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Central Retail Group Strives for World-Class Retail Tech, Receiving Next-Generation Customer Experience Award

�鶹ԭ�� APJ — Wed, 29 Mar 2023 10:31:54 +0000

BANGKOK – Central Retail Corporation Public Company Limited or CRC received an Excellence in Next Generation Customer Experience Award presented by Qualtrics and �鶹ԭ�� in recognition of the organization’s industry-leading omnichannel CX platform, which is helping increase customer satisfaction, loyalty, online, offline, and new sales channels sales across its brands including Central Department Store, Robinson Department Store, Tops, Power Buy, and Thai Watsadu. This award has shown Central Retail’s dedication to customers is steadfast in transforming into a full-scale retail tech company to revolutionize every touchpoint of customer journey.

Qualtrics and �鶹ԭ�� recognize Central Retail’s CX leadership and capabilities, which are driving increased satisfaction, loyalty, sales and business growth

From left to right) Mao Gen Foo, Head of Southeast Asia, Qualtrics David Llamas, Chief Digital Officer, Central Retail Corporation Public Company Limited Rasel Ahmed, VP, Group Head of CXM, Research and Insights, Central retail Digital, Central Retail Corporation Public Company Limited, or CRC, Atul Tuli, Managing Director, �鶹ԭ�� Indochina

As part of Central Retail’s deep commitment to enhance the customer shopping experience through ultra-personalized products, services, and content – delivered by Thailand’s best omnichannel platform –

Using Qualtrics CustomerXM™, Central Retail has created one of Thailand’s most comprehensive and effective customer experience programs. Customer feedback is captured across multiple channels to provide an end-to-end and unbiased view of customer journeys, and made available to customer facing teams in real-time to identify and prioritize issues across all digital and human touch points in a fast, effective manner.

Central Retail Drives Sales, Loyalty, and Satisfaction with CX

Since going live on the new CX program from Qualtrics, Central Retail has seen a significant uplift in NPS scores – with some brands seeing scores almost triple. Customer usage and retention have both improved year on year, while automated workflows have delivered an improvement to resolution times. Central Retail Group’s omnichannel platform now represents 18% of the Group’s total sales.

Central Retail continues to show its CX leadership through the company’s .

“At Central Retail, we are determined to be the best in everything we do for our customers, and over the last five years are proud to have built one of Thailand’s best omnichannel platforms,” said David Llamas, Chief Digital Officer, Central Retail Corporation Public Company Limited, or CRC. “To truly address the needs of our customers, it’s critical we can continually understand how they are thinking and feeling and take rapid, meaningful action on that feedback. We have seen a significant uplift in our core CX scores since the beginning of 2022, and as we continue on our journey to become Asia’s #1 retailer are proud to receive this recognition from our trusted and valued partners at �鶹ԭ�� and Qualtrics.

“Firstly, I would like to congratulate the whole team. It’s an honor to receive the award for Next Generation Customer Experience. This award confirms that we, the team is having a transformative impact on the CXM space. Our biggest challenge is constant behavioral and social change driven by customers and technology. Customers now expect rich, personalized, connected interactions with their favorite brands and they expect us to be available where they are, 24/7. We’re happy to have modern tools like Qualtrics in place to quickly adapt, scale, and respond to change. Ultimately rich customer journeys need to be based on a single source of connected truth. We’re focusing on the end-to-end experience because every interaction is an opportunity for us to provide value and create a competitive advantage” said Rasel Ahmed, VP, Group Head of CXM, Research and Insights, Central retail Digital, Central Retail Corporation Public Company Limited, or CRC

Customer Experience: The Importance of Delivering Growth

�ճ��reinforces the importance of customer experience to business success, while highlighting the leadership department stores in Thailand are demonstrating in the discipline.��When consumers have a five-star customer experience in Asia Pacific and Japan, they are often more than 3 times more likely to trust and recommend the company, compared to those receiving a poor experience. In a reflection of Central Retail’s leadership, in Thailand department stores are in the top three categories for having the lowest percentage of consumers reporting very poor experiences.

“No matter what industry you are in, there is no greater benchmark of success than customer feedback,” said Atul Tuli, Managing Director, �鶹ԭ�� Indochina. “The more feedback we get from our customers, the better we can serve them with innovations that help companies solve today’s business problems and take on tomorrow’s challenges. With the new CX program from Qualtrics, Central Retail is best positioned to do so impactfully and sustainably, which helps the company get the insight and information they need to steer its business through changing and challenging times. Recognitions like the Next Generation Customer Experience Award are a testament to the relevance and value of Central Retail to customers as they are accelerating the development of next-gen omnichannel platform into a full-scale retail tech company.”

