A Passage To IndiaIn an article that appeared in the January, 2009, issue of Outlook, Accenture's Journal of High Performance Business, Armen Ovanessoff and Anish Gupta discuss how to secure customer loyalty in a strange and culturally diverse environment.
For an excerpt of the article, read by the editor of Doing Business In..., The Global Business Professor, please click on the image below.
Elusive Advantage
In a multi-polar world, where product features and price advantages can be quickly replicated, a company’s best source of sustainable competitive advantage—the essence of high performance—may be the quality of the customer experience it can deliver. But how can outsiders develop the customer intimacy that informs this experience and secures customer loyalty in a huge land of multiple markets, more than 18 different languages, 1,600 dialects and a patchwork of diverse climates, local regulations, customs and cultures that are held together—precariously—by a severely strained rail network and poorly maintained roads?
The answer, as more and more global companies are discovering, is to become an insider. At its most basic, this means recognizing Indian sensibilities and learning to respect and accommodate them.
Entire Article: Doing Business In India: A Passage To India: Building Customer Loyalty
In a multi-polar world, where product features and price advantages can be quickly replicated, a company’s best source of sustainable competitive advantage—the essence of high performance—may be the quality of the customer experience it can deliver. But how can outsiders develop the customer intimacy that informs this experience and secures customer loyalty in a huge land of multiple markets, more than 18 different languages, 1,600 dialects and a patchwork of diverse climates, local regulations, customs and cultures that are held together—precariously—by a severely strained rail network and poorly maintained roads?
The answer, as more and more global companies are discovering, is to become an insider. At its most basic, this means recognizing Indian sensibilities and learning to respect and accommodate them.
Entire Article: Doing Business In India: A Passage To India: Building Customer Loyalty
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