Innovation

Cybage implements a holistic design thinking to help define unstructured problems and device solutions that are user-centric , technologically feasible, and financially sound. An innovative solution can be devised to enable a consistent and desirable customer experience within the constraints of the new digital framework. One of the solutions is Design thinking, which is an approach to solve complex problems while anticipating the ever-changing human needs. It assumes an attitude to re-frame ill-defined problem statements and devise innovative solutions through a series of stages, which are: Engage(deep understanding of the problem by studying the target users), Defining (analyzing the information to extract key takeaways), Ideate (using group creativity techniques), Prototype(producing scaled down versions of the products to determine optimal solution), and last is Validate(test the final product and get user feedback).

Their innovation hub has the following key solutions:

Chat Bots: To drive the digital conversations and engage customers through acquisition. They help in resolving support and after-sales service which helps in routine customer interactions.

AR/VR-driven Consumer Engagement: Enable rich, immersive digital experiences for the consumers. Cybage enhances the in-store experience.

CRM-driven Marketing Automation: From delivering the right ‘first-touch’ messaging for brand exposure to generating leads with premium content and landing pages, their marketing automation solutions can help connect the dots.

Data-driven Performance Marketing: Explore our performance marketing solutions that include programmatic media buying, personalized creative, dynamic ad serving, and more.

Account-based Marketing: This strategic marketing approach essentially targets an ‘individual’ customer account as the primary market for the organization.

Another innovation was the use of solar panels in all its offices. This was the major step taken towards the sustainable growth.

Inspiration

The main face behind starting these innovations is the CEO, Arun Nathani, and his wife Ritu Nathani. They realized that they get their resources from the society and should therefore pay their debt back. Also they thought of increasing customer engagement and thus increasing business.

Their main goal was the overall development of the society and not just their company. Their main activities started around 2009 where they started focusing on rural development, education, industry and infrastructure development.

Overall impact

These innovations led to improvement of ‘consumer experience’ with the new age digital service. This creates relevant and delightful experiences for the end user—from purchase and consumption to after-sales and troubleshooting. It also expertise in usability to unveil the key traits and preferences of ideal customer through user research, contextual inquiry, surveys, and more. Also, create the ‘right’ interaction designs through persona development, information architecture, and prototyping.

The consumer needs are satisfied because they are able to get variety of creative services from their all media and communication needs. Their create and distribute content that ‘by itself’ can return immense value to your business. They can help their customers build and execute a full-stack content marketing program, starting from content strategy and editorial planning to field execution and ROI measurement.

Business benefit

The business realizes the importance of the overall development of the society. Along with that, the internal environment of the company also improves. One of the many innovations of Cybage is Chat Bots. They leverage to drive digital conversations and engage customers through the acquisition funnel. Chat Bots have all the solutions for customers such as facilitating initial customer engagement and making customer buy to resolving support and after sales queries.

Other innovation of Cybage is AR/VR-driven Consumer Engagement. It enables rich, immersive digital experiences for consumers.

Cybage has their own CMS-driven Content Personalization which designs digital properties such as websites, blogs and online stores for talking individually to end users. This capitalize on powerful personalization solutions to serve the right content based on customer preferences.

Account-based Marketing (ABM) is a relatively new concept in the expanding marketing sphere. This strategic marketing approach essentially targets an ‘individual’ customer account as the primary market for the organization.

These all innovations of Cybage helps their business to grow in a faster and a better way as it has increased their customer engagement and satisfaction. And this in turn has increased the customer retention rate.

Social and environmental benefit

Cybage developed an open toolkit to transform education. The tool for learning and teaching includes all aspects of the process, from providing leadership and policy development to adopting curriculum and choosing technology, while maintaining sustainable program funding and constantly evaluating program success. They also provide insights, best practices and practical strategies to advance school’s vision of education transformation. The company has also improved the lives of many deserving children belonging to the marginal section of the society by providing them scholarships, study material, and guidance for higher education. Also, their infrastructure facility has led to construction of many schools for the children. These innovations and activities follow the UN SDG number nine which is “Industry, Innovation and Infrastructure” to transform our world. They also follow the UN SDG 4 which is "Quality Education".

https://drive.google.com/open?id=1iW-3P9UlLmCxZCzb81-TJ5JzDvbar4kx

Interview

Urvi Pandya, HR Manager