Better customer engagement: insights from the World Brand Congress

Preeti Chaturvedi

The World Brand Congress in Mumbai brought international speakers together with Indian marketers. Key themes at this year's conference included the role of brand reputation, the use of digital technology to get closer to consumers, and examples of marketing best practice.

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Nicholas Kontopoulos, Senior Director of Global CRM Marketing, SAP Asia talked about 'Integrating Customers into the Enterprise'. He held that the biggest challenges for business today were inefficiency and bureaucracy.

The priority for businesses, he argued, was using digital technology to get closer to their customers: "21st century customers require a 21st century business response," he added. Kontopoulos cited a recent IBM survey, in which 'customer intimacy' topped the rankings of CEO priorities.