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 * Offerings
   
    * Customer Research
    * Employee Research
    * CX Advisory
    * Industry Trends
    * Brand Assessment
    * Vendor / Channel

 * Viewpoints
 * Huddle
 * About Us
 * Careers

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 * Offerings
   
    * Customer Research
    * Employee Research
    * CX Advisory
    * Industry Trends
    * Brand Assessment
    * Vendor / Channel

 * Viewpoints
 * Huddle
 * About Us
 * Careers
 * Get In Touch





ACCELERATE. PLAN. LISTEN.

We are a global B2B2C research-based consulting firm that helps you listen,
plan, and accelerate your business with our surveys, conversations, journey
mapping, and digital listening

35+


YEARS

22+


INDUSTRY SEGMENTS

5,000+


ENGAGEMENTS

2,800+


ANNUAL CXO CONVERSATIONS


OFFERINGS


CUSTOMER RESEARCH

Know your customer’s pulse for improved experience and business growth

EMPLOYEE RESEARCH

Attract, engage and retain your workforce with insightful strategies and actions

CX ADVISORY

Run improvement programs based on insights and voice of internal stakeholders

INDUSTRY TRENDS

Build thought leadership on industry trends via bespoke research

BRAND ASSESSMENT

Baseline & track brand reputation across the stakeholder ecosystem

VENDOR / CHANNEL

Listen to your channels, vendors, partners to streamline processes


CUSTOMER SUCCESS STORIES


0%


INCREASE IN ‘DELIGHTED’ CUSTOMERS LED TO A BUSINESS TURNAROUND FOR A LEADING
PROCESS MACHINERY MANUFACTURER

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INCREASE IN CUSTOMER SATISFACTION FOR A STEEL MANUFACTURING GIANT BY OPTIMIZING
THE SERVICING PROCESS

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0%


INCREASE IN KEY ACCOUNT PRESENCE AND BUSINESS FOR A GLOBAL INDIAN TECH SERVICE
PROVIDER

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A LEADING TECH SERVICES PROVIDER PIVOTED ITS MARKET POSITIONING TO ‘DIGITAL
CONSULTING’ BY ADDRESSING GAPS IN PERCEPTION

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A GLOBAL TECH SERVICES LEADER RE-IMAGINES GO TO MARKET STRATEGY BASED ON
INDUSTRY INSIGHTS ON CLOUD ADOPTION

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BRAND REPOSITIONING LEADS TO MARKET EXPANSION OPPORTUNITIES FOR A HEALTH TECH
MAJOR

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WHY US


FIRST PRINCIPLES OF RESEARCH

PROPRIETARY
FRAMEWORKS

CUSTOM TO YOUR BUSINESS CONTEXT

INDUSTRY
BENCHMARKS

DOMAIN
KNOWLEDGE

TOOLS &
TECHNOLOGY


INDUSTRY SEGMENTS


We are industry agnostic and cross pollinate learnings from one to another.
Here are some of the sectors we service:

TECH SERVICES

BUSINESS PROCESS MANAGEMENT

ENGINEERING SERVICES

KNOWLEDGE SERVICES

PROFESSIONAL SERVICES

FINANCIAL SERVICES

INSURANCE

GENERAL ENGG.

CAPITAL EQUIPMENT

MACHINE TOOLS

CONSTRUCTION EQUIPMENT

BUILDING MATERIALS

TEXTILE ENGINEERING

AUTO & AUTO ANCILLARY

AGRI & AGRI IMPLEMENTS

ELECTRICAL & ELECTRONICS

PAPER & PULP PRODUCTS

CHEMICALS

METALS

EDUCATION & EDTECH

ECOMMERCE

LOGISTICS

& MANYMORE...!



DO YOU WANT TO ACCELERATE YOUR BUSINESS BY LISTENING RIGHT?

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 * No. 738, Sumo Sapphire, JP Nagar 6th Phase, Bangalore Karnataka 560078 IN

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© 2023 Feedback Business Insights Pvt. Ltd. - a Feedback Business Consulting
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CHANDRAMOULI SRINIVASAN


Chandramouli has over 20 years of experience in research-based consulting
engagements in the B2B and B2B2C market spaces. He has positively impacted over
400 organisations through his work, by helping them build effective stakeholder
engagements, identifying their votaries, and building a growth strategy aligned
to customer expectations and business priorities.

