印度消费者的声音

作者：Ramesh Hariharan，Defussion Knowledge Solutions 执行董事

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!

零售商的关键问题

• 如何差异化以保持领先？

• 如何吸引顾客并且留住他们？

• 如何销售更多？如何销售更好？

重新思考印度零售业：企业关注消费者

• 比竞争零售商更了解您的客户！

• 了解他们的日常活动！

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:

• 无人值守

• 过时的

• 看起来都一样

• 只是口头承诺

印度零售业更加高效
印度零售市场的公司应该考虑采取以下一些措施，以期提升其在消费者心目中的地位：

• 从人口统计和行为角度更好地了解客户群体

• 奖励现有客户并建立忠诚度

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

• 比竞争对手拥有创新优势

• 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:
Defussion Knowledge Solutions。印度班加罗尔。www.defussion.com
联系人：Ramesh Hariharan。 [email protected] +91 80 6699 4513.

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