Social media gives Café Coffee Day the ability to co-create products with customers
Café Coffee Day or CCD as it is popularly known uses social media to engage customers, get feedback and co-create new offerings. We caught up with K Ramakrishnan, President - Marketing, Café Coffee Day, who shares why CCD has become a benchmark in the em
K RAMAKRISHNAN President - Marketing, Café Coffee Day
Can you give us a brief overview of your social media strategy? We see social media as a perfect channel for customer engagements, promotions and announcements. Social media is a great online replication of what happens in our Café Coffee Day outlets. People have conversations in our cafés around our brand, and the same is witnessed on social media platforms too. Similar to the physical world, we listen to conversations, but we do not interfere.
Our objective for social media is multi-fold. We want to use social media to observe communication from the people who follow us. Secondly, we use social media as a megaphone for our customers to scream at us. For a brand of our size, it becomes a little difficult to monitor issues at every outlet.
When people highlight problems, it gives us an opportunity to address them quickly. The third is the ability to co-create products or offerings with our customers. We also use social media to understand the strategic direction our business is taking. How does CCD engage with its customers using social media?
Social media is a great online replication of what happens in our outlets. People have conversations in our cafés around our brand, and the same is witnessed on social media platforms too”
President - Marketing, Café Coffee Day
Social media allows us to be closer to the end customer. On social media, we are constantly asking our customers what would they like to see being served? What would they like to be changed?We can even ask them specifically what flavor of chocolate they like. When you ask these kind of questions – you arrive at a clear brief of what people expect from us as a brand. So, you could initiate a conversation in the online medium and extend this in the physical world. When we hit the 1000 outlets mark, we cut a cake and invited our customers. When our customers are part of this activity, they become part of our brand. At the end of the day, there has to be convergence between the social and physical world. Can you tell us your perspective of the evolution of social media? Over a period of time, social media has become a democratic form of expression, open to everyone. As a brand, it is necessary to have presence on every popular social media platform. Social media, combined with location specific apps such as Facebook places or Four-
Square can help in driving walk-ins. How do you measure the success of your social media strategy? Success can be measured by the number of people who follow you, and their level of engagements in terms of likes, or the number of posts they put online on your fan page. How do you see the role of analytics in your overall marketing strategy? We have a strong analytics initiative which we use to get intelligent insights on how our customers use our products. For example, we have our own prepaid cards called ‘Cafe Moments’ which are designed to enable cashless transactions at all our outlets. Over a period of time, you can analyze the information about the usage of the card and gain insights. You can also customize different offers and see which ones have succeeded. The whole idea of analytics is to understand customer preferences.