He has been the chief architect of Feedback Insight’s growth into a leading
research and consulting firm in the B2B space for all ‘active stakeholders and
market listening’. He has helped develop Feedback Insights into a firm that has
become the ‘Go to Place’ for all critical insights related to the stakeholder
ecosystem. This includes Customers, Employees, Brands, Investors, Partners,
Vendors etc.

In an earlier role, he has led B2B market sizing, go-to-market plans, partner
identification engagements etc and has streamlined and built processes and
systems relevant to B2B Market Research. He has rich domain experience
across various business sectors such as IT/BPM, professional services, knowledge
services, the start-up space, financial markets, chemicals, rural markets,
electrical & electronics, oil and gas, infrastructure, engineering, healthcare,
retail etc.

He has worked with leading Tech services organisations in India and globally and
has a keen understanding of the market, customer pulse and challenges faced by
this sector. EXTM, Experience Index, a framework to assess and track customer
experience, has been conceptualised by him and has become the most tracked bench
mark amongst tech services leaders in India today.

He is a music aficionado, a violin player par excellence and an avid follower of
Carnatic music. He has conducted violin recitals for various radio stations
including All India Radio Pondicherry, Chennai and Thrissur.

Chandramouli has been a regular speaker in various industry forums and
associations such as SPIN, NASSCOM, IMTMA, etc. He believes in mentoring the
next generation of MBA graduates and conducts guest lectures on B2B market re
search at IIM Bangalore, XIME, IFIM, Symbiosis.

Check out Mouli's Newsletter
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SAROJ S

Saroj has over 30 years of industry experience in Finance, Corporate planning,
Research and Consulting. She has been associated with Feedback Consulting for
over 25 years in various capacities, including being the CEO until March 2011.

Saroj has been instrumental in the growth of the brand “Feedback”. She has
overseen our engagements across various business sectors including IT,
Education, Engineering, Banking, Manufacturing, Healthcare, Retail, and
Construction. She is instrumental in defining our culture and methodologies and
is constantly helping us refine these in an evolving business landscape, to
enable us to drive value for our customers.

In her present role as the Chief Mentor, she is helping us continuously improve
our processes to create a “360 degree Stakeholder Centric” organization.

Saroj conducts guest lectures at various management institutes in the area of
B2B research, Stakeholder Experience Management and Retention. Though a Science
graduate with an MBA from IIM Bangalore, her interests are rooted in history.
She enjoys travelling across the country and abroad, primarily to historical
places. She is actively involved in various social causes to help the
underprivileged, especially children and senior citizens.

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RAVICHANDAR V

Ravichandar is Non-Executive Chairman, Feedback Consulting and Honorary
Director, Bangalore International Centre. He is also the Honorary Consul,
Republic of Slovenia in Bengaluru.

Ravichandar was a key member of the Bangalore Agenda Task Force (BATF) during
2000-04.
Ravichandar along with three others was involved in making the case for
Jawaharlal Nehru National Urban Renewal Mission (JN-NURM). Since 2006 he has
been evangelizing the idea of City Connect involving business, civil society and
government. He was part of the 3-member Government Expert Committee tasked with
reimaging governance and administration for Bengaluru. He was Co-Chair of
the Karnataka Tourism Vision Group.

Ravichandar is part of multiple other social and cultural initiatives –
Bangalore Literature Festival; Education for the underprivileged through Samhita
Academy, Akshara Foundation, Teach for India; Takshashila Institution; Citizen
Matters; Attakkalari, etc.

Ravichandar has a Mechanical Engineering degree from the Birla Institute of
Technology and Science, Pilani and an MBA from the Indian Institute of
Management, Ahmedabad.

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SHANKAR K

Avid golfer, A cricketer by passion and a talent spotter in the game, Shankar is
also a business and strategy consultant. With over 30 years’ experience, Shankar
has served a wide spectrum of industries an clients both in India and around the
world.

An engineer from Bangalore University, Shankar’s expertise is in assessing
market opportunities & advising clients on investment ecosystems to deliver
successful business results. Shankar has played a pivotal role in establishing
many businesses in India and globally. He has forged numerous partnerships
between Indian and International companies. Shankar has worked across diverse
industry sectors – both old & new and brings a strong strategic perspective to
clients. His contributions have helped establish many large investments in India
that have created significant economic impact for the country and in the process
created innumerable number of jobs.

