People are often seen by brands as one-dimensional consumers but nothing could be further from the truth, according to Dhiren Amin, the head of marketing of South East Asia for Kraft Heinz.
“Consumers are a transactional commodity: it’s somebody you sell to,” Amin said at the recent CX Singapore Forum, urging attendees to remember that “people are people: they are you and me".
“That’s the core principle we inculcate within the company,” he said.
People “can tell if you are doing something that is not authentic, something that is not genuine or showcasing your product,” said Andreas Christiadi, the country...