Saturday, September 25, 2021
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CXBuzz Interview With Rashmi Bhambhani, COO at Summatti

Hi Rashmi, tell us about yourself, your background?

Hi Alon… I’m a sales and marketing professional and over the last 3 years have been work in a tech start-up to help use AI to improve customer experience.

Online commerce was booming in 2020, and so did consumer reviews. – How can brands better utilize this data to improve their customers’ experience?  

There is a lot of information in customer reviews. It’s where people are candidly sharing your product’s feedback for other buyers before they make a decision to buy. And that data is not only good to attract new customers, but also for businesses themselves as they can find insights on how customer feels about their brand, how they are using it, their pain points etc.

There are many use cases on how businesses can use this data and by using AI/L technologies businesses can go through vast amount of reviews and find key insights to help improve their messaging, products etc.

What tips do you have for companies that want to improve their personalization strategies?

Personalization is definitely important and there are many ways a business can do that. In today’s world, we all know that businesses have a lot of data and there is an expectation that they are using it. For example, businesses know what I like, my past purchases, how often I purchase etc. Today’s customer expects businesses to use that data and provide me with reminders, products etc. that will be of interest to me.

Do you think personalization and customer-centricity are going to become increasingly more relevant in the coming year? How so?

Absolutely! Customer experience is what sets many businesses apart and this will become more important moving forward. By personalizing offers, businesses can truly put customers at the front-and-center of everything they do.

Social media pages have become crucial for companies in most industries, especially in eCommerce. What’s the most common mistake you see in a company’s social media strategy?

Social media has always been important to businesses, and now with new tools and forms of communications like Clubhouse, Reels etc. businesses have to adapt to these even faster.

I think an ecommerce company that’s not taking advantage of these tools is missing out. You don’t have to be perfect, just be where your target customers are and share authentic content.

What’s the most insightful book you read in 2020?

One of the good books I read last year was How to Get Sh*t Done by Erin Falconer. The writer writes about tools and strategies we can use to be productive and stay focused.

It looks like working from home is going to stay with us for the foreseeable future. How should Executives gear up to the changing times?

Work from home is not new, but the last year has definitely been different. As we adjust to a new normal, we need to continue being resilient and listen to our teams to ensure they have a good work-life balance. Tools are definitely helpful to facilitate online collaboration, but zoom fatigue is a real thing as well, and we need to help our teams find that balance.

Last but not least, what is your favorite CX metric?

That’s a tough one! Businesses need to look past NPS and CSAT as they are just a high-level metric. There is a lot of data that businesses have today on customers and becoming data-driven is what’s going to help them scale.

About the author

Alon
Alon is a Tel Aviv-based CMO a VC Consultant and the General Manager of CXBuzz. As a veteran in the Israeli Start-Up scene, Alon supports b2b tech startups in capturing customers' sentiment and embedding customer experience in the decision making process.

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