La voz de los consumidores indios

Por Ramesh Hariharan, director ejecutivo de 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!

Preguntas clave para minoristas

• ¿Cómo diferenciarse para mantenerse a la cabeza?

• ¿Cómo atraer clientes y retenerlos?

• ¿Cómo vender más? ¿Cómo vender mejor?

Repensar el comercio minorista indio: el enfoque de las empresas en el consumidor

• ¡Conozca a sus clientes mejor que los minoristas de la competencia!

• ¡Conoce sus actividades diarias!

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:

• Desesperado

• Anticuado

• Todos lucen iguales

• Actuar como mera palabrería

Venta minorista más eficaz en la India
Las empresas del mercado minorista en la India deberían considerar hacer algunas de las siguientes cosas con la esperanza de mejorar su posición entre los consumidores:

• Comprender mejor los segmentos de clientes desde ángulos demográficos y de comportamiento

• Recompense a los clientes existentes y genere lealtad

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

• Tenga una ventaja innovadora sobre sus competidores

• 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:
Soluciones de conocimiento de defusión. Bangalore, India. www.defussion.com
Contacto: Ramesh Hariharan. [email protected] +91 80 6699 4513.

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