Mehraj Dube discusses how businesses need to focus on providing unique customer experiences in order to survive in today's competitive landscape. He notes that customers are more likely to remember businesses that make them feel good through a great experience, even if they had to pay more, compared to those with a poor experience. Dube highlights several examples of companies that are improving customer experience, such as TV news channels adding interactive elements and Kidzania providing an immersive experience for children. He urges businesses to view the Chief Marketing Officer role as a Chief Experience Officer responsible for all customer touchpoints and concludes by wishing attendees a happy customer experience.

1. goodbye
marketing
hello experience!
MEHRAJ DUBE With inputs from Gaurav Sarien
NASSCOM International SME Conclave
Kolkata, Jan 11, 2019

2. • How many people remember a great wedding
they visited?
• how many remember a bad wedding where they
had a bad experience?
• how many remember the wedding card of these
bad weddings?

3. https://www.youtube.com/watch?v=dRirtunuuDE
how many people remember organizing a
wedding… was it a tough experience?
Watch the link below

4. How and why will
you survive without giving
great experience?

5. UniqueExperiencemakesabusinesscase
Doyourememberpayingalottosomething
thatmadeyoufeelgreat?

6. What is “experience”

7. How many remember the old grocery guy from
childhood?
How many of you hate the queue at BIG BAZAAR?
They are changing the experience to please you.

8. Uniqueness is not in what you offer
Its in how you offer it

9. few more examples
• ZEE5, NETFLIX OR ALT BALAJI
(NO BREAKS OR NO START TIME OF THE SHOW…EAR PEICE, NO FIXED PLACE… ON THE
CONTRARY IN US PEOPLE ARE WATCHING A LOT OF NETFLIX ON TV BECAUSE
THATS WHAT IS THE EXPERIENCE OF THEIR CHOICE)
• SWEET SHOP (PRICE STOPS WORKING BEYOND A LIMIT)
• BANKS AND MOBILE COMPANIES
(WORKING VERY HARD TO GIVE YOU UNIQUE EXPERIENCES)

10. when you can’t change the experience, be where they ar
Having a great experience!

11. Kidzania Example
Kids remember their unique experience at Kidzania for a long time. My kid thinks he served a PhD that he earned there.

12. HOW TV News
Channels are
improving
experience?
ONEBREAKBULLETINS
CHATBOTs
POLLS
OPINIONDRIVES
VISUALEXPERIENCE

13. WION’s soothing and no-nonsense
appearance is loved by its viewers

14. MNCs have big
established norms of
marketing which are
hard to let go…
You can adapt faster
and get that recall
The Good News for SMEs is…

15. https://www.youtube.com/watch?v=zIEIvi2MuEk
West Jet Film

16. Key Ingredients
• Empathising and testing with your customer
• Knowing the difference between marketing
and experience
• People who drive your business

17. To Do list for you 1
• Call your CMO as Chief Experience Officer
At Airbnb, CMO Jonathan Mildenhall is driving the company’s
evolution to an end-to-end travel brand by reinventing
“experiential marketing.” Alison Corcoran moved from CMO
of Staples to CMO of DentaQuest, gaining responsibility
beyond brand and customer engagement. She’s also
responsible for digital transformation and the overall direct-
to-consumer business. According to CEO Steve Pollock, the
expanded scope of Alison’s role was in order to provide “a
holistic, integrated experience” to their 24 million customers.
- HBR Article by Mark Bonchek and Gene Cornfield

18. To Do list for you 2
Score your customer experience….
1. A customer walks in, orders, waits, and takes their order out.
2. A customer walks in, orders, waits, and sits down at a table
with their order.
3. A customer orders through the drive-through. The customer
drives off and eats elsewhere.
4. A customer orders through the drive-through. The customer
eats in their car in the parking lot.
5. A customer orders through an app or by phone, then picks up
their order.
From an HBR article by Luke Williams

19. To Do List for you 3
Balance Score Card by Robert Kaplan David Norton

20. Wishing you happy
experience!w w w . L i n k e d i n . c o m / i n / m e h r a j d u b e