BT Business Talks - Sergiu Mircea, Executive Director of Marketing, Communication & Customer Experience

Within BT Business Talks, Sergiu Mircea, Executive Director Marketing, Communication & Customer Experience at Transilvania Bank, describes the current period as a difficult one, but natural within a broader growth cycle. He points out that, beyond the uncertainty of the present, the direction remains positive and must be analyzed from a perspective:

At the same time, it emphasizes that customer expectations have changed radically, especially under the influence of technology and competition. In his opinion, the relationship between people and brands is no longer passive, and effective communication today requires dialogue and real closeness, not just message transmission.

An important role in this transformation is attributed to artificial intelligence, which it sees as a factor that fundamentally changes access to information and the balance between companies and customers:
„The main thing that AI changes is access to information.”

At the same time, it considers that, in times of uncertainty, communication must be balanced and transparent, without exaggerations or unrealistic promises. For brands, trust is built especially in such moments.

In the long term, Sergiu Mircea points out that relevance is not a stable attribute, but a continuous process that involves constant adaptation to changes in the market:
“In marketing, if you don't stay current, in two years you are no longer relevant.”

In an ever-changing environment, the conclusion is clear: the brands that manage to stay relevant are those that evolve alongside people and the context in which they operate.