DEEPSHIKHA MOUZA HANDA
Customer Experience
Gurgaon
Summary
To lead the change towards customer centricity and customer success for building world class timeless brands which would lead to business transformation.
Have worked at leadership level strategic assignments on brand strategy, customer experience,go to market strategy, consumer and brand marketing, consumer insights, market research, innovation and new product development.
A seasoned professional with nearly 20 years of experience in: ~ Brand Positioning ~ Market Research & Analysis ~ Market and Competitive Intelligence ~ Consumer and Cultural Insight ~ Brand Strategy Formulation ~ Customer Experience Strategy - Consumer Journey mapping ∙Servicing customers and helping the business grow∙ Specific interest in building user growth journeys and deploying them cross-functionally Understanding our customer journey,their expectations and needs for building the in search journey, in store journey and post purchase journey ∙ Developed a full understanding of the connected consumer journey both offline and online shopper behaviour.
Overview
20
20
years of professional experience
2007
2007
years of post-secondary education
2
2
Languages
Work History
Group Manager, Lead Customer Experience and CRM
Royal Enfield Flying Flea
08.2021 - Current
- Identified areas of improvement through regular consumer journey mapping for a digital native customer and aligning relevant stakeholders on the same.
- Collaborated with other group managers to develop best practices for operational efficiency across departments with respect to Customer experience.
- Conducted competitive analysis to identify potential market opportunities.
- Actively contributed to company growth by leveraging insights from customer data within the CRM system for strategic decisionmaking.
- Boosted CRM adoption by streamlining processes and providing comprehensive training to team members.
- Delivered superior customer service to strengthen relationships and drive future business revenue.
- Developed successful business strategies for revenue growth, increasing market share and brand recognition.
- Developed customized reports for improved sales forecasting and accur
- ate performance tracking
Group Manager, Lead Consumer and Market Insights
Royal Enfield
06.2017 - 03.2022
- Defining the Brand architecture framework as well as the sub brand architecture for platform into sub brands.
- Defining the road map on how the sub brands need to differentiate itself in the long run.
- Worked on the Brand Vision playbook for RE - Devising the Brand story, Brand vision and missions, brand ambition, Brand personality, our tone of Voice, Our consumers and their motivations, Brand Equity defined on category and competitive insights, consumer benefits, cultural insights, competitive dynamics, Brand equity, target customer, Brand tonality, Brand Visual Identity.
- Worked towards the key brand positioning pillars and strategic initiatives on youth, delving into the India vs. Bharat story, portfolio expansion.
- Working towards the Sub brand portfolio architecture narrative building.
- Supporting Customer marketing team with key city deep dives for Turbocharging specific metro and non-metro cities.
- Working towards Regional and City specific strategy basis understanding consumer journeys has been a key initiative for the Company to meet needs of the larger Bharat.
- Youth diagnostics to work towards RE youth and Cultural hub strategy and wanderlust mission so as to create a brand which could resonate with the youth in future.
- Incorporating the voice of consumer in decision making for senior management for Brand health measurement (Digital + Offline); Customer Experience strategy building and working towards innovations on new product platform development.
- Worked towards long term frictionless Customer Experience strategy on Service and Digital offerings for supporting business.
- Handling CEO level projects with cross functional team exposure and alignment.
- Customer Satisfaction and NPS critically tracked for timeline wise improvements to be seen
- Creating an ROI measurement framework for Digital and offline marketing strategy
- Customer Journey and touchpoint mapping for better brand experience: Building a single view of customer across touchpoints and using predictive analysis for better servicing the customer needs.
- Worked towards developing and designing the Consumer Experience journey across in-search, in-store and in-use.
- Consumer NPS tracker studies and Customer Satisfaction on product, sales and service.
Associate Director, Consumer Insights, Decision Sciences
Snapdeal
06.2014 - 06.2017
- Defining the Brand Framework for Snapdeal from both buyer and seller lens
- Worked on the development on Key marketing campaigns from a brand strategy lens - 'Dil ki Deal' as well as 'Unbox Zindagi'.
- A deeper decode on TRUST semiotics for Brand Snapdeal.
- Tracking and reading insights from Brand health tracker across electronics, fashion and home improvements, Consumer and Seller NPS tracker studies.
- Working across Consumer and Seller insights across Snapdeal and Freecharge.
- Helping the brand Snapdeal evolve from a deal seeker's brand to an aspirational brand for Bharat by leading the re-positioning work for the brand through insight activation.
