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The right direction

by Brad Cleveland
Indian Management August 2021

The principles that guide effortless customer experiences seem basic. But the truth is, it is difficult to get customer service basics right, and many organisations don’t. Here are five universal frustrations that can point you in the right direction.

Brad Cleveland is an expert in customer strategy and management. He is author, Leading the Customer Experience: How to Chart a Course and Deliver Outstanding Results.

Latest Articles

Nurturing tomorrow’s unicorns

The next decade must build on the last. With the policy architecture now in place, the focus shifts to execution excellence, collaborative governance, and relentless iteration. By aligning incentives, removing residual friction, and fostering a culture that celebrates calculated risk, India can transform its startup ecosystem from a national success story into a global benchmark.

by ULLHAS PAGEY
Indian Management July 2026

The power of purpose

Purpose gives organisations a reason to exist; stories give them a way to matter. When purpose and storytelling converge, they create a powerful force for change—one that inspires people, shapes culture, and drives impact. In a world hungry for meaning, the organisations that master authentic storytelling will not only survive but thrive.

by Zoë Arden
Indian Management May 2026

More From The Category

The ‘BHAG’ imperative

A national objective to make India energy self-reliant will catalyse research, investment, and industrial development in the ensuing decades. We have to go up the value chain. When nations commit themselves to such goals, transformation is inevitable. The ISRO example given above is a BHAG moment. Let us replicate it.

by R S Rajesh
Indian Management May 2026

The science of passion

Many any leaders think passion belongs to artists or athletes, not the corporate world. In business, it’s seen as a luxury or even a liability. This skepticism is understandable, but it comes at a cost. The question worth asking is not whether passion matters at work, or whether it motivates employees to contribute and grow. The question is: what will leaders do to harness it?

by Laura Best
Indian Management April 2026
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