Past events

Custommerce National Convention 2011

Round-up  |  Presentations

In a marketplace crowded with brands that are boringly similar in terms of pricing, features and brand value, customers are constantly looking for compelling differentiators to buy a product. In this scenario, customer experience can be the key determinant for a buying decision or even building loyalty. The Custommerce National Convention 2011, dealt with Customer Experience Strategies and how to use them as strategic differentiators. Hosted on the 15th and 16th of September at Hyatt Regency in Chennai, India the convention closely examined ‘Customer Experience Matters’ and addressed it from three different perspectives.

  • Creating / building a customer experience strategy
  • Delivering a customer experience strategy – People (employees), process & technology
  • Maintaining (sustaining) a customer experience strategy

Industry thought leaders and practitioners who have successfully built and delivered world class customer experience programs and strategies were invited to anchor these sessions. It presented a rare opportunity to get new insights, learn new strategies and explore fresh thinking on customer experience.

Scott Munro, VP CRM Product Management, CDC Software, in his keynote address, said that the key criteria for a 5-star customer experience is people, processes and technology working in unison. He stressed that everyone is responsible for customer experience – sales & support, back-office administration, information technology and marketing.

In his presentation 'Customer Service Trends & Contact Centre Strategy', Francois Lancon, President Asia Pacific, Avaya, said that demographics are transforming service delivery – most customers prefer alternate methods of contact – web chat, web self-service, text etc. He added that contact centres of the future call for end-to-end personalized experience management.

Ronald Battista, ED - Experience Design, MISI Company Inc. in his presentation 'Creating a customer experience strategy', said that increased global competition in most verticals adds more credence to the widely held belief that customer satisfaction isn‘t sufficient – it‘s about loyalty. And that each customer is the ultimate boss – and that they can fire you. He added that customer experience is a new way of doing business – a fundamental change to how you do go-to-market. He further added that customer experience must align the business, customer and employees needs to ensure success – the experience of both customers and employees must be aligned to the business goals.

Lori Bocklund, Founder & President Strategic Contact Inc. in her address 'Delivering a customer experience strategy', suggested use of all “channels” in customer experience – the need to be in tune to all the channels a company uses with a focus on preferences and fit to determine appropriate channels.

Maintaining a customer experience strategy by Prakash Shukla, VP & CIO, Taj Group of Hotels said that a customer experience strategy should deliver a differentiated personalized consistent customer experience to maintain customer loyalty – above and beyond customer expectations.


Technology is an enabler for desired customer experiences

Yes No

in publications

Customer care must begin with CEOs

Customer care should pervade entire organisations and ideally start from the top was the message that came through at the 'Custommerce' conference held here, which proposed a return to customer-centricity to improve business performances across sectors...



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