A successful investor, Shankar has served on the boards of listed companies. He
is also a passionate public speaker and writer on diverse topics. In his spare
time, he teaches in management schools and enjoys mentoring students.
A world traveler, he lives in Mumbai with his wife and best friend Sushma

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RAJAGOPALAN V

Rajagopalan joined our company in 2006 and since then has been instrumental in
building Feedback Insights.

As AVP, Raj is responsible for the strategic direction and growth of our
organization, with a dual responsibility of heading business development and
leading a business unit focussed on customer listening. With over a decade of
experience in the industry, Raj has positively impacted over 200+ firms and has
played an active role in expanding our footprints into newer territories,
sectors, and clients. He has been particularly successful in establishing our
manufacturing vertical.

Raj holds an executive programme degree from IIM Bangalore and is an avid
quizzer in his free time. When he’s not working, you can find him cooking,
exploring local places, discussing movies and music.

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CHANDU BOMMAREDDI

Chandu heads the delivery for our Technology vertical, which engages with 70+
clients to enhance their CX programs. He has extensive experience in designing
Customer Satisfaction Studies, Thought leadership surveys, End user experience
surveys & Brand perception studies.



With 10+ years of consulting experience, he works with high-level clients to
build robust research mechanisms that can deliver tangible business outcomes. He
leverages his interests in market research, statistics, consumer behaviour &
technology to spot trends & bring original perspectives for our clients.
He also enjoys spending time in incubating ideas, building new competencies /
CoEs & strengthening teams within the organization.
He is a MBA (PGDM) from Xavier Institute of Management and Entrepreneurship
(XIME), Bangalore and a B.E (Mech.) from GITAM, Visakhapatnam.
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JOMESH VINAYAK

Jomesh has over 17 years of experience in Research, Consulting and Sales &
Marketing. He plays a dual role of Business Acquisition/ Retention and Business
Delivery in the organization. He has to his credentials many consulting
engagements across all the sectors of the economy (Manufacturing, Agriculture,
Mining, Construction & Services)

He has been with Feedback Insights since 2007. He specializes in advising global
& Indian companies for cross border business expansion, strategizing market
entry and implementing strategies for Customer retention. He has been
instrumental in conducting retention engagements amongst both internal and
external customers / stakeholders.

Jomesh has helped many Business organizations in assessing Brand Health audits/
Brand track, Brand identity and Brand Positioning across select industries. He
has championed many “Needs & Expectations” exercises among stakeholders across
industries using deep diving techniques like Customer Journey Maps (CJM). He has
fuelled many new product development exercises in Construction material,
Consumer Durable and Farm equipment sector, helping organizations to understand
consumer behaviour in order to create appropriate offerings.

Jomesh is a Post Graduate in Marketing and a Bachelors in Engineering from
University of Pune

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GANESH JAYARAMAN

Ganesh leads our Employee & Advisory practice at Feedback Insights. Over his 16
years of experience in the industry, He has delivered 100+ engagements in
Consulting, Service Delivery Transformation and employee experience & branding 

Ganesh has advised CXOs & decision-makers across the globe via compelling
research & insights, trend spotting, consensus building and implementation
programs in technology, manufacturing and new-age companies across the globe.

The approach taken is not prescriptive but rather looks at the principles of
stakeholder centricity and the first principles to research to drive change for
our clients.

Ganesh is a Post graduate in Management (Marketing) from TAPMI, Manipal and
Bachelor in Engineering from Mumbai University.

In his free time, you will probably find Ganesh discussing business trends or
movie trivia. Ganesh is based out of Bangalore    

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KAARTHIK SWAMINATHAN

Kaarthik is heading our Delivery Unit focusing on manufacturing sectors and is
based out of our Chennai office. His core competencies include Customer and
Channel Partner Engagement Studies, Supplier/Vendor Engagement Studies and
Customer Journey Mapping studies.

He has 17+ years of experience specializing in research engagements in the B2B
manufacturing sector and he and his team have carried out 750+ diverse
engagements which span across segments of Capital Equipment, Construction
Equipment, Automobile, and General Engineering along with Ferrous and
Non-Ferrous Metals.

In his earlier role, he has experience in carrying out market assessments, and
opportunity assessments for manufacturing clients and brings these learnings to
the fore of not looking only at indices but more importantly from an Outside In
prism of evaluating business impact after considering the entire ecosystem
(competitors, partners etc).

