Pratip Francis, General Manager – Brand Marketing, MRF Tyres Insights on Consistent Engagement Strategies

MRF Tyres’ GM Brand Marketing Pratip Francis joins 15th Global Customer Engagement Awards jury, emphasizing consistent engagement, benchmarking evolution, and learning from innovative campaigns.

One belief about customer engagement that every organisation should adopt?

Customer engagement must be consistent and persistent. Customers’ attention span is getting continuously crunched in an ever-evolving digital landscape, which is why it is extremely important that once you get to know who your customer is, you engage consistently and persistently. It is not enough anymore to send out an initial “hello” message, and then not engage periodically later on. While persistence is the key, there is a fine line between being engaging and being too intrusive. It’s important to walk the tightrope carefully. Today, WhatsApp is the most effective means to engage directly with customers. However, it is important to obtain consent and provide options for un-subscribing easily, especially with the Digital Personal Data Protection (DPDP) Act kicking in soon.

Why is it important for organisations to benchmark their engagement work today?

It is extremely critical for brands to continuously monitor and benchmark customer engagement initiatives because of the breakneck pace at which the digital landscape is evolving. This rapid, and sometimes chaotic, evolution makes it imperative for brands to be completely in sync with current, as well as emerging, customer engagement techniques. What was the best practice a year ago, might not be relevant any longer, which is why constant analysis, benchmarking and evolution will be the key to continued success in customer engagement.

What excites you most about being part of the Global Customer Engagement Awards jury?

It offers me the opportunity to see what’s new and exciting in the world of customer engagement. It also offers the opportunity to interact and share ideas with fellow marketers and industry experts. It will hopefully provide ample learning and inspiration for customer engagement projects I undertake in the future. 

About the Global Customer Engagement Awards

The 15th edition of the Global Customer Engagement Awards will be held on 30th April in Mumbai, recognising excellence in customer engagement across Television, Print, Radio, Mobile, Social Media, Cinema, OOH, PR, and emerging digital platforms. The Awards celebrate organisations and agencies that are creating meaningful, measurable, and future-ready customer experiences.

Brands and agencies are invited to showcase their best work and have it evaluated by industry leaders who understand the evolving realities of customer experience and engagement.