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Kansai Nerolac awards Home Stylers biz to Hansa Cequity

MUMBAI: Customer marketing and analytics company Hansa Customer Equity, has embarked on a drive to increase customer interactions and conversations through its focused division called Customer Integrated Marketing, for Kansai Nerolac.
 
A part of R K Swamy Hansa group, Hansa Cequity will manage the point of contact, site visits and painting fulfillment involving Kansai Nerolac-trained painters and treatment experts. The service, that is being rolled out in Mumbai and Delhi will move into other cities gradually.
 
Says Hansa Cequity vice president and business head Anand Siva, "Today, both sales and marketing are facing pressures of ROI, increasing pressure on advertising and activation to deliver. Therefore, brands are increasingly dependent on getting closer to the customer, offering firsthand experiences and looking at extended conversations that strengthen the relationship."
 
Siva says that his company brings together data, the power of analytics and technology that enables them to focus on customer need and deliver convertible conversations with customers. "Which is what I call the A-to-A business offering as Acquisition to Advocacy," he adds.


Nerolac Home Stylers provides professional help in providing product consultancy and colour consultancy.


Averred Kansai Nerolac head of marketing Sukhpreet Singh, "Hansa Cequity showed a good understanding of the business and came with automated processes, streamlined systems and good understanding of customer lifecycle management that we saw as a strong foundation for the success of this programme."


Hansa Cequity will deploy a team of over 50 persons, a 25-seat call centre and a proprietary sales force automation solution that uses web and mobile technology to ensure high productivity, plug leaks and deliver customer delight.


"Nerolac gave us a very challenging brief, but gave us the support and processes required to make something like this work. And we will enjoy executing this as it takes us closer to the customer, gives us greater understanding of why they do what they do and eventually plough it back as learning for the brand," adds Anand.

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