Transforming Experiences, Empowering Brands
Mumbai: Customer Experience (CX) has become a cornerstone in shaping brand evolution and innovation in today’s hyper-competitive market. In an era where consumers are more informed, connected, and vocal, brands are shifting their focus from merely selling products to creating holistic, memorable experiences that resonate on an emotional level. CX is no longer an afterthought but a strategic differentiator that drives brand loyalty, customer retention, and overall business growth.
Modern brands are evolving by integrating CX into their core strategies, using data-driven insights to anticipate customer needs, streamline interactions, and deliver personalized experiences across touchpoints. This customer-centric approach has sparked innovation, pushing companies to adopt AI, automation, and advanced analytics to enhance customer journeys, reduce friction, and create seamless, engaging experiences.
As brands increasingly compete not just on the quality of their products but on the experience, they offer, CX has emerged as the catalyst for differentiation. It fuels innovation by encouraging brands to constantly adapt, enhance, and innovate their offerings based on real-time feedback and consumer behavior. In today’s digital-first world, a robust CX strategy is essential for long-term success, impacting everything from product development to marketing strategies and customer engagement.
For over 15 years, the vision has been transformed into action by assembling top experts to co-create sustainable solutions tailored to meet both current and future challenges. This commitment to excellence is the hallmark, driving the creation of digital products and services that prioritize efficiency, innovation, and quality—standards. From strategic ideation to product development, clients are guided with a long-term perspective, emphasizing human relationships, transparent communication, and unwavering dedication. The goal is to build lasting partnerships, crafting solutions that stand the test of time.
Under the leadership of Prashant Tekwani, Managing Director of Havas CX India & Ekino India, the company has redefined customer experience by combining rich insights, user-centric technology, and experience-led design to elevate business performance. Prashant has spearheaded transformative initiatives for leading brands like Tata Steel, Lamborghini, Bosch Mobility, and Dabur, continuing his impactful career working with marquee names like Google, Citibank, YouTube, and Amazon.
Havas CX India, part of Havas Creative Network, specializes in blending data, technology, and design to deliver meaningful, end-to-end customer experiences. The expertise spans digital innovation, CRM, data analytics, AR/VR, and performance marketing. With a global footprint and proprietary research like the X Index, Havas CX is at the forefront of customer experience transformation.
Ekino, combines data, technology, and design to create impactful experiences that connect businesses and people. Part of a global network of 1,200 CX experts, users are at the heart of every journey, delivering digital transformation, intelligent customer experiences, agile development, and data-driven insights. The mission is simple: to deliver experiences that matter.
Think Design, a Havas Company, has led the UI/UX industry since 2004, empowering global brands to achieve their goals with over 130 experts in design, data visualization, and digital solutions. Focuses on human-centered experiences that drive business success at scale.
MadeInMedia’s Kalpana Ravi in conversation with Prashant Tekwani, Managing Director of Havas CX India & Ekino India, on the role of CX in today’s brand journey, how India has become a hotspot in innovations and much more……
Excerpts:
Leadership Journey:
For the past four years, I’ve been proud to be part of Havas, joining on the very day Havas CX launched globally—a coincidence that marked the beginning of a remarkable journey. Prior to Havas, I played a key role at Indigo Consultant (Publicis Group), where I managed the North & East regions, with a focus on the technology vertical and marketing solutions. My first step into the industry was with I Contract, and I hold deep pride in the organizations I’ve been fortunate to contribute to.
As the first employee of Havas CX in India, I’ve had the privilege of building a dynamic team of 35-40 people in the Mumbai operations, despite the existing presence of Think Design and Akino. Team-building, creating new cultures, and driving innovative ways of working have always been my passions. What truly defines my journey is the lasting relationships I’ve forged—many former team members still share how much they valued working with me. My guiding principle has always been: “we look out for each other.”
Integration of the 3 verticals – Think Design Ekino and CX
While Havas CX was officially launched four years ago, its operational foundation stretches back nearly two decades with Think Design, a specialized UI/UX agency. Acquired by Havas in 2019, Think Design has since become a leading force in the industry, offering some of the most dynamic solutions within the Havas network.
Akino, a global technology agency acquired by Havas Paris in 2015, adds to this powerhouse. With around 600 engineers worldwide and a strong presence in Vietnam, India, and Singapore, Akino excels in delivering cutting-edge technology solutions across regions.
