MediAvataar's News Desk
These Roles Are Unlikely to Report to CMOs Despite Marketing Departments Taking Control of Key Aspects of CX Execution Within Their Organizations
Organizations are taking customer experience (CX) more seriously by committing more resources and talent to the discipline, according to Gartner, Inc. Gartner’s 2019 Customer Experience Management Survey revealed that in 2017, more than 35% of organizations lacked a chief experience officer (CXO) or chief customer officer (CCO) or equivalents, but in 2019, only 11% and 10% lacked one or the other role, respectively (see Figure 1).
“There has been significant growth in the presence of CXOs and CCOs or equivalents in many organizations over the last two years,” said Augie Ray, VP analyst, Gartner for Marketers. “However, these roles rarely report to CMOs despite marketing taking control of more CX initiatives.”
The survey — which covered a variety of departments where CX efforts are run and supported, such as marketing, IT, customer service, operations, sales and stand-alone CX departments — found that responsibility for CX budgets and initiatives has begun to shift into the marketing department.
“As marketing continues to take on a larger role in CX, marketing leadership faces a potential challenge coordinating companywide CX,” said Ray. “CMOs and marketing leaders responsible for aspects of their organization’s CX must ensure that roles are understood, redundancy and conflict are minimized, and collaboration is prioritized.”
To do this, Gartner recommends that CMOs and marketing leaders take the following actions:
Establish clear lines of responsibility and authority for everyone involved in CX: The presence of many departments and leaders contributing to CX demands strong cross-functional governance. To avoid different leaders managing conflicting CX strategies and programs, ensure all CX leaders meet regularly, share information, discuss common problems, evaluate duplicative vendors and efforts, and avoid confusion over accountability.
Broaden marketing measures: For marketing to successfully take and sustain a larger role in enterprisewide CX, marketers must consider the comparative weight given to their short- and long-term metrics. Committing time and resources to CX efforts should go beyond short-term goals such as awareness, inbound traffic and conversion, but also long-term outcomes such as improved customer satisfaction, reduced churn, increased lifetime value and great referral volume. Define goals not just by internal expectations, but by how customers define success. Establish metrics and KPIs around efforts that meet customer expectations.
Castrol Power 1, Alo Frut Juice and Manforce come on board as the Co-Powered by Sponsors, Big Muscles Nutrition joins in as the Nutrition Partner and Envy as Associate Sponsor as the 17th season goes on the road with JAWA
Thrill – Check, Passion – Check, Adrenaline – Check; the most remarkable adventure of your life is about to begin. India’s longest running reality show is back with yet another milestone in its 17th season. With an aim to trigger social impact OPPO Roadies Revolution co-powered by Castrol Power 1, Alo Frut Juice and Manforce is here to hunt young and determined individuals who have it in them to be the force of change.
Starting 15th February, every Saturday, 7PM onwards on MTV, Roadies Revolution will celebrate the undying zeal of a Roadie coupled with their willingness to inflict tangible progress in society.
Commenting on the launch of Roadies Revolution, Ferzad Palia, Head - Voot Select, Youth, Music & English Entertainment Viacom18, said: “Over the past 16 years, Roadies has transformed into a cult, transcending from just television to a broadcast+ ecosystem. The last season of the show witnessed a 37% jump in TSV, 55% growth in watch-time on Voot and clocked 40 mn views of its Voot exclusive content, reinforcing its fandom. On social media, the reach for Roadies Real Heroes doubled last year. We have also licensed the franchise to open Café Roadies in Noida and Club Roadies in Jaipur last year, adding scale to the ecosystem. For MTV Roadies Revolution, we are happy to have OPPO on board as our title sponsor, Castrol Power 1, Alo Frut Juice and Manforce as our co- powered by sponsors. Big Muscle Nutrition joins in as our nutrition partner and Envy as an associate sponsor, as we go on the road with JAWA, fueling yet another journey of this iconic show.”
Led by an epic panel of celebrity leaders, Neha Dhupia, Nikhil Chinappa, Raftaar and Prince Narula, along with host Rannvijay Singha, Roadies Revolution will touch upon several social causes through its journey and encourage contestants to give back to society and work towards its betterment. While Neha Dhupia will be echoing the cause of women’s safety, Raftaar will raise his voice against gender discrimination. Climate change will find a much-needed advocate in Nikhil Chinappa and youth icon Prince Narula will take a stand against the alarming effects of drug abuse. Each of the leaders will champion a social cause close to their heart and create a revolution, but in the quintessential Roadie way. With a perfect blend of adventure, thrill and a grand comeback with bikes this time, the issues highlighted this season will be reflected in the tasks and challenges performed during the journey.
