Let’s see what exactly happened to Swiggy. Swiggy made the mistake of addressing several of his clients as ‘Suryakant’. This left many Swiggy clients really confused. But here’s the main question: was it a genuine mistake or a marketing tactic? The main form of communication for most organizations and businesses is email. This is how organizations and companies communicate with their external and internal stakeholders. But if a customer is treated poorly, the consequences can be dire. It usually ends with the resignation of the employee who made the mistake.

Details of the situation of ‘Suryakant’

Swiggy is a Bengaluru-based company that delivers food. Swiggy basically sent emails to his clients referring to all of them as ‘Suryakant’. This left customers wondering if the company’s customization software had failed or if it was a writing error. This situation gained further momentum on Twitter. Even comedians, influencers and other public figures took an interest in this ‘Suryakant’ situation.

The accumulation to create curiosity.

In response to this ‘Suryakant’ situation, Swiggy generated curiosity among online users.

For Swiggy, email marketing is an important digital marketing strategy. In 2019, Swiggy’s email open rate was 25% and the CTR (click through rate) was 7%, which is a new record for the brand. But the question remains as to whether this was a genuine mistake on their part or a marketing tactic.

Marketing strategy or mistake?

Just when people started to think it was a genuine mistake, Swiggy announced that this ‘Suryakant’ situation was basically a marketing tactic.

This was his way of launching his new membership program. This membership program was based on the understanding that every customer who had signed up for the Swiggy Super Plan was different. Your new Swiggy Super plan would be customized to the unique needs of each foodie because every Swiggy user is different.

In short, this ‘Suryakant’ mistake was not actually a mistake, but rather a clever marketing tactic adopted by Swiggy to introduce their new customizable Swiggy Super subscription.

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