SAS reimagining the marketing in the next normal 

Kunal Aman
Head Marketing & Communications, SAS India

Relationship Marketing during COVID times
SAS as a brand had always been perceived as very humane, authentic & trustworthy. During the pandemic, we witnessed that the shared human experience that binds us all, allowed us to have more authentic conversations than ever before. The ability to put business conversations aside and be quite simply human and put people over profits, has allowed us to truly deepen our connections and strengthen relationships with our entire ecosystem  - including our employees, our clients and our partners. This in turn has allowed us to serve them better – which is really the true value of relationship marketing – turning what would otherwise be just a transaction into a long-term partnership that creates value.

To strengthen the relationship with customers
Chaos represents an opportunity for innovation. Our ability to lean in and listen during a time of crises has meant that we could put both our minds as well as our hearts to work to create solutions to solve the burning issues and challenges that our customers face. For our Banking & Financial customers, we helped them identify and remediate COVID-19 impacts with a Risk and Finance Lab with an ability to do scenario analysis for their liquidity positions & stress testing in an unpredictable scenario and to identify suspicious transactions from fraudsters to keep their customers safe. Similarly, our Manufacturing & Retail customers needed help in managing volatility and adapting to new buyer trends.SAS helped them predict, and plan for short & midterm demand, identifying at-risk inventory and for optimal pricing strategies to be applied.