Cases
BrandTrail CX Superpowers — Issue V9
The CX Superpowers issue brings together 40+ perspectives on changing lives, customer trust, hyper-personalisation and the moments that define experience.
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Cases, positions, playbooks and field evidence from the people building customer experience, AI, data and modern marketing.
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- Issues
- V9 · V10
- Year
- 2023
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The BrandTrail archive
48 records
Positions
Power to Change Lives
Vatsal Asher frames customer experience as a set of brand superpowers: creating new experiences, generating excitement and making people feel better about themselves.
Playbooks
Enriched First-Party Data + Online Behavioural Insights = Elevated CX
Rohan Mehta explains why brands must unify first-party data, technology, media and creativity to deliver relevant personalisation without compromising data security.
Playbooks
Moment of Truth / Demonstrate Human Life Value
Sai Narayan shows how Policybazaar builds trust by supporting customers through claims, while Vinit Kapahi argues for life-stage understanding and human-centred brand stories.
Cases
Hyper-Personalisation: Customers Are Everywhere
Vinay Bhartia sets out the case for contextual, two-way customer engagement across every channel, built around content, commerce, community, customisation and conversation.
Playbooks
The Art of Listening / Hyper Realisation: Finding Higher Purpose
Anita Nayyar makes the case for acting on customer feedback, while Aparna Bhowal explains how purpose, short-form video and 124-year-old HT Media are adapting to personalisation.
Playbooks
Tech-Driven Content Strategy / Building an Army of Influencers
Priyang Agarwal describes AI-led content distribution for personalised commerce, while Manan Shah shows how strong product experiences can turn customers into credible advocates.
Cases
Change Can’t Be Lip Service / Serve Customers Where They Are
Samyukta Iyer calls for authentic inclusion of transgender customers, while Mridul Shukla shows how digital onboarding and hyper-personalisation can remove friction in banking.
Positions
Small Human Touches Make a Big Difference
Lloyd Mathias uses a hotel-service story to show that recognition, memory and thoughtful human attention can matter more than expensive technology.
Positions
Relevance, Polarisation and Clarity
Three perspectives examine how brands stay relevant at scale, compete in a concentrated insurance market and use scarce budgets to sharpen communication and value.
Positions
Building Loyalty — Outside In / Enriching Value
Alok Arya argues that brands must become loyal to customers, not merely demand loyalty from them; Nisha Dhanda adds the need for seamless, consistent value across every touchpoint.
Playbooks
Fair Practices Code Helps Build Trust
Apurva Chamaria proposes a simple standard for consistent customer experience: never do to customers what you would not want done to yourself.