Source-backed interpretation.
Editorial interpretation is derived from the original DMAasia/WION video description and transcript. Statements by speakers remain attributed to the source; no unverified current-role or performance claim has been added.
The durable question is how digital transformation should improve relevance without losing sight of growth.
Source signal, edited only for readability.
Three takeaways worth carrying forward.
- 01
Read digital transformation as the primary operating question in this record.
- 02
Test its connection to growth and attention against the speaker’s reasoning in the transcript.
- 03
Keep the 2021 source context visible before carrying the lesson into a current decision.
What the transcript puts on the table.
Intermiles everyday allows our members to find quick and easy way to earn miles and engage with the program and drive relevancy because at this point of time we are relevant in their day to day life.
Essentially in the ecosystem with 200 plus partners we have been able to find ways in which we can stay relevant in creating opportunities and make life more rewarding for our members in their everyday lifestyle.
Started to build the interaction and engagement in the mobile app using some of these and it became quite evident that the meaningful opportunity for members to earn across their activities we needed to think of something where we are relevant on our everyday basis.
Original context. Current reading.
Recorded in 2021, this captures the language, platforms and constraints of its time. Read it now by separating those period-specific details from the enduring operating question: how should relevance and attention improve the decision?
Durable tests for the work.
- Start from the customer’s situation, not the channel.
- Earn attention with relevance before scaling reach.
What would you keep, change or measure differently if this idea were put to work now?
IP09 · READABLE TRANSCRIPT722 words
What is the pandemic and subsequent lockdown and un-lockdown impacted all sectors and our being is no exception. We focused on challenging our energies towards staying relevant and I think the key word here is relevant. Protecting the interest of our members and our partners and continually creating opportunities to delivering value for both our partners as well as our members. Finding relevancy in that zone was a critical piece and also the challenging piece and that's where we found the opportunity and I'll talk more about that. This enabled us to not only improve our members ongoing experience with us but also to add layers of engagement which were relevant to them
once the travel restrictions got lifted and initially when the travel restrictions were off. So even before Covid actually hit us we had seen consumers and it is a general thing that the consumers were skewing towards more digital channels of consumption of services as well as buying product or services. What has happened is this has accelerated the shift and I'm sure all of you have seen a lot of memes around the fact that has Covid actually done a big push towards the digital transformation. What we have observed from our interaction with our customers and our partners this is exactly what has shaped us. We started this journey long time back and recently we have seen consumers have begun comfortable using online platforms for their needs including
entertainment, daily essentials, healthcare, e-learning. In that context we needed to adapt and therefore member acquisition strategy has been a digital first one. Connect better with a wide range of audience and also offering them more customized approach. Our efforts are channeled towards making members journey with us more rewarding by curating personalized experiences for them through our strategic association with the 200 plus partners. We can participate in members everyday journey by making it more rewarding for them and also experience wise enriching the experience for our partners as well as for our members. What pandemic has done is we have observed that it has prompted new habits and behaviors.
Indians specifically the young are increasingly seeking to move towards more hassle-free and convenient lifestyle if i say so with the help of on-demand service. The wait period is over the trend is a trend of anything anywhere on demand is on the rise and which is continue going to be. As new habits take hold members are spending a lot more time online buying, learning, accessing entertainment, building social connections and we all are spending a lot of time online. You and I are having this conversation also. So what we did was recognizing these trends we started to curate certain sections of certain features in our ecosystem. We actually launched the mobile app in March 20 last year and
started to build the interaction and engagement in the mobile app using some of these and it became quite evident that the meaningful opportunity for members to earn across their activities we needed to think of something where we are relevant on our everyday basis. Remember the point which i spoke about was every day and the irrelevancy and therefore we launched something called Intermiles and we were enabler for our members evolving everyday lifestyle need to give you an example if you use the Intermiles everyday app there are plenty of opportunities to engage to the extent that a member would be able to walk and earn miles run and earn miles and now we are holding tournaments and on walking and walkathons.
So Intermiles everyday allows our members to find quick and easy way to earn miles and engage with the program and drive relevancy because at this point of time we are relevant in their day to day life. We also had quizzes and games to use as a mechanics to drive engagement when as travel came back and as people are trying to look for more opportunities we are forming newer partnerships and newer opportunities to stay relevant and i think this trend will continue. So essentially in the ecosystem with 200 plus partners we have been able to find ways in which we can stay relevant in creating opportunities and make life more rewarding for our members in their everyday lifestyle. So