#Asia For this customer engagement startup, it’s hyper-personal


Backed by a group of angel investors, Birdvision is now on the lookout for institutional funding in the first half of next year

customer engagement

The importance of consumer engagement and experience as a domain cannot be underestimated nowadays.

A discerning consumer with all the information at hand will only decide based on their brand experiences. Companies laying their bets only on a heavy discounting game will fall midway. And those with a focus on building a genuine relationship will very swiftly scale up.

Birdvision Consulting was built with the objective of making customer engagement simple and fun for brands. This Pune-based startup empowers brand managers and marketeers with tertiary data analytics in real time, thus enabling hyper-personalisation of engagement.

“We are working towards creating future technologies that enable brands to converse better with consumers. We use a combination of web/mobile platforms, incentive-modelling formats, e-commerce/m-commerce engines and data visualisations and analytics tools for this,” says Co-founder and CEO Ansuman Dani.

The company was founded in 2010 by Dani, Kapil Rana and Pallavi Das. It offers products that help brands keep the audience highly-engaged through gamification, communication, rewards and targeted offers.

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Making a brand avatar

BVC Weber is the company’s flagship product. It is a multi-purpose and multi-tasking consumer engagement management platform, wherein it initially analyses consumer behaviour, and then, based on these analytics, helps them drive the same through various engagement models.

Birdvision's Co-founders Ansuman Dani, Pallavi Das and  Kapil Rana

Birdvision’s Co-founders Ansuman Dani, Pallavi Das and Kapil Rana

“Our platform creates a brand persona for a particular brand and connects this with various channels. Each brand persona or avatar then starts to interact with the consumer across various mediums and channels. This ensures that the brand experience for the same consumer remains the same across channels,” explained Dani, while talking about the USP.

“Progressive profiling of each consumer, feedback loops and use of machine learning is used extensively to provide “a personalised experience” to each consumer. This is used as the pivotal tools to create an emotional connect with consumers,” he adds.

Additionally, BVC Weber’s supported loyalty programmes enable businesses to engage with known as well as unknown consumer base, and then drive the whole engagement programme in a very analytical manner.

BVC Weber’s customers are Indian SMBs.

It claims to have partnered with more than 25 brands, including Abbott, Saurashtra Cements, Kotak Life Insurance, Hager Electricals, KSB Pumps, L&T Switchgear, Capillary Technologies, Emart, Accentive, BI Worldwide, Marketo, and Callidus Cloud.

The startup also has come up two SaaS-based products — Adzfone (in the area of hyperlocal ad tech) and CEMPlay (point solutions in consumer engagement).

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Online and offline channels should go hand in hand

According to Dani, in the current scenario where digital has become almost synonymous with communication, consumers/customers are able to interact with the businesses/brands through multiple channels — websites, apps, ads, social network and messaging bots.

Various innovative ways of digital channel communication has opened up unlimited avenues for the brands and customers to be in touch — both online and offline.

“Now, in this age of advanced technological capabilities, it all boils down to the personalisation of these touch points between the businesses and the customers. Hence, it becomes imperative that both online and offline engagement channels are given equal priority, and need to go hand in hand,” Dani notes.

“We have created a 3E framework (Enrol, Engage, Encash) that uses incentive modelling and gamification in a seamless manner to create environments in which consumer identification, brand experiences, engagement activities are carried out in a manner wherein the consumer feels wanted and knows that she is interacting with a genuinely caring brand. Highly personalised activities and interactions happen on the basis of micro-segmentation (that happens in a unique way and is constantly evolving for each consumer in a life cycle) and responsiveness in-built into the brand persona. The age of hyper personalised consumer brand experiences are truly here,” he says

Backed by a group of angel investors, it is now on the lookout for institutional funding in the first half of next year.

Image Credit: Syda Productions/Shutterstock

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