 Ladies and gentlemen, as I informed you all that our topic of the next session is going to be consumer listening equals brand learning and our speaker is going to be Mr. Amit Tiwari. He's the VP marketing Havel's India. Amit is a marketing professional with over 16 years of experience during this period he has built and expanded multimillion-dollar businesses for leading global and Indian brands such as Havel's, Philips, Hero Honda, Nestle, ITC, etc. Well, so now that you're here, I'm going to give it over to you and please proceed. Thank you so much. Good evening everyone. Thank you so much, Anurag, Nawal, Jyotsana for giving me an opportunity to come and share my thoughts this evening. Really, I'd like it to be a part of the session. And I'll tell you once my, I would say, consumer listening or my particular experiences normally the S speakers doesn't come on time, just come before their particular session. Today, fortunately, unfortunately, I came around two hours back and it actually helped me because most of the people they've talked about of the sessions that have actually gone helped me to build my particular presentation of my thoughts very, very well. So I think one learning what I can take is it's always better to be come to a three sessions before that helps you to narrate your thoughts much better. And I'll tell you this is not exactly a presentation which talks about what theories, what principles, but it is actually what I have seen and what I have followed in last more than a decade. Is listening, there can be different acronyms, anonyms and metaphors for what consumer learning, listening and all. But the fact of the matter is before marketers, before digital, before anything, we all are consumers first. And that is the big key insights. If you are getting into a shoes of marketer or a digital market or XYZ, the fact of the matter is you can't move out from your consumer shoes. And I'll tell you why I'm telling him how it actually relates to the entire fact that it can just show the first slide, please. Next. Yeah. That's it. So if you actually see and if you read those particular basic numbers, it talks about an industry which most of us, if not all of us are related to it. And most of us can actually be in relate because it's a day to day situation. And we're all part of this industry and brand. Any guesses, any thoughts, the settlement or the people who are actually satisfied is 25 percent. And it's, I'm telling you the clue is it is, we all are part of it directly or indirectly, mostly 95 to 98 percent directly, but evolved into what we actually talked about and what exactly the slide says. And that's where the basic start of listening and that's where the birth of listening start. And can you go to the next, can just add the next one, please. Next step, it is basically an industry of marriage. And why I call it's an industry of marriage. If you just go through the numbers and if you go through what the next slide, if you go through the number, 75 percent unsatisfied customers, 25, 50 percent leave after one year. Leave means not leave after relationship. But they really decided this is their fate and this is how they need to look for it. 25 people are settled and think that this is how we are actually look for. What's the, and what happens at the last, it breaks. It not breaks into a relationship because we are not, not in U.S. when Europe, the relationship breaks. But the fact is we get out of the relationship, it was like, we have to be in the part of the relationship. The start of this entire incident is, it's all about listening. Because we are very selective listeners as individuals. We only listen to respond. We don't listen to actually absorb. So when we don't do it in our particular relationship, there is far-fetched thing in terms of talking about as a customer, as a consumer, as a marketer is a, is a far, far, far-fetched thing. We are not ready to listen as a, in a relationship which we have invested our by choice or by default. So rest all is something which is, which is a very, very, very far-fetched thing to do because that is a forced thing to do. That, that's the point which I'm trying to make it. I was very curiously thinking about most of the panelist has talked about is content is consumed. It is loved by people. It is generated user generated content. Very good. Absolutely. And consumer really want to see a user generated content, a brand content which actually comes from the brand side, which actually makes meaningful difference to their lives. And that is what it actually matters today. Irrespective, are you doing a subtle marketing? Are you doing trying to do a force selling? That, that doesn't make any sense at all. Can you just play the first video? So that's what my particular topic of discussion today of sharing process. This is actually equal to learning. And I'll tell you why I've been listening in the third of the fourth session, which I listen today is we have a lot of B2B customers. We have a lot of B2C customers, B2G customers, C2C customers, every type of acronyms and jargon set. But the fact of the matter is there is none of this exists today. And I'm telling you that's the fact none of them exist today. Why? Because our relationship starts from P2P, which is people to people. Rest all is immaterial. If you're not able to connect to your customers, to your particular heart, then irrespective of