Sumit Walia, Vice President - Product & Marketing, OPPO India, said: “As a brand that keeps young consumers at the heart of our business, we have always aimed at forging partnerships that resonate with our customers. OPPO believes in pushing the boundaries of innovation to exceed customers’ expectations, much like MTV Roadies, pushing its participants to bring out the best in them. We strongly believe that this symbiotic partnership will help us develop a stronger connect with the youth. We wish MTV and the participants of the show a tremendous success.”
The ultimate youth icon, Rannvijay Singha expressed his excitement for Roadies Revolution, “Bringing the 17th season of a show that has been a defining experience for me is surreal. With powerful themes and innovative concepts, Roadies has continued to stay relevant amongst the audience. This year, Roadies Revolution takes a bigger leap in directing the youngsters to commit themselves for greater good. We are glad to take this phenomenon ahead and hold the baton high to create a change, together with the youth.”
The auditions for Roadies Revolution saw an overwhelming response with thousands of fans showcasing their zest to be a Roadie. In addition to Delhi, Pune and Chandigarh, Roadies made a comeback to Kolkata after 2 years to hunt for youngsters in the city who have it in them to stand out. Celebrating the theme of propelling social good, MTV tied up with Chelsea India and Magic Bus Foundation for a friendly football match in Kolkata to inculcate the need of fitness and sports amongst children. Celebrity leaders Neha Dhupia and Nikhil Chinappa along with Rannvijay Singha also led a troupe of 25 bikers in Pune to echo the cause of road safety before wrapping up the auditions in style.
Every year, Roadies takes the viewers on a breathtaking journey through the scenic landscapes of India. It will be interesting to see where the troop would be headed to this year.
Tune-in to the adventure extravaganza with OPPO MTV Roadies Revolution co-powered by Castrol Power 1, Alo Frut Juice and Manforce starting 15th February, every Saturday at 7PM only on MTV.
Sooryavanshi is the Most Anticipated Indian Movie of 2020 Based on IMDbPro MOVIEmeter Data on the Page Views of the More Than 200 Million Monthly IMDb Visitors
IMDb (www.imdb.com), the world’s most popular and authoritative source for movie, TV and celebrity content, today unveiled the Most Anticipated Indian Films of 2020. Rather than base its annual rankings on small statistical samplings or reviews from professional critics, IMDb determines its list of most popular movies by IMDbPro MOVIEmeter data on the actual page views of the more than 200 million monthly visitors to IMDb. IMDbPro MOVIEmeter rankings are updated weekly throughout the year for IMDbPro members.
IMDb Most Anticipated Indian Films of 2020*
1. Sooryavanshi – Opening in theatres on 27/03/20
2. Brahmastra – Opening in theatres on 4/12/2020
3. Tanhaji: The Unsung Warrior – Available now - released worldwide on 10/01/20
4. '83 – Opening in theatres on 10/04/20
5. Rambo – Opening in theatres on 2/10/20
6. K.G.F: Chapter 2 - Opening in theatres in April 2020
7. Street Dancer 3D – Available now - released worldwide on 24/01/20
8. Baaghi 3 - Opening in theatres on 06/03/20
9. Indian 2 - Opening in theatres on 14/04/20
10. Chhapaak – Available now – released worldwide on 10/01/2020
*Among the movies with planned releases in India in 2020, these 10 were consistently most popular with IMDb users as determined by IMDbPro MOVIEmeter data on the actual page views of the more than 200 million monthly visitors to IMDb worldwide (throughout 2019). This exclusive data is derived from the IMDbPro movie rankings, which are updated weekly throughout the year.
‘Wakaoo Films’ will produce Feature Films, Web-series and Web films with future plans of diversification into other areas
Optimystix Entertainment, India’s flagship television production company, announced a strategic partnership with Ashwin Varde, one of India’s most prominent film producers, to launch a new film production company, ‘Wakaoo Films’. The joint venture will comprehensively engage in content development and production across feature films and digital media. The new entity will produce a minimum of 3 to 4 feature film projects this calendar year and a few web-series for OTT platforms.
Commenting on this strategic association, Vipul D.Shah, Founder & Chairman, Optimystix Entertainment said, “We have been successfully scripting our success story in highly competitive TV arena with an array of leading fiction & non-fiction shows since almost two decades. Having produced 125+ prime-time TV shows including the long-running Comedy Circus & Crime Patrol we have created an ecosystem of Comedy & Crime that currently exists in the TV space. Our vision is to build a similar content driven ecosystem in the film & OTT business. I began my career as a film writer & it feels good to finally come back home. I am equally very excited to announce this joint venture with Ashwin Varde who is a credible force to reckon with in the film industry & this association will help us further in creating more significant value in our business and will channelize us to harness the growth across Feature films & OTT content business.”
