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Kissa consumer ka

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CIOL Bureau
New Update

Pradeep Chakraborthy



MAJORDA BEACH (Goa): Insight generation is the key to capture consumer behavior, said Vinay Gopinath, head (marketing), TTK Prestige.

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Gopinath was speaking at the session, Consumer Ecosystem – Capturing Consumer Behavior within the Family and Societal Ecosystem on the second day of the CIOL C-Change here.

``We do not get key insights about consumers. The key lies in combining the different sets of information most productively,’’ he said.

On consumer knowledge management, Gopinath said consumer data capture has become a disjointed exercise. He laid emphasis on collaborated analysis ahead of data collection.

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He also said that there are huge gaps in internal consumer data capture. Elaborating further, he said, “it’s a challenge to get hold of all these data and convert and use them in good manner. To understand consumer, we need to evaluate and collaborate internal and external data.”

Gopinath felt that technology can facilitate large-scale collection but the difficulty lies in implementing them considering India’s size.

“Nevertheless, this can be rolled out in major cities to start with,’’ he suggested.

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Gopinath called upon the need to form a syndicate of government and private companies. ``There has to be private-public participation as well. Once, there was a one-data collection mode, it would benefit consumers.’’

He likened the consumer ecosystem with a consumer envelope, which consisted of family, children and relatives. Then there were the peers, society, government, etc. to complete the structure, he added.

Gopinath narrated the journey of TTK from being a provider of pressure cookers to total kitchen solutions and to retail with 172 stores across India.

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Surajit Roy, head, Managed IT Services Sales, Wipro Infotech, touched upon the concept of business service management. He said today’s IT environment is largely focusing on managed business services. ``Congestion is at the edge, hence the focus on managed business services.’’

Some of the challenges faced by CIOs today include minimizing business disruptions, the ability to detect and diagnose problems proactively, etc. There is a need to monitor business services. ``There is also a need to report business service performance, rather than reporting the IT performance,’’ Roy said.

Wipro adopts a five-fold business service monitoring (BSM) approach. This entails monitoring, isolating, analyzing, fixing and reviewing the business service.

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“We use probes to monitor the performance of real users,” he added. “We identify the business application process and monitor it. Thereafter, we measure it, resolve and finally, manage it.”

Roy concluded that there is a need to understand business (consumer) needs, and to align business and IT operations. “We need to ensure that end-user satisfaction is present throughout.”

© CyberMedia News

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