Emotional connect through consumer experience: Pitch CMO Summit 2018
The eminent panel deliberated on how brands can leverage consumer experience to stay ahead of the game.
Published - Jul 6, 2018 2:40 PM Updated: Jul 6, 2018 2:40 PM
At the recently held Pitch CMO Summit in Bangalore, Sudhakar Rao, Branding Director ICFAI Group moderated the panel discussion on ‘Creating an Emotional connect through CX’. The eminent panelists were Vaishali Verma, CEO, Initiative, Samar Singh Shiekhawat, CMO, United Breweries Limited, Vikram Tanna, VP, Head of Advertising Sales and Business Head of Regional Clusters, Discovery Communications India and Sushmita Balasubramaniam, Shopper & Retail Practice Head, Kantar IMRB.
The panel discussed "How brands can leverage consumer experience to stay ahead of the game and form an emotional connect with the consumers".
Vaishali Verma spoke about creating brand presence through consumer experiences, “Emotional connect is when, you go beyond and exceed expectation, and bring delight to the customers. Very few brands have managed to do that today, all brands are trying to meet expectations and bring back customers. The essence of personification also becomes very important. E-commerce players are trying very hard to create an emotional experience, because there is a barrier of face-to-face interaction with their customers, which is present at the retail stores, but they keep bringing new things to create an impact on them.
Advocacy plays an inherent role; when emotional connect happens, you go back to the same brand”.
Vikram Tanna spoke about how sharing customer experience and creating an emotional aspect is relevant for the brands, as it makes the content stronger.
“Human emotion is something which is an integrated part of our content. Every piece of content looks forward to creating an emotion, whether it is to make consumers laugh or cry. Most of the great businesses built today are built on friendships, and friendships are built through emotions with the consumers. To get better emotional connect, content always tries to build IPs, it builds franchises over a period of time. It is about building familiarity, friendship and getting closer to the consumer, which really helps out in connecting to the consumer from the content perspective”.
He also said,"it’s always better to keep things simple; you don’t have to get into the consumer’s head, instead make place in their heart."
According to Samar Singh, CMO, UBL, Understanding the consumer’s expectation is the key to success. Reaching consumers on the go provides a brand more time to engage with potential buyers. Highly customised personalisation is memorable. It’s not the services which decide, but the consistency of the level of the experience which determines whether you are delighted or not.
"Emotional connect comes with longevity, and multiplicity of experiences. The gap between what is promised either through direct or indirect messages, versus what gets delivered. At the end of the day, it is important to think as a consumer, rather than a brand. Delivering emotional impact at scale is a very difficult task, the challenge lies is delivering experiences at scale".
Susmita opined, “Experiences is imperative in B2B as well. The kind of expectations or need they have, depends on what kind of B2B you are looking at. The essence could be different in B2B or B2C, but the brand needs to identify the measures, which work here as well. Conscious companies do work on creating emotional connect in B2B. Emotional connect is not about being emotionally charged, or making them cry in the ad.
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