GUNTUR: For the young business students of ICFAI National College at Guntur, it was a refreshing experience to hear words of wisdom from a top corporate honcho.
The Business Line Club talk held on Saturday provided a rare opportunity for the students to learn the nuances of retail marketing, customer experience management and building a successful retail enterprise with consumer as the focal point.
“From the conventional generic business development plans, retailers have started building focused strategies to capture the consumer driven market. Customer Experience Management is the key to any successful business development model,” Chief Regional Manager of HPCL, Vijayawada, G. Chiranjeevi told the students in a candid talk on ‘Competitive Advantage’. Sharing some of the successful strategies deployed by the oil major HPCL, he said the corporate initiatives employed by the firm played rich dividends.
It involved building a perception in the minds of the customers by strategic tie-ups with leading firms, increase the brand value, publicity aimed at emotional connection with the people and customer experience management.
Retail marketing should aim at delighting the customer rather than satisfying him and firms have gone to any extent to beget loyalty for life from the customer. Explaining the ‘steering wheel’ of Retail Architecture, he said the entire chain of retail marketing depended on customer experience management. Deputy Regional Manager of The Hindu, Vijayawada V.V. Raja Rao, ICFAI National College Centre Head T. Sita Ramaiah and staff were present.