Foreword – Ms. S Mohini Ratna, Editor, VARINDIA

S Mohini RatnaTechnology has changed the face of buying behaviour with the demand of customer experience. Customer’s needs are different and we need to think from the customer’s point of view. The Brand Book is positioned as the ultimate vehicle for corporates to position their brand identity, not only in terms of products and services they offer but also the essence of what the company stands for in terms of service and other emotional, non-tangible consumer concerns. The fifth edition of the Brand Book is focussed on the thought leadership in the ICT industry, and the positioning of the brand in the end-consumer segment.
With the pace of disruption now quickening, digital transformation is becoming a top priority for many customers. The Brand Book has been designed with a special focus on how to improve client’s top-line business including promotion optimization and innovation-driven new product developments.
With a strong belief in the customer experience framework that balances business objectives and customer needs, the Brand Book is the right evidence to suggest on how consumers want “relationships” with brands and commitments from the brand owners to reach out to customers on continued ways and for creating the brand loyalty. The digital version of the Brand Book will reach out to the potential segments including the enterprise and SMEs in the country.
It has been observed that companies which focus heavily on the customer experience outperform the market and their competitors and companies that do not focus heavily on customer experience lag the market by nearly 30%. The fact remains that digital businesses are winning increased customer loyalty. At the same time, they are gaining deep insights to improve products and services and predict future purchases. As a result, customers have access to consistent information and receive delightful experiences along each step of the customer lifecycle. Apart from the growth of SMEs, there has been an increase in the number of start-ups which claim to be doing so out of necessity in the space of disruption technology. It is an absolute fact then that India is a powerhouse and is fast emerging as a potential market. As a matter of fact, it is also one of the fastest-growing economies in the world, above 7% mark.
Leaders are right to feel concerned, because digital transformation is fast translating real-world business results. Winning the customer’s unwavering loyalty by delivering delightful customer experiences has become the key factor in winning and retaining business and maintaining credible sustained differentiation. Secondly, it is very important to note that small data analysis matters as big data fails to give companies the full picture, as small data on customer behaviour is helping them to make better business decisions.
Finally, the best way to get noticed is by grabbing attention and focussing on brand salience to prime the users mind, be consistent and stay competitive. I must thank you all for being the loyal readers. Thank you also for your questions, suggestions, comments, criticisms and praise. Thank you for sharing the valuable inputs for the Brand Book.

I look forward to continuously working with you.

S. Mohini Ratna