Then, we have Havas CX. The launch of Havas CX was a strategic move to bring together multiple expert teams—each operating in different pockets, whether in CX, UI/UX, or technology—into a unified force. The goal was to create a seamless, integrated experience, achievable only when all elements work in harmony.
Today, all three agencies—Think Design, Akino, and Havas CX—operate in synergy, co-located and working hand-in-hand. From Deepali at Think Design to Xavier, CTO at Akino, our collaboration flows seamlessly, ensuring that the combined strength of our expertise delivers exceptional experiences. This unity is what sets us apart and drives our success.
Evolution of CX
A few years ago, memes were circulating about CX, but the pandemic catapulted technology forward by a decade. Brands scrambled to adapt as supply chains crumbled, struggling to meet commitments. What transpired during and after the pandemic was nothing short of transformative. Pre-pandemic, consumers chased brands. However, during the pandemic, the power shifted—consumers took center stage, and brands were forced to evolve to meet their demands.
In the last four years, certain standards became baseline expectations. As highlighted in this year’s X Index, efficiency is no longer a differentiator—it’s expected. Consumers today are demanding innovation and novelty. Remarkably, brands are now listening more intently to consumer needs, driven in part by the changing Indian ecosystem over the past 4-5 years. The startup revolution and the digital payments surge have reshaped expectations. For instance, if a cab or store doesn’t accept digital payments, it creates a broken experience for the consumer—what was once a convenience is now a basic necessity.
Brands are relentlessly evolving, putting innovation at the forefront to meet these new demands. Companies like Tata Motors this year and Apple last year have proven that consistent brands, those that continuously deliver on CX, are the ones leading the way in this ever-evolving landscape.
Is CX today the most wanted tool for marketers?
Four years ago, educating brands on CX was a challenge. Today, whether it’s legacy brands or new-age startups, the value of technology and data has become undeniable—driven largely by the startup surge. The conversation is no longer about whether CX is important; it’s now about how brands must fundamentally evolve. It’s not just a business tool anymore; CX requires a shift in business models and a complete cultural transformation within organizations.
I no longer walk into a room to sell or explain CX—those days are over. The dialogue has shifted from what CX can do to how much more we can achieve with CX. Now, discussions centre around leveraging AI, technology, and innovation to push boundaries, showing that CX has become a core strategy for growth and differentiation.
Global vs. Indian Market
In the past, CX (Customer Experience) wasn’t a topic that got much attention, but about five years ago, a major shift occurred. Collaboration and integration became crucial as brands began to recognize CX as a powerful tool. This period also saw the rise of CTOs in organizations, highlighting the increasing importance of technology-driven experiences. Brands that led the way in technological advancements were at the forefront of this change.
Around the same time, globally, the concept of community gained momentum, especially with movements like Black Lives Matter in the US. Consumers started demanding more than just products and services—they wanted to know how brands were positively impacting their communities. This marked a new era where brands were expected to build deeper, more meaningful relationships with consumers.
One clear example of this shift is the ‘Meaningful Brands’ study by Havas, which revealed that 73% of brands could disappear without consumers even noticing. This finding underscores the need for brands to go beyond the basics and truly invest in fostering relationships with their audience.
As technology has evolved, so have brands. Globally, brands have become more empathetic, and this shift has started to influence the Indian market as well. Until a few years ago, India was in a catch-up mode, but the last two years have seen a dramatic change in expectations. In fact, Indian brands have outperformed many global counterparts, especially when it comes to the S-Index, which measures empathy and societal impact.
Certain sectors in India have been at the forefront of this transformation. The auto industry and BFSI, for example, have led the way. While P2P apps originated in the US, today, Indian payment apps are setting benchmarks that the West is eager to follow. India is no longer in a catch-up mode but is leading technological advancements. Brands that fail to evolve in this direction risk falling behind.
In today’s world, it’s clear: brands must continuously innovate, adapt, and build lasting relationships with their consumers, or risk becoming irrelevant.
In recently launched CX Report ,the moot point was the secret sauce, efficiency, pleasure and going the extra mile – this drives CX.
The reality today is that efficiency is evolving at a rapid pace. Take the example of GPay or PayTM—just five years ago, online transactions involved entering an OTP, switching to messages, then proceeding with the payment. Fast forward to today, and it’s as simple as scan and pay. If that smooth experience falters now, it’s seen as broken.
