In an age when consumer resistance to marketing is high and media cluttered, the most effective means to connect with the customer is by offering a satisfactory experience.This view was expressed by EK Bharat Bhushan, principal secretary, Kerala Tourism in his presentation, ‘Experiential Evangelism-The Gospel according to God’s own country’ in the session on ‘Enhancing Customer Connect’ at the CII Brand Summit 2005 in Chennai today.
He said that it is critical to improve the customer experience at every ‘touch point’ like at airports, hotels and taxis and also create more ‘touch points’ where the customer can sample and taste the experience that awaits them.
“Trade fairs and international travel marts help us to extend these touch-points,” added Bhushan.
Good experiences result in ‘experience take aways’ which help bringing in repeat visitors and create advocates of them. Bhushan also warned against the danger of creating an excess demand without adequate supply, a situation that Kerala is facing at present with a shortage of about 5,000 three and four-star hotel rooms.
Link: Economy & Policy .
Comments