Growth Stage - Keynote #1 - Crafting Memorable Product Experiences

Summary

The speaker at a Jakarta conference discusses crafting memorable product experiences to unlock limitless customer lifetime value (CLV). They share insights on integrating product and brand experiences, emphasizing the importance of a seamless customer journey across digital and physical platforms. Using examples like McDonald's and clevertap's automated product, the talk highlights the significance of understanding customer segments, leveraging technology for personalization, and the strategic approach to pricing and packaging to enhance CLV.

Takeaways

• 🌟 The speaker emphasizes the importance of crafting memorable product experiences to unlock limitless customer lifetime value (CLV).
• 🤖 The goal at CleverTap is to create such an automated product that marketers are not needed to change 'light bulbs,' indicating a high level of product self-sufficiency.
• 🛍️ Brand experiences have evolved, and these experiences should be mirrored within products to maintain consistency across digital and physical touchpoints.
• 🍔 The example of McDonald's illustrates how a consistent brand experience is crucial, and the same principles apply to the digital world where tangible cues are absent.
• 🔄 The customer journey is not linear, and a seamless experience is necessary across various channels to increase customer lifetime value.
• 🔗 The line between product and brand is blurring, and integration of marketing and product management is vital for a cohesive customer experience.
• 📈 CLV is a composite metric that measures the relationship with a customer, influenced by both positive and negative experiences.
• 💡 Value is defined by the incremental revenue from customers and their perception of gains from the brand, product, or tech stack.
• 🔑 To maximize CLV, it's essential to understand customer value through segmentation, personalization, and leveraging the right engagement channels.
• 🛫 The company Emirates is highlighted as an example of effectively understanding and segmenting customers to predict value and optimize engagement.
• 💼 CleverTap's approach involves using technology like Tesak DB for merging product and marketing tracks, and tools for segmentation, recommendations, and instant messaging to enhance customer engagement.

Q & A

What is the main topic of the speaker's presentation at the Jakarta conference?

The speaker's main topic is about crafting memorable product experiences to unlock limitless customer lifetime value (CLV).

How does the speaker describe the automation level of CleverTap's product?

The speaker describes CleverTap's product as highly automated, to the point where it doesn't require marketers to change a light bulb, implying minimal human intervention in the marketing process.

What is the significance of the McDonald's example in the script?

The McDonald's example is used to illustrate the importance of a seamless brand experience both in physical and digital environments, and how it contributes to the overall customer experience and brand perception.

What does the speaker mean by 'the line between the product and the brand is blurring'?

The speaker means that the distinction between what constitutes a product and what constitutes a brand is becoming less clear, as both are now integral parts of the customer experience.

What is the role of customer lifetime value (CLV) in product development according to the speaker?

According to the speaker, CLV is a composite metric that measures the relationship with the customer and is crucial in product development as it helps in understanding the incremental revenue potential and the value customers perceive from the product.

How does the speaker suggest measuring the impact of brand and product on customer engagement?

The speaker suggests integrating marketing and product management efforts to measure the impact, ensuring that both can claim their contributions to customer engagement and purchases.

What is the importance of a unified tech stack in delivering customer value?

A unified tech stack is important as it allows for seamless customer experiences, which in turn can increase customer loyalty and CLV by providing consistent and personalized interactions across all touchpoints.

What does the speaker mean by 'hyper-personalization' in the context of customer engagement?

Hyper-personalization refers to tailoring campaigns and messages to individual customers based on their specific behaviors, preferences, and interactions, with the goal of increasing engagement and loyalty.

How does the speaker describe the process of increasing CLV through product changes?

The speaker describes it as a process of understanding customer segments, predicting their value, optimizing engagement levers, and personalizing messages to build brand loyalty and increase the customer's lifetime value.

What are some of the key factors considered in CleverTap's approach to pricing and packaging their product?

Key factors include being customer-centric, value-based, ensuring a clear ROI, scalability, and creating a frictionless sales process.

Can you provide an example of how CleverTap has successfully increased a customer's CLV?

One example is Dream11, a fantasy sports brand in India, where CleverTap helped send out 100 million campaigns within minutes during a pre-match window, resulting in a 5x return on investment in terms of engagement.