“As Southeast Asia’s e-commerce market continues to rapidly expand and evolve, the ability to rapidly and effectively listen, understand, and act on customer feedback is a key differentiator. Equipped with the right insights, brands can get the customer experience right at every touchpoint by delivering the products, services, and experiences customers want, while simultaneously resolving issues before they arise and driving operational efficiencies. Powered by a deep commitment to consumers across Thailand and CX excellence, Central Retail is a proven example of the business value of CX and Qualtrics is proud to partner with the Group on its journey,” said Mao Gen Foo, Head of Southeast Asia, Qualtrics.

Central Retail will continually innovate and evolve its CX by using Qualtrics to understand how customers are thinking and feeling, and then take action on what’s important to them. Combined with the organisation’s expanding footprint – both locally and globally – and focus on joining forces with world-class partners to capture growth opportunities, Central Retail is well placed to delight customers at every turn.

Read more information on Central Retail’s “��ٲ��Գ��’ strategy .

เซ็นทรัล รีเทล คว้ารางวัล Next Generation Customer Experience ตอกย้ำความ๶�ป็�Ȩ��ู้�Ȩ��Ȩ��ัตกรรมค้าปลีกระึϸ�บโลก

Qualtrics และ เอสเอพี เล็งเห็นศักยภาพความเป็นผู้นำและความสามารถในการจัดการ Customer Experience (CX)ของ เซ็นทรัล รีเทล ที่สามารถยกระดับความพึงพอใจ ความภักดีต่อแบรนด์ พร้อมกระตุ้นยอดขายสำหรับธุรกิจ

จากซ้ายไปขวา: นายเหมา เจ็น เจ้าหน้าที่บริหาร บริษัทควอทริกส์ เอเชียนตะวันออกเฉียงใต้, นายเดวิด ยามาส ประธานเจ้าหน้าที่บริหารฝ่ายดิจิทัล บริษัท เซ็นทรัล รีเทล คอร์ปอเรชั่น จำกัด (มหาชน), �Ȩ��ยราเซล อาห์เหม็ด รองประธานเจ้าหน้าที่บริหารฝ่ายดิจิทัล กลุ่มงาน CXM, Research and Insights บริษัท เซ็นทรัล รีเทล คอร์ปอเรชั่น จำกัด (มหาชน), นายเอทูล ทูลิ กรรมการผู้จัดการ เอสเอพี อินโดไชน่า,

กรุง๶�ทพฯ, 29��มีนาคม 2566 – บริษัท เซ็นทรัล รีเทล คอร์ปอเรชั่น จำกัด (มหาชน) หรือ CRC คว้ารางวัล Next Generation Customer Experience Award มอบโึϸ� Qualtrics และ เอสเอพี เพื่อเป็นการยกย่อง CRC ในฐานะสุดยอดองค์กรผู้นำการพั��ո�ากลุยทธ์ Omnichannel แพลตฟอร์มสำหรับบริหารประสบการณ์ลูกค้า Customer Experience (CX) ที่โดดเด่นที่สุดในอุตสาหกรรมค้าปลีก ซึ่งช่วยเพิ่มความพึงพอใจของลูกค้า ความภักดีต่อแบรนด์ ทั้งในช่องทางออนไลน์และออฟไลน์ ตลอดจนการพัฒนาช่องทางการขายใหม่ในกลุ่มห้างสรรพสินค้าและร้านค้าปลีกต่างๆ อาทิ ห้างสรรพสินค้าเซ็นทรัล, ห้างสรรพสินค้าโรบินสัน, Tops, Power Buy และไทวัสดุ รางวัลนี้แสดงให้เห็นถึงความทุ่มเทของ เซ็นทรัล รีเทล ที่มีต่อลูกค้าและความมุ่งมั่นในการก้าวขึ้นเป็น Digital Retailer หรือผู้นำนวัตกรรมค้าปลีกระึϸ�บโลกอย่างเต็มรูปแบบ เพื่อยกระดับการให้บริการลูกค้าตลอด Customer Journey ตั้งแต่ก่อนการขายไปจนถึงหลังการซื้อ

