Building emotional ties that go beyond mere customer satisfaction, was described as one of the innovative approaches in brand management, customer loyalty, relationship management and equity by Peter Janho, General Manager, FINE at this year’s Loyalty Middle East Conference.
Janho was participating in a panel discussion on ‘Branding, emotional connections and customer loyalty’ in his capacity as a regional branding expert and innovator, at the conference held at the Shangri-La Hotel in Dubai.
FINE is a regional brand that has successfully built a hygienic paper empire in the Middle East and Africa region, winning several accolades and prestigious brand awards for its expertise in brand promotion and loyalty management.
Speaking at the panel discussion, Janho stated, “In a me-too market, customer loyalty entails building emotional bonds that transcend products. This involves building measurable brand equity, and developing a set of benchmarks to gauge return on brand investment. Lasting customer loyalty requires being continuously relevant at an emotional platform to evolving consumer habits and sending out the right message to them using various brand interaction techniques. One such value adding innovation that built interaction with the end-user recently was the SteriPro process, which ensures that every FINE tissue is sterilized before packing.”
“Customer satisfaction entails more than merely meeting consumer requirements. Today’s consumers are discerning individuals that have more product information, choice and buying power than ever before. Every attempt must be made to surpass the ordinary in an attempt to delight the customer. Delight wins loyalty, while need satisfaction wins mere complacence. At FINE, we are continuously adapting in order to improve our end products for consumers. Brand power and consumer loyalty both stem from continuous innovation and interaction. There is no end line for improvement in the battle for consumer hearts and minds” said Janho.
The Loyalty MENA conference is the only strategic conference in the MENA that discusses the importance of customer loyalty and provides new directions and innovative ideas on the topic. “This conference, the first of its kind in the region is an excellent opportunity for brand leaders to share ideas and discuss pertinent issues. Customer loyalty is becoming increasingly important and is a key requisite for companies and brands to achieve financial success” added Janho.
FINE, market leaders in the Middle East hygienic paper industry, are not first time participants in specialized conferences. Peter Janho also recently contributed his branding expertise at the Brand Manager Forum 2005.
FINE is the brand name of a wide variety of products produced by the Nuqul Group's FINE Hygienic Paper Companies, spread across the Middle East, with its headquarters in Jordan. A market leader in the hygienic paper industry in the Middle East, FINE today is synonymous with 'paper tissue'. The company is committed to maintaining the highest standards of quality in all aspects of production. This commitment to excellence is manifested in its factories, which are equipped with state-of-the-art machinery, highly qualified and experienced staff, and the determination to continually improve on and upgrade production facilities.
Other brands that the company markets include Finies baby diapers, Cinderella feminine sanitary napkins and Smile & Lido facial tissue & bathroom tissue rolls. Products under the Fine name also include kitchen towels, jumbo rolls, adult briefs, and wet wipes.
About Nuqul Group
The Jordan-based Nuqul Group is one of the region’s leading industrial conglomerates. It brings together 27 regional and global companies, 5,700 employees, and exports its products to over 45 exports markets worldwide.