What is the 'Remote Config' feature mentioned in the script, and how does it contribute to increasing CLV?

The 'Remote Config' feature allows for the dynamic adjustment of UI elements and campaign timings without engineering help, enabling hyper-personalization and optimal timing of engagements, which can strengthen CLV.

How does the speaker define value in the context of customer relationships and CLV?

The speaker defines value as the amount of incremental revenue that can be derived from customers, and from the customer's perspective, it's about the gains they can receive from the brand, product, or tech stack, which is inversely proportional to the bad experiences they have.

What are some advanced frameworks to find value besides the value proposition canvas mentioned in the script?

The speaker suggests that the value proposition canvas is just a starting point, and the actual framework for finding value should be customized based on the specific ICP (Ideal Customer Profile), the number of users, and the industry in which the company operates.

How can a company obtain superior customer value?

To obtain superior customer value, a company needs to merge brand experience, product experience, and tech stack, understand and segment customers well, and target them at the right time with the right engagement model.

Outlines

00:00

📈 Crafting Memorable Product Experiences

The speaker begins by expressing gratitude for being invited to the conference in Jakarta and highlights the importance of engaging with product professionals to improve their products. The session's focus is on creating unforgettable product experiences to unlock limitless customer lifetime value (CLV). The speaker shares an anecdote about an analyst's questions regarding CleverTap's scalability and non-star metric, using humor to illustrate the product's high level of automation. The narrative then shifts to discuss the evolution of brand experiences and the challenge of replicating these within digital products, using McDonald's as a case study to emphasize the need for consistency across different touchpoints. The speaker promises to delve into how CleverTap integrates into the ecosystem to deliver seamless product experiences.

05:01

🔍 Measuring Impact and Defining Customer Lifetime Value

In this paragraph, the speaker discusses the importance of measuring the impact of both brand and product on customer acquisition and retention. They emphasize the need to reconcile marketing and product efforts to understand which initiatives are most effective in driving sales. The concept of customer lifetime value (CLV) is introduced as a composite metric that reflects the depth of the relationship between a customer and a brand. Using examples from ride-sharing services in India and loyalty programs, the speaker illustrates how different experiences can affect CLV. They stress the importance of a seamless customer experience to increase CLV and how the integration of marketing and product strategies is crucial for maximizing this value.

10:01

🛠 Building and Unifying the Tech Stack for Customer Insights

The speaker elaborates on the process of understanding and segmenting customers to deliver seamless engagements and increase customer lifetime value (CLV). They discuss the importance of having a 360-degree view of customers across various channels and touchpoints. The speaker introduces CleverTap's technology, including its database, segment builder, and recommendation engine, which work together to provide personalized customer experiences. They also touch on the significance of packaging and pricing strategies in product development, emphasizing the need for customer-centric, value-based, and scalable approaches that minimize friction in the sales process.

15:02

📊 Pricing and Packaging Strategies for Customer-Centric Value

This section delves into the intricate process of pricing and packaging a product. The speaker outlines the business goals of trust, friction reduction, and growth, and describes the research methods used, including customer calls, competitive analysis, and internal data review. They detail the steps taken to understand customer segments, predict value, and optimize engagement strategies. The speaker also explains the importance of packaging methods and pricing strategies such as value-based pricing, bundle pricing, and geographic pricing. The result of these efforts is a flexible and scalable pricing model that caters to a wide range of customers.

20:04

🚀 Leveraging AI for Personalized Customer Engagement

The speaker concludes by discussing the application of CleverTap's AI platform in enhancing customer engagement and CLV. They highlight the use of real-time campaign deployment for a sports brand, Dream11, and the implementation of remote configuration features that allow for dynamic UI adjustments without coding. The speaker emphasizes the importance of sending clever, timely, and personalized campaigns to the right audience segments to achieve superior customer value. They also address the question about advanced frameworks for finding value, suggesting that the value proposition canvas should be customized based on the company's ICP and user base. The ultimate goal is to merge brand, product, and tech stack to offer a seamless experience that defines superior customer value.

Keywords

💡Customer Lifetime Value (CLV)

Customer Lifetime Value (CLV) is a metric that measures the total revenue a business can expect from a single customer account throughout their relationship. It is crucial for understanding the long-term value of customer engagement strategies. In the video, the speaker emphasizes maximizing CLV by providing seamless product experiences and integrating marketing and product tech stacks to maintain customer loyalty.