Kaarthik is a Mechanical Engineer from Madras University, Chennai and has done
an Executive Development Program in Project Management from XLRI, Jamshedpur.
Outside work, he is a nature lover who enjoys outdoor activities like trekking,
kayaking and snorkelling. He also loves playing team sports like cricket which
requires strategic thinking, tactical nuance, understanding team dynamics,
building character, resilience, mutual respect, compassion and character.

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SANYOGITA S

Sanyogita comes with 25+ years of experience in Key Account Management and
business development.

She has 16+ years experience in the IT services & office imaging equipment
sector and 10 years in managing Customer & Stakeholder Engagement Measurement.

Her strengths include new business development, and she has led teams of
telesales executives for supporting the Direct and Indirect channel with
opportunities for new business.

She has specialised in Textile Designing from Sophia’s and Business Management
from Welinkars Mumbai. She loves to do abstract paintings, especially Gondh and
Mandala Art as well as Aluminium foil Ganesha paintings.

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SAMPATHKUMAR RAGHAVA

Sampath has more than two decades of experience in the converging world of
business consulting and digital technology. He has partnered with large
enterprises and helped plan, design and execute complex transformation programs.

He has also led a plethora of strategic initiatives as a management consultant
which involved venture incubation, new market strategies and data transformation
for large organizations.

His experience includes managing relationships with multiple fortune 500 and
‘born digital’ organizations leveraging his key strengths and experience in
customer experience transformation, agile delivery and enterprise automation.

In a career spanning multiple decades with Cognizant, he has led with an
entrepreneurial spirit and amassed vast experience in managing a region as a SBU
head apart from innovation and data transformation programs. Sampath’s skills
lie in understanding business complexities, market dynamics and connecting the
dots to uncover opportunities that support business successes.

Sampath’s other interests are cricket (university level), traveling and reading
(nonfiction only).

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NIRMALYA BARUA

Nirmalya has worked as a Change Leader in the Technology business. In a career
spanning twenty-four years, he has architected high-performance systems, led
large transformation programs, executed effective sales strategies, and
simplified business processes. He brings in deep experience in both the sales
and quality management side of the business in large IT organizations.

His experience includes leading large enterprise-wide ‘Client Experience’ and
Business Excellence Programs across business units that have a
multi-billion-dollar footprint. His expertise lies in connecting the dots
between Customer Experience, Business Excellence, Sales Effectiveness, and
Change Management.

His areas of interest are in Design & Management of Satisfaction Improvement
Program; Cross-Functional Process Improvement; Design and Deployment of Sales
Cadence, Account Management, Pipeline Management; Sales Analytics & Design of
Measurement Systems; Business Excellence Assessment; End-to-end Process
Management.

Nirmalya holds a Postgraduate degree in Management from the University of
Calcutta and a Bachelor of Engineering from NIT, Rourkela. He is a trained CFPM
facilitator from Motorola University and a certified assessor on CII Business
Excellence Model.

Nirmalya is an avid reader with a special interest in travelogues. He follows
current affairs, emerging technologies and business models. More recently, he
has added running to his repertoire.

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ALTON FERNANDES

Alton leads sales for the India – South region. He helps clients with building
solutions on stakeholder experience measurement and brand assessment studies.

Usually the first point of contact to discuss research brief, he brings his
cross-industry & research experience to build the right solution for clients by
working collaboratively with them to address desired research & business
outcomes

Prior to joining Feedback, Alton worked for over a decade in Sales and Delivery
roles in the IT industry helping clients across verticals streamlining their IT
processes and helping them implement process improvement initiatives.

Alton is an Electrical & Electronics engineer and a MBA from Goa Institute of
Management. A nature and travel buff, he loves birding, entomology, photography
and travelling to quaint destinations. He hails from Goa and is our go to person
at office for all our travel and food queries around Goa.

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SRIVIDYA VISHWANATHAN

Srividya Viswanathan comes with 23+ years of experience gleaned through her 14 +
years’ work in the Information Technology industry and 9 years of semi
entrepreneurial journey including setting up her social enterprise and a SME
focused recruitment platform.

Her skills include research, business consulting, and customer experience
management. Her experience covers business planning, business development, pre
sales, delivery and capability development. Srividya has worked in leading IT
firms like Accenture, Tata Infotech/TCS and for leading organisations providing
customer and employee-oriented consulting.

