Conversational Messaging Podcast by Gupshup Beerud Sheth and Srinivas Vijayaraghavan

In today’s episode of the Conversational Messaging Podcast, we spoke to Nidhi S Mittal, who is the head of marketing at JioSaavn, and Srinivas Vijayaraghavan, who’s the VP of marketing at Gupshup. 
In this insightful conversation, Nidhi spoke about what drives her love for marketing, and how she approaches communication with consumers. She walked us through the key points of the right communication with your audience, whilst not drowning them in automated emails.
Using data to engage customers through meaningful conversations.


Understanding analytics and building strategies around the data is crucial for marketers. Nidhi walked us through her process of analyzing data and deploying the most effective form of communication with your audience. She also spoke about how to not overdo chatbot automation and outreach in general.


“You have to understand the people, process, and the product part of it, you need to put up the best of the product and understand what's really applicable to you, and then expand it over a period of time. you have to have a very, very seamless process from the start till the end for your own internal, team as well who's delivering and also for the customer point of view.” - Nidhi
 
How to not overdo communication.
We are drowned in information whenever we go on the internet. It is very easy for brands to push their agenda too hard on their audience without knowing the right conversation streams, and how to communicate ‘the right way’ is where miracles happen, as Srinivas explains.


“It's easy to sort of create some distance between your audience and you., while you still might be visible everywhere on every format or retargeting and all of that, but, you should always take care to ensure that you, your brand, and its followers don't feel a separation or a distance. And that is happening quite a bit because, a lot of digital marketing today is sort of like mass marketing, even though you have very good targeting mechanisms. There is a lot of fatigue, that's also creeping in, to what consumers, experience. 
I mean, the kinds of stimuli that we are exposed to, as consumers on a day-to-day basis is humongous. And it's very hard to make and keep that connect with your followers, which is where I think the one-to-one connect with, your followers is where the power of conversations really comes in” - Srinivas


Bios:
Nidhi is a ‘marketer by passion.’ Over years of working across various genres of marketing, she’s developed keen insights into consumer engagement and creating meaningful conversations. Currently, she employs her expertise for marketing in the music streaming industry. 
Srini has over 2 decades of experience in running marketing for high-growth technology companies and managing corporate marketing, product marketing, and demand generation. Prior to Gupshup, he held marketing leadership positions with Qubole, Pluralsight, Mobileum, and Tejas Networks.
Gupshup.io

Follow Nidhi on LinkedIn

In today’s episode of the Conversational Messaging Podcast, we spoke to Mehul Bhatt, who’s the CEO and cofounder of FloCareer, and Srinivas Vijayaraghavan, who’s the VP of marketing at Gupshup. 


In this insightful conversation, Mehul walks us through how FloCareer helps businesses secure top-tier talents by working with several stakeholders like the business they are working with, the talent they are interviewing, and the folks who are conducting the interviews.


FloCareer is India’s fastest growing HR tech company that provides “Interview-as-a-Service” and leverages automated interviews to streamline the hiring process.


How automation is key to streamlining the hiring process


On average, the hiring process can take anywhere from 2-4 weeks. The process isn’t as simple as reviewing a job application and then hiring the candidate. In fact, it’s complex and extremely time-consuming in terms of finding availability of multiple parties and scheduling times for interviews. Mehul shares how automation helps streamline the coordination between different stakeholders like the job seeker, the HR, and support team. 


“[W]hat happens is the candidate would say, when they are available for the interview, and they will provide a few time slots on our portal. And we would inform from like 3500 odd interviewers we have, right? We will inform the right set of interviewers based on certain machine learning based algorithms that who are the best interviewer for this particular candidate” – Mehul


Using personalized messaging through multiple channels is essential to connecting with prospective customers 


In this digital age, now more than ever, it has become important to deliver personalized messaging to our customers to engage with them and to build trust and lasting relationships with them. And this can be successfully achieved by humanizing and unifying our communication through multiple channels, as Mehul explains. 


“When we say bot, it's not just the Chatbot anymore, but multiple different ways you can interact with a human being in humanly ways. So, these are the interfaces, especially the tech savvy people are very comfortable using because you know, typing something versus just talking is of course, much more efficient.” – Mehul 


Bios: 
Mehul is the CEO and cofounder of FloCareer, India’s fastest growing HR tech companies that provides “Interview-as-a-Service” and leverages automated interviews to streamline the hiring process.