💡Product Experience

Product experience refers to the overall experience a customer has with a product, from initial contact to continuous use. It includes usability, functionality, and emotional satisfaction. The speaker discusses crafting memorable product experiences to enhance customer engagement and loyalty, highlighting the importance of a consistent and seamless experience across different touchpoints.

💡Brand Experience

Brand experience is the perception and emotional response customers have when interacting with a brand, whether online or offline. It encompasses every touchpoint a customer has with the brand. The video explains how brand experience has evolved and how it needs to be mirrored in digital interactions, using McDonald's as an example to illustrate the transition from physical to digital brand experiences.

💡Seamless Integration

Seamless integration refers to the smooth and efficient merging of various systems, platforms, or processes to create a unified and uninterrupted experience for users. The speaker stresses the importance of integrating the marketing and product tech stacks to provide a cohesive experience that enhances customer satisfaction and lifetime value.

💡Hyper-personalization

Hyper-personalization involves using advanced data analytics and AI to deliver highly customized and relevant content, products, or services to individual customers. The video highlights the use of hyper-personalized campaigns to engage customers more effectively, improving their experience and increasing their lifetime value.

💡Segmentation

Segmentation is the process of dividing a broad consumer or business market into sub-groups of consumers based on shared characteristics. The speaker discusses the importance of segmenting users to deliver targeted and effective engagement strategies, which are crucial for maximizing customer lifetime value.

💡CleverTap

CleverTap is a customer engagement and retention platform that uses AI and machine learning to help brands create personalized experiences. In the video, the speaker describes how CleverTap enables businesses to understand their customers through a 360-degree view, segment users, and send hyper-personalized campaigns to enhance customer engagement and loyalty.

💡Tech Stack

A tech stack is a combination of technologies, programming languages, and tools used to develop and run a single application. The speaker discusses merging the marketing and product tech stacks to ensure a seamless customer experience, which is essential for maintaining brand consistency and maximizing CLV.

💡RandomAx Technology

RandomAx Technology is a feature of CleverTap that allows for real-time rendering of customer engagements. This technology ensures that the right message reaches the right customer at the right time. The speaker mentions this technology as a key component in delivering timely and relevant product recommendations and engagements.

💡Journey Orchestration

Journey orchestration involves planning and managing the customer's interaction journey with a brand to ensure a smooth and engaging experience. The video explains how CleverTap uses journey orchestration tools to map out and optimize customer interactions, enhancing the overall product experience and increasing customer lifetime value.

Highlights

The speaker emphasizes the importance of creating memorable product experiences to unlock limitless customer lifetime value.

CleverTap's goal is to automate their product to the extent that marketers are not needed for changing 'light bulbs', symbolizing innovation and efficiency.

The evolution of brand experiences has been disrupted in the digital world, requiring seamless experiences across different touchpoints.

The McDonald's example illustrates the importance of consistent brand experience both in physical and digital platforms.

The speaker discusses the blurring line between product and brand experience and the need for integration.

Defining and understanding customer lifetime value (CLV) is crucial for measuring the relationship with customers.

A poor payment experience can decrease CLV, while a good value-based program can increase it, showing the impact of user experience on business metrics.

The speaker introduces the concept of unifying the technology stack to offer seamless experiences and increase customer value.

Emirates' success story is highlighted as an example of understanding and segmenting customers to predict and increase their value.

CleverTap's technology, including its segment builder and randomax, is designed to deliver personalized engagements to customers.

The importance of packaging and pricing in defining the next steps towards customer value and CLV is discussed.

CleverTap's approach to pricing and packaging is based on customer-centric, value-based, and scalable models.

The process of defining pricing and packaging involves internal metrics, external research, and competitive positioning.

The speaker shares examples of how CleverTap's platform has increased CLV for customers like Dream11 through timely and personalized campaigns.

Remote config feature is introduced as a way to achieve hyper-personalization and enhance CLV without needing engineering help.

The final message is about being 'clever' with campaigns, sending them at the right time with the right content to the right audience for maximum impact.

The Q&A session touches on advanced frameworks for finding value and obtaining superior customer value, emphasizing customization and segmentation.