Srividya is a post graduate IIM Bangalore and a commerce graduate from Nizams
College, Hyderabad

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EMPLOYEE ENGAGEMENT STUDIES




Employee Engagement research aims to better understand employee experience and
help employers improve retention. Key experience metrics are measured for
accurate insights that enable actionable outcomes. The insights gleaned can aid
the firm to take the right steps to build a thriving culture, where employees
are engaged and productive.



APPROACH

Our approach leverages the EX-Index framework.



ACTIONABLE OUTCOMES



CLIENT SUCCESS

10-point increase in employee EX through transformation initiatives with respect
to job clarity and performance appraisal, based on our recommendations from the
study

Significant improvement in employee NPS consistently in two years, from -2 to 23
in year 1, and 33 in year 2, through our actionable insights in recognition
programs, policy simplification, and wellness initiatives


DO YOU WANT TO ACCELERATE YOUR BUSINESS
BY LISTENING RIGHT?

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JAYANTHI


Jayanthi leads our Analytics and Visualization efforts for all the studies
across the organisation. Part of the early core team, she has founded this
division. She has been responsible for setting up the analysis delivery process
and also being abreast with analytics skills across products for herself and her
team. Her experience of 29 years, primarily in Feedback Insights has been
instrumental in delivering timely, high quality and reliable reports for the
research team to glean insights from.
 
Outside of work,  she enjoys trying different cooking styles and loves listening
to music.
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MADHURA KARANTH


Madhura heads our Information Technology landscape in charge of systems and
applications including the in-house Pulse survey engine that powers all our
engagements. Recently, she has also taken charge of data security and process
compliance for the organisation.
 
Having dabbled as a Freelance Web Developer, she has 8+ years of experience in
redefining the digital landscape for traditional businesses looking to overhaul
their technology ecosystem. She enjoys designing intuitive User eXperiences and
easy processes that need minimal training while maximizing usage adoption.
 
She is a B. Tech (Information Science) from M. S. Ramaiah Institute of
Technology.
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CHANDRAKANT


Chandrakant, CK as he is popularly known as is a career feedbacker, One of the
earliest members of the organisation, he has been instrumental in building the
Data Operations team from scratch. In the last 17 years in the organisation, he
has built a robust data operations division. He has brought in rigour, quality
consciousness and modernisation via technology and multi-modal access to
respondents.

He is Chemical Engineer by education, from the Dayananda Sagar College of
Engineering, Bangalore.

When he is not managing complex data operations, CK loves to travel, trek and
explore new places

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PADMA PRASAD


Research executive with over 15 years of demonstrated track record of delivering
high impact market research projects at scale. Her experience spans multiple
countries and domains including B2B and B2C. She has strong business acumen and
brings a unique blend of research knowledge and understanding of how it impacts
business results. Her subject matter expertise in designing research methodology
tailored to business needs lays the foundation for incisive research and deep
customer insights. 

Equally passionate about talent development, she enjoys mentoring young
researchers to develop them to their fullest potential. Her keen eye for detail,
problem solving skills and proven project management capabilities help deliver
high quality output consistently across multiple projects. 

She has a Bachelors degree in Mathematics and an MBA, and is a certified English
language teacher for adults. She is an ardent music lover, avid movie watcher,
and a huge sports fan who loves traveling.

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NARAYANASWAMY B


Over 35 years’ experience in Consumer Behaviour, Advertising and Strategy

Specialist in Customer Experience, Design Research and Innovation Adoption and
Usage ( notably in Digital Technologies, Media and Services)

Experience includes Ipsos Research (President, 2008 – ‘10; Consultant Data
Science 2010 –’15), Indica Research ( 1994 – ’07 ; One of the founders ; the
company was acquired by Ipsos in 2007), Contract Advertising ( 1989-’93;
Director, Strategic Planning)

Senior Advisor, Indian Institute of Human Settlements, Bangalore, responsible
for Behaviour Change Strategy, at the Tamil Nadu Urban Sanitation Support
Project [ A Bill and Melinda Gates Foundation Grantee ] … 2016 – Present

Founder, Myth + Math, an IP and Innovation Lab at Pondicherry, focused on the
ecosystems to support the mentally disabled, both children and adults…. 2015 –
Present

Board Member, TARA [ Technology and Action for Rural Advancement ] New Delhi,
2014 –present; Satya Special School, Pondicherry , 2016 – present.

