Inspired Globally, Applied Locally

A Presentation by Shraddha Chaudhary

Dated: July 28, 2015

IntroductionIn 2012, WSA shared five key messages about steel and our industry, intended to bring a consistency to our global communications, to correct misconceptions among our stakeholders and to draw attention to the many positive qualities of the industry.WSA encourages organisations that the messages be evolved so that they can be better targeted to greater effect. This toolkit is designed to explain the thinking behind the evolution, provide you with the new messages and show SAIL’s adaptation of the same

• What people say about a brand is as important as what the brand says about itself.

• As per studies conducted by WSA, the approach to reputation is focused on the space(gap) where reputation and brand align.

Source: World Steel Assn.

Let’s see how well SAIL has dealt with customer

satisfaction…

Satisfaction Feats • “SAIL is the only steel provider from who

we have never faced any problems, whether in Quantity, or in Quality.” - IORIO Construction

• “I can buy SAIL steel with total, blind trust”- ABB

• “TATA is a retailer brand, SAIL is a national brand” - Raheja Developers

Concerns • “SAIL’s reputation as a PSU Maharatna is

unequalled, and it is an internally preferred supplier for us. But quality can still improve.” - Simplex Infrastructure

• “SAIL should organise more customer meets, to connect with its buyers. This will enable SAIL to utilise its strength of having strong presence in the projects sector.” -NCR based dealer

What can we do about it?

Improving Quality

Improving Communication

✦ Regular quality control checks.

✦ Research and Development for

improving existing qualities .

✦ Customising product as per customer

needs.

✦ Organising frequent customer meets to

address customer issues and grievances.

✦ Maintaining an active presence on popular

social media to circulate information in a more accessible manner

Authenticity Gap : What is it?

Authenticity gap is a Fleishman Hillard concept that shows the difference between company

experience and customer expectations.

The Authenticity gap framework allots nine drivers that effectively mould people’s perceptions and beliefs about an organisation.

Factors Influencing Authenticity

Drivers

Management Behaviour

Customer

Benefits Societal

Outcomes

SAIL’s engagement with Authenticity Drivers

Source: World Steel Assn.

Doing Right• Upholding the value of integrity, ensuring

the well being of its people and environment and working towards developing a sustainable world.

• All villages and residential settlements within a radius our Plants/ Units are covered under the peripheral development programmes.

• Proactive efforts have been made towards developing basic healthcare and infrastructure facilities.

Consistent Performance• Consistent

performance in the steel industry means providing employment and propagating growth.

• SAIL produces numerous products that are integral to the economy.

Credible Communication • Credible communication in the steel sector

signifies open, honest and transparent communications about the industry about both performance and impact.

• SAIL publishes annual Financial and sustainability reports ensuring repeated evaluation of the company’s performance and strife for improvement.

• SAIL also circulates a monthly house journal ‘SAIL News’ to its employees, as well as stakeholders to regularly update them about the company’s performance.

Better Value SAIL propagates the idea of SAIL steel being the ‘better option’ based on the following properties:• Inherent Strength• Design Flexibility• Durability• Fire Resistance• Life cycle cost advantage• Environment Friendly

Customer Care “If customer succeeds, we succeed ”

• Product development and service are significant aspects of customer care in addition to quality products at the right price and time.

• SAIL is working towards becoming a one-stop-shop for world-class flat steel in India.

• Through its product range & services, SAIL signifies assured quality and delivery, offering value for money to the customers.

Innovation SAIL aims at having an innovative approach for its sustainability strategies • Addressing the need for cost competitiveness by

introducing state of the art technologies• eliminating technological obsolescence• achieving energy savings & enriching product mix• Reducing pollution & developing mines and

collieries • Introducing customer centric processes and

developing matching infrastructure facilities.

Employee Care SAIL as an organisation holds its employees’ needs on priority• Provision of adequate infrastructure and relevant

policies to dignify the lives of its employees. • Development of Employee capabilities &

competencies• Conducive & satisfactory environment for

employees• Grievance Redressal forum

Community Impact • SAIL promotes holistic

development in rural areas and recognises the pivotal role of education, health, income generation, woman empowerment etc.

• SAIL follows a philosophy and credo to ‘make a meaningful difference in people’s lives’, and thus employed CSR initiatives right from its inception.

The tagline of the company ‘There’s a little bit of SAIL in everybody’s life’ symbolises the fact that in last five decades it has flourished and the SAIL brand is well entrenched in peoples’ minds.

Care of Environment • Steel making is a complicated process which uses

large amounts of natural resources such as iron ore, coal, lime stone, water etc.

• SAIL is fully committed to abide by the rules, regulations & laws of the land and always ensures that regulatory requirements are duly identified and adhered to.

• SAIL has taken various initiatives/ actions for going beyond statutory compliance.

• SAIL plants are bringing in new clean and green technologies which will promote sustainable development and effective waste management.

Our Initiatives in this direction• SAIL has established a social media presence on

both Facebook and Twitter.• Regular customer meets are organised • E-SAIL News- the in-house journal is distributed

to SAIL’s top 100 dealers and important stakeholders.

• There have been efforts in terms of interactive campaigns to promote steel as a preferred material through advertising and animated videos.

• There is also an existing internal portal,this establishes connections with and among employees.

Our Strength, Our People

The employees at SAIL are the strong foundation of the organisation.

• A diverse profile of employees ensures representation and progressiveness.

• Expertise in steelmaking and scope for creativity and innovation.

• Skilled professionals are highly motivated and display responsiveness to society as well.

Let’s tread the path of Initiative, cooperation and innovation to facilitate the achievement of the ultimate goal of customer satisfaction while keeping organisational interests in mind, for it is at SAIL that we say

“We are one, we are many”