Transcripts

[Music]

all right welcome uh thanks for having

me here it's always good to attend uh

this conference in Jakarta lovely

audience love to meet uh product folks

uh in Indonesia see what's happening how

are you guys building your products we

always come here we take back the inputs

and we improve our products so thanks

for having me here I really appreciate

it um today I was actually going to talk

about how does one craft memorable

product experiences and thus unlock

Limitless customer lifetime value so

I'll I'll tell you about a story which

happened uh with an analyst very

recently with me uh he asked me can

clever tap scale and number two what is

your product notstar metric and the

first question was actually pretty easy

to answer because we have one of the

biggest customers in Asia called

Reliance um during the IPL which is a

cricket uh cup we were streaming 350

million uh engagements with their users

so so we have the scale covered but for

the for the notstar metric I had to

think a bit and then I was like okay how

many marketers does it take to change a

light bulb

anyone the answer is

zero why because we made a product which

is so automated that we don't need

marketeers and that's our goal at

clevertap and I'm going to walk you

through why that is the goal how do we

fit into the entire ecosystem and how do

we build a product to make sure that we

actually give away those product

experiences so unlike uh the Jakarta

traffic which is just gets worse and

worse every single year right brand

experiences for example has evolved but

it's evolved for the better right it's

been disrupted and what you see today

within a brand has to be emulated within

the product also I'll walk you through

an example at

McDonald's so the first time you

actually see the McDonald's Arch right

you want to you want to enter enter the

the restaurant you look at Ronald

McDonald calling you inside asking you

to come buy the

burgers once you get in you see the food

uh it looks exactly the way it looks in

the tv ads it smells in fact even better

you see people uh eating their Foods

having a conversation uh enjoying the

food and you can actually smell the

burgers and the fries you stand in line

you order your burger uh you get a Big

Mac uh you super siize it because it's

awesome right and then you patiently

wait for your food to be delivered to

you that entire brand experience is what

actually defines

mcdonals however that brand experience

has been completely disrupted in a

digital

world in a restaurant at McDonald's the

entire ecosystem is controlled it's

concentrated the colors of McDonald's

the the red and the yellow the counter

design in fact even the food and the

smell of the food is what Al actually

gets you into McDonald's but the same

thing in on in an online world is

completely disrupted you'll have

customers coming in from different touch

points it could be the mobile web it

could be the app uh it could be a store

and for each of these

experiences this the experience has to

be seamless in fact McDonald's has to

make sure that you get the same seamless

experience offline without the tangible

cues you get actually in the restaurant

and when you are actually ordering your

food online there are so many questions

which come to your

mind will I be able to order the right

kind of food will I be able to change my

order before I place the order how's the

payment experience going to be uh will

the food be delivered on time will the

will the driver know where to get me the

food finally will the food be exactly

what I ordered um and finally like

obviously it's going to be on time it's

going to be hot and so on and so forth

so all these questions run in your mind

when you're ordering food from

McDonald's on the Dig digital

platform so the the Journey of a

customer is not linear at all right like

I said it can be a customer on the web

or even the app or at the restaurant but

you have to offer the same seamless

experience to increase the customer

lifetime value of your customers and

this entire experience builds up to the

brand experience so say for example in

your in your company you have um a new

set of servers just because you wanted

to save on cost but that experience if

it's if it goes less than the previous

experience that offends the product

experience it offends the brand

experience and also affects your

relationship with your customer and

hence the customer lifetime value of

your

customer so the line between the product

and the brand is blurring and the only

way to actually blur these lines is by

making sure that your text tack your

marketing text Tack and your product

management text tack is merged together

you need to be able to get the same

seedless experience online as well as

offline so to integrate the the the two

text tags which is the product and the

brand you need to be able to have a

Persona online which is seamless but how

do you measure the impact you have

impact which comes in from the brand you

have impact which comes in from the

product and you have the the generic

impact which comes in from Tech how do

you measure that impact how do you make

sure you reconcile both the numbers so

that your marketing person can claim

that it's their Endeavor which has got

your customer to buy something versus

your Tech or your product can actually

say now it was mine and that integration

actually happens by seamlessly

integrating both of these Tex tags

together and what you need to do is to

be able to Define your customer lifetime

value and need to be able to explain

that very easily to your investors also

now what exactly does that mean customer

lifetime value is a very composite

metric which can actually measure your

