digital transformation, and it is something that will continue to happen. We need to look at the benefits, as well as challenges that this transformation has brought us.
One clear advantage is that the reach of products and services has increased manifold, be it through social media or newer technologies such as the cloud. Both have helped a lot in increasing the reach of products.
Now everything is going mobile. Mobile apps are being used increasingly to reach out to customers. What is happening with mobility is that as the economy improves, every business will become an app-driven business rather than a physical entity sitting at one place. Even the retail business is no longer just physical; they are quickly moving to app based communication with their customers—be it taking orders or listening to their grievances and suggestions. We are going to see this change in B2B as well.
Talking about challenges: These digital advancements have brought in increased competition. If a company has to innovate and launch a new product, it has to be done really quickly, hoping that any changes required will be made on the move after the launch. Four or five years ago, when we talked about launching a new product, we had to buy a server, install an OS and then develop the application. For a new product to be launched, it would take at least four to six months. Today, on the other hand, any product that you can think of can be launched within days. This leap from six months to a few days is happening because of digital transformation.
One of the other challenges of digital transformation is that it allows your existing customers to move to your competitor in a matter of hours, and there is nothing you can do about it unless you interact and listen to them. Since there are other companies selling almost similar services or products as yours, the only difference you and your competitor could have is around customer care.
In fact, B2B companies are facing much of this problem, arising out of not interacting with their clients often. This is what I have been observing. Today I am sitting on Amazon’s cloud and if I have some issues that they are not caring to resolve, in a matter of hours I can move to other data centres. You need to be in touch with your customers, get to know their problems and fix them as quickly as possible.
It’s practically self-destructive to ignore your existing client base, which in the first place is the reason why your company is where it is today.
I would say I differ on that research a little bit. Although this has been the drawback of B2B companies for some time now, times are changing, and these same enterprises are beginning to focus on solving their clients’ problems. Enterprises are realizing the value of business that existing clients can bring, especially if it’s a subscription based revenue model.
Many B2B enterprises I know are investing in listening to their customers’ woes; because if they don’t, they will soon lose the business.
It varies from business to business. However, customers are mostly available on smartphones, so enterprises have regularly been using mobile devices to get in touch with them. At Reliance Entertainment, we have developed a platform to send notifications to customers who play our games regularly, to understand what they want next. Banks and telecom providers often send notifications asking for feedback from customers.
But if you ask me how effective these interventions are, to be honest, we are not sure. But then at this stage, it’s not about how useful these efforts are. For now, customers will notice that the brand is making efforts to know more about their playing habits. This attention and trust alone will keep them glued to my channel because they know there is someone at the other end always willing to listen to them if there is an issue. We are working on how to translate those demands into reality.
B2B customers are people and have feelings too
Asoke K. Laha, Founder, President & CEO, InterraIT Inc. and President & Managing Director, InterraIT India
Customer engagement is about going beyond the customer’s expectations
K V Dipu, President - Head Operations & Customer Service, Bajaj Allianz General Insurance Company
Feedback from existing customers is an important element
Nikhil Arora, Managing Director and Vice President, GoDaddy India.