เพื่อเป็นการยกระดับประสบการณ์การช็อปปิ้งของลูกค้า ผ่านผลิตภัณฑ์ บริการ และคอนเทนต์ที่ตอบโจทย์ลูกค้าทุกคนบนแพลตฟอร์ม Omnichannel ที่ดีที่สุดของประเทศไทย ในช่วงต้นปี 2565 เซ็นทรัล รีเทล ได้จับมือกับ Qualtrics และ เอสเอพี ในการพัฒนาการบริหารจัดการระบบ Customer Experience ทั้งหมด ให้มีมาตรฐานเดียวกัน ผ่านโซลูชัน Qualtrics CustomerXM™ ซึ่งช่วยให้ เซ็นทรัล รีเทล สามารถพัฒนาระบบ CX ที่ครอบคลุมและมีประสิทธิภาพสูงสุด โดยความคิดเห็นของลูกค้าจะถูกบันทึกไว้ในหลายช่องทาง ทำให้องค์กรมองเห็นภาพรวมของมุมมองลูกค้า นอกจากนี้ยังช่วยให้ทีมที่ดูแลลูกค้าสามารถระบุและจัดลำดับความสำคัญของปัญหาที่เกิดขึ้นได้แบบเรียลไทม์และเต็มประสิทธิภาพในทุกช่องทาง

Central Retail กระตุ้นยอดขาย เพิ่มความความภักดีและความพึงพอใจของลูกค้าต่อแบรนด์ด้วย CX

นับตั้งแต่เริ่มใช้โปรแกรม CX ใหม่จาก Qualtrics เซ็นทรัล รีเทล ได้รับคะแนน NPS (Net Promoter Score เครื่องมือที่ใช้ศึกษาประสบการณ์ของลูกค้า) เพิ่มขึ้นเป็นอย่างมาก ซึ่งบางแบรนด์ได้คะแนนเพิ่มขึ้นถึงเกือบสามเท่า ตลอดจนอัตราการใช้งานของลูกค้าและอัตราการรักษาฐานลูกค้าเก่าดีขึ้นเมื่อเทียบปีต่อปี ในขณะที่ระบบการทำงานแบบอัตโนมัติช่วยให้องค์กรสามารถตอบสนองต่อปัญหาได้รวดเร็วขึ้น ปัจจุบัน แพลตฟอร์ม Omnichannel ของเซ็นทรัล รีเทล สามารถทำรายได้ถึง 18% ของยอดขายทั้งหมด และเมื่อไม่นานมานี้ เซ็นทรัล รีเทล ได้ประกาศเดินหน้าตอกย้ำความเป็นผู้นำด้าน CX ด้วยการลงทุน

นายเดวิด ยามาส ประธานเจ้าหน้าที่บริหารฝ่ายดิจิทัล บริษัท เซ็นทรัล รีเทล คอร์ปอเรชั่น จำกัด (มหาชน) หรือ CRC กล่าวว่า “เซ็นทรัล รีเทล มุ่งมั่นที่จะให้บริการที่ดีที่สุดแก่ลูกค้าของเรา โดยในช่วง 5 ปีที่ผ่านมา เราภูมิใจเป็นอย่างยิ่งที่ได้พัฒนาแพลตฟอร์ม Omnichannel ซึ่งได้รับการยอมรับว่าเป็นหนึ่งในแพลตฟอร์มที่ดีที่สุดในประเทศไทย เพื่อตอบสนองความต้องการของลูกค้าอย่างแท้จริง เราเล็งเห็นถึงความจำเป็นในการทำความเข้าใจว่าลูกค้าคิดและรู้สึกอย่างไร พร้อมนำความคิดเห็นเหล่านั้นไปดำเนินการต่อทันที ทำให้ตั้งแต่ต้นปี 2565 จะเห็นได้ว่าคะแนน CX ของเราเพิ่มขึ้นอย่างต่อเนื่อง เราพร้อมแล้วที่จะก้าวสู่การเป็นผู้นำค้าปลีก Next-Gen Omni Retailer อันดับ 1 ของเอเชียและวันนี้เรารู้สึกภูมิใจเป็นอย่างยิ่งที่ได้รับการยอมรับจากองค์กรพันธมิตรระึϸ�บโลกอย่าง เอสเอพี และ Qualtrics”