relationship with your customer so for

example a poor payment experience I have

folks in mine uh in uh in India there's

Uber and there's Ola just like in in

Jakarta there is grab there's Bluebird

and there is uh goek and I'm pretty sure

all of you have a different payment

experience between all of these three

different vendors and depending on your

experience with say a gojack or a grab

you have become a lifetime value with

that particular vendor

so a poor payment experience can

actually decrease the customer lifetime

value and they'll

churn

similarly if you have a good value based

program say with offers uh like for

example at marott bonoy your liftime

value will actually increase so a

seamless customer experience can

actually help increase that clv which

you get from your customers now what

does value mean so value is defined by

the amount of uh incremental Revenue

that you can get from your customers but

from the customer perspective the more

that they can gain from your brand from

your product from your Tech stack the

more you can get from their from the

same relationship so the value of a

customer is inversely proportional to

the bad experience that you have on your

customer or for example the best

experience that you can actually offer

to your

customers and how do you do that you

actually unify the stack you unify the

technology and how do you unlock that

value well well number one you need to

understand your customers's value that

value is defined by segmenting the users

very

seamlessly you have to be able to get

all the possible input about the users a

360 view of your customers whether it's

from the web from the mobile web from

the app or an offline

experience once you get that you can

actually deliver seamless engagements to

your customer thus unlocking the clb

that I'm talking about and that's when

you convert your customer into a brand

loyal customer and hence the clv

increases now maximizing customer

lifetime value is extremely difficult uh

you have a lot of moving parts to it but

the way to unify this is to be able to

have the a very common Tex tack how do

you do that you first identify the

customers in the right segment you

predict the value of that particular

customer based on exactly what they are

the elements could be demographics it

could be location uh it could be

geography it could it could be the

channel that you're actually using and

once you figure out which channel are

they most adhered to you use those

engagement levers to send hyper

personalized campaigns and messages to

your end user thus building customer

loyalty and brand

value there are many customers who do

this many companies who do this really

well um let's take for example Emirates

Emirates was a very small airline in the

Middle East at one point of time but now

it competes with the biggest of Brands

across the world and yet it's miles away

how does Emirates do it it actually

understands the customer really well and

like I said to understand the customer

you have to identify the right customer

segments and predict their value it then

optimizes the engagement levers and the

hyper-personalized campaigns that can be

sent to every customer and finally you

can build brand loyalty by hyper

personalizing those same messages to the

different

campaigns at clever tab we do all of

this and a lot more so we enable

customers to have a 360 view of their

end users whether they come from the

mobile web the app and different

channels we segment the users we

actually have something called the

randomax technology which can render

your engagements to the right customer

at the right time

and when you have a journey that you

create of a customer right from building

a product to actually selling it you

know exactly which customer to Target at

what time within which branch of your

journey and hence we have Journey

orchestration tools so we built all of

this together in a product building

platform and we wrap it around in a

clever AI platform what is clever AI let

me just talk about

that so we built the entire platform on

something called tesak DB which is a

purpose built platform a database which

can actually merge the products text

track and the marketing text track

together to give a very seamless brand

experience for your end users what it

does to do we have a very complex

segment Builder which runs complex

processes at 360° 24 hours a day to get

you the right segment of users to Target

we have recommendations within our

platform which can recommend the right

set of values to be sent to your

customer we have instant messaging so

imagine a scenario when you have a live

Cup going on live football match going

on or an NBA NBA tournament going on you

need to be able to give them product

recommendations as well as scores and

player stats at the right time to be

able to engage with your customers and

we have that and finally like I

mentioned we have rendom ax which

actually can render these engagements on

your customers phone seamlessly within a

few seconds now when you're actually

building the clv of a customer a very

important part of product building is

the packaging and the pricing I think

many times we we look at competitors to

figure out the pricing we figured out

okay X consumer is is being valued at a

certain point price point so this is how

much we should offer to our customers

well we've taken a very long view of how

we package in price product and the five

things that we looked for was that the

pricing and the packaging has to be

customer Centric it has to be value

based the customer has to really believe

that there's value in your product for

them to be a very long-term customer of

yours there has to be clear Roi for this