- Worked towards understanding product User interface/user experience requirements and integrating consumer inputs to improve that on a continuous basis.
- Worked using new age research tools to provide quick turnaround researches like mobile app and online panels, social media listening tools and online community feedbacks.
Manager - MR India Team
AbsolutData
12.2012 - 05.2014
- Successfully developed Brand equity models, Brand positioning frameworks, brand equity research through social media and thus, helped the client to track their brand equity
- Instrumental in creating insights by working on integrated projects where clients' transaction data and MR survey data needs to be merged for a hospitality client to understand incremental revenue generated from promotions.
- Efficiently led the 'Brand Optics' - Brand health and Advertising strategic insights centre of excellence. This involved integrating insights from multiple data sources like retail data, shoppers data, CRM data and brand health,social media and advertising spends data.
Senior Project Director
TNS India Pvt. Ltd.
10.2010 - 12.2012
- Significantly involved in shoppers insight research piece with the client pertaining to consumer behavior and therefore identified opportunities areas for the clients to increase the sales, conducted this research for a leading packaging firm.
- Successfully generated business by working in close coordination with other qualitative and quantitative teams.
Project Director
Synovate India Pvt. Ltd.
06.2007 - 09.2010
- Dexterously handled pre and post advertising effectiveness researches along with a lot of work in the new product development space.
- Holds the distinction of receiving Wow award for client satisfaction for a new product development research for a Tobacco major.
- Worked on finding interrelations among Brand tracking, customer satisfaction and mystery shopping researches done for a Mobile handset provider.
Business Analyst
American Express India Pvt. Ltd.
05.2005 - 06.2007
- Applied quantitative analytical skills to identify effective and efficient business solutions for the Authorization Process within the Credit Card Industry.
- Dealt specifically to track consumer behaviour and hence predict their credit worthiness across international markets through statistically validated models.
Education
Master of Business Economics - Dual Specialization in Quantitative Techniques in Business and Marketing
Bachelors of Economics - Economics
Executive Program in Strategic Business Transformation - undefined
01.2020 - 01.2021
Business Analytics Certification Course - undefined
01.2019 - 01.2020
Skills
Professional Summary
Brand Positioning, Market Strategy - Research & Analysis, Market and Competitive Intelligence, Consumer and Cultural Insight, Brand Strategy Formulation, Brand Marketing insights, New Product Development, Innovation, Customer Experience Strategy, Business Analysis and Strategy, Trend Spotting and White space identification, Consumer Journey mapping, Building brands using consumer insights, Building user growth journeys, Understanding customer journeys and expectations
Extra-Curricular Activities
Participated in organizing activities within the Economics Society Placement Coordinator for the Placement Team at Department of Business Economics, University of Delhi for 04-05 Member of the Corporate Communication Cell at Department of Business Economics, University of Delhi for 03-04 Vice-President (2001-2002) and General Secretary (2000-2002) at Economics Association Sri Venkateswara College, University of Delhi
Internship
- Newspaper in Education (A Time of India initiative), Generating business from schools, External Consultant, 07/01/01, 05/31/03
- Grey Worldwide - Advertising Agency, Worked on consumer insights, Intern, 05/01/04, 07/31/04
Personal Information
- Location Preference: Delhi & NCR
- Date of Birth: 07/27/81
Timeline
Group Manager, Lead Customer Experience and CRM - Royal Enfield Flying Flea
08.2021 - Current
XLRI, Jamshedpur - Executive Program in Strategic Business Transformation,
01.2020 - 01.2021
Great Lakes - Business Analytics Certification Course,
01.2019 - 01.2020
Group Manager, Lead Consumer and Market Insights - Royal Enfield
06.2017 - 03.2022
Associate Director, Consumer Insights, Decision Sciences - Snapdeal
06.2014 - 06.2017
Manager - MR India Team - AbsolutData
12.2012 - 05.2014
Senior Project Director - TNS India Pvt. Ltd.
10.2010 - 12.2012
Project Director - Synovate India Pvt. Ltd.
06.2007 - 09.2010
Business Analyst - American Express India Pvt. Ltd.
05.2005 - 06.2007
Sri Venkateswara College, University of Delhi - Bachelors of Economics, Economics
Department of Business Economics, University of Delhi, South Campus - Master of Business Economics, Dual Specialization in Quantitative Techniques in Business and Marketing
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