ANAND PEJAWAR – ED Marketing, SBI Life
The heart of a business success lies in its marketing. How have you been crafting such marketing objectives for your company that your customers find credible and aligned with their values?
SBI Life is a subsidiary of State Bank of India. Apart from the name and the logo of State Bank we also carry their values and as such have a higher responsibility to ensure that the brand and its values are not impacted in any manner due to either our sales process, products or service that we give to our customers. Large portion of our customers are the customers of the Bank first and their faith and trust cannot be impacted in any manner. Even those who might not be banking with State bank group are our customers through our Retail Agency channel and they also buy our products due to the brand of SBI. Hence the marketing team of SBI Life carry a much higher degree of responsibility to ensure that this trust is not shaken / broken in any manner.
As such, in SBI Life Insurance the marketing strategies are designed around our core values of Trustworthiness, Ambition, Innovation, Dynamism & Excellence. These values are also a reflection of the expectations of our customers. Marketing of our products and top class service delivery in the most transparent and customer friendly manner has always been the focus. In fact “Customer Centricity” is the “mool mantra” of all our activities.
What is your prime focus for retaining customers?
“Customer Centricity” and thereby maintaining quality in our product and service offerings by attending to the smallest of the customers’ queries / demands helps us to build a strong & lasting association with our customers.
“Money coming in says I’ve made the right marketing decision” – till what regard do you observe this quote?
Money coming in is a right marketing decision only when it serves & meets the “Needs” of all the stake holders in the deal. It has to be a win – win situation for all concerned.
Awards are tricky; you don’t really aim to win, till you win. How has winning changed your approach to trophies and titles? From an accidental byproduct of good work to something you actively need to defend year on year, perhaps? Is there pressure to keep winning?
A trophy or a title is always special as it acknowledges and recognizes the hard work, dedication that one put in. It also motivates one to do still better. However, I have always believed that – Failure doesn’t come from falling down. Failure comes from not getting up. Win or lose is never the question. Giving your 100% each day till you get the desired outcomes should be the focus. Winning is important but only when it is achieved without compromising ethics. In fact, with every recognition bestowed, either on an individual or organisation, the responsibility increases and one has to ensure that newer standards are set for others to emulate.
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