entire Endeavor it's a very expensive

and a very long Endeavor it has to be

scalable so that you can actually sell

similar pricing to a whole bunch of

customers from the lowest end to the

highest end and lastly it has to be

frictionless which means that your

salese and your BD people have to be

able to sell your packages seamlessly

without friction for every customer that

comes into your door so how do we do

this what was the process of actually

pricing and packaging a technology we

had some business goals that we set in

the number one was trust we needed to

actually build trust within our

customers to believe in the package that

we're selling to them secondly friction

for every new customer which came in the

door we did not want the sales guys to

talk to the the CLT members the finance

members the CEO to get permission to

sell that package to a customer so it

had had to be frictionless and third

growth like I mentioned we had to be

able to sell those packages to every

gamut of a customer from the lowest to

the

highest then we did an external research

where we actually did customer calls

Prospect calls and of course we did

competitive positioning as to what makes

us tick why do people use clevertap and

why and how can we get customers from X

comp competitor into

clevertap and lastly the internal data

what does that mean we already have

customers using our platform we need to

figure out what are the adoption metrics

for our features the unit metrics of the

product which means the cost and how can

we merge all these data points into

coming up with the right package so we

took a sample customer an odd platform

in the Middle East um which has the

value drivers like security performance

stability sometimes when you're building

a product you think cost is the main

component that may not be the case it

could actually just be the value the

security the performance over

cost then we figured out the use cases

for all the customers that we had how

does the onboarding of the customer

happen how can we convert the customer

from a non-paying customer into a paying

customer how can we increase the CLTV or

the clv of the customer from say 2 years

to 4 years or 5 years what are the

elements of that customer in terms of

the Mau the monthly active users the

daily active users and finally how can

we create new content and new features

to keep that customer for a very long

time now honestly this entire process is

about five quarters long and there are

many different pricing methods that you

can use the range of pricing depends on

the unit cost of your product which

essentially means the cost of your

product to the value that you can derive

from the product which is the maximum

amount of money that a customer will be

willing to pay for your customer and the

right pricing method is somewhere in

between at clever tap we used a bunch of

these which is value based pricing we

had to deliver value to our customer

like I mentioned value defines your

relationship with your customer and

hence it defines your clv with your

customer second was bundle pricing we

could allow our customers to actually

pick and choose the bundles that they

want because not every customer is the

same it had to be dynamic it had to be

Geographic a customer in India is going

to pay x amount of money for the same

exact product as opposed to a customer

in the US right for example in India I

can get uh a 5gb phone connection for

approximately $10 in the US the same

exact feature I pay about $70 per month

so the price differential has to be

there to be able to gain your customer

Trust and hence the clv finally the

packaging methods there are a whole

bunch of packaging methods out there

like I said this is a very very long

Endeavor I'm putting it inside a few

slides um there is all-inclusive

packaging which means that if you if

someone buys your product they get

everything they get the highest level of

service they get uh insurances they get

the product obviously and so on and so

forth it could be a consumption based

model which means that you pay as you go

you pay x amount of money you can

utilize the product for x amount of time

or you can build your own product you

can build your own components to be able

to offer it to your customers the

feature allocation whether it's a must

have whether it's not to have whether

it's okay to have along with the

adoption of that particular feature set

and the willingness to pay defines your

packaging

method so what we went ahead with was a

good better best which means the base

platform the mid platform and the most

exclusive platform we call it the

Cutting Edge and you can build your own

because not every customer is the same

we have five

icps Ott e-commerce web

fintech and another one where every

customer is different and it's also

based on consumption so there are

certain customers which have millions of

users a Reliance of the world or a gojek

of the world will have millions of users

and hence they'll pay according to

consumption which is a small startup

will pay a bit less and we can give them

that flexibility so both the pricing and

the packaging defines your next step

towards your clv and the value that you

offer to your customers now like I said

this entire process took us five

quarters the first quarter was

essentially defining the internal

metrics our business goals and the

external research the second one was

figuring out which is the right pack

pricing and packaging model that we can

offer to our customers the third was the

governance and the kpi so that your

sales people and and your business

development people can sell this thing

seamlessly to the external folks and the

fourth is the launch when you launching