your B2B or B2G, you'll never be able to succeed in life. That's the fundamental fact. And how it actually comes because you have to relate to those particular people, not only by giving a definition, which XYZ agency has partnered and clients have endorsed that this is what my definition is. You can also present in your boardrooms. It sounds very good because it has a jargon factor in it. That that will not give it because consumers are much more smarter and they really need to partner you. If you actually talk about how does it actually translate and ask you a question and I'll tell you a lot of practical examples from here. We are one of the largest fan manufactured in seller in India, which is the Havels fan that we talk about. And we do a lot of consumer listening sessions every day. I'll take you through one of our initiatives, which is Havels consumer passport. What we do is we go to consumer homes. We ask them what exactly do you look for a product to actually bridge a need gap analysis. So one of the consumers says and they were in, let's say a place like in a merit and Nazeevabad most of the people will not even know what it is because we are a metrocentric phenomenon. We sit in Delhi and we sit in Gurgaon in our offices and decide the future of India. So when we decide in that particular fact, this particular women told me. You may be very happy and you may be very happy to understand that you are giving one, two, three, four, five nobs in a fan. I don't care about it. I need a remote because if you get cold at 2 o'clock in the night, you don't want to sleep at night. So you never thought about it. You keep it low, keep it high, keep it medium. It doesn't matter in my life. The only difference that is make is how you're making a convenience. Immediately in six months, you realize that that's a big, big, big consumer need that you're actually ignoring. And consumer has only telling us that this is what we want. I don't want to get up. Two o'clock in the night in the AC is there. I don't want to switch off the AC because that is required. Why can't you provide a remote home decorative lighting is one of the fact when people say, I can't change my light 10 lights in one room is not possible. Today I have a romantic mood. I can have a romantic light. That's only as a click of a button. I don't need to have. Why do you need to have five different channels? Why can't it has been done by one particular click of a soul and I can get an aura of what exactly the evening light. So the amount of intrinsic values that we actually get from what you need to do, from what a consumer talks about is all about careful listening, not selective listening. All marketers, including me, since I am keeping the hand to the heart, I'm also representing marketing as a function and also representing marketers here on this particular platform. We all have a habit of selective listening and that starts up just build the narration. We do it in our personal lives. How can we just change our clothes, go to office and we change our narrative of behavior, what we're doing it entire 14 hours in our house practically impossible. It does not happen. It will not happen. So the charity begins at home. If you don't think as a person, you start listening. Then all discussions, all about that we should talk about customers we should listen about doesn't work in that scenario at all. Can you move to the next slide please? Also about when you talk about listen, please, as a marketer, as a function, consumers are visual learners because if you see you can't compare the literacy rate across India that people will understand what you talk about, what you really need to look about. Everybody, and I've been following this and that glad at least I'm able to comprehend that everybody will tell what to do, but nobody will tell how to do that. That's the fundamental challenge today. You will have 10 different ideas, what you need to do for the brand, what you need to do for the product, but how do you need to do that only will come from a consumer because he knows exactly what is the touch point that he would be satisfied with that particular base. And that is what we need to have. What is the need and how are you fulfilling that particular base? Can you move to the next slide please? I think the data is missing and this is a hard-ported fact data. We only listen. It is just about being defensive when you are actually treating as a curve and I'll tell you, I have listened to a lot of customer care calls in my particular organization, my previous office and all, 50 to 60% of the time, we only try to be defensive and give an answer for a reason that we will solve your complaint. But the bigger and the larger question is why did the need for a complaint exist? Why it can't be solved before? And if you're only there to solve a particular challenge, which is primarily a complaint, then you are leaving your customer again unsatisfied. Why you're leaving unsatisfied is because you're not fulfilling what exactly wants. Today, I have a temporary problem. You have solved it, but the root cause of the problem we never identify. We never go into it because we are not bothered. My job, a customer care executive will say, I have responded to this particular query and from the lot of IT industry, they've got a jargon called TAT. Sir, three minutes, TAT has been fulfilled and now it's up to you when you have