There is tremendous power in Digital Media and it can help create the right customer experience. Some of the successful examples of the same include:

• Transaction Engine: In India, some of the successful banks, stockbrokers and airlines have used internet, mobile and SMS to create channels to communicate with the customers and build a 24X7 connect with them. But, there is a lot of opportunity for this medium to build self service capabilities - especially in telecom, automobiles, retail and tourism industries and build additional transaction channels to create a better customer experience.

• Customer Relationship & Engagement: Internet and mobiles provide an excellent channel to service and build relationship with the customers, create a community of customers, solicit their views in new product development and refinement. Customer retention and advocacy are going to be key drivers in certain industries.