1 The job: Working in probably the only company in the world that has seen profits go up by 30% year-on-year for the last 12 years is an experience by itself! What I like about working with HDFC Bank is the focused approach to excellence on all aspects of the job. No detail is too small because the customer experience depends on it. My belief is that for a financial services organisation, a customer-centric approach focusing on the moments of truth is the key to marketing success.
Another aspect as a marketer within a bank is the sheer width of products and channels that one has to work with. I get to work across direct banking channels such as internet, ATM, phone banking as well as physical channels including the branch, relationship managers and feet on the street. Understanding how communication can impact customer response is a core area of focus.
In addition, banking being a transaction-led industry, generates terabytes of data that throw up sharper ways of targeting customers and optimising marketing efforts. The digital space along with social media are particular areas of interest where constantly evolving dynamics provide tremendous scope for innovation.
2 The weekdays: The quality of your team determines the quality of your work. Most employees at HDFC Bank have been with the company for many years and there is pride in being a part of this organisation. The work day is long but what keeps one going are the ample opportunities to make a difference to the responsibilities mandated to you. There is a premium on execution and getting things done with speed without compromising on quality. Marketing is an enabling function that supports the front line in creating an impact for the brand and connect with the customer. I always encourage the team to be curious about the customer and to look for insights that leads to more sharper and incisive communication.
Once, my children asked me how I spend my time at work. It got me thinking, while it is meetings, emails, reviews and discussions, at the end of the day it is all about people and helping them realise their potential.
3 The weekend: We work Saturdays so the weekend usually starts on Saturday evening. Time with family and friends, the occasional movie, mall hopping and catching up with paperwork is what constitutes the usual weekend. Board games with the children include Scrabble, Monopoly, Cluedo and Scotland Yard. And if I don’t hit the gym, a family swim is a given. During the monsoons, a trek to the Sahyadris almost always comes up. A couple of nights in Marve or Khandala also offers a welcome break for the four of us.
4 The toys: The BlackBerry without doubt is the one gadget that is always around…almost an extension of one’s consciousness!
5 The logos: Louis Philippe, Hush Puppies, Reebok, Levi’s, Polo and Old Spice, to name a few, are the brands I like.