Ashwin Varde, who produced one of last year’s biggest blockbusters Kabir Singh, also has to his credit prominent movies like Mubarakan, Boss, The Shaukeens, Notebook and others, is excited about this new development. He said, “I am extremely happy to form this joint venture with Optimystix, one of India’s leading content creators. With Wakaoo Films, the idea is to redefine content and create your own dazzle in the film and digital world. The word ‘Wakaoo’ is an expression of joy; it’s a burst of innovation. That’s what we intend to do with the content we create. The best part is that both Vipul and Rajesh share the same vision - to create something exceptional. Let’s say Wakaoo to a great new beginning”.
Further elaborating on Optimystix Entertainment's first ever creative collaboration with Indian producers to form a film production company, Rajesh Bahl, Director & Group CEO Optimystix Entertainment said, “Wakaoo Films is the beginning of an exciting new chapter for Optimystix. At the heart of this partnership is our love for cinema and content creation. With so much to his credit, Ashwin Varde brings immense knowledge, industry relationships and unique insights about the business of cinema and storytelling. I am sure with this collaboration, Wakaoo Films will be able engage & entertain the audience with a range of films and web shows.”
He added, "We have been working on our slate for next 2-3 years and a number of big and interesting feature film and digital projects are in the works that we will be announcing shortly under this partnership.”
Strengthening its commitment to accelerate the growth of small and medium businesses (SMBs) and entrepreneurship in the country, Facebook today announced the next edition of the VC Brand Incubator Initiative with Surge, Sequoia Capital India’s rapid scale up program. The VC Brand Incubator Initiative was launched in 2019 as an industry-first initiative by Facebook in a bid to accelerate the growth of early-stage SMBs in India by collaborating with Venture Capital funds.
The VC Brand Incubator Initiative is part of Facebook’s vision to build a more conducive environment for SMB growth in the country. Working with venture capital funds is an integral part of this vision as it allows Facebook to scale and support SMBs at an early-stage itself, fast-tracking their growth.
Surge aims to supercharge the early-stage journey for startups, by enabling disproportionate access to capital, talent, network, and decades of company-building knowledge. Surge combines $1 million to $2 million of seed capital with company-building workshops, global immersion trips, and support from a community of exceptional founders
“Surge is building a platform to unlock best-in-class learning for founders across sectors, countries and domains, enabling them to make the right design choices in the early-stages of company-building. With the VC Brand Incubator our aim is to help our brands gain more insights into leveraging the Facebook family of apps for growth”, said Rajan Anandan, Managing Director, Sequoia Capital India LLP
This will be the first edition of the VC Brand Incubator Initiative in 2020, the previous three having been with Sauce.VC, Fireside Ventures, and SAIF Partners. As part of this initiative Facebook has already skilled, trained, and mentored more than 70 brands at various stages of their growth journey across multiple industries.
Commenting on this edition of VC Brand Incubator Initiative with Sequoia Capital, Archana Vohra, Director, Small and Medium Businesses at Facebook India, said, “We know from our experience with 140 million small businesses across the globe that timely skilling and mentorship are critical for young brands to succeed. The knowledge sessions with Surge give us the unique opportunity to work with early-stage SMBs and entrepreneurs to unlock their true potential on digital while also enabling them to drive growth by being conscious of their business RoI.”
Since the inception of the VC Brand Incubator Initiative in June 2019, brands from distinct industries have participated in it. Many of these brands have seen considerable and measurable growth in brand awareness, sales, and profits as a result of the Initiative.
Said Mohit Sadaani, Co-Founder, The Moms Co., which sells toxin-free products for babies, "Facebook and Instagram have been critical to us, enabling us to talk to Moms across India directly, and getting to know their needs better. With Facebook's support, we have been able to 2x our RoI with our recent Science of Motherhood brand campaign. This has been on the back of recommended best practices for brand and e-commerce advertising. With 0.5 million members in The Moms Co. family, we are just getting started."
"Facebook family of apps are critical for a D2C brand like mCaffeine. Right from building brand awareness to engagement, we have used Facebook apps to scale mCaffeine. The VC Brand Incubator Initiative helped us incorporate best practices around everything from creatives to funnel optimization. Our scale grew by 200% and RoAS decreased by 40% with the help of the initiative,” added Tarun Sharma, Co-founder, mCaffeine, India’s first Caffeinated Personal Care Brand.
Both The Moms Co and mCaffeine were a part of the last VC Brand Incubator Initiative with SAIF Partners.