Solutions | Digitas promotes Swati R to VP, CRM

Solutions | Digitas, the marketing services company in India and South-East Asia, has promoted Swati R to Vice President, CRM (Customer Relationship Management). In this new role, Swati will lead all initiatives in the field of CRM and Analytics and will be the driving force behind the success of the ROCK (Return On Customer Knowledge) team.

She will be responsible for the conceptualisation and setting up of programmes, managing of programme operations, data analytics, strategic inputs on course corrections and programme enhancements.

She was earlier AVP- ROCK at Solutions | Digitas. ROCK offers the know-how that enables clients know their customers/ partners and use that knowledge to improve their bottom lines. Currently, ROCK has 25 CRM-based loyalty and acquisition programmes catering to clients like Volkswagen, adidas, Samsung, Aircel and ITC, among others.

She had joined Solutions | Digitas in 2007 after spending the early part of her career at JWT, Saatchi & Saatchi, CRY and MetLife. Swati has handled major national brands like Tata Tea, Brooke Bond Red Label and Maggi.

“Swati has a proven track record and has demonstrated excellent organisational and creative skills during her tenure with Solutions,” said Kanika Mathur, President & Co-founder, Solutions | Digitas.

Commenting on her new responsibilities, Swati said, “CRM initiatives have benefited companies by automating front-end processes like sales, customer service and marketing process. It also helped in creating a single customer repository of all customer information making that information available to relevant people -anywhere, anytime. However, latest research states that over 93 per cent corporate data is not used for business decision making process. As a result, CRM stays as just a ‘nice to have’ tool and is not utilised to deliver the desirable ROMI.”

She added, “At Solutions | Digitas, we have a strong sensitivity to bottom-line, we believe when marketing strategy is derived from data-led insights and followed through with the processes and rigor of good project management, it inevitable results in healthier returns- for our clients and us.”