Social Media: a bad marketing strategy?

Every few months, a jargon comes along that forces a wry smile. Till recently, TGIF would translate to how you felt on Friday or would mean an American fast food chain. However, in the web enabled flat world, it stands for Twitter, Google, Internet and Facebook. While this is gaining currency in the US, it will surely make it way to this side of the pond very soon. In one of the finest article I have read recently on this topic, branding guru Al Ries argues that Social Media Not The Answer For Weak Brands. He is spot on!! Continue reading


The various days of Christmas..

The holiday season is finally upon us. George Ritzer famously described Modern malls as the new Cathedrals of Consumption. With shopping increasingly becoming a cultural activity, he likened customers to worshippers, a credit-card constituency voting with their feet and wheels. One of the ways to know that Christmas is here is by the number of emails and post from companies sending Christmas greetings. All sorts of things are turning up in the post including invitations to pre-sale previews, exclusive events etc. Everyone is trying to outdo their rival to reach out to the customer. In their frenzy to gain wallet share, we have seen the emergence of ‘blockbuster sale’ days: Black Friday, Cyber Monday, Boxing Day Continue reading

Dell helps make my last purchase this decade, a good experience..

The noughties have come to an end with us having seen the worst economic situation in a generation. Front line sales and marketing staff took the brunt, while customer service was forced to deliver more with less. Training budget have been slashed while free coffee & biscuits have all but disappeared from offices. Continue reading

Airline upgrades: ensuring customer experience means more business

Every airline wants to ensure that they retain the exclusivity around Business and First Class travel and rightly so. However, on countless trips, they end up flying an empty business/first class, while they have oversold their economy class giving them the moniker of ‘cattle class’. The check-in desk then has to make the difficult decision on who they can upgrade. Their selection criteria can be very arbitrary ranging from ‘are you a gold customer’ to ‘how smartly are you dressed’. From a customer experience point of view, every time I get a complimentary upgrade, I want to fly the same airlines more often. I think they like me. Continue reading

Preserve your customer experience: Never Auto-DM on Twitter

We all like Tom Barton; he is responsible for PR within Capgemini UK and the man behind @CapgeminiUKPR. I was discussing our twitter strategy with him last week. We have been on twitter (@ceblog) for about two weeks. When we launched, I followed a regimented consulting approach around account creation, content development, strategy etc. Rather than emulate the 20 page Twitter strategy adopted by the UK Government, I tried to keep it simple but effective. Continue reading

Is Disruption the same as Innovation?

We are increasingly seeing innovation becoming part of the CxO growth agenda and Capgemini is a recognised leader in this area. So it is understandable that I got a bit of grief for using the term ‘Disruption’ instead of ‘Innovation’ in my previous posting. So that begs the question, is Disruption the same as Innovation? My answer is: It depends. Innovation comes in various forms and can affect different parts of the organisation in ways that may or may not cause disruption. Disruption on the other hand is almost always an end result of an innovation; new technology, process, products or applying an old way of doing things in a new context/industry. Continue reading

Disruption works both ways

The advent of the ‘conversation economy’ has seen the rise of clutter in media, products, channels etc. Unfortunately, such clutter can drown away efforts by companies and customers to connect with each other. Finding a way to cut through this clutter is therefore becoming important for both companies and customers alike. Disruptive techniques provide one such way – and it works both ways!! Continue reading