MxMIndia

Tag: Havas CX India

  • To drive future growth

    Havas India elevates key leaders across creative network

    Havas India has announced a leadership transition across three key agencies under the Havas Creative Network India umbrella, including Havas Worldwide India (creative), Conran Design Mumbai (brand design), and Havas CX India (customer experience).

    Kundan Joshee, Managing Partner, Havas Worldwide India, has been promoted as Managing Director of the India operations. Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India, will also mantle the additional responsibility of Joint Managing Director along with the CCO profile.  Geet Nazir, Managing Partner of Conran Design Mumbai, has been elevated to Managing Director of the agency. Prashant Tekwani, Managing Partner, Havas CX India, has been elevated to Managing Director of both Havas CX India and Ekino (technology) India.

    While Joshee, Nazir and Tekwani will be based out of Mumbai, Ramaswamy will continue to be based out of Gurugram. All four along with others in the leadership team will continue to report to Rana Barua, Group CEO, Havas India, South East Asia & North Asia (Japan & South Korea).

    Said Barua: “Over the past few years, our focus has been on enhancing our expertise and solidifying our position as the most progressive communications network in India. While our Media Network, under the leadership of Mohit Joshi, Uday Mohan, R Venkat, and Shibu Shivanandan, has thrived, Havas Creative Network India has grown exponentially both organically and inorganically and has built the creative repertoire of Havas India.”

  • Conceptualised by Havas CX India, the tension-free campaign

    Aegon Life partners Havas CX India for innovation

    By Our Staff

     

    Aegon Life Insurance has launched a campaign for its flagship term product, iTerm Prime. The campaign, dubbed ‘iTerm Toh Tension Khatam’ is a print ad that comes to life on mobile and sings for its audience.

     

    Conceptualised by Havas CX India, the tension-free campaign reinforces the brand’s commitment to making every household financially secure.

     

    Talking about the campaign, Akhil Almeida, Head of Marketing, at Aegon Life Insurance, said: “iTerm Prime makes life insurance accessible to Emerging India – the aspirational class who needs insurance but does not have the documents that are required by legacy insurance companies. It removes a lot of barriers that stand in the way of consumers getting adequate financial protection. iTerm Prime is easy to buy, affordable, requires zero documentation, and can be tailored to suit a consumer’s needs.

     

    With this latest innovation, we’re now resetting expectations for what traditional media can achieve. Not only is it building salience and trust, but it’s showcasing the product in a way that benefits the customer. A person viewing this ad doesn’t need to download an extensive brochure or get spammed by unwanted sales calls. They can make the decision right then and there – and secure their loved ones in a jiffy.”

     

    On the campaign launch, Prashant Tekwani, Managing Partner, Havas CX India, said, “Life Insurance in the mind of the consumer is very confusing, and the brands and the terms and conditions don’t help much. When we partnered with Aegon Life, we fell in love with the approach of being “Easy and Honest”, and this innovation and campaign is an attempt towards the brand’s philosophy. When we first heard about the product and the inspiration behind its design for “Emerging India”, we wanted to go beyond the idea of a simple print ad. Print is an important medium in the consumer journey for the product, and when it is blended with innovative technology, the result makes you sit up and take notice. We created the interactive print ad to talk about the product and give consumers an experience that brings it to life, keeping in mind the product and its benefits for the self-employed segment of India. We are proud to make this idea come to life with Aegon Life.”

     

  • As per Havas group’s just-released Havas CX study

    Customer satisfaction dips for Indian brands

     

     

    By Our Staff

     

    Havas CX, the Havas Group’s global customer experience network, has launched the X Index Report 2022. The report indicates that trust, inclusivity, always being of service, and going above and beyond are now major factors in creating the most meaningful customer experience.

     

    According to the X Index India report parameters, the #1 brand is Apple followed by Taj Hotels, KIA, MG, Hyundai, OnePlus, Boat, Cult.fit, Michelin and JBL.

     

    Fifty leading brands across 13 categories including retail, fashion, financial services, automotive, entertainment, hospitality, beauty, health, and more were studied from India for the recent study. What’s interesting is that among the six countries also surveyed a year earlier, only India registered a lower overall score in 2021 compared with 2020. The higher scores in the other five markets (China, France, Portugal, UK, and the US) point to rising satisfaction with the customer experience. What this means is that while most geographies were able to leverage the new normal to cement their CX and deliver on consumers’ rising expectations, Indian brands were not as agile to keep up with the rising expectations. This makes it even more critical for Indian brands to now recognise that customer experience is synonymous with brand experience.

     

    For the second consecutive year, brand image has emerged as the strongest competitor to the X Index, representing 46% of India’s score. This hints at the fact that while ecosystems and the touchpoints were expanded during this new normal, brands also need to maintain continuous engagement to reinforce their image while also making it part of their CX.

     

    Despite heavy customer experience investments by brands, there’s still room for improvement with only a global average of 40% of consumers thinking the brands they interact with are “cantered on their needs as a customer.” This year’s research reveals that increased consumer expectations around trust, sustainability, and inclusivity are now impacting the evaluation of customer experience, with brands being assessed on the concrete actions they deliver to create a welcoming experience for all – shifting the traditional idea of customer experience to citizen experience.

     

    Said Prashant Tekwani, EVP & Business Head, Havas CX India & Havas Worldwide, West: “The pandemic has brought about a sea-change in consumer shopping behaviour. Brands now need to evolve their thinking from customer experience to citizen experience by making seamlessness and inclusivity their priority. According to the latest X Index report, India is the only country to register a lower overall score in 2021 in comparison to 2020. There is a gap that needs addressing for brands in India to score high in the CX journey. This shows how the understanding of the evolving expectation of the consumers is critical to maintaining the health of CX, growth and brand imagery. While meeting functional criteria around seamlessness, simplicity, and efficient customer service, brands must also go the extra mile to make a lasting impression in their customers’ minds.”

     

    Added Sumeer Mathur, National Strategy Head & Managing Partner, Havas Worldwide India: “Interestingly, out of all the parameters that we measure to arrive at a final score, the Brand image has emerged as the strongest contributor to the X Index, representing 46% of India’s score. This hints at the fact that while ecosystems and the touchpoints were expanded during this new normal, brands also need to maintain continuous engagement to reinforce their image while also making it part of their CX. Conversely, it could also mean that Indian brands are under leveraging other parameters and relying too heavily on the brand image alone to determine the customer experience.”

     

    The X Index identified four key principles to create a best-in-class citizen experience:

     

    Trust comes first: Brand trust is the most powerful denominator around the globe in the customer journey. Brands build trust by keeping their commitments to customers and being there in times of crisis. For example, brands that optimized their shopping experience during the COVID-19 pandemic saw better results; these optimizations included moving many traditionally in-person services online (consultations, etc.), and taking advantage of new platforms to integrate community building and social components. Brands also build trust with transparent business practices and by making commitments to social causes.

     

    Build an all-inclusive experience: For customer experience to become a citizen experience, brands must be inclusive. According to the X Index, consumers evaluate brands at every step of the journey, including the way they treat their frontline employees, foster inclusivity and break taboos in representation and marketing. Inclusivity also means enabling customers to participate in a community, with some brands introducing forums, clubs, and apps for customers to connect and interact with each other.

     

    Always be of service: Customer service is now defined by the speed of reaction to customer demands. It is one of the key discriminating factors. In addition, when it comes to staff and salespeople, consumers not only expect them to be efficient but also knowledgeable.

     

    Provide for the age of extra: When it comes to satisfying customers, going the extra mile is of paramount importance for brands. A key part of going above and beyond in making sure the experience feels extra personal.