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We are Looking at Phygital to Humanize CX: Kavita Bijlani, CIO, Bausch + Lomb India

A successful customer experience connecting online and offline worlds is emerging as the new El Dorado.

Over the last couple of years, manufacturers have been forced to think on their feet and quickly adapt their business strategy and operations.

It also gave them an opportunity to catch up with other industries and sharpen focus in areas like customer relationships/service, strengthen supply chain to avert bottlenecks, launch new products and services as new demand patterns emerged.

Self-isolation and store closures forced changes to customers behaviors. Customer access to products and services were significantly shut off.

While the manufacturing industry was changing, so were its customers.

When customers could not visit their stores, eye healthcare products company Bausch + Lomb was quick to adjust to this new reality.

“Instead of waiting for our customers, we started to proactively reach out to them about our products/services, digital and delivery options, health safeguards etc.” says Kavita Bijlani, CIO, Bausch + Lomb, India.

This direct engagement with customers was made possible with Oracle CX Cloud, alongside Responsys, which helped the company to capture intents and actions, and derive valuable insights about customer behavior.

“We ran around 50 targeted campaigns that helped us to increase engagement, drive higher conversion rates, and ultimately, cut down on our acquisition costs by 80%. The results have been transformative and gave us the confidence to scale up even during such unprecedented times,” informs Bijlani.

With these solutions, the company now has visibility around customer behaviors, and can now create more targeted marketing efforts.

Having achieved strong results in the digital space, the company is now looking to crack the Research Online-Purchase Offline (ROPO) behavior by delivering an excellent brand experience digitally and physically.

Phygitalizing Experiences

Going forward, a visit to store or mall needs to be worth our time and energy. Earlier in 2021, for a short time, store openings beat closures. And then again, many businesses had to shutter their physical premises and move operations online.

This shift has now led brands to create an environment for customers where both the worlds can meet at all times.

As one of the world’s largest suppliers of contact lenses, lens care products, pharmaceuticals, intraocular lenses, and other eye surgery products, Bausch + Lomb is now looking at “phygital” (Physical + Digital) to offer customers; a completely seamless experience.

The ultimate goal of integrating both these worlds is to get the best from each one, and deliver unique, highly-personalized customer experiences that leaves a long-lasting impact.

“Maximizing both online and offline to fuel each other has become one of the top priorities for us today,” says Bijlani.

As connecting the online and offline worlds emerges as the new El Dorado, the company is focusing on data analytics/AI/ML, chatbots, cloud and social platforms to personalize and drive the phygital experience.

“We are launching small projects to create a proof of concept using these tools, and then finding the use cases to roll it out,” says Bijlani.

With the advancement of technology, transparency has been established between brands and consumers.

However, there are concerns around data privacy/regulations, as contact lenses fall under the category of medical devices. And this may hinder data collection and getting insights. “Customers might not be comfortable to share sensitive data with us, and we respect their choice,” shares Bijlani.

Until then, the company is relying on every tool in its arsenal to listen to the “Voice of the Customer” to understand how best it can serve their needs while optimizing and taking advantage of the time the customer does spend online or in-store.

“That’s how we are redefining our strategy and creating a space for customers where they can enjoy comfort and conviction. The phygital model for us is going to stay,” says Bijlani.

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