B.E. with Hons., R.E.C. ( now N.I.T) Trichy, Madras University, 1978 | M. B. A,
Faculty of Management Studies ( FMS) , Delhi University, 1980

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GOPAL



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EMPLOYEE EXIT INTERVIEWS




Exit interview studies aid in determining an employee’s true feelings. Insights
help formulate and implement the right multidimensional retention strategies.
These result in changes being implemented in HR policies, practices, or
initiatives to reduce attrition.



APPROACH

We connect with employees in the notice period and former employees in the last
2 quarters.



ACTIONABLE OUTCOMES



CUSTOMER SUCCESS

Helped a leading engineering services major redesign their performance appraisal
process to reduce perception bias.

Assisted a technology leader to revamp their promotion process for the 3-5year
band by addressing a key attrition driver and strengthening their Internal Job
Posting program


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BY LISTENING RIGHT?

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EMPLOYEE VALUE PROPOSITION




Employee Value Proposition studies help create a compelling proposition and
captivate prospective employees with a powerful employer brand. These insights
not only help to draft policies and practices but also aid in fine-tuning brand
communication.



APPROACH

We use metrics to track key elements that impact employee programs, policies,
and initiatives.



ACTIONABLE OUTCOMES



CUSTOMER SUCCESS

Improved offer acceptance by 20% by helping tailor the recruitment pitch for
different demographics and providing inputs for employee outreach on social
media.


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BY LISTENING RIGHT?

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KEY ACCOUNT MANAGEMENT




We identify potential within strategic and key accounts and help our clients
overcome challenges to enhance customer loyalty. The actionable outcomes boost
business performance with sharp insights.




APPROACH

The approach is designed to bring in focus on the key accounts to improve
engagement



ACTIONABLE OUTCOMES




CUSTOMER SUCCESS


Improved business footprint by 20% in key accounts by realigned communication
and pitching the offerings with the right value proposition


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BY LISTENING RIGHT?

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PROCESS REDESIGN / IMPROVEMENT 




Process redesign is focused on finetuning process to enhance stakeholder
experience based on feedback. Improvement through technology enablement is
recommended wherever applicable.




APPROACH



ACTIONABLE OUTCOMES



CUSTOMER SUCCESS

Helped revamp HR onboarding for a Tech leader by reducing turnaround time by 40%
through process redesign & technology enablement


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BY LISTENING RIGHT?

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CUSTOMER EXPERIENCE ENHANCEMENT




Our approach is to transform obstacles into opportunities to achieve customer
experience excellence. This is done with unwavering customer focus, leveraging
data led insights and curating custom action plans.




APPROACH

Our Approach leverages our in-depth understanding of the stakeholder ecosystem
with insights from the Customer Experience Study and help our customers.
Investigation areas are stated below:



ACTIONABLE OUTCOMES



CLIENT SUCCESS

Turnaround of ‘At Risk’ account to a strong ‘Advocate’, with continuous revenue
growth over next two years


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BY LISTENING RIGHT?

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CUSTOMER SATISFACTION STUDY/NPS




Customer experiences form the fulcrum of business sustainability and growth. In
this VUCA (volatile, uncertain, complex, and ambiguous) world, organisations
find sustaining client relationships challenging. As markets become more crowded
and less predictable with shorter technological cycles, it becomes more critical
to track customer satisfaction and build actions to ensure a continued positive
experience for them.

The study is geared to get to the heart of the customer experience with our
proprietary framework, the Experience Index (EX Index). We capture Feed-Forward
elements that help in charting forward looking steps from insights on customer
expectations, business priorities, and competitive perceptions. Feed-Back
elements include business outcomes, experience across the lifecycle, and what
worked or did not work.



APPROACH



ACTIONABLE OUTCOMES



CLIENT SUCCESS

Created early warnings on client attrition for a large, multi-billion-dollar IT
services firm and helped reduce attrition from 20% to 5%

Improved key account penetration by 20% through competition activity alerts;
assisted the client in building entry barriers for competition through specific
initiatives


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CUSTOMER JOURNEY MAPS




The buying journey for B2B products and services is complex, long, and involves
multiple stakeholders. An understanding of this journey and the moments of truth
that impact the customer is critical.

Customer journey research deals with identifying key points that delineate this
journey, their triggers, challenges, and actions taken along the way. Managing
the journey through these interaction milestones helps improve CX and stickiness
and brings a “customer first” DNA into the organisation.



APPROACH

Our approach involves the following



ACTIONABLE OUTCOMES



CUSTOMER SUCCESS

A global lighting solutions organization increased conversions by 50% through
recalibrating their prospecting approach by getting involved early in the
planning stage.


