A voz dos consumidores indianos

Por Ramesh Hariharan, Diretor Executivo da 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!

Perguntas-chave para varejistas

• Como se diferenciar para ficar à frente?

• Como atrair clientes e mantê-los?

• Como vender mais? Como vender melhor?

Repensando o varejo indiano: o foco das empresas no consumidor

• Conheça seus clientes melhor do que os varejistas concorrentes!

• Conheça suas atividades diárias!

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:

• Autônomo

• Desatualizado

• Todos parecem iguais

• Agir como mero serviço da boca para fora

Varejo mais eficaz na Índia
As empresas do mercado de varejo na Índia devem considerar fazer o seguinte na esperança de melhorar sua posição junto aos consumidores:

• Entenda melhor os segmentos de clientes do ponto de vista demográfico e comportamental

• Recompense os clientes existentes e construa fidelidade

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

• Tenha uma vantagem inovadora sobre seus concorrentes

• 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:
Soluções de conhecimento de desfusão. Bangalore, Índia. www.defussion.com
Contato: Ramesh Hariharan. [email protected] +91 80 6699 4513.

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