Articles / Brand / Loyalty / Recommended Reading / Relationship

We have it in us!

Image credit: Loyalty Post

Image credit: Loyalty Post

We have it in us!

Praphul Misra

The Loyalty Post | Industry Connect | January-February 2015

Home to the oldest scriptures in the world, the Vedas, India is a storehouse of knowledge that transcends time and space, applicable to the modern context.  Many believe the essence of the Vedas is found in the Bhagavad-gita, a literal record of Krishna’s words.

I believe Krishna can be a powerful role model for business. An inspiration for brand architecture students and practitioners as a god-child, a loveable prankster, a model lover, a divine hero, a master strategist, a benevolent ruler/statesman, and the Supreme Being, all ‘segments’ of believers are addressed.

An inspiration for environmentalists with the killing of the demons Pootanaa and Trinavarta (air pollution), taming of the serpent Kāliyā (water pollution), Krishna lifted the Govardhan hill preventing the devastation of pasture land and advising his people to take care of their animals and their environment that provide them with all their necessities.

At the Loyalty Summit 2014 in Mumbai, I shared the following personal Krishna inspiration on CRM/Loyalty to a public forum for the first time.

Its starts with the premise that the ultimate brand-customer relationship can be likened that to the relationship of two lovers. The brand continues to woo and entice the customer with overtures using a mix of Economic (rational), Ego, and Emotional (Eco-Ego-Emo) benefits with a view to secure her loyalty.

In one of the many episodes (leelas) narrated by grandma during our childhood, Krishna, the model lover, engages with and endears himself to the gopis of Vrindavan in a unique and memorable way.  Upon hearing the sound of Krishna’s flute, the gopis sneak away from their households and families to the forest to dance with him.  They discover he is dancing (raas) with his supreme beloved, Radha. Disappointed, they form a circle and dance around them, seeking his attention.

True to form, Krishna addresses his disappointment by creating multiple personas of himself and engages individually with each gopi, making her feel that she is dancing with her own Krishna. He goes on to extend the night to extend the experience.

What better lesson in ‘Personalized Engagement’, the core foundation around which much of CRM is preached and practiced today?


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