Screenage: Building customer experience is one of our growth hacks: Aloke Bajpai, ixigo

Bajpai, Co-founder and CEO, ixigo, spoke about Zero Dollar Marketing and how it is leveraging the power of content, videos and social media to drive more app adoption and brand awareness

by exchange4media Staff
Published - Oct 14, 2019 8:34 AM Updated: Oct 14, 2019 9:07 AM
Alok Bajpai

The second edition of exchange4media Screenage, a mobile marketing conference, held on Friday saw Aloke Bajpai, Co-founder and CEO, ixigo, talk about Zero Dollar Marketing leveraging the power of content, videos and social media to drive more app adoption and brand awareness.

Bajpai concluded the conference with a brilliantly conceptualised session

He initiated the session by sharing some secrets about ixigo. “ixigo is the most used travel app in the country. Last year, we did more app downloads than all the other travel apps combined. We did it by spending less than 1 per cent of all the other travel apps combined. Some of the learnings for us were that you are able to build the product that builds an organic pull. Organic downloads is the most critical starting point. For instance, Ixigo will give you more accurate live running status of a train than the official website.”

“Building a great customer experience is one of our growth hacks. At ixigo, we all are responsible for the customer's satisfaction. I think more than the product, it’s the customer experience that matters the most,” Bajpayi added.

“We have also launched vernacular videos, games etc. We have also partnered with few OTT platforms and launched content on our app.”

He further told the audience about Ixigo’s chat bot Tara. “We had also build Tara last year, which is a chat bot. Tara is handling almost 80 per cent of inbound chat, queries and email. Almost 5 per cent of queries are also handled by Tara. Voice bots are becoming fairly adaptive. In coming years, customer problems would be handled by bots and not humans.”

The third growth hack that Bajpayi shared was to accelerate organic growth without burning a hole in your pocket. “We have bartered with TV channels to promote our self on television and we have done distribution deals with Flipkart. This way, you don’t burn a hole in your pocket.”

Later in the session, Bajpayi talked about some of the cultural shifts needed for zero dollar marketing. “Marketing has to start by looking at product, in-house and not agency, content and not ads, online and not TV, no CMO - instead split between customer happiness,” he shared.

He concluded the session by saying, “Use the power of videos, social media, moment marketing and tweet jacking. All of it has potential of reaching millions of people together, which is not possible with TV channels.”

“Get people and media talking about your product but don't overdo it. With time, it will happen automatically,” Bajpayi said while signing off.

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