2. Introduction
In 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
3. • 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.
4. Let’s see how well SAIL has
dealt with customer
satisfaction…
5. 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
6. 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
7. 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
8. 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.
11. 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.
12. Consistent Performance
• Consistent performance
in the steel industry
means providing
employment and
propagating growth.
• SAIL produces numerous
products that are integral
to the economy.
13. 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.
14. 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
15. 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.
16. 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.
17. 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
18. 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.
19. 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.
20. 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.
21. 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.
22. 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”