Srini has over 2 decades of experience in running marketing for high-growth technology companies and managing corporate marketing, product marketing and demand generation. Prior to Gupshup, he held marketing leadership positions with Qubole, Pluralsight, Mobileum and Tejas Networks.
Resources:
https://www.gupshup.io/
Follow Mehul on LinkedIn

In today’s episode of the Conversational Messaging Podcast, we spoke to Vitasta Kaul, who’s the director of brand marketing at CredR, and Srinivas Vijayaraghavan, who’s the VP of Marketing at Gupshup.
In this insightful conversation, Vitasta walked us through the various ways in which CredR seamlessly integrates their offline shopping experience to their online presence. This helps them 
CredR is India’s Most Trusted Used Two-Wheeler Consumer Brand that leverages Technology & Processes to simplify the Market. 
Understanding exactly what your customers want
Each brand at its very core is trying to solve a problem for their customers. With time, the problems as well as consumer motivation keep evolving. But in a country like India, the customers themselves can be from a varied demographic. Vitasta shows us how understanding your customers becomes really important which also creates the need to directly initiate a conversation with them. 
“I'm talking about that level of personalization, or the problem statements are so unique, that it becomes really, really difficult for us to augment it down to that level, or go down to that level of granularity and understand, like, what is this guy's problem in life? And how can I solve this problem” - Vitasta
 
Using technology to smoothly initiate two way conversations for marketing
With so many messaging and media platforms, it becomes essential that brands use them thoughtfully without overburdening their customers with messages. Bringing a set strategy into place is key to great messaging and Vitasta further explains this process. 
 
“A solid customer data platform, in the backend, where a lot of this information, this enrichment of consumer information is present. And then you create an omni-channel engagement strategy. You have your website, you have an app, but you also try to get consumers to have two-way conversations with you, typically on messaging apps”. - Vitasta 
Bios:
Vitasta ,who’s the director of brand marketing at CredR which is  India’s Most Trusted Used Two-Wheeler Consumer Brand that leverages Technology & Processes for its growth.  
Srini has over 2 decades of experience in running marketing for high-growth technology companies and managing corporate marketing, product marketing and demand generation. Prior to Gupshup, he held marketing leadership positions with Qubole, Pluralsight, Mobileum and Tejas Networks.
Resources:
Gupshup.io

Follow Vitasta on LinkedIn

In today’s episode of the Conversational Messaging Podcast, we spoke to Priyang Agarwal, who’s the director of brand marketing at Tata 1MG, and Srinivas Vijayaraghavan, who’s the VP of Marketing at Gupshup.
In this insightful conversation, Priyang walked us through the various touchpoints in which Tata 1mg connects with their customers, and walks us through exactly how and where to use chatbots to improve the overall customer experience. 
Tata 1mg is India's leading digital healthcare platform. From doctor consultations on chat to online pharmacy and lab tests at home 1Mg does it all.  
Building the ecommerce journey of digital healthcare
The digitalization of healthcare is a very recent concept in India which also requires setting up the entire customer journey as smoothly as possible right from scratch! 
Priyang takes us through all the different channels that are a part of this journey  at Tata 1mg and the various ways they optimize each stage of the journey.
“We remember you from the day you have come to our website, and from the day you have ordered anything from our website. And once you have ordered, we also try to provide quite a lot of engaging content to you through multiple, again touchpoints.” - Priyang
Finding the balance between automation and humanisation
Even as technology takes forefront in running all digital businesses, it's important for brands to also keep the human factor alive and somehow finely balance both so the customers get the best of both worlds. 
“Suppose you are ordering a medicine, you're stuck in between or you are facing some problems in delivery and if the automated chatbot is not able to solve or not answer a query to the best level of your satisfaction. That's where I think the customer service team comes into play and solves those particular queries. 
I think the balance between the two, that is the human touch, plus the automated journey flow is very, very important. If one is not able to cater to the other, please and please bring the other channel. if one channel is not able to cater to the other, please bring the other channel. That's what I think balance is all about” - Priyang
  Bio:
Priyang is the director of brand marketing at Tata 1MG which is India's leading digital healthcare platform. He has had an incredible career in marketing and is considered one of India’s greatest minds in the space.
Srini has over 2 decades of experience in running marketing for high-growth technology companies and managing corporate marketing, product marketing and demand generation. Prior to Gupshup, he held marketing leadership positions with Qubole, Pluralsight, Mobileum and Tejas Networks.
Resources:
 Gupshup.io
Follow Priyang on LinkedIn

