Social Media and Customer Service: Part 1

Before I begin, on a very different note, please avoid any of the private bus operators if you want to travel between Mumbai and Pune or vice versa. Shivneri buses operated by the Government are very efficient. 

Coming back to what made me pen this post; my very own experience of social media 's power in bringing a corporate "down to its knees" and make it listen to a disgruntled customer. More importantly, today organizations seem more worried a cure rather than prevention. Cure here would mean that organizations are willing to act upon escalation of complaints on social media rather than building robust customer service organization and processes that can prevent escalation on social media. 

Recently, I had to travel from Pune to Mumbai, from where I was to board a train to Surat. I used redBus.in to book my ticket. Before booking I went through the Terms of Use. Do read, could be useful if you intend to use redBus to book tickets.

So, on the designated day I reached Purple Metrolinks boarding point opposite to the Pune Bus Stand on Station Road. The bus was supposed to leave at 5.30 am. I reached the stop well in advance. I waited. At around 5.40 am an outlet next to where I was supposed to board the bus opened. As I approached the outlet, I realized that it was Neeta Travels' dealer and not Purple's. I resumed my waiting there. The arms of the clock seem to be ticking faster, then. My train was at 11 am from Bandra Terminus. And I knew that it takes a minimum of four hours on the private buses and was worried that I might miss my train.

Then it became 6 and then 6.15. I started getting restless and checked with the Neeta Travel's operator. He said that Purple's service was bad and the buses were cancelled often and they were always late. I made frantic calls to Purple office and no one picked. Finally, I picked up a ticket with Neeta and left Pune at 6.40. At around 7, I got a call from someone at Purple asking me where I was! Not keen to have a conversation I just told the guy that I left by Neeta and cut the call.

Immediately, I also mailed redBus.in narrating the story that you have been painstakingly reading so far and sought a refund. That was about two months back. And then the waiting game started again, this time with redBus.

After many mail exchanges, numerous calls and waiting for about two months, I realized that if I didn't escalate the issue to higher ups, I will probably never get a refund. While I used LinkedIn to connect to the officials of the organization, I also went to Facebook and Twitter. Usually I would avoid bashing anyone on social media. I don't think that is a good practice. I would prefer using these social media forums only if I have exhausted all other channels of redressal. Two months of waiting and no response meant it was time. I left a harsh note about the customer service and their refund process on both forums.

Voila! Within an hour, I got a call, a mail and couple of messages on the forums asking for details. Two hours later refund was done. Followed by confirmation calls and a mail. And a request if I could remove my social media bashing!

As a customer, I was happy. As a marketer, saddened. While organizations are taking social media appearances and image seriously, are they missing out something?

To be continued.

Democracy and House Party

At ITM, the five of us were a very close knit gang. After college, work split us though the bond was intact.

And now, after about ten years all of us are in Chennai. We all got together on Whatsapp. Suddenly, it felt as if we were back in the small room at Vanniyambathi Street in Mandaveli, though virtual.

We decided to to have a family get together. And that's when I realized how difficult it was to run the country in the democratic set up.

Here's how the rest of the story pans out or should I say fizzled out.

1. Date: Since weekdays were impossible, there was an agreement that it has to be on a weekend. But would that be on a Saturday or Sunday, that was the question. I preferred Saturday while other friend preferred Sunday. After a bit of persuasion, we decided on a particular Saturday. But soon after agreeing, few days later one member informed that he was not going to be available that particular Saturday. Now, thankfully we all quickly agreed for the next Saturday.

2. Make, Deliver or Go Out: Initially the plan was that it would be a potluck. Each household gets to make a particular dish. While the idea was good, after some considerations we decided to go to a restaurant. So we started discussing which place and type of food. At this point, I noticed that one particular friend wasn't communicating. So I called him. As I had anticipated he wasn't happy going to a restaurant. So we decided to order and I offered to host the meeting at my place.

3. Biriyani or Pasta: The decision was to order bucket biriyani. Just as we got close, a friend checked if we could order pasta instead of biriyani. After discussing the palate of people, we decided against it. Just as we finished the conversation, we realized we had nothing for the lone vegetarian in the gang. An additional logistic load.

Of course as the day neared, I had a hunch. So three days before our meeting, I called each of them to reconfirm. As I had thought, two of them said that something had come up at home and that they couldn't make it. That was three days before our grand meeting. Finally, there was no get together, no biriyani. Just some irritation and acidity.

Now if you were patient reading all these trivial details about dates and biriyani for an insignificant meeting between friends, I thank you. All these happenings reminds me of the state of our nation. It makes me wonder if Democracy is bane or boon to our country. Is it helping the country move forward or pulling it backwards?

