Tech revolution in India has helped in enhancing customer experience digitally: Juhi Singh

India’s tech ecosystem has evolved immensely which has contributed to enhancing the  digital experience of customers, said Juhi Singh, Head of E-commerce - International, Marico.

Speaking during a session on ‘Superpower of Stitching Data in An Omnichannel World’ at Webengage’s EngageMint 2023 Mumbai Conference on Friday, Juhi said that today there are a lot of solutions available with the evolution of the digital world.

“I have been in digital for about 12 years. The landscape has evolved a lot after COVID. You may find a lot of them talking about a lot of solutions. With digital evolving so much, there is no one solution or one approach. We still need to get a few integrations done.

“Cost of integration versus getting stuck to a technology which is not evolving is far better a choice than choosing a model and later realising it is not scaling up to the aspirations of the business. It's been an interesting journey. Thankfully the Indian tech system has evolved so much. If you give a problem to a techie they will not say no and come back with some feasible solution. That’s the tech revolution in India,” she said at the conference.

The session revolved around how creating seamless customer experiences in a ‘phygital World’ will win and how using systems that allow integrating online and offline data will enable new possibilities.

Phygital (physical plus digital) is a marketing term that describes blending digital experiences with physical ones.

During the session, Pranav Kumar, Director – AI & Analytics, Capgemini, who was moderating the session, asked Juhi about how brands are coping with real time expectations of consumers who are seeking instant gratification in their online shopping experience.

To this, she said there is a crisis team to address customer grievances.

“We try to respond to 100 % consumers who have any issue with our products. We mostly divert them to our call centres where a voice helps. The issue is addressed within 1-3 hours,” she said.

Taking through the journey, Juhi said, “When we were at Myntra, and recently acquired Jabong and then Flipkart was also selling fashion clothes, we developed a multi-touch point sort of a personality profile of 14 consumers within the fashion world which drew the personalisation journey of fashion within the three companies.”

She said whenever there is a new brand launched globally, Myntra and Jabong, online shopping websites, reach out to them.

“Then there is GenZ who has so many occasions to buy. So, we started dividing our portfolio. Right from acquisition to end conversion, it was very differentiated for each of these segments.

“At Marico, this journey has been very different because a lot of the time you do not have control over everything. Let’s say Amazon may have a certain discount for a brand you may or may not have full control of. From our end what we do is whenever a brand reaches a consumer whether it is in an offline mode or direct through Whatsapp community or website, we try to control the communication from that standpoint,” she said.