In today’s episode of the Conversational Messaging Podcast, we spoke to Ashish Bajaj, who’s the Head of Marketing at Medibuddy, and Srinivas Vijayaraghavan, who’s the VP of Marketing at Gupshup.
In this insightful conversation, Ashish walked us through the comprehensive chatbot flows that his team have to manage at Medibuddy. Medibuddy is India’s largest healthcare platform and they help integrate the entire healthcare lifecycle for their users through their chatbot communications.
Managing the Online to Offline Integrations
Medibuddy and Ashish’s team have to look at managing and automating the entire customer lifecycle. Everything from online to offline. That means setting up appointments with the right doctors to manager your particular ailment, to partnering with pharmacies to help provide the medication.
As you can imagine, getting the numerous process and possible scenarios toward which the company must interact with their customers is hugely important, but also really challenging. And in this episode, Ashish breaks down exactly how they do it!
“So, touch is very important factor in how the offline world works, from a point of view of one-to-one interaction. But if you map how digital platforms are doing it, doesn't mean if the touch is not there, the empathy is not there, when you come on a digital platform, the first step then becomes knowing more about you, and the kind of information require any illnesses previously, any reports that you want to upload. This feeds into a lot of information back to our databases, and allow us to have a much more stitched, experience for the consumer.” - Ashish
The importance of Social Listening
Social Listening through automated tools helps you truly understand what your customers are saying and think about you. It also helps understand what areas you need to improve. Ashish and his team and Medibuddy consistently use this to help create their content and make improvements to their processes.
“I think it's important for any marketing team to figure out what their consumer is saying. The other day we were, we were having a chat at one of the other panels for future in terms of how the brand will listen to consumers. I think, consumer sourcing is going to be a very, very, very, very thing in terms of immediate impact. Now coming from there, and we being into healthcare. just imagine that, you need a lab test to be done, and you're fasting since seven and somebody's supposed to come by eight and pick up. We need our SLAs in place with partners to execute on this. We are one of the highest rated app in terms of doctor consultations in the medical category itself.” - Ashish
"So, we have more than 1200 FAQ videos through doctors where people have asked questions to us. And I'm talking about four different languages, five different languages. And that now has become a repository that sits on our platform as well, where you can find out already, similar FAQ kind of things which people are looking for, that answer is already there.” - Ashish
Bio:
Ashish Bajaj is the Head of Marketing at Medibuddy, which is India’s largest and highest rated Healthcare app. He has had an incredible career in marketing and is considered one of India’s greatest minds in the space.
Srini has over 2 decades of experience in running marketing for high-growth technology companies and managing corporate marketing, product marketing and demand generation. Prior to Gupshup, he held marketing leadership positions with Qubole, Pluralsight, Mobileum and Tejas Networks.
Resources:
Gupshup.io
Follow Ashish on LinkedIn

In today’s episode of the Conversational Messaging Podcast, we spoke to Rumi Ambastha, who’s the Director of brand marketing at The Man Company, and Srinivas Vijayaraghavan, who’s the VP of Marketing at Gupshup.
In this insightful conversation, Rumi walked us through how her and her team at The Man Company humanize, personalize and optimize their chatbot experience on their website. She let us know exactly how they consistently create new content for their chatbot and interactions for over 100 SKU’s with their users.
Humanizing the messaging
Chatbots are such a powerful to tool for ecommerce companies like The Man Company. Why? Well, they allow them to scale their customer interactions. Instead of having a team member, having to spend his/her time with a customer, a chatbot can be programmed to answer any and every question a customer may have. But to make that experience a positive one for the customer, the messaging needs to be deeply thought about. Rumi walks us through exactly how her and her team do so.
“So, it becomes extremely crucial for a D2C brands like ours, because you are talking to all kinds of men, different age, different region, different language, and you are talking to them not just on online, you're talking to them offline, you're talking to them on your DMs, on your social media. So, your conversation in all the spaces need to be, need to have the same tonality or the same language.” - Rumi
Optimizing your messaging
For a company like The Man Company, it’s so crucial to be consistently updating their chatbot based on their previous interactions. Everytime a customer asks a question, it’s a new learning for the marketing team to decide whether they want to include that as part of their interactions.
“Data plays a huge role here, because we have a very robust customer database. There is a lot of insights coming to us. Then the job is, of the marketer to cull out actionable insights from that and enrich, not just your physical people standing, offline but also your chat, your bots. You need to be a customer centric brand to actually progress and there has to be a lot of self-awareness that you may not have all the right answers right now as a marketer, but the customers out there will be teaching you a lot of new things. So, you need to stay open with all this knowledge that is coming from every medium possible.” - Rumi
Bio:
Rumi Ambasta is the Director of Brand Marketing at The Man Company and she specializes in building powerful brands and effective messaging campaigns. Rumi has a wealth of experience in marketing and has spent her entire career helping brands grow their awareness.
Srini has over 2 decades of experience in running marketing for high-growth technology companies and managing corporate marketing, product marketing and demand generation. Prior to Gupshup, he held marketing leadership positions with Qubole, Pluralsight, Mobileum and Tejas Networks.
Resources:
Gupshup.io
TheManCompany.com