Hansa Customer Equity, a customer marketing & analytics company (a part of R K SWAMY HANSA group), recently embarked on a major drive to increase customer interactions and conversations through its focussed division called Customer Integrated Marketing headed by Anand Siva for Kansai Nerolac.
Commenting on the development, Anand Siva, Vice President & Business Head, Hansa Cequity said, “Today, both sales & marketing are facing pressures of ROI, increasing pressure on advertising and activation to deliver. Therefore, brands are increasingly dependent on getting closer to the customer, offering firsthand experiences and looking at extended conversations that strengthen the relationship. Which is what I call the A-to-A business offering – Acquisition to Advocacy. We do this by bringing together data, the power of analytics and technology that enables us to focus on customer need – and deliver convertible conversations with customers. Integrated marketing is not about talking to the same customer through multiple channels, but making every communication relevant, individual and contextual – one size does not fit all, and we remember this in who we talk to, what we talk about, when and where.”
Nerolac Home Stylers provides professional help in providing product consultancy and colour consultancy. It delivers a high quality job through its trained and experienced painters under the supervision of Nerolac supervisors. Hansa Cequity will manage the point of contact, site visits and painting fulfilment involving Kansai Nerolac trained painters and treatment experts. The service is being rolled out in Mumbai and Delhi, and will move into other cities gradually.
Says Sukhpreet Singh, Head of Marketing, Kansai Nerolac, “Hansa Cequity showed a good understanding of the business and came with automated processes, streamlined systems and good understanding of customer lifecycle management that we saw as a strong foundation for the success of this program”.
Hansa Cequity will deploy over a 50-strong project team, a 25-seat call centre and a proprietary Sales Force Automation solution that uses web and mobile technology to ensure high productivity, plug leaks and deliver customer delight.
“Nerolac gave us a very challenging brief, but gave us the support and processes required to make something like this work. And we will enjoy executing this as it takes us closer to the customer, gives us greater understanding of why they do what they do and eventually plough it back as learning for the brand”, added Anand.
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