“ขอแสดงความยินดีกับทีมงานผู้อยู่เบื้องหลังทั้งหมด รู้สึกเป็นเกียรติที่ได้รับรางวัล Next Generation Customer Experience รางวัลนี้ตอกย้ำให้เห็นถึงความสำเร็จของเราที่ได้พลิกโฉม CXM แนวทางใหม่ จากความท้าทายด้านพฤติกรรมและสังคมที่เปลี่ยนแปลงอยู่ตลอดเวลา โดยมีลูกค้าและเทคโนโลยีเป็นตัวแปรสำคัญ ปัจจุบันลูกค้าคาดหวังการตอบสนองของแบรนด์ให้สอดคล้องกับการใช้งานของแต่ละบุคคล และสามารถติดต่อกับแบรนด์เมื่อใดก็ได้ตลอด ��24 ชั่วโมง โดยโซลูชัน Qualtrics ทำให้รับมือได้อย่างฉับไว ซึ่งการเติมเต็ม Customer Journey ให้สมบูรณ์นั้น จำเป็นต้องเชื่อมโยงฐานข้อมูลบนแพลตฟอร์มเดียว เน้นเติมเต็มประสบการณ์แบบไร้รอยต่อ เพราะทุกการตอบรับจากลูกค้าเป็นโอกาสในการส่งมอบคุณค่าและสร้างความได้เปรียบในการแข่งขัน” �Ȩ��ยราเซล อาห์เหม็ด รองประธานเจ้าหน้าที่บริหารฝ่ายดิจิทัล กลุ่มงาน CXM, Research and Insights บริษัท เซ็นทรัล รีเทล คอร์ปอเรชั่น จำกัด (มหาชน) หรือ CRC กล่าวเสริม

ประสบการณ์ลูกค้า: หัวใจสำคัญเร่งการเติบโต

ข้อมูลจาก ชี้ชัดว่าประสบการณ์ของลูกค้ามีผลอย่างยิ่งต่อความสำเร็จทางธุรกิจ ขณะที่ การรักษาความต่อเนื่องทางด้านบริการ คือหนึ่งในปัจจัยสนับสนุนความเป็นผู้นำของธุรกิจห้างสรรพสินค้าในประเทศไทยมากที่สุด ผู้บริโภคในเอเชียแปซิฟิกและญี่ปุ่น ที่ได้รับประสบการณ์ดีเยี่ยมจะให้คะแนนความเชื่อมั่นและบอกต่อ มากกว่ากลุ่มที่ได้รับประสบการณ์ที่ไม่ดี ถึง 3 เท่า ในฐานะผู้นำธุรกิจห้างสรรพสินค้าในประเทศไทย เซ็นทรัล รีเทล ถูกจัดอยู่ใน 3 อันดับแรกที่มีเปอร์เซ็นต์น้อยที่สุดสำหรับการให้คะแนนประสบการณ์ที่ไม่ดีของผู้บริโภค

นายเอทูล ทูลิ กรรมการผู้จัดการ เอสเอพี อินโดไชน่า กล่าวว่า “ไม่ว่าคุณจะอยู่ในอุตสาหกรรมใด ไม่มีมาตรฐานแห่งความสำเร็จใดที่ดีไปกว่าความพึงพอใจของลูกค้า คำติชมจากลูกค้าคือแรงผลักดันในการพัฒนาการให้บริการที่ดียิ่งขึ้นและเมื่อนำนวัตกรรมมาช่วยในการแก้ปัญหาก็จะช่วยให้องค์กรสามารถรับมือกับสิ่งที่เกิดขึ้นในปัจจุบันและพร้อมรับมือกับความท้าทายในอนาคตได้อย่างดีเยี่ยม ด้วยโปรแกรม CX ใหม่จาก Qualtrics ทำให้ เซ็นทรัล รีเทล ได้รับข้อมูลเชิงลึกและข้อมูลที่จำเป็นต่อการใช้ขับเคลื่อนธุรกิจในช่วงเวลาที่ท้าทายเพื่อการเติบโตอย่างยั่งยืน รางวัล Next Generation Customer Experience Award ถือเป็นเครื่องพิสูจน์ถึงคุณค่าที่ เซ็นทรัล รีเทล มอบให้ลูกค้า ด้วยการพัฒนาแพลตฟอร์ม Omnichannel แห่งอนาคตเพื่อก้าวสู่การเป็น Digital Retailer อย่างเต็มรูปแบบ”

นายเหมา เจ็น ฟู Head of Southeast Asia ของ Qualtrics กล่าวว่า “ในขณะที่ตลาดอีคอมเมิร์ซของเอเชียตะวันออกเฉียงใต้ ยังคงขยายตัวและพัฒนาอย่างรวดเร็ว ความสามารถในการรับฟัง ทำความเข้าใจ และดำเนินการตามความคิดเห็นของลูกค้าได้อย่างรวดเร็วและมีประสิทธิภาพ จะเป็นสิ่งที่สร้างความแตกต่างให้กับแบรนด์ ทุกครั้งที่แบรนด์ได้รับข้อมูลเชิงลึกที่ถูกต้องก็จะสามารถนำเสนอผลิตภัณฑ์ บริการ และประสบการณ์ที่ลูกค้าต้องการได้ในทุกทัชพ้อยท์ ในขณะเดียวกันก็จะสามารถแก้ไขก่อนที่ปัญหาจะปะทุขึ้น ส่งผลให้การดำเนินงานโดยรวมมีประสิทธิภาพยิ่งขึ้น ด้วยความมุ่งมั่นอย่างลึกซึ้งต่อผู้บริโภคไทยและการยกระดับความเป็นเลิศด้าน CX เซ็นทรัล รีเทล คือองค์กรตัวอย่างที่พิสูจน์ให้ทุกคนเห็นแล้วว่าเป็ฯองค์กรที่สามารถสร้างคุณค่าทางธุรกิจได้จากการใช้เทคโนโลยี ของ CX และ โดยโซลูชั่นQualtrics เป็นตัวขับเคลื่อน เรารู้สึกภูมิใจที่ได้ร่วมมือกับเซ็นทรัล รีเทล ในเส้นทางการเปลี่ยนผ่านนี้”

