“Interact” programme encourages cultural understanding.
Telenor Pakistan’s Director of Marketing, Usman Javaid, is a student of ethnography. He believes by studying the people of Pakistan, his team will be better equipped to market the products and services that their customers actually need.
Interact launched in July
Usman, along with the Consumer Insights team, implemented a programme called “Interact” in Telenor Pakistan this July. The programme encourages the Brand Team to go into the field and spend time with customers. They ask questions, make observations and witness how mobile phone services are used in daily life.
“Brand managers in many organizations tend to look at consumers from a company perspective,” said Usman. “The idea behind Interact is to look at our customers as human beings and gain an understanding of how they actually use our services in their lives. These are real people with real problems, and if our products don’t solve their problems, we will not bond with our customers.”
Building the “ownable brand idea”
The entire methodology behind Interact is based on observing customers at places of usage, such as homes, office and gathering spots. Following the observation period, the Brand Team uses their collected data to establish core human insights and then develop the “ownable brand idea”.
“Our key takeaway so far has been the change in our perceptions,” explained Javaid. “The average consumer is faced with so many problems today, such as inflation, security, uncertainty, etc. Their mobile phone services are often the last things on their minds. We have also observed a great deal of national pride amongst the people, and a common need to contribute to the development of Pakistan.”
Putting customers at the centre of everything we do
Usman believes that an understanding of the customers is critical to connecting with them in the long run. Through the Interact program, Telenor Pakistan is putting the customer at the centre of everything they do, which requires a thorough understanding of the cultural context of the country.
“At the end of the day, our corporate brand message to the people of Pakistan is that if they can realize the possibilities that exist for them today, we can have a better Pakistan tomorrow,” said Usman.
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