Page 35 - IBT August 2021 Issue

Mir
Nawbut Ali
Chief Marketing O cer
bKash

making life easier and tried to make
sure that they need not leave their
homes. We communicated that the
services like add money, mobile
recharge, send money, make payment,
pay bill, etc. can be done remotely.
Also, bKash account opening was
made simple so that it can be done
sitting at home. We needed to make
people aware that they can use these
safely and stay at home.

bKash is offering 150 Taka bonus
for registering an account
through bKash App. Has this
campaign proved effective in
onboarding new account holders?
And with rising competition, what
is bKash doing to ensure
customer retention and how is it
staying ahead of the curve? factor for bKash to achieve the customer loyalty we have
We want more people to use the app today.
since it is very easy to avail our
services through it. We do several What are some of the emerging trends that are
activities to onboard customers. One of expected to become long-standing industry practices?
them is the 150-taka bonus which is In the future, we shall see more and more people using
very effective. With this campaign we different types of services through MFS. App based service
take a customer through a journey consumption is on the rise and this trend will accelerate in
where he/she experiences how coming days. People will inevitably start to replace cash
seamless, user-friendly and robust the transactions with digital transactions.
app is.
Can you share some of the biggest the services to the customers. Technology plays a major role to We believe customer loyalty is gained How can innovative marketing be used as a tool to
accomplishments of your journey in bKash? run the system, Sales and Distribution ensures availability of by providing quality services. bKash make more people aware about using technology and
Since my joining in bKash, it has been a wonderful cash and e-money at the agent points and customer cares has earned the trust of customers and close the knowledge gap?
journey which has created many opportunities to ensure uninterrupted services 24/7. And for these, physical become the most loved brand by As I have already stated that we are shifting towards
learn a lot of new things. Here in bKash, I feel that presence at the service points is necessary. bKash employees providing simplest solutions for the innovative digital marketing, I think the use of technology in
we are changing the way Bangladeshis use financial take significant risk to ensure uninterrupted customer essential financial transactions. We our marketing tools have yielded better results in eradicating
services. MFS is a relatively new industry, both services. continuously try our best to maintain the knowledge gap among our customers. In bKash, the
globally and locally. bKash, a home-grown company During this pandemic another big challenge is that we were that trust and remain a one-point marketing strategies are never adopted as a means to promote
run by a large number of extremely talented and forced to run most of our marketing campaigns through digital solution by bringing innovative, our services only. Rather, our prime focus is to enlighten our
hard-working Bangladeshis, is a pioneer in the MFS means as almost everything is at a standstill due to stringent customer-centric and offering valued customers about the easy and convenient bKash
industry. It is very enlightening and a fulfilling lockdowns. So, we have successfully shifted our campaigns widespread services. We will continue services through effective marketing.
experience for me to be a part of this organization towards digital media and tried our best to overcome the evolving keeping customers’ needs in
which eradicates the pain points of the customers, challenges. focus. Now wherever you go, you can What is your one crucial advice and the one fast and
brings innovation in services, adds value to people’s However, as Chief Marketing Officer, always being ready to find a bKash agent point within a few hard rule for aspirants looking to enter the fintech
lifestyle and ensures nearly 10 million secure digital embrace new things and going through every little detail have minutes even at the remotest corner of ecosystem?
transactions every day for 54 million customers. With always been the professional challenges in bKash. Because, the country. And bKash has become a There is no certain formula to make a business successful as
these, we have become a member of every family most of the services we offer are newly created and in many household word as they say “bKash every business is unique. I believe all successful organizations
which is the biggest accomplishment that I feel. I get cases, previous experience doesn’t help. me” instead of “send me money”. solve customers’ problems and they do it in such a way that
the satisfaction of creating while working for this The ongoing pandemic is a very crucial time for bKash as well. We never launch any new service customers are hooked to it. Any fintech startup needs to make
company. During this difficult time, it is important to be aligned with the without being assured of maximum sure that they are solving a real-life customer problem and
spirit of the company – to be human centric in all dealings. quality. bKash employees dedicate simplifying their life. Customers will be loyal once they have
According to you, what has been the biggest Our marketing strategy had the same mantra. We felt that we trust in the service quality of the organization. At the same
challenge you have overcome amid this can keep people’s lives safe and moving by facilitating their time to solve a real customer time, there is no perfect marketing strategy for startups – it
pandemic? contactless and cashless transactions. So, we communicated problem and bring simplicity to one’s depends on time, situation and the service. They need to be
We have been experiencing quite a lot of challenges and educated people about how to use bKash services for life. Our obsession to ensure the best innovative while marketing their product addressing
during the pandemic. First and foremost is to deliver customer experience is the key driving customers’ pain points and needs.

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