no customer is interested in TAT and no customer is interested in how you're acting. He's only interested in one thing. Will this organization thinks about me? Will this organization, they don't interact with customer care, they don't interact with marketing as they interact with brand and we fail then and there itself because we are only trying to fulfill as a defensive person in life that we are trying to solve the complaint that we have, but why does the complaint exist? And most of the organization, the saddest part of the story, we talk in most of the organization, most of the events today happens about social media, social media listening is happening, listening is moving on, but most of the brands don't even respond on social media, even on different platforms which are not there. Okay, you may not, you may be responding to people on your LinkedIn page or your Facebook page, but what about other comparative sites? Let's say Naftol, let's say other particular comparative site, what happens to that? No, no, that's not my domain, somebody else would have put it, but you are losing a prospective customer. He's going and ranting about yourself, ranting about your brand, about your category. Who is going to talk about that? No, that's not my domain, he must be a customer who is notorious by nature. Why will a customer be notorious for your brand? That's the time anybody has. In any ways, we are in a society of money rich and time poor, we really have time to actually talk about those things, but we try to stick it, it's fine, till the time it's not becoming a big problem, let's try and worry how we can actually move from there. Now, we'll actually move and just move to the next slide and this is what a basic framework which I follow and I've been following and firmly believe which is everything has to start from a consumer decision journey. Rest all will fall in place if your platform is absolutely right and your platform has to be absolutely, absolutely right. You need to know what is the decision journey your consumer will follow. If that is done by category, by product and by brand, then the entire challenge of what is the need of a customer is understood at one. Can just play the video please, actually follow and in operator on 30 plus categories. Every category, it's mandatory to have a consumer decision journey framework, which tells us right from a trigger stage to the final post purchase. How does the entire consumer pattern moves and how do we need to understand what are the challenges in each and every bucket that actually look for that gives you a picture. What is the challenge that we're trying to address, not challenge as in whole, what is the challenge that we're actually trying to address in one particular place. The challenge can be awareness. The challenge can be similarity. The challenge can be post purchase because you're not able to provide the service to that. We know exactly at what particular stage in the entire consumer decision journey makes the life much, much more simpler for a marketer and much, much more intuitive for a consumer to understand what things can actually go wrong. The point which I was talking about that why would you need to wait for a complaint. These frameworks helps in terms of these are probable areas of interest with consumer can actually, we can actually fail as a organization. Why can't we look for it? So I'll tell you an example specifically in very high end fans. So consumer comes with an expectation that I want a decorative fan. Decorative fan is a very, very normal English semantic word. It can have at least 114 permutation in combination. What do you want in that? It's a color, it's a texture, it's a design matching to your first stage design matching to your walls. What do you want? Sometimes what happens is consumer comes away confused lot and that's what the job of our as a sales point or as a as a marketers makes much more interesting is how you can convince rather than confusing. So how you can actually convince is this is what your color is man. Don't worry, we'll come to your particular place. Somebody will come will tell you what exactly matches with four or five different options. If you want to buy from us is fine. If you don't buy from us is fine. You're actually winning that customer effective. They may not buy from you, but they'll always always have a way positive rubber for your these guys are thorough professional. They understand the need of a company and that helps in lot of different tangents that need to look. Most of the in today's lighting as a patient, most of the consumer comes and asks about do you really have a soft light or it is only a marketing gimmick. Nobody has an idea. A light is a light. A bulb is a bulb is a bulb. You can't provide will provide a light. It all depends upon what's the lux level that you actually provide. How many block points that you have in your house and all that dimension depends whether the light will be stored for hard on your particular. You have to give an extra step and say we will come to your place. We will give you a lux level measurement. Then we'll tell you whether you need a three light or whether you two light or whether you one light and then can actually give you a dimension of what we need to whether you buy from us is perfectly fine. Whether you don't buy from us is perfectly fine. But you're trying to make an ingrid into the