เซ็นทรัล รีเทล จะยังเดินหน้าสรรค์สร้างนวัตกรรมและพัฒนา CX เติมเต็มประสบการณ์ของลูกค้าอย่างต่อเนื่อง ด้วยการใช้งานโซลูชัน Qualtrics ในการทำความเข้าใจว่าลูกค้าคิดและรู้สึกอย่างไร พร้อมดำเนินการตอบสนองต่อฟีดแบ็คเหล่านั้นทันที เพื่อเสริมความแข็งแกร่ง รับแผนการขยายตัวขององค์กรทั้งในประเทศและระึϸ�บโลก รวมถึงผนึกกำลังกับพันธมิตรระึϸ�บโลกเพื่อคว้าโอกาสเติบโต ตอกย้ำความเป็นผู้นำอุตสาหกรรมค้าปลีกของ เซ็นทรัล รีเทล ที่ให้ความสำคัญกับความพึงพอใจของลูกค้าในทุกย่างก้าว

ติดตามรายละเอียดเพิ่มเติมเกี่ยวกับกลยุทธ์ ‘CRC ��ٲ��Գ��’ .

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Malaysia’s DKSH Corporate Shared Services Center Clinches Two �鶹ԭ�� Regional ‘Best Run’ Awards

�鶹ԭ�� SEA — Tue, 12 Jul 2022 15:12:23 +0000

KUALA LUMPUR –��DKSH Corporate Shared Services Center Sdn Bhd recently emerged as the winner of two regional ‘Best Run’ awards organised by �鶹ԭ��.

As one of the world’s leading enterprise applications providers, �鶹ԭ�� had organised the awards to celebrate leading organisations in South East Asia that have emphasised new ways of thinking, adapted to new norms and deployed technologies that set the benchmark for others to follow.

The two awards won by DKSH were for ‘Best Customer Experience Management’ together with the ‘Sustainability Award’, the latter being a new award introduced to highlight an exemplary customer that have adopted �鶹ԭ�� technologies to innovate and transform industries to drive greater business outcomes.

�鶹ԭ�� also recognised DKSH with a ‘Certificate of Appreciation’ for being a ‘Key Business Leader’, being one of the top 3 Malaysian Key Business Leaders who had participated in advocacy activities on �鶹ԭ��’S reference engagement platform.

Sam Oh, Chief Information Officer and member of the Executive Committee, DKSH Corporate Shared Services Center said: “In early 2020, we embarked on a unified digital Customer Connect platform to build an online Product Information Management (PIM) system to create and standardize digital product contents. By leveraging the �鶹ԭ�� Commerce Cloud, we have seen increased activities in the chemical business by 900%, digital leads by 500%, 45% increase in customers and a 48% increase in order value for our e-commerce business.”

Meanwhile, Hong Kok Cheong, Managing Director of �鶹ԭ�� Malaysia, said he appreciated that DKSH’s operations is running �鶹ԭ�� to ensure greater efficiencies and profitability.

“We are heartened by the trust placed in us and feel a great sense of fulfilment that DKSH can realise its business aspirations with the help of the latest and greatest technologies from �鶹ԭ��,” said Hong.

He further explained that DKSH has had a ‘distinguished relationship’ with �鶹ԭ�� since 1997.

“As one of the industry leaders, both DKSH and �鶹ԭ�� are constantly striving to stay ahead of the curve. And we are pleased that our journey together started 25 years ago. We at �鶹ԭ�� are pleased and honoured to have served – and continue to serve – our role as DKSH’s trusted technology provider,” said Hong.

�鶹ԭ��’s mission in the world is the enablement of every enterprise to become intelligent, networked and sustainable – bringing together the solutions, technology and best practices needed to run integrated, digital business processes in the cloud.

�鶹