Thursday, September 3, 2015

Totems of Indian Youth in 2015

Cashback Toh Banta Hai

It’s no more an ingenious marketing campaign for an upcoming brand to accelerate adoption. Cashbacks have become the new normal. From cabs to self-drive cars, groceries to gadgets Indian Youth today expects deals every time they take a buck out of their wallets.
Pampered by startups that have splurged their Venture Capital for customer acquisition, Indian Youth’s thirst for cashbacks and deals has even affected established brands. They do not want to compromise on quality as well. This new all demanding customer segment knows a bit too many price comparison sites for a marketers liking. The segment has an attention span of a goldfish. They’ll download your app to get that lucrative cashback deal, but don’t expect them to ever use it again unless you delivered Customer Delight in that one tiny interaction.
­­This new customer segment is taking competition to another level, wafer thin margins, absolutely cutting edge service levels and flawless customer service are just hygiene factors, companies will have to innovate fast to survive and delight the Indian Youth every time to succeed.

Sunday, March 15, 2015

Looking beyond stereotypes and generalizations!

I was onboard Aeroflot flight from Moscow to St. Petersburg. Had dozed off and woke up with a start as the plane landed. As it taxied through the runway, instead of standing up and reaching out for their baggages as they do in India, to my surprise passenger on the flight started clapping. I was clueless as to what just happened.

Had it been just few weeks earlier, I'd have formed some opinion about this event and moved on. But today I'm an enlightened man. After attending the Cross-Cultural Management course, I know its important to know, why does it happen? Peculiarities of each country, their eccentricities, whims and fancies! It all happens for a reason.

Why are Indian always late? Why do Saudis treat women.. erm so badly? Why are Danes known for innovation?

All these and more can be explained. Cultural dimensions. It is possible to analyse each and every country's DNA using these dimensions and understand the nuances of their cultures.