The Omnichannel marketing strategy offers a greater chance of strengthening relationships with customers

Prasenjit Roy
Head - Marketing and Product, NTT Ltd. India

Relationship Marketing during COVID times

The pandemic has led to a marked change in the relationship between businesses and their customers. The spotlight is now on service and health and safety promises in all aspects of business. From pickup to contactless deliveries and complete digital transformation, businesses have had to re-evaluate their operations to support customers, and not just their bottom line. Traditional methods of generating sales went to the back burner and customer relationships emerged as the focal point across sectors. The strategy today has shifted to omnichannel marketing which also offers a greater chance of strengthening relationships with customers.

To strengthen the relationship with customers

At NTT Ltd. in India, our customers have always been our first priority. In the last one year in particular, we have identified and assessed the disruption caused by the pandemic. It was absolutely crucial to strongly communicate to all our existing customers that ample resources were available with us for smooth continuation of operations. We realigned strategies to ensure that the customers and prospects both retained their confidence in NTT by enabling all their needs related to technology, data center space and network etc. We also put additional emphasis on leveraging digital channels to deliver the right communication to the right people. In the early stages of the pandemic, we worked with OEM partners to build bundled solutions that helped clients transition to remote working. This included bringing together a host of cloud, networking, security and collaboration solutions.