Our mobile phones have become extensions of our minds. Brands must constantly evolve because what’s routine today will change tomorrow. Just a few years ago, WhatsApp wasn’t integral to daily life, but now, living without it seems unimaginable. For instance, when I need to contact my bank, I no longer want to dial a number or speak to a bot—I do it via WhatsApp. Consumers are incredibly patient, giving brands multiple chances to get it right. But if a brand doesn’t keep pace with evolving expectations, it’s game over.
Statistics show that 59% of consumers stop buying from a brand after a bad experience. On the flip side, brands that consistently push the boundaries and go the extra mile by listening to their customers thrive.
Consider ZARA. We’ve all experienced long lines for payments and trials at their stores. They recognized that Indian consumers have limited patience for queues, so they introduced a new solution. Now, you can order online, try the products at home, and return them if unsatisfied. While most major global brands are online, ZARA went a step further. They seamlessly connected their offline and online worlds. In-store, you can scan a product’s QR code through the app, view all the details, and decide whether to purchase it in person or online.
ZARA has perfected this blend of online and offline shopping, setting a new standard. This is a prime example of a brand not just evolving but delivering an exceptional, integrated experience for consumers. It won’t be long before more brands follow suit and turn this into the new normal.
In the 6th year, how have brands in India responded to the report.
Among the few India-based CX reports, this one stands out for comparing brands and categories directly, grading them on their actual performance, unlike others that simply provide learnings. Over the past four years, this report has become a benchmark. Year after year, we receive calls from brands, not just those Havas services, requesting presentations for their board and senior management. Often, someone on their board has read the report and noticed their brand’s underperformance, prompting them to seek our guidance on where they went wrong and how they can improve.
Recently, after the report launched, a brand reached out to better understand why they weren’t featured this year, even offering to pay to be included—a reflection of the report’s growing significance. While we’d love to include more brands, the reality is that it’s a vast study. We cover around 50 brands in India and interview 55,000 people across nine countries. The shortlisting process is ongoing throughout the year, with research tracking which categories are advancing in CX.
Certain brands, like HDFC in BFSI, consistently lead, but we also focus on challenger brands making an impact, such as TVS this year. The study balances category leaders with emerging players. This year’s response has been exceptional, with many brands reaching out to learn how to improve. The report has truly evolved into a tool not just for brands but for us as well.
Importance of CX, justify the value & investment queries as to how can it become a part of our brand
When Havas CX launched, we had to educate brands on the importance of customer experience (CX). Now, that’s no longer necessary. The insights from our X Index are also valuable for us because Havas CX is a brand in itself—focused on relationship building and delighting customers. What stands out for us is the global knowledge and expertise we bring to the table.
Today, the conversation with clients isn’t about asking for briefs; it’s about collaborating to improve what they already have in place. Clients now recognize the need for refinement and approach us asking how we can make things better together. We’ve realized that consumers expect certain things from brands, and sometimes they face challenges like long wait times with agents. Here, AI, automation, or better technology can play a key role in improving the customer journey.
These conversations are happening because brands are hiring CTOs and CIOs, who are focused on streamlining processes to reach consumers faster, avoiding distractions along the way. In today’s world, where attention spans are shorter and consumers expect immediate responses—thanks to platforms like Instagram—speed is crucial for brands.
With third-party cookies phasing out, brands that lack solid CX and data systems will struggle, as they’ll need to target consumers from scratch. However, brands with great CX see significant results: consumers who have had a positive experience are five times more likely to repurchase. This applies to our everyday choices, like shampoo or toothpaste—there’s a natural inertia. While ROI from investing in CX may not be immediate, over time, it creates an ecosystem of loyal customers who ultimately become brand advocates.
Are we seeing offline footfalls into store which have an online presence?
Today, we’re seeing increased foot traffic in stores, but certain categories have been significantly disrupted by technology and apps. Food and grocery delivery, for example, has been completely transformed by apps. Yet, has this stopped people from going to restaurants for a meal? The in-store experience still holds value. Take Zara, for instance—ordering online offers convenience, but you don’t always know exactly what you’re getting until it arrives. While returns are easy, the experience of walking into a store, interacting with staff, and being able to touch and feel products is irreplaceable. Some experiences, especially after the pandemic, are cherished even more.
There’s now a lot of integration between online and offline. If you’re buying a mobile phone, for example, you’re likely researching online before heading to a store to make the purchase. Today, the customer journey is no longer a straight line. You might see something of interest on Instagram, research it, and then explore a variety of options before deciding. The efficiency of apps excites consumers, and in many cases, these apps are drawing them into physical stores.
