PGDM Retail Management Department (Trimester II, Batch 2025–2027) at Jagan Institute of Management Studies (JIMS), Rohini organized an enriching guest session on “Customer Experience as a Competitive Advantage in Retail” on November 15, 2025.
The session was conducted by Ms. Vibha Sarin Prabhakar, Chief Experience Officer, Shriram Automall, a seasoned customer-experience strategist with extensive expertise in designing CX frameworks, enhancing customer touchpoints, and driving organizational transformation through customer-centric practices.
Ms. Prabhakar delivered an insightful and highly engaging session on how Customer Experience (CX) has evolved into a critical differentiator in today’s competitive retail landscape. She highlighted why measuring CX is no longer optional but an essential component of sustainable business success. Through a structured and practical approach, she explained how organizations can map the customer journey, identify impactful touchpoints, and build processes that support consistent and meaningful customer interactions.
Students were introduced to key CX metrics such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), and First Response & Resolution Time, understanding how each metric contributes to evaluating customer perception and improving service delivery. Ms. Prabhakar also elaborated on the concept of Customer Lifetime Value (CLV) and demonstrated how businesses can optimize resources, enhance retention, and strengthen loyalty by focusing on high-value customer segments.
One of the most compelling aspects of the session was the emphasis on how CX drives informed decision-making, innovation, and collaborative accountability across departments—all of which are essential for creating memorable and differentiated retail experiences.
Through real-world examples and an interactive Q&A segment, students gained a deeper appreciation for the strategic role of customer experience in modern retail and how retailers can leverage it to build a sustainable competitive advantage.
Key Takeaways
- Understanding the transition of CX from an optional practice to a business necessity.
- Mapping the customer journey and identifying critical touchpoints that shape brand perception.
- Learning the application of CX metrics like NPS, CSAT, CES, and churn rate to quantify CX performance.
- Gaining insights into calculating and maximizing Customer Lifetime Value (CLV).
- Recognizing the role of CX in informed decision-making, innovation, and cross-department collaboration.
- Appreciating how customer-centric processes improve loyalty, retention, and profitability in retail.
The session successfully enhanced students’ understanding of customer-experience strategies and equipped them with practical frameworks that align with the evolving needs of the retail sector. It truly reflected JIMS Rohini’s commitment to nurturing future-ready retail professionals with a strong foundation in customer-centric thinking.