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BY LISTENING RIGHT?

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NEEDS AND EXPECTATIONS STUDY




B2B organizations look to create optimal offerings that meet both stated and
dormant needs and expectations of customers. Understanding this leads to
compelling marketing communication, competitive positioning, and an improved
product and services offering.

Customers can be segmented, and “Go to Market” can be further sharpened to
resonate with their persona.



APPROACH

We approach the “Need and Expectations” study with a two-phased research design.

 1. Phase 1 involves exploratory research across key stakeholders. This will
    identify the key themes that in-turn helps build the study’s construct.
 2. Phase 2 involves reaching out to the optimal market representative sample,
    covering all segments.



ACTIONABLE OUTCOMES



CUSTOMER SUCCESS

A B2B multi-utility app start-up tweaked and charted a clear product map based
on customer needs; this assisted in increasing their active user base thus
increasing the market share.


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PROJECT SATISFACTION STUDY




Customers interact with service providers across multiple stakeholders and
projects. The project’s impact, size, and value are varied. A project that has
had issues with delivery or where customer expectations has not been managed
appropriately can leave an impact on the overall customer experience.

Thus, having a regular assessment of projects/critical interaction points across
customer organisations aids in taking tactical steps to maintain a positive
client engagement.



APPROACH

A continuous listening mechanism is set-up to gather feedback from key
stakeholders at the completion of a project/interaction. This covers the
following:



Flags are raised at regular intervals for driving interventions

ACTIONABLE OUTCOMES



CUSTOMER SUCCESS

Strategic customer impact following project-related experience for leading tech
services provider

Helped a leading API manufacturer identify the make or break touchpoints that
impacted the customer experience to fine tune their project delivery cycle.

Custom approach across project types helped unearth key insights on differing
delivery aspects that needed attention


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LOST CUSTOMER ANALYSIS




In a B2B environment, every customer is critical, as the universe is finite and
rarely expandable. Each one lost to competition is an indication of more that
might follow. In a highly competitive marketplace or a situation of eroding
market share, “Lost Customer” research provides key insights. Recurring themes
and missing gaps can be addressed to improve retention rates.



APPROACH

We take a blind and neutral approach to the “lost customers.”
The areas assessed include



Typical stakeholders include customers who have stopped buying, as well as
existing customers who did not place the last order.

ACTIONABLE OUTCOMES



CUSTOMER SUCCESS

Reformulated product offerings that reduced fall-through by 25% in the early
stages of the bid cycle.  


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VENDOR PARTNER / SUPPLIER ENGAGEMENT




Supplier engagement is critical for driving smooth business operations. The
study is designed to assess relationship health, expectations, satisfaction with
current processes and best practices.

Our approach captures, analyzes, and understands vendor opinions, perceptions,
and experiences. Actionable insights gleaned through this exercise will help
recalibrate vendors and create custom plans based on criticality, value, and
business dependence.



APPROACH



Stakeholders typically assessed include suppliers of capital equipment, raw
material, consumables, service providers (IT construction, etc.) and logistic
partners.

ACTIONABLE OUTCOMES



CLIENT SUCCESS

Helped an auto ancillary major reduce indifferent suppliers by 20% with focused
action planning efforts.


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CHANNEL/TRADE PARTNER ENGAGEMENT 




Channel is a face of the organisation and a critical part of their go-to-market
strategy. The study is geared to assess health of relationship, expectations,
satisfaction levels across touch points & competitive positioning.

Actionable insights gleaned through the study help strengthen dealer engagement,
improve market presence, and in-turn enhance end-customer experience. 



APPROACH



Stakeholders typically assessed include distributors, wholesalers, dealers,
sub-dealers & retailers.

ACTIONABLE OUTCOMES



CLIENT SUCCESS

Successfully helped a HVAC brand to reduce channel attrition from 12% to 7%

Helped a leading international tyre brand achieve a uniform experience by
addressing issues specific to zones, unearthed by the study.


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MEMBER SATISFACTION




Members are critical to the sustenance of “associations” and “communities” that
come together to achieve a common goal. While management and operations rest
with the larger entity, it becomes critical to continuously engage members so
that all key objectives and expectations are met.

The study is geared to capture, analyze, and understand member opinions,
perceptions, and experiences. Actionable insights gleaned from the study help
identify and prioritise actions for a positive member experience.



