صوت المستهلكين الهنود

بقلم راميش هاريهاران، المدير التنفيذي لشركة Defussion Knowledge Solutions

Today’s organized retail sector in India is valued at $7 billion, and within 3 years (by the year 2010) the figure shall be 3.5 times as large at $25 billion. Many Indian and foreign companies are eyeing a piece of the pie in the overall market, and are already investing heavily in infrastructure and brand building. The consumer of today has many choices as far as brands are concerned, and their choices on which retail stores to choose are increasing day by day.

More often than not, the retailers in India fail to understand the customer because of the rat race they are in. They tend to ignore the customer servicing, which could be detrimental in the long term. Yet unbeknownst to many retailers, the impact of a company’s customer service will likely be visible in the near future. To stay ahead of the competition, retailers in India need to know their consumers better and should keep them from day one!

الأسئلة الرئيسية لتجار التجزئة

• كيف تفرق لتظل في المقدمة؟

• كيف تجذب العملاء وتتمسك بهم؟

• كيف تبيع أكثر؟ كيف تبيع بشكل أفضل؟

إعادة النظر في تجارة التجزئة الهندية: تركيز الشركات على المستهلك

• اعرف عملائك بشكل أفضل من تجار التجزئة المنافسين!

• تعرف على أنشطتهم اليومية!

At the same time, understanding the Indian consumer is one of the most difficult aspects of retailing. One tool used is feedback (comment cards) forms. Even though it tries to understand the consumer, more often than not, it offers little value to companies, because most feedback forms are:

• غير المراقب

• عفا عليها الزمن

• تبدو جميعها متشابهة

• بمثابة مجرد خدمة كلامية

تجارة التجزئة الأكثر فعالية في الهند
يجب على الشركات في سوق البيع بالتجزئة في الهند أن تفكر في القيام ببعض الإجراءات التالية على أمل تعزيز مكانتها لدى المستهلكين:

• فهم شرائح العملاء بشكل أفضل من التركيبة السكانية والزوايا السلوكية

• مكافأة العملاء الحاليين وبناء الولاء

• Create fresh selling, up-selling and cross-selling opportunities

• تتمتع بميزة مبتكرة على منافسيك

• Give a fresh perspective on customer understanding

Understanding consumers (and their competitors’ customers) and catering to their needs has yet to become popular in India. Those retailers who bring in a fresh perspective to customer servicing in the Indian context and those who act along those lines can increase their chances of becoming future leaders. To reach such a position, they need to understand their customers on a daily basis and should hold on to them.

Contributing Company:
حلول المعرفة نزع الصهر. بنغالور، الهند. www.defussion.com
جهة الاتصال: راميش هاريهاران. [email protected] +91 80 6699 4513.

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