MAM
Over 80% of CXOs are building omnichannel & connected customer experience to soar high this festive season
Mumbai: Exotel, the emerging market’s leading connected customer conversation platform, is excited to introduce its latest survey-driven report titled “Exotel’s CXO Festive Readiness Report.” This comprehensive report provides an in-depth exploration of the strategies and insights of CXOs as they prepare for the upcoming festive season, coupled with the exhilaration of the World Cup. The report offers invaluable perspectives on optimizing sales and prioritizing Customer Experience (CX). It throws light on the essential aspects of their preparations, highlighting the impact of cultural traditions, the significance of discounts, and the challenges they navigate. Additionally, it underscores the growing emphasis on personalization, CX, and the integration of AI in marketing strategies.
With a resounding 80 per cent of CXOs honing their focus on building omnichannel experiences to soar high this festive season, it’s evident they are well-prepared to harness the incredible opportunities that lie ahead.
As the festive season beckons, CXOs are orchestrating a diverse array of marketing strategies. These encompass influencer marketing, social media promotions, email and WhatsApp campaigns, alluring festive offers, and strategic brand collaborations. The common thread among these initiatives is the commitment to providing customers with a seamless journey from initial discovery to the final purchase.
Cultural traditions wield a considerable influence, shaping consumer choices and impacting spending decisions for 39 per cent of survey respondents. In India, where culture and cricket fervor are intertwined, the World Cup isn’t merely a sporting event; it’s a cultural phenomenon dictating consumer behavior and preferences.
For 37 per cent of CXOs, enticing offers and discounts serve as the driving force behind consumer spending. Discounts effectively leverage price sensitivity, creating a sense of urgency, enhancing perceived value, and providing a competitive edge.
Personalization emerges as the star of the show, with 64.33 per cent of CXOs giving it a top spot in their marketing strategies. This personalized approach involves aligning marketing efforts with consumer preferences and harnessing data to craft tailored messages and offers, ultimately leading to heightened customer engagement.
An impressive 86 per cent of businesses are making significant investments in creating a holistic customer journey, recognizing the pivotal role of delivering a positive customer experience during the festive season.
Technology integration is another critical component, with 84 per cent of businesses seamlessly merging their customer platforms with Martech. This integration not only enhances operational efficiency but also fortifies marketing strategies.
Furthermore, to foster connected customer conversations, 81.33 per cent of businesses are leveraging multiple communication channels. The overarching goal is to maintain a consistent brand presence across all customer touchpoints, ensuring a unified approach.
Exotel VP & global head of marketing Udit Agarwal applauds the dynamic spirit of the Indian CXOs, stating, “It’s not merely about readiness; it’s about innovation and placing the customer at the core of strategies, especially in the lead-up to the festive fervor.” He added, “At Exotel, our ‘Like a Friend’ philosophy deeply resonates with the aspirations of CXOs. We’re not just a platform; we’re a trusted ally, guiding businesses to enhance their sales narratives through pioneering customer engagement blueprints. As we stand here, Exotel is not just ready but deeply committed to being that friend, leading CXOs to festive triumphs.”
However, the path to festive success is not without its challenges. Intense competition, faced by 30.33 per cent of CXOs, underscores the need for innovative, standout strategies. Another substantial challenge takes the form of limited marketing budgets, voiced by 26.33 per cent. This necessitates the judicious allocation of resources, demonstrating a keen focus on efficiency.
According to a report by Axis My India, a consumer data intelligence company’s India Consumer Sentiment Index (CSI) report, 23 per cent of shoppers plan to shop more during this year’s festive season compared to the previous year, indicating a boost in consumer spending during this period. This positive trend aligns with consumers’ expectations to spend higher amounts during the festive season. And it’s clear that CXOs are prepared to innovate, adapt, and prioritize customer-centric approaches, setting the stage for outstanding sales and memorable customer experiences.
Methodology
Exotel received responses from 300 marketers in an online survey conducted in September 2023. CXOs, VP Marketing, and Chief Customer Experience Officers from mid to large organizations across Tech, BFSI, E-commerce, Telecom, and Automotive verticals responded to this survey.
Brands
Maharashtra panel orders Lodha to refund Rs 5 crore to homebuyers
Consumer court flags unfair practices in long-running property dispute case
MUMBAI: In a sharp rebuke to one of India’s biggest real estate players, the Maharashtra State Consumer Disputes Redressal Commission has directed Macrotech Developers to refund nearly Rs 5 crore to a senior citizen couple, Uttam and Anindita Chatterjee. The ruling, delivered on March 13, 2026, calls out the developer for “deficiency in service” and “unfair trade practices”, bringing closure to a dispute that has stretched over a decade.
The case traces back to 2015, when the couple booked a 3-BHK flat at World Towers in Lower Parel for Rs 12.22 crore, with possession promised within a year. What followed was a series of changes that complicated matters. After deciding to exit the project, they were persuaded to shift to a 4-BHK in another development priced at Rs 8 crore, with delivery scheduled for 2018. However, within months, the price was allegedly increased to Rs 10 crore. After demonetisation reshaped the market, similar flats were reportedly being offered at lower prices, but the couple were not given the benefit.
Despite paying over Rs 2.83 crore, the couple neither received possession nor clarity. Instead, in 2018, the developer unilaterally cancelled the booking, retained part of the amount as earnest money, and argued that the buyers were investors rather than consumers. The commission rejected this claim, observing that casual references to “investment” do not take away consumer rights when the purchase intent is residential.
The bench also held that the developer could not penalise buyers for payment delays while failing to meet its own delivery commitments. It noted the lack of formal documentation for revised terms and termed the prolonged retention of funds without delivering a home as exploitative.
As part of its order, the commission directed the developer to refund Rs 2.83 crore paid by the couple, along with interest at 10 per cent per annum, amounting to around Rs 2.12 crore. In addition, Rs 1 lakh has been awarded for mental agony and Rs 50,000 towards litigation costs, taking the total payout to over Rs 5 crore. The developer has been asked to comply within two months.
For now, the ruling serves as a reminder that in real estate, shifting terms and delayed promises can carry a significant cost.