you have to just make sure you rinse and

repeat you figure out what's working in

the market you tweak a few things in the

pricing and packaging and you come back

with the new uh pricing and packaging

but again minor minor tweaks 5 to 10%

honestly all this input drivers that we

had essentially gave us the right set of

pricing and packaging we ended up

achieving 70% of cost savings

32% faster sales cycle and an 18%

Insurance reduction my time is up I'm

going to give you two examples um where

we have increased the clv of our

Customer because of the changes that we

made in a product one is a sports brand

in India it's called dream 11 and they

are one of the biggest fantasy sports

brand in India and uh cricket is Big so

before you toss and you start playing

the match there is a five or 10minute

window and they wanted us to actually

send out 100 million campaigns within

minutes and not just plain campaigns and

plain engagement we had to figure out

the the campaign

stats the player mock-ups as well as the

future potential of a particular team

and send that within a span of 3 minutes

we achieved a 5x return on on investment

in terms of Engagement and we achieved

this literally within 3 minutes the

second example I'm going to give you in

terms of achieving higher clb is a

features that you have in your in your

product so we have something called

remote config imagine a scenario where

instead of McDonald's that I showed you

and if you're a vegetarian I can show

you a veggie burger right you can do

that on your app you can remotely config

the UI elements on your app or on your

website without any e code without the

help of an engineer through our platform

and they can also tell you exactly when

to send the campaigns out the most

optimal optimal time to send the

campaigns out and the best path to send

the campaigns on to whether it's

WhatsApp or email or SMS so that can

achieve hyper personalization and hence

it can achieve a much stronger

clv so like I mentioned our goal over

here is not to send more engagements is

not to send more campaigns more emails

our goal over here is to be actually

clever about what you're doing send

those clever campaigns out make sure

they are sent at the right time to the

Right audience and the right segment

with the right content in the right

moment thanks for your time thank you

very much let's give a big round sorry

sir please remain on the stage as we

like to read the question from slide

link yeah can we please show the

question on the

screen please wait for a moment that's

the question are there any advanced

Frameworks to find Value besides the

value proposition canvas and how do we

obtain Superior customer value so are

there any advanced Frameworks to find

Value besides the value proposition

canvas yeah like I mentioned I think

value is is very ephemeral right it's

not a constant you need to be able to

define the value for your customer and

your end user and value could for some

people be price it could be packaging

the value proposition canvas is just a

canvas right depending on your ICP

depending on where you stand you could

be a fintech company you could be a

fintech company as a startup or you

could be a bank the value based

framework that you generally use is

based on exactly the ICP that you're in

number one number two it can also depend

on the number of users that you have on

your platform right so it could be an

e-commerce play where there are millions

of users interacting with your

particular product every single minute

and hence the value will differ in this

case the value could be performance it

could could be the time to Market it

could be the slas that you provide to

your end user right so imagine a case

where uh you're putting a booking a cab

on gojek and grab at the same time

what's going to be your value based

framework over here it's going to be the

time that very quickly you can get a cab

as quickly as possible without calling

up your driver and giving him

instructions as to where to come so the

basic answer is that the value based

framework is just a canvas you need to

be able to define the Val for your

customers and generally it's very

customizable how do we obtain

super Superior customer value like I

mentioned right if you do all of these

things the best the best way you define

the the best value and hence you have a

better relationship with your customer

the key over here in today's world is to

be able to merge your brand experience

your product experience and your Tech

stack because if you break down in any

of these if if your offline experience

in a store is not as seamless as your as

your online experience you will lose

that customer if when you enter

McDonald's for example uh you do not

expect the person behind the counter to

give you a coupon or an offer you don't

expect the person to know exactly which

Burger you want or which fries you want

or whether you want to supersize the

cook right but online you need to

understand your customer really well you

need to be able to Define that segment

really well you need to be able to give

that person the offer at the right time

through the right engagement model if

your customers are generally on the app

a push would be great if your customer

really interacts with you on WhatsApp or

WeChat then that's the right method so

to give you to give any customer

Superior value you need to be able to

segment that user really well that that

customer really well and then Target

that customer again at the right time

through the right engagement

model

any other

questions that's it all right thanks a

lot for your time really appreciate

[Applause]

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