Leveraging Social Media for Customer Outreach

Social media is increasingly becoming a preferred tool for customer outreach. Let us see how Indian companies are Leveraging Social Media Through Digital Center to Reach Out to Customers. The digital initiatives are focused on enhancing the customer experience both in the B2B and B2C space as well as boosting consumer engagement across various channels. Bajaj Electricals has seen a lot of activity around digital transformation. The company has established a digital center which forms the pivot of the company’s digital transformation journey. These efforts are being driven by Rajnish Sinha, who is both the CIO and CDO of Bajaj Electricals.

“The first step that we have taken is to be completely consumer centric. Conventional business models thrive on a dealer distributor network. We had little interaction with the end consumer. With changing times coupled with the fact that the consumers want to connect directly, we started with the Digital Centre which focuses on social media listening,” says Rajnish.

The company engages with any social media interaction that is connected to the brand. The eventual aim is to connect with customers directly and provide assistance for their needs. They have a dedicated team which works in two shifts to carry out social media listening. The team carries out a lot of analytics not only for the team and the company but also about the current trends.

“We track what people are talking about, real-time live status updates, and the various campaigns that we run and their efficacy. Accordingly we tweak our campaigns based on real-time feedback that we get from the digital Centre,” says Rajnish.

Business strategy is formulated depending on the conversations. According to Rajnish, they try to derive meaning and insights out of the conversations and this in turn helps them engage with the relevant customers at the relevant time.

“For example, we can run a campaign around what elements consumers would like in a smart kitchen. We pose questions to consumers and get real time feedback. Those insights are very helpful in the designing of our products,” adds the CIO and CDO. He says that this consumer centric approach provides a personalized touch to their offerings. 

Click here to read the full article: First published on dynamicCIO.