Consumer

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Session Keynote Customer Eco System
The 8020 ConundrumIdentifying and keeping
profitable customers
Mr S Ravichandran Managing Director TTK Prestige
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The Consumer Ecosystem
Political Influencers
Economic Influencers
Consumer
Technology Influencers
Media Influencers
Social Influencers
3
The Consumer Envelope
Government economy
Family
Peers Society
Leisure
4
Insight Generation

• Each of these planets in the consumer world is a
  rich source of information
• Key is to combine these different sets of
  information most productively
• Standard tracking of consumer brand
  intersection is no longer enough.
• Consumer info is no more a single point research
  activity
• To claim a competitive advantage, the customer
  has to be understood from these multiple angles.

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Consumer Knowledge Mgmt

• Consumer data capture is a disjointed exercise at
  the moment
• Internal sources and external sources are not
  married together
• Current onus only for collection of data and not
  for collaborated analysis
• Internal External Nodal agencies identified by
  authorities
• No single point capture of data, both internally
  and externally

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Gaps in internal consumer data capture
Brand team insights
Research / secondary source insights
Channel partner insights
Frontline / Sales team insights
Consumer information
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To understand the consumer we need to collaborate
both the internal and the external data
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For that ..

• We need to identify the critical information
  which is required from both internal and external
  sources.
• Create a group in the organisation to collaborate
  the information. The team could be
• Internal Cross functional data teams
• External Nodal agency to collaborate and analyze
  data from various sources could be the market
  research team or any other brand-owning team

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Bigger opportunity lies in capturing the data
from the consumer in a structured way from a
single touch point !

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Where the consumer is the source for the data and
can opt to be the target for his various needs .
INFORMATION
Source
Target
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Such a large scale single data collection can be
facilitated by technology
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Government has a critical role to play here!This
will be a revolutionary exercise where in
consumer as well as the industry can gain!
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Hurdles and Solutions

• Can be implemented in major cities to start with.

• Implementation will be difficult given the
  geographical boundaries

• Form a syndicate with both Government
  and private companies.
• These body shall decide the structure for
  the same.

• Requirements of Consumer differs so,
  how do we capture the data ?

• Funding ?

• Private public participation

• Will the consumer agree to share the data?

• Use the Government entity for credibility

These are some of the hurdles many more are
there But can be overcome provided we all have
the conviction on the same.
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One Consumer! One Data Collection!
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Contact Details S.Ravichandran
sr_at_ttkprestige.co.in
sravi939_at_gmail.comVinay Gopinath
vinay_at_ttkprestige.co.in
vinayiimb_at_yahoo.com