Raising the Bar for Customer Centricity.

Looking back at 2020, we can see how the external dynamics have changed drastically in the ways of doing business have changed and so has the customer experience / behavior, and also decision-making patterns. Customers, being at the center of this complete cycle, have got the power to re- evaluate how they are going to interact with the organizations and in the same way, the organizations also need to reconsider the current or the potential ways doing the business for managing customer lifecycle of keeping customer centricity at core.

The construction industry is going through a transforming phase. Unlike the previous years, a lot has changed in terms of consumer behavior. It has become imperative for the organizations now to explore even further unconventional ways to impact both cognitive and peripheral route of customer decision making for driving their buying behaviors. The customers need to be touched on the economical fronts for driving route of cognitive persuasive behavior, and also the emotional and self-esteem is equally imperative to be harnessed to drive their peripheral route of persuasion. This full funnel marketing strategy has become inevitable for the organizations to maximize customer lifetime value.

It was many years before the pandemic in 2020, since Wonder Cement laid down the foundation of a top-notch, future ready customer engagement strategy. We have always been an advocate of providing the best to our customers at whatever stage of their buying cycle they are. It starts much before the actual purchase is done, right at the customer's exploration stage. The strategies laid by wonder cement leads to much closer predicable outcomes at stage of customer lifetime,  at the same time ensuring highest degree of customer delight .

Through our attractive channel partner engagement strategies, family-oriented campaigns backed by advanced technology platforms, we have successfully been able to create a bond beyond transactions with all our customers.

The year gone by, has been a year of reactions for the organizations, irrespective of the industry or employee size. We, at Wonder Cement were foresighted enough to have all relevant paraphernalia intact which not only helped us to stay ahead in ecosystem during the challenging times but also played a great role for us to stay on track with and a much steeper recovery in second half of year. Hence for us it was more of year of creation rather than reaction.

A glimpse of our 'future-ready' approach, which has helped us stay ahead even during such tough times:

Focusing on Long term Loyalty- Creating a Bond beyond Transaction

Wonder Cement has always been pioneer of creating and maximizing long term relationships with our channel partners. Our retail channel partner loyalty program 'Sparsh' focuses on creating long term engagement through various campaigns, and milestone based rewarding. Our programs and campaigns have helped us in driving deeper market penetration, a natural demand pull, premium price positioning and an extremely well respected cement company in a much shorter span than other players. Wonder Cement is acknowledged as a premium category cement manufacturer laying the highest degree of process excellence, digital edge and customer centricity.

Through our out-of-the-box campaigns and initiatives, we have been able to create a bond beyond transactions with our channel partner network. Through our 'family-oriented' campaigns we have been impacting the lives of each one in their family.

Staying in Touch during the Pandemic: Digital Channel Partner Touch base

During and post Covid, Wonder Cement has evolved as one of the leading organizations to use technology for ensuring seamlessness in business.  Way before the pandemic, we were ready across all fronts to stay connected seamlessly through digital means, there was never a need of change management during the pandemic. This proactive step had enabled the continuity of all processes and seamless interactions amongst all members in our ecosystem ensuring hassle-free business continuity & much sharper recovery

Riding on the Digital wave

Our vision is “to leverage digital to accelerate growth, build relationships and enhance consumer experience. All the stakeholders (be it external or internal) in ecosystem are connected seamlessly leading to improved alignment and productivity through sharper action led conversations while ensuring a single version of truth.

Our foresightedness can be established by the fact that when the organisation were controlling costs during pandemic, Wonder Cement had given a leap to the digital edge and had invested in Microsoft CRM implementation for giving the boost to customer centricity for enabling 360 business inclusiveness.

We believe shared ownership between functions will ensure process excellence leading to customer delight. Our customer care team has visibility on cross functional interactions happening for ensuing that the promised service level agreement is met for a customer whether internal or external.

Capturing the Voice of the Channel Partners & Driving Net Promotor Score: SAMWAAD: To enhance the customer experience, we have been capturing the voice of our retail channel partners driving enhanced interactions between functions and customers. Through these interactions, we have been able to get actionable insights for ensuring a Kaizen approach for customer centricity, enabling us to define and implement action points in order to serve our customers in the best possible ways.

Gamifying Sales Team Performance to ensure best in class network servicing: Wonder Cement has been a trendsetter in creating a competitive performance based environment for all functions of the business, ensuring highest degree of network servicing and relationship management. These gamification campaigns are designed in such a way that sales team performance reaches the next level in a healthy and competitive environment while ensuring improvement in net promotor scores. Our latest campaign Halla Bol is a significant example of that, wherein teams across the country had participated against their peers and helped to reach next level of engagement for the team and customers

The efficient use of technology for engaging the participants through performance dashboards established the ownership amongst the sales team for pushing the performance to the next level.

Going ahead we foresee a much steeper recovery in cement and we at Wonder Cement aspire to consistently raise bar of customer centricity across the ecosystem of building material. We have come a long way in our vision and next is always there for us…

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