Our phones are always with us, and brands are leveraging apps in multiple ways to bring customers into stores. H&M recently did this with the launch of a new line by Anamika, and the number of people who came in for the exclusive launch was remarkable. Similarly, Jack & Jones used to create a unique experience on Thursday nights, with a DJ playing at 9 pm while customers shopped—a brilliant in-store experience long before the current trends. This synergy between online and offline is now stronger than ever.
The consumer today is expecting a lot from a brand, the term Go above & beyond is very meaningful – tell us how have the brands making this a reality for the consumers.
For most brands today, understanding their customers has become second nature. Even if a consumer steps away from the brand, they recognize there was something that initially attracted them—perhaps an engaging app or a strong CX and technology platform. By leveraging this data, brands can pinpoint what drew the consumer in and what could bring them back.
When a consumer has a negative experience, brands often reach out to understand the reasons for disengagement. This is typically accompanied by discount coupons or offers, essentially asking, “Would you give us a second chance?” Brands now realize that data is their most valuable asset—it’s not just about driving sales anymore. Consumers today are willing to pay extra for quality, and there’s been a notable behavioral shift. Just a few years ago, people were hesitant to share personal data. Now, they’re more open to it, as long as they understand how their data will be used to enhance their experience.
Ultimately, consistency is key. One bad experience can turn a consumer off entirely, but the focus needs to be on value addition through innovation and improved efficiency. Innovation can often capture a consumer’s attention and bring them back to the brand.
Future of CX
Over the last decade, India has undergone a significant transformation. Once seen primarily as a hub for cost-effective talent, with many professionals seeking opportunities abroad, the narrative has shifted. Now, it’s less about people leaving the country and more about creating world-class technology right here in India. The focus has shifted from global-to-India to India-to-global, largely driven by the start-up revolution.
Today, global teams frequently reach out, asking us how we’re achieving certain innovations in India. It’s no longer just about outsourcing work to India; we’re now sitting at the same table, contributing significantly, having a voice, and, more importantly, shaping the system thanks to the entrepreneurial culture. The availability of cutting-edge technology and the rapid evolution of talent in India have been game-changers.
The widespread adoption of AI is a prime example of this shift, with many in India embracing it across various sectors. Workplaces, including Havas, have integrated AI seamlessly. Now, global partners are looking to India to bring specialized expertise to the table.
The YouGov survey revealed a disconnect between ‘brand executive optimism’ and ‘customer reality’. While 94% of executives believe their companies are customer-centric, only 40% of customers worldwide agree. Do you share this view, and if so, what do you think causes this gap?
I completely agree with this statement. Often, brands believe that after creating experiences and making investments, consumers will naturally respond with admiration. However, the reality is that a brand must constantly evolve—it’s an ongoing process. Today, for example, if you’ve integrated digital payments into your ecosystem and a new app emerges that allows consumers to defer payments for six months, the brand must stay agile and keep an eye on such new developments.
Some brands struggle to be dynamic, not necessarily due to financial limitations, but because their ecosystem is so vast that constant innovation or upgrades become challenging. In some cases, it’s also because the organization resists making changes. This was highlighted in the X Index and Meaningful Brands Report, where it was pointed out that the marketing teams often feel their initial efforts will suffice to drive success. However, the truth is that maintaining relevance requires continuous effort and adaptability, as it’s impossible to predict consumer behavior shifts.
Indian customers, in particular, have higher expectations, largely because they’re spoiled for choice. This dynamic is not just unique to India; it mirrors global markets as well, especially in areas like food and groceries, where consumer expectations are consistently high.
Finally the role of AI in CX?
The introductory phase of AI is now behind us, and it’s time to focus on real-world implementation and exploring practical use cases. Over the past year, we’ve spent time learning about the exciting potential of AI, and it’s been fascinating to discover what AI can achieve.
At Havas, we have a dedicated AI committee leading important conversations and workshops, both here and globally. We’re also planning to host an AI Day for our clients.
I firmly believe AI is a powerful tool, particularly when it comes to research, finding answers, automation, and streamlining processes. It’s remarkable how much time it has saved on these fronts. However, the value AI provides depends on how it’s utilized.
That said, I don’t advocate for relying solely on AI-generated research to present to brands or clients. While the insights are impressive, I believe in having human oversight to refine and validate the output. My perspective is that AI shouldn’t be adopted simply because it’s a trend. Instead, brands should focus on specific use cases that are meaningful and relevant to their goals, and implement AI where it truly adds value.
