‘You have to constantly listen to what people are talking about you’
At the inaugural edition of e4m iDAC conference, industry experts discuss about turning brands into bonds digitally’
The first edition of e4m’s Independent Digital Agency Connect (iDAC) conference saw leaders from top digital agencies gather and discuss various points related to advertising and marketing in today’s digital-first world.
The fourth-panel discussion was on the topic ‘Turn brands into bonds digitally’. The session was on how brands stay empathetic. Responsive, respectful and reliable through digital and how impactful it has been for customer relation and retention. Vikram Jeet Bhayana, head of marketing, Bajaj Allianz General Insurance, was the speaker at the discussion and the session was moderated by Rishi Raj Singh Chauhan, AVP - digital integration, Chimp&z Inc.
Chauhan opened the session by talking about how brands are being empathetic in today’s time. To this, Bhayana said, “The brands that I represent were very clear that insurance is a conversational say. We have to communicate with the people in the right way. It is not about saying the right thing, but also walking that line just to tell you that when we were hit with COVID, we were probably the insurance company that went out and bought 17 ambulances in 17 cities, opened them up for our employees, customers, channel partners. So, it is not just about saying that we are there for you, but also action on something good. You have to constantly listen to what people are talking about you in the social realm. People today want instant answers. They are not looking for a 24-hour or even a four-minute delay.”
He further stated, “You have to understand the industry that you belong to. In insurance, it is not the policy that you are buying but the actual product is the claim. So if I can’t make that easy for you to get that, then I am not doing justice. In times of need, you have to understand what your product is. A lot of people confuse that. It is important to acknowledge any customer input.”
Bhayana concluded the session by saying that while hiring a person, one should know what work they are having. “You have to be a great human being and it might sound very filmy but it is fact because I am in the business of giving claims. Be very clear to get people who are emotionally driven. The emotional quotient (EQ) has to be very high. Gone are the days when IQ had a lot of value and it still does but EQ has to be extremely high.”
