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Customer Engagement for Driving Business Growth

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Sohrab Sitaram, CEO & Director, Keventers Keventers is India’s iconic dairy brand with a legacy of over 100 years best known for its authentic & delicious milkshakes. At present, it has over 140+ outlets across tier I & II cities across India & even abroad.

‘Your best salespeople are not always on your payroll’

Customer engagement is everything in business and this is because of the increased presence of peer research and online reviews, the existing customer’s power to influence has hit the roof. If the customers come to trust the brand, they become loyal, and if they are loyal, they are likely to become an ambassador for the brand. It could be through recommendations or sharing brand specific content with others in their network and ‘word of mouth’ is now the strongest and most influential mode of communication.

In our experience, we have seen that customers influence the revenue directly and have a straight impact in sustaining existing revenue and are key to unlocking future revenue. Customer ambassadors can help build favourability for a brand by writing online reviews, referring prospects, increasing social engagement with content and even creating content, or simply rating their experience at the outlet. The possibilities are endless however it is heavily dependent on company needs and strategies.

Many companies today are evolving by adhering to customer feedbacks and are engaging more with customers and are leveraging them to spread the word.
Identifying and nurturing brand influencers have become a priority similar to up selling and renewing. Customer engagement is the itinerary to every important business objective. It is the pathway to everything good that a business could want ranging from customer loyalty, customer purchases to customer ambassadorship for brands.

Businesses connected with their customers with easy and accessible channels of communication, will surely be gifted with valuable insight and feedback that will enable the business to enhance the product or services for a more improved offering


At Keventers, the legacy of crafting experiences to build a mark amongst our customers runs strong. From the moment of entering the Keventers outlet, to leaving with a memory to take back home i.e. our personalized thematic milkshake bottles; we offer the Keventers experience to our customers. We strongly believe that engaging with customers on a regular basis is extremely essential. Be it, organizing a chugging contest during Father’s Day or launching new #Original Nine new flavours range, for customers to tease their taste buds, the survival for any brand purely depends on how efficiently and honestly you build your customer connect.

Customer experience management(CEM)is a growing part of customer relationship management, which has rapidly evolved by the entry of new technologies and the influx of social media, such as Instagram and Facebook. Brand praises or scornful reviews are now instantly viewed by million on consumers and potential consumers. Social media platforms are also playing a major role by influencing customer experience management in a big way and new generation companies are now investing in new technologies to keep up with the pace and sustain good customer relations.

Effective customer engagement positions businesses and brands as the trusted player in the field. By working to earn, a reputation through a continuous and meaningful presence in the consumer market with engaging content is guaranteed to deliver a return in new and repeat business over the years.

Businesses connected with their customers with easy and accessible channels of communication, will surely be gifted with valuable insight and feedback that will enable the business to enhance the product or services for a more improved offering. Not only that, but it might even help existent business with an opportunity to present development ideas and gain some valuable feedback and insights before the real work begins.