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.
Use this case as a source-led test of how AI and automation was applied to relevance; keep every stated result attributed to the original entry.
Source signal, edited only for readability.
Three takeaways worth carrying forward.
- 01
Start with the stated problem: AI and automation.
- 02
Inspect how the source connects customer experience to AI—then test the mechanism, not just the headline.
- 03
Treat every stated result as a source claim until it is reconciled with the official case and award record.
What the transcript puts on the table.
Using our platform, we were able to create a complete near-me brand experience for all business locations by distributing the brand's location information to the most important search engines, maps, voice assistants, and social platforms.
In multiple situations when customers searched for a dealer location, the search results displayed dealerships that were either far from their location or had incorrect information resulting in loss of business.
Now, we have the ability for a customer to actually connect with our dealerships, book test drives, or message the dealerships for information about the product as quickly as possible.
Original context. Current reading.
Recorded in 2024, 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 AI improve the decision?
Durable tests for the work.
- Start from the customer’s situation, not the channel.
- Use AI to improve a decision or outcome—not to decorate the plan.
What would you keep, change or measure differently if this case intelligence were put to work now?
IP09 · READABLE TRANSCRIPT607 words
How do you increase your marketing ROI by six or six times in a pandemic-induced environment? How do you give a seamless customer experience to those customers where the sales are digitally influenced? I'm Sriram Paddanaban, and I'm the Vice President of Marketing for Nissan India. The customer touch points are now a lot more digital. The number of visits to a dealership now has gone down from almost five for a purchase to one and a half. While we have a global and a pan-India brand strategy, it's very important for us to have a strong hyper-local marketing strategy. And that's why we have partnered with Single Interface for us to ensure that we reach the customer the right place at the right time,
with the right information for them to make a good decision about purchasing our product. Now, we have the ability for a customer to actually connect with our dealerships, book test drives, or message the dealerships for information about the product as quickly as possible. And that, in summary, defines our hyper-local strategy. How do you give a digital leads to our digital presence? Today, more and more people are searching for us on the internet before they even visit us or call us. So not only the digital leads, which have increased three times, our walk-ins and tele-ins have also increased due to our digital presence. How do you give a digital presence?
So the solution ensured that when a customer is looking for my brand or product information on the web, they get consistent, accurate, and latest information. When we first went live with this solution, our expectation was to provide a seamless customer experience. However, we never expected this to give us such exponential growth. Our Google search volumes went up by 17 times, whereas the visits went through the roof and increased by 60 times. At the same time, our leads and messages from local searches went up by 57 times, resulting in a half a million interactions with our dealer partners during a year of pandemic.
All of this resulted in 25% contribution of digital retail sales coming through this channel, while at the same time, my ROI on the investment went up to 66x on the top line. In the backdrop of the pandemic, consumers are increasingly turning to digital to search for information that fits their needs, and most of these queries have a local intent. Thus, it is imperative to provide accurate information and seamless digital channels to connect with the local businesses to consumers while they are in buying mode. In multiple situations when customers searched for a dealer location, the search results displayed dealerships that were either far from their location or had incorrect information resulting in loss of business.
Using our platform, we were able to create a complete near-me brand experience for all business locations by distributing the brand's location information to the most important search engines, maps, voice assistants, and social platforms. We created multiple location-level dealer pages with information relevant to the customers searching their localities. Our AI-powered chatbot ensured that the brand was able to engage with customers directly from the Google My Business listings and convert these queries into sales for dealer partners. Our efforts to create this frictionless transition enabled us to deliver some great results for the brand at a local level.
If the customer is not coming to the dealership, it is important for us to take the dealership to the customer. We are also looking to get the dealership to the customer. We are looking to get the dealership to the customer.