GTM360 Blog

Official Blog of GTM360 Marketing Solutions

Archive for the ‘CX’ Category

As we all know, there was a severe cash crunch in India on the back of the demonetization of high value currency notes a year ago. To ease the pain, the government of India made a big push to promote digital payments. Trending under #CashlessIndia, the drive multiplied visibility of preexisting digital payments and led to the launch of several new digital payments. Among the former category were web A2A electronic fund transfer (NEFT, IMPS, RTGS), mobile wallet (PayTM, PayZapp), credit card […]

Posted by Ketharaman Swaminathan On Nov - 10 - 2017 1 Comment READ FULL POST

In When Does Negative Copy Drive Positive Outcomes?, we saw how the Loss Aversion principle in consumer behavior makes negative copy effective. At the end of the post, I’d cautioned vendors against using negative copy indiscriminately and implored them to handle campaigns based on negative copy with a lot of care. In this post, I’ll share my thoughts on when and how to use negative copy in customer outreach campaigns. First the “when” of using negative copy. It’s a no brainer […]

Posted by Ketharaman Swaminathan On Oct - 27 - 2017 Add Comments READ FULL POST

I’m happy to announce that I’ve published a book! Entitled FROM DISLOYALTY TO OMNICHANNEL CUSTOMER ENGAGEMENT, my book is available in Kindle and EPUB formats. In this eBook, I trace the arc of loyalty programs run by brands during the last 5-7 years and predict the trajectory of their customer engagement management strategies over the remaining 3-4 years of the current decade. Contrary to popular opinion, loyalty is still a thing and many brands are making sizeable investments to go beyond […]

Posted by Ketharaman Swaminathan On Oct - 6 - 2017 Add Comments READ FULL POST

In Robin Cook’s latest novel HOST, patients go into a comatose state during simple surgeries. Click here to read my review of this medical thriller. After reading the novel, I had a vague sense of déjà vu feeling. I thought it had a striking resemblance to the author’s 1977 bestseller COMA. So many years later, I can barely remember if I’ve read a certain book, let alone remember its plot. Therefore, I dug deeper. I struck paydirt in this review […]

Posted by Ketharaman Swaminathan On Aug - 25 - 2017 Add Comments READ FULL POST

Uber didn’t invent targeted offers but the world’s largest taxi company sets itself apart from other brands by the innovative ways with which it uses the fledgling marketing tactic to deepen customer engagement, as I’d highlighted in Mastering Targeted Offers – The Uber Way. I recently saw Uber’s mastery of another “next gen” marketing tactic, namely, abandoner remarketing. For the uninitiated, abandoners are those who visit a website (or fire up a mobile app), click around but leave without making a […]

Posted by Ketharaman Swaminathan On Jun - 23 - 2017 Add Comments READ FULL POST

I noticed a huge crowd during a recent visit to my bank branch. I happened to spot the bank’s Head of Relationship Banking – let me call her Sonia – in the branch. I asked her how come their branch was so full when finsurgents have been predicting the death of branches for so long. Sonia told me that, let alone die, their branches are growing. Despite the fact that branches are expensive – think mounting real estate costs – […]

Posted by Ketharaman Swaminathan On Jun - 9 - 2017 4 Comments READ FULL POST

If you think bots will never replace human agents, you’re amongst the lucky few who has been served by intelligent human agents. Let's stop pretending that live agents have IQ of 140+ when we claim that chatbots are too dumb to replace them. — GTM360 (@GTM360) March 29, 2017 I admit that I’ve also been among the lucky few at times. But more often than not, I come across fairly dumb human agents. And, lately, I’ve started experiencing fairly intelligent […]

Posted by Ketharaman Swaminathan On May - 26 - 2017 4 Comments READ FULL POST

In his book Loyalty 3.0, author Rajat Paharia, Founder of gamification solution provider Bunchball, says that loyalty programs of most brands generate loyalty to the deal but completely fail at their fundamental purpose of fostering loyalty for the brand. Uber is a great example of such a brand. In Mastering Targeted Offers – The Uber Way, we saw how Uber uses targeted offers to generate loyalty for its deals. Ironically, it’s another type of targeted offer – or, more precisely, […]

Posted by Ketharaman Swaminathan On Apr - 28 - 2017 1 Comment READ FULL POST

Contrary to popular belief, Flipkart didn’t pioneer ecommerce in India. That distinction belongs to Fabmall, the startup that introduced ecommerce in the mid-1990s well before Flipkart was founded in 2007. I remember placing orders from a dial-up modem in 1998 and paying online by credit card, which was the only mode of payment supported by ecommerce forerunners like Fabmall, Rediff and IndiaTimes Shopping. That said, Flipkart did pioneer COD in India. The new payment method, launched in 2010, gave a […]

Posted by Ketharaman Swaminathan On Apr - 21 - 2017 1 Comment READ FULL POST

Uber makes extensive use of targeted offers as a key plank of its customer engagement management (CEM) strategy. For the uninitiated, a targeted offer is a personalized deal for an individual customer segment – or even individual customer. It’s the antithesis of spam, where the same deal is sent to all customers. A simple example of a targeted offer is a gift coupon you get from a restaurant on your birthday. .@ICICIBank_Care If u really want to give me a […]

Posted by Ketharaman Swaminathan On Apr - 14 - 2017 Add Comments READ FULL POST
  • Facebook
  • Linkedin
  • RSS
  • Twitter
  • Youtube
  • See our Pinboard
Enter the video embed code here. Remember to change the size to 300 x 250 in the embed code.

Sponsors

  • GTM360 - Marketing for Midsize IT Companies
  • EMAIL360 Website Lead Generation Widget
  • SAP Mailing List
  • QR360 - Beyond Quick Response Codes


Switch to our mobile site

Enter your email to sign up for GTM360 Blog: