Customer Experience is the Funnel: How Kimmy Babbar is Reimagining CX at JCBL Group
In today’s hyper-connected world, customer experience (CX) is no longer a checkpoint—it is the journey itself. At the heart of this shift is Kimmy Babbar, Chief Marketing Officer, JCBL Group, a $206.02 million conglomerate redefining mobility, defence, and agri solutions in India. With over two decades of expertise in integrated marketing communications, Kimmy brings not just experience but vision—one that is reshaping the role of CX in brand building.
In her own words:
“If there’s one thing I’ve learned as a marketer, it’s this: a billboard can spark attention, but only experience builds belief.
Customer Experience (CX) isn’t a “phase” in the funnel anymore. It is the funnel. Every review, every delivery interaction, every customer care call, it either adds to your brand equity or chips away at it. Especially in the automotive world, where we’re not just selling products, we’re delivering aspirations on wheels.
One of our biggest shifts has been letting customers speak. And not just in feedback forms, but on Instagram stories, in Google reviews, and community events. UGC isn’t vanity content, it’s proof-of-performance. A 5-star review with a happy selfie can outsell the flashiest campaign.
Of course, CX comes with its own set of challenges, from syncing digital and physical journeys to training frontline teams to care. But when you get it right? You turn customers into storytellers. And storytellers into evangelists.
As Sam Walton said, “There is only one boss. The customer.” In today’s world, I’d add, “and they’re speaking louder than ever.” The smart brands? They’re listening and evolving.”
— Kimmy Babbar, Chief Marketing Officer, JCBL Group
This quote is more than a philosophy—it’s a blueprint for modern marketing.
CX as the Core of Brand Identity
Kimmy believes that marketing today must extend beyond campaigns and creatives. Instead, it must touch every customer interaction. Under her leadership, JCBL has focused on aligning internal teams to deliver consistent, high-touch experiences. Whether it’s a customer buying a Toyota in Punjab or a defence client evaluating armoured vehicles, the goal remains the same—build trust at every touchpoint.
Her ability to integrate design, PR, content, and marketing has allowed JCBL to present a unified brand voice. This has not only improved brand recall but has also deepened brand relevance in key sectors.
Listening as a Strategic Act
Rather than relying solely on top-down brand messaging, Kimmy encourages brands to listen actively. She has helped transition JCBL from a push-marketing mindset to a community-centric model. Reviews, stories, selfies—these are now front and center in marketing strategy.
Indeed, her approach to user-generated content (UGC) has turned customers into powerful brand ambassadors. This is especially vital in B2B and D2C spaces, where trust takes time and proof beats promise.
The Physical + Digital Equation
For a conglomerate like JCBL—with interests ranging from railway and metro components to luxury armoured vehicles—CX poses unique challenges. Synchronizing online platforms with offline service is not just technical; it is cultural.
To address this, Kimmy has prioritized frontline training and feedback loops. Delivery staff, customer care executives, showroom teams—all are empowered to act as brand custodians. This not only improves NPS (Net Promoter Score) but also builds a CX culture from the ground up.
From Feedback to Action
Kimmy’s campaigns don’t stop at listening. They respond. Every customer review is an opportunity to evolve. JCBL’s real-time engagement strategies now include social listening tools, community management, and automated response frameworks that ensure no voice goes unheard.
This responsiveness has helped JCBL stand out in competitive sectors like automotive and agriculture, where customer expectations are sky-high and brand switching is easy.
Brand Evangelism, Not Just Loyalty
CX done right doesn’t just retain customers—it inspires them to advocate. Kimmy often speaks about “turning storytellers into evangelists”—a philosophy she puts into action through community events, behind-the-scenes content, and employee amplification.
Her award-winning campaigns have blended celebrity endorsements, influencer partnerships, and authentic testimonials to humanize the brand while scaling visibility.
CX Beyond Products: Delivering Aspirations
As Kimmy puts it, “we’re not just selling products, we’re delivering aspirations on wheels.” In sectors like automotive, healthcare, and defence, the emotional stakes are high. A bus isn’t just transport—it’s safety. An ambulance isn’t a vehicle—it’s a lifeline. A luxury armoured SUV isn’t just comfort—it’s protection.
By acknowledging these human truths, Kimmy ensures that JCBL’s communication remains empathetic, informed, and purpose-driven.
A Legacy Built on Trust and Innovation
Founded in 1989 by Mr. Rajinder Aggarwal, and now led by Mr. Rishi Aggarwal, the JCBL Group has grown from a mobility pioneer to a multi-sector conglomerate. Its business arms now include MSL, Globe Toyota, JCBL Agri Solutions, Armouring Solutions, and Airbornics Defence & Space Private Limited.
Kimmy’s work ensures that despite this complexity, JCBL feels like one brand, one promise, no matter where or how a customer interacts with it.
Final Thought: Evolving with the Customer
CX is no longer an accessory—it is the main driver of brand value. Kimmy Babbar’s leadership at JCBL is proof that when brands listen deeply and act wisely, they don’t just earn loyalty—they build legacies.
As customers become louder, smarter, and more discerning, brands must adapt. Fortunately, as Kimmy says, “the smart brands? They’re listening and evolving.”