consumer. So you move to the next slide. So this is a password program basically the Havel's consumer password program which we have initiated around three months back as a pilot. Now we are holding it in a very, very big way. I'll show you a video which is actual consumers. So we go to actual consumers, we reach out to actual consumers, speak to them and this interaction is pre-appointed. So we have a research agency who helps us in terms of getting the appointments. And what we do is in this particular framework is from 45 minutes to three hours depending upon how interesting a consumer wants to be in getting to this particular interaction. Talks about everything without even mentioning that we are from Havel's or XYZ brand. So we are doing the the entire phenomenon is we are a company if you want to do research and understand what consumer behavior and pattern is, depending upon your time, we want to know exactly how and it is mandatory for everybody and anybody in the marketing organization of Havel's right from management training to the head of the department has to go and has to be a part of this entire program. And why we call as a password program? In the next slide I'll show it to you which is there's a password and every quarter at least three visits are mandatory. It has to be signed and stamped by that research agency. From coming years we're also trying to make it as a part of the PPM as a process. If it is not been followed your 5% of weight is will not go from that. The entire idea of doing that is enforcing is is to get the best out of a consumer inside. You can have a repository of people who can actually talk about and I'll when I'll play this video you understand people really talk and consumer really want talk about what they actually feed and what are their experiences across. Can you just play the video please? In the Havel's Havel's I've got experience of using Crumpton Usha Havel's as a brand the way they have created themselves I think the prospector is also coming up. Havel's is number one for me. Crumpton probably would be number two. So sir, their bajaj is there. Havel's is there. The first in your mind was that it should be Havel's. I think there was some noise that started the fan came in. Plus the speed of it was not giving me that kind of a if I'm driving the fan and as much as I want the air to pack I was not getting that. So the design of that unique design does not get a complete and that's a problem. I take the speed on the pipe so it started to irritate me. The first thing is that the air should be good. Otherwise the remote control is again good. Actually I think it's not the issue of price. The issue of price I don't think it's the 5th and 5th and 6th because it's a good price. I think the fan should have a strong build and got what woman okay. Some concrete and use is dirty as hundred everything by using this had probably be able to clean it do liberty I should be is 5 to 6 years. Simple and smaller. So that's our prime. So just don't agree with it. Okay. So this is the password I was talking about. This is actually in the form of a password. The idea of name of password is to get an entry into a consumer home, to get into a people to understand and you will also have a recall. So there is on one particular page you can write and you can document all the insights that you're actually generated during the entire interaction with the consumer. So that when you go to the next time you know this is what the questions that I've asked. What is the next set of questions that I need to look for? And what are the new insights that I can talk about? If you, I know the quality of the video is not that great, but if you actually see the Becher insights that are actually talked about, consumer can also tell you how do you need to design your product? How do the product planning needs to come into the place? Because they are the actual users. They can act, we may talk about a lot of jargons that 200 rpm is the best airflow that comes. But if in my room the entire particular airflow is not there, it doesn't make any sense irrespective of whatever technical jargons that you need to provide. And these are the guys who are actually your custodians for the product and for the brand. If you are able to satisfy from what they tell and you are able to get the knowledge that you can actually transfer, that can actually devise your product and your product services much better. We move to the next slide please. If you actually see, that's what I believe in this, there are very few fundamentals. There is no larger and no bigger picture that actually talks in the entire thing is. Try to be relevant to any consumer to be. When I say relevant, it's not about being very honest. It's about what you can do and how much time you can do. If you can commit, it will take 3 hours to do it, please say it will take 4 hours and then do it in 3 hours rather than saying it 2 hours and delivering in 5 days. You will always have a very, very detractor as a customer who will never believe you. And that's where your entire trust factor goes. It takes ages and ages and decades to build a trust with one interaction that trust grows for a trust. Be actually be reliable, that you can actually be at whatever point that you need to be. There are many services, there are many services in the industry where people believe only on reliability and reliability is