APPROACH



ACTIONABLE OUTCOMES



CLIENT SUCCESS

Helped a government regulatory in the payments space by identifying areas to
streamline its technology support and marketing initiatives; this resulted in
its NPS going up by over 10 points and helped sustain a healthy opinion among
members, over the years.


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CHANGING WORLD OF WORK




The pandemic has transformed the way talent engages with organisations, their
work, and what they look for in an employer. This has disrupted the familiar
models of employee engagement and expectations.

The New World of Work studies are structured around the client context,
objectives, and outcomes visualised from the research.

This entails 360-degree listening, which includes listening to internal and
external stakeholders as well as talent. Apart from this, secondary research is
used to triangulate insights.



APPROACH

Some of the areas of investigation include



ACTIONABLE OUTCOMES



CLIENT SUCCESS

A tech services leader revamped the working model to enhance flexibility by
introducing the "Work from Anywhere" model.


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BUSINESS AND TECHNOLOGY TRENDS




The markets have been evolving with changes in global geo-political and economic
factors apart from accelerated digitalization and changing customer behaviour.
Every organisation deals with its own unique challenges and vision for the
business.

The Business and Technology Trends study therefore adopts a bespoke research
methodology to address the uniqueness of client context and research outcomes.
This entails triangulating insights from multiple sources, including primary
research, expert opinions, social listening, and secondary research.




APPROACH

A two-phased approach is adopted for the study. The first phase is exploratory
and helps in deriving key hypothesis. The modes of collecting data include
conversation with experts, social listening, and secondary research.

The second phase is validation and helps validate hypothesis through
quantitative metrics. The inputs of the first phase helps create an optimal
research design and fine-tune the survey instruments in the validation phase.



The insights are gleaned from the interplay between market, organization, and
customer trends.

ACTIONABLE OUTCOMES



CLIENT SUCCESS

Major tech player leveraged our research to help clients take investment
decisions on various technologies

Leading fin-tech provider showcased thought leadership through events and citing
in leading business magazines like Forbes

Global information & media leader gleaned insights on changing tech spend
patterns post-pandemic, across industries and markets


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CUSTOMER BRAND




With dilution of differentiators and impressions getting formed during
prospecting, the role of Brand in a B2B context has become paramount. Extent of
familiarity, unique associations, lasting experiences are all becoming vital for
brands to stand out. Sustaining brand equity and differentiation has become more
important than ever before.

The customer brand assessment study helps capture, analyze, and understand Brand
through multiple prisms. In addition to this, we also capture and understand the
purchase funnel perspective. Actionable insights gleaned through the study will
help draw an effective brand strategy in alignment with the customer and the
marketplace.



APPROACH

Our framework helps assess ‘As-Is’ versus ‘To-Be’ positioning among both
existing as well as potential customers.
Research focuses on capturing:



Brand strength is calibrated basis inputs received across customer personas to
make it actionable and drive focused initiatives.

ACTIONABLE OUTCOMES



CLIENT SUCCESS

A market leader in building materials space, revitalized their brand and created
barriers for competitive differentiation by strengthening its position on reach
and service support


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EMPLOYER BRAND




As the market for talent ebbs and flows, one thing remains, high quality talent
is hard to come by. Employer Brand has become a yardstick for attracting desired
talent. Employer brand is built on perceptions, values sought by the talent and
their perspectives on that value vis a vis competition.

The Employer Brand study helps assess brand recall, value propositions, and
expectations of talent and their proclivity towards the organization. This helps
articulate the right positioning for the brand and bridge gaps (if any) with the
competition.



APPROACH



ACTIONABLE OUTCOMES



CLIENT SUCCESS

20% increase in employee offer expectance based on revamp brand positioning &
recruitment experience for a health tech major.

A tech infrastructure leader improved brand perception by revamping talent
related communication and messaging.


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360° ASSESSMENT



A holistic brand assessment covering all important stakeholders, whether
internal or external  is crucial at different life stages of a firm, can be
during pivoting or post acquisitions, etc.

The intent of this exercise is to measure and gauge how the brand manifest
itself across different stakeholders. It also helps to evaluate the gaps in
positioning and alignment to leaderships’ vision of the brand. Actionable
insights gleaned through the study helps in designing a brand roadmap that
aligns to the strategic intent of the management.



APPROACH



ACTIONABLE OUTCOMES



CLIENT SUCCESS

A global engineering services organization reimagined their logo, identity and
positioning based on actionable outcomes from 360 assessment study


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