Take Andhra Pradesh turmoil for instance. One party brings the state to a halt as it wants a separate state to be carved out. When a decision is taken, the rest bring it to grinding halt fighting against the division. Take my own state for example, the power starved Tamil Nadu. Kudankulam Nuclear Power Project was planned more than a decade ago. The construction of the plant started in 1998, now in 2011 we have protests about its safety.

Seems like democracy in India is only letting the nation take one step forward and two backwards. The consensus building exercise is a task juggernaut with too many voices and so many power centers.

Would an autocratic rule be the answer? Would someone who can rule with an iron hand be better for the country?

And then I think about this example and feel proud that India a democracy. Because the basic bedrock of democracy is that citizens are intelligent. And that ultimately the power lies in their hands.

Think about how China and India have dealt with one of their biggest problems - the burgeoning population. While China decreed one child policy with strict enforcement. Any exceptions was dealt with strongly.

India too had a brief enforcement through vasectomy. But otherwise, India's strategy to controlling the population growth was and has been based on - advocacy and public relations. No one can ever forget hum do, hamare do (we two, ours two). You could see it everywhere, the inverted red triangle. TV programs, Radio Streams, Hospitals...The messages appealed to people's good sense. Apprised them of the benefits. No coercion, no punishment. In fact, if I am not wrong there were no incentives, as well. It was freewill.

Becoming republic was probably the best gift that our leaders gave us. But I guess with it also comes along different voices often with narrow vision. With Federal system, the power becomes fragmented. And this is a scenario not just in India. The United States of America witnessed shut down recently. There are certainly challenges, but I guess this is the better form of governance.

In the end, it is a two way process. People have to exercise their choice carefully and their representatives in the Republic have to act responsibly. Idealistic? Is that too much to expect? 

Indians and the Finishing Touch

If Frenchman Jacques Bigot had dark skin, he would look like an Indian old man. He was a short man with sharp pointed mustache. He was heading a special project of building the factory for the organization where I worked. As the infrastructure was nearing completion, he called me in to carry out branding at the factory.

Jacques Bigot had an eye for detail. He was also very particular of sticking to schedules. And while communicating, he was straight and blunt. Despite that it was fun working with him. Despite pushing everyone to commit to a plan and ensuring they stick to it, no one could ever hate him. He was jovial and fun loving.

After the completion of branding at the factory, I went a little late into the factory next day. I was feeling proud that I had done a good job and was sure Jacques will be impressed. As I entered I found Jacques outside and as soon as he was me, he welcomed me by giving a warm handshake and thanked me. I felt good. Then, he said "come with me". I knew there was something else.

He took me to one part of the factory and said "I don't blame and you have done a good job. But I have always noticed that Indians are not good at finishing things properly". Then, he showed me the mounds of mud that had accumulated on the skirting under each of the poster. He said though the posters were properly placed, the vendor had left without clearing the dust. Then he went on the point out to the pencil marks on the wall that had been etched around the poster. This is usually done to ensure that the posters are aligned properly but now they were part of the wall too.

At first, I was upset. Then after some thought I felt Jacques Bigot wasn't wrong. I have myself had such experiences after a visit from a service provider - electrician, AC mechanic, plumber, carpenter. Am sure you must have experienced this as well. Bits of wires strewn around? Pieces of wood, plastic, copper wire, dust that we clean up.

This can be experienced almost everywhere in India. Have you experienced the sudden bump on the road throwing you off balance and giving your back a big surprise. Or the other kind which emerges half feet above the road surface. Not sure if Corporation staff were planning a gutter closing or a speed breaker. The height of the pavements differ or are laid without a thought. Sometime, you wonder why the pavement was laid at all. Or take the Kathipara Grade Separator in Chennai for that matter. In one particular part, the rain water stagnates. And worse the surface is very uneven in other parts. Such a massive project handled by a professional organization with huge amounts of money invested!

Why does this happen? Lack of interest to complete our tasks fully or are we insensitive to the "finishing". 

Disruptive Technologies: Mobiles Vs The Rest

Now, I just wrote about how mobiles could kill the watch brands. With Samsung Galaxy Gear, the battle for the wrist is official. If Apple gets in, it will be more interesting. If this was not enough, Adidas has launched a smart watch while Nike already has one.

Now the other day, I was watching TV and saw Priyanka Chopra, the former Miss World, movie star and a favorite for brands in India, promoting two different brands with conflicting interests. In one ad, she is promoting Nikon. In the other, she speaks of Nokia as a listening brand and how the camera in Lumia allows one to take pictures in the low light.