the barometer for that particular industry. Be at least reliable for anyone who are actually interacting to. Be responsive as I just mentioned. There is no in a consumer mindset, there is no tact, there is no time in terms of that you need to look. Be responsive doesn't make that you have sent, thank you so much. We will get back to you and somebody from our office will get back to you. Nobody is bothered about that. People are only interested in how much time my problem is solved and try to be as authentic it can be. And the last but not the least in this particular framework is be convenient. When I say convenient is I'll tell you a case from a previous organization in Philips, there was a lady who used to stay in Janakpuri and there was no center in terms of for getting a small domestic appliances repaired. She was 83 years old lady. For good 20 days she was trying to get her steam iron corrected, the plate was actually burnt and she was not able to go because she was quite old, she doesn't know where the call center was and how the service center can. Service center guys are in the area, we can't come, we'll let you know somebody else's service. So Janakpuri would be served by Dwarka or Dwarka. This problem within the organization, within the service center was not solved for good 20 days. This lady just called to our particular office on reception and by chance there was somebody as a senior at the reception said what's the call, just give it to me. Just find out what it is. There's a plate problem. Don't worry ma'am, just took the address. Within 3 hours the plate was removed, told and we sent a proper note which is sorry from the MD that really from your age and all, it is extremely sorry and disappointing that we could not solve it. Make sure please call on our particular board line numbers if you have any challenges and we will get you things done. So at the convenient that particular woman, she was not very savvy in terms of, she just wrote an SMS to one of the service executives that really gives me a pleasure to work with an organization like this. So you are not trying to solve things only through a call center but you are trying to make it convenient what he or she needs and that is what the basic idea of getting and winning a particular consumer and listening what their particular needs is. Move to the next slide. If you actually see and this is what my understanding and my particular thoughts on various learning across the spectrum is and I personally believe that what we need to deliver in our particular behavior when we do, when we interact, we actually have a genuine interaction, not only a fabricated interaction. Most of the call centers and without barring things, people will give you a fabricated answer or a basically answer that this will happen, this is going to happen, I am making you to speak to a supervisor, nobody is interested in your supervisor and nobody is interested in who is my problem is solved by the people who are actually looking for. Be genuine and consumer respect and value genuinity of any particular organization or a brand that actually talks about. And please always don't treat them that you are okay, if one consumer is unhappy it's fine, one consumer can actually spoil a lot of other consumers because the word of mouth, negative word of mouth it multiplies to 11 X then to a positive word of mouth and tell them the reality, nobody is telling you that they will be actually, but tell them a reality. The fact is because we don't want to take the acceptability of what we want to do, we always try to give them a, make the consumer in a false paradigm and consumer is not fooled because you are actually interacting with seven or eight or ten different propositions or then different organizations that they know who can actually be a best way to look for. Always the best time and always to win a customer, always to talk about consumer listening is always the first phase, please follow up. At one time nothing happens, but if you follow up it will show your interest, it will show how much you can care for it, how much it can actually work in the entire particular ecosystem that you are talking about. They will always make at least four or five comments about your as a consumer that this is what you need to build. That the consumer will think that this organization really cares for you and that can actually multiply a lot of factors in the entire thing. Most important in the entire seven or eight secret, there is no secret, this is a very common sense and that we need to follow. It's all about how do we actually inculcate in our behavior is respect, respect and respect to customers. It may be any customer, any particular, but he or she is an individual first. Again the principle of it's P2P, it's people to people start having the respect. If somebody is calling you five times on a call center, if somebody is calling you for four times for the same particular product thing, you have no right if you are in the business to get irritated. You have sold it, you have made that particular service to that and it's a hundred percent responsibility of that particular individual to reach out to you. So please respect the entire thing and I personally believe and that's what my mantra which I think is customer first leave for the rest. If your customer is in then this can all happen. That's what I have to deliver. Thank you so much.