Pitch CMO Summit: Deep conversations is a way of life: CMO, Aditya Birla Capital
Ajay Kakar on listening to what customers are not saying being as important as what they are saying and that figuring out the former is an art that marketers must master
“I think it is about hearing your customer which it is an art and science but we should also hear what the customer is not saying,” said Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital in an insightful session at the Pitch CMO Summit held in Gurgaon, on May 3, 2018.
Kakar during his session on “Listening To Your Customer: An Art? Or A Science?”, said, “I don’t think it is about going to the market only, I think it is about caring to listen and that I think is an art."
He also addressed the issue of creativity and effectiveness in advertising. “When people ask me what I think about creativity vs effectiveness, I tell them that both work because when you want to reach the customers’ wallet his heart is a great way. They say the best way to reach a man’s heart is through his stomach but that advice is for women, when it comes to marketing and advertising, I think the best way to the wallet is through his heart,” he said and added that the man whose heart and wallet we are talking about is whom we don’t know and never will.
Out of his vast experience in auditing, advertising and marketing Kakar said,“It’s not about the work that you do but it’s the work that works in the market place and that’s why a customer is not only the start but he is also the end.”
Kakar also quoted Steve Jobs to back his unconventional insight on understanding the customers and said, “Whose job is it to understand a customer? I think it is the marketer’s job, like Steve Jobs said that it is not the job of the customer to know what he wants, not at all.”
“People say we will listen to the customers but I say that customers do not always have a voice. We go to people and listen to them. We don’t start talking about our product instead we ask them about what is happening in their lives. When you talk about life, people are bound to talk about money, that’s where we come in. Deep conversations is a way of life,” added Kakar.
“Neither listening nor hearing is as important as knowing about what to do with the insights that you have heard." Kakar also said that we should learn to close the loop with customers and when you listen to your customers, watch out for fake ones.
Kakar during his session on “Listening To Your Customer: An Art? Or A Science?”, said, “I don’t think it is about going to the market only, I think it is about caring to listen and that I think is an art."
He also addressed the issue of creativity and effectiveness in advertising. “When people ask me what I think about creativity vs effectiveness, I tell them that both work because when you want to reach the customers’ wallet his heart is a great way. They say the best way to reach a man’s heart is through his stomach but that advice is for women, when it comes to marketing and advertising, I think the best way to the wallet is through his heart,” he said and added that the man whose heart and wallet we are talking about is whom we don’t know and never will.
Out of his vast experience in auditing, advertising and marketing Kakar said,“It’s not about the work that you do but it’s the work that works in the market place and that’s why a customer is not only the start but he is also the end.”
Kakar also quoted Steve Jobs to back his unconventional insight on understanding the customers and said, “Whose job is it to understand a customer? I think it is the marketer’s job, like Steve Jobs said that it is not the job of the customer to know what he wants, not at all.”
“People say we will listen to the customers but I say that customers do not always have a voice. We go to people and listen to them. We don’t start talking about our product instead we ask them about what is happening in their lives. When you talk about life, people are bound to talk about money, that’s where we come in. Deep conversations is a way of life,” added Kakar.
“Neither listening nor hearing is as important as knowing about what to do with the insights that you have heard." Kakar also said that we should learn to close the loop with customers and when you listen to your customers, watch out for fake ones.