Strange isn't it? Or at least that is what I thought. I posted my opinion about this conflict on my Facebook status. Interestingly, few friends felt that Priyanka was not professional. But that was not the point. She is quite fine in pocketing the money offered by the brands. It should have been the brands' responsibility to ensure that there are no conflict of interest.

Conflict of interest?

On the Facebook status, some felt that there was no conflict of interest. They said one was a mobile phone that has a good camera and the other was a camera brand. Why am I seeing a conflict? Because I saw a sign of disruption. How? First Canon, then Olympus and Fuji exited the low-end camera business.

So, Nokia Lumia 1020 will come with a 41 mega pixel camera. How long before the mobile industry brings cameras that are more sophisticated and capable? Now that is disruption for you. Like classic example of computers replacing typewriters. Emails and electronic transfers have hit the humble neighborhood post office. Telegraph is already history.

As I had said, if Gear and similar devices make watches irrelevant, then there is every possibility that Cameras will also be eaten by mobiles. Going by the looks of it, in future, any device that doesn't multitask is likely to face a death. So, TV can no more be TV, it has to be smart. Gaming Console is not just gaming console, they have to help us watch movies, organize our pictures and listen to music. Watch is not a time observing device, it has to help us read messages, take calls, shoot pictures. Or as Nike and Adidas want it, be our health monitoring device.

While it seems easier for technology companies to diversify, would it be possible for traditional one-category brands to diversify into the technology sphere and stay relevant. Say, would Swatch and Titan start making watches that can be a smartphone? They currently rule the wrists but will it be easier to transform themselves into a technology brands? Will Canon start making phones with much better camera than Samsung or Nokia?

Let me take the risk of predicting the future, here. I think it will be the technology brands that will win the battle. Why? It is the world of Digital Natives who are exposed to technology brands from very early on. Once they grow and find their beloved brands offer more, they are more likely to continue patronizing them. On the other hand, Watch or Cameras come later. Think about it. Children start taking pictures using mobiles and pads much before they are handed over a camera.

The era of technology brands is ushering in, I suppose. Time for other brands to watch out and take steps to evolve and protect their territories.

Oh, by the way, did you read about Google's self-driving cars! 

Samsung Gear: Doomsday for Watch Brands?

Now I know how the Samsung Gear works.

Internet and Computing technology have brought many disruptive changes and transformed the way we live. Older technologies for which Digital Immigrants have nostalgic feelings are unknown to Digital Natives. Existing technologies are made obsolete while the new ones itself become irrelevant in a short period. So when Gear was launched, I wondered if we will witness any disruption?

Will Swatch, Rado, Rolex, Seiko, Citizen, Titan et al become obsolete? Or like how mobile phones have pushed Canon to exit the low end camera business, will watch brands be relevant only for a niche segment? Or will  it be the Gear and its likes become niche?

1. Watch is not a time machine: One thing that goes for the watch brand is that the device is not a functional piece that adorns our wrists. It is a symbol of status. Will mobile brands be able to crack that grip?

2. We have but one wrist: I know we have two wrists but watch goes to only one wrist. If the Gear and Watch have to co-exist, will we start wearing a device in each of our wrists? Will watch lose the race to Gear or will it maintain the hold on its citadel?

3. Gear is no replacement for a phone: If you have seen the video, you must have figured that the Gear doesn't do away with the actual phone. You still need the Note. If I can say, Gear is an extension of phone. Of course, Gear can exist on its own but it will be limited. So you will need to have two devices. I am already thinking of cost.

4. What does Gear offer?: Does Gear have anything substantial to offer? Does it solve any problem for us? Or does it make life easier for us? I believe that the Gear is largely for the Gatekeepers. Will it cross over to the main market, I am not sure.

But if the Gear does win the battle for our wrists, God save the Watch brands!

Imagine after 20 years, when the then Digital Natives look at a piece of today's watch in a museum, they will chuckle and wonder how the Digital Immigrants (that is today's Digital Natives) ever lived without a Gear! Will this happen? Only time will tell. 

Micromax, the true Indian branding success

I usually don’t read Annual Reports that are mailed systematically by the Company Secretaries of the organizations whose shares I have bought. More so if it is AGM address.

But for a change when the AGM address of ITC Chairman YC Deveshwar landed into my inbox recently, I felt like reading it. Maybe because the ITC shares have given me good returns and also the fact that ITC is a great case study of how the group has reinvented itself from being a predominantly Tobacco major into a well-diversified conglomerate. It is also probably the best example for a professionally managed business amidst the predominantly family owned businesses in India.

Mr. Deveshwar's address is very interesting and informative. I specifically like the part on THE INDIAN GLOBAL MARKET: DOMINANCE OF FOREIGN BRANDS. He quotes The ET Intelligence Group report - "...royalty payments by Indian arms of top MNCs have trebled over the past 5 years. The report points out that in FY12, 306 listed companies paid royalty and technical fees aggregating almost Rs 35,000 crores.” Further, a similar analysis by Business Standard of 75 BSE500 companies reveals that these firms paid out royalty equivalent to 32% of their net profits in FY12. This sudden surge he notes is after the removal of ceiling on royalty payments in 2009.

He also quotes media reports that this spurt in payments did not reflect any noteworthy value-addition from technology transfer by the foreign entities. These media articles also expressed concern at the adverse impact of this huge outflow on minority shareholders and on the exchequer.

Look around, one can easily find this dominance in our lives. Almost all the products that Indians consume are foreign brands. But then as Mr. Deveshwar says there are not many Indian success stories. He has listed few in that address. 

What probably he missed is Micromax! The great Indian mobile brand. A brand that has managed to make a mark for itself in a space that is dominated by the Korean Chaebol. 

And I must say in its fight Micromax had to face not only the competition but also the Indian mindset! 

Indian mindset: I am not sure what it is because of but Indians probably don't trust Indian brands. Maybe Indian brands actually do not deliver or as it is said we have a colonial mindset. For us, anything foreign is superior. Couple of years back when Apple was yet to revolutionize the smartphone market, it was the world of feature phones. When I bought one of those feature phones, a colleague exclaimed - Micromax! Yes, it was that degrading tone. Things have changed since then and Micromax seems to be fast catching up with Samsung. But has our mindset changed, I can’t be too sure.

Yes, it's a Me Too: Yes, but in many ways Samsung, LG or any brand is also a Me Too. The advantage of Android ecosystem is so, it provides opportunities for many. Everyone assembles!  

Branding, the game changer: In addition to lacking the drive to innovate, the Indian brands are also not very successful in branding. Thankfully, Micromax has been very savvy. In addition, Micromax products are attractively priced. 

Just like Galaxy, Optimus and Lumia, Micromax has managed to draw its own Canvas. 

The good news is that Micromax is not alone. Recently when I was planning to buy a phone and sought advice from some of my friends. They not only suggested Micromax but also spoke very highly of Karbonn and Xolo. Heartening! Couple years back, many Indians would not have considered them a great choice. 

As a person who has used Micromax product, I urge my fellow brethren to take pride in our local Indian brand. Not just because they are Indian but because these products 

1. Look as great as any other
2. Perform as great if not greater than others 
3. Come at price points which are very attractive 

Unless you want to sponsor the royalty payments that Mr. Deveshwar's address talks about. 

But why only mobile phones, I think there are great Indian brands in almost all the categories. Take Dabur Red for example. Why not Bovonto or Kalimark! And why not Poomer! 

Go Indian! 

Teacher's Day, Lesson Learnt

During my school days, I was given opportunities to present Thought for the Day during the assembly session. During one such opportunity I was looking at various proverbs to present. And I came upon this - Those who can, do. Those who can't, teach!

I shared it with friends and we had a good laugh. Of course, I refrained from sharing it in the assembly for obvious reasons.

Couple of weeks back, I realized how immature I was to have made fun of teachers. And how difficult a job they have.

On my visit to my parents place, I chanced upon my niece's Maths test papers. She is an excellent student and a very smart kid. But on that test paper I found a mistake. The problem involved division.

In my mind, it was simple. And I wondered why she could not solve it. I resolved to teach her division. After all, I know division; it is such a simple thing. I scored 91% in senior secondary. And at work, I had trained couple of my colleagues.

But in the process of trying to teach, I ended up scaring my niece and made her dislike me. I didn't have any patience. While I did the sums, I couldn't teach her the basics. I expected her to pick up things just by looking at how I was solving the problem. I ended up admonishing her.

Over the next few days, I realized my blunder. The little girl, who used to like me, now was scared of me. And I started to feel miserable.  

Then, I admitted to my little niece that I was wrong and was sorry for making her feel terrible. Thankfully, the situation was salvaged. And now my niece again looks forward to my visits. On my part, I ensure I don't get into teaching mode. 

Teaching requires not only the knowledge of the subject but also the skill to impart or disseminate it to the students in a manner that they are able to grasp it. A teacher requires enormous amounts of patience. I learnt it. 

Moral of the story: I now realize that teachers are also doers. They just create many other doers. Those doers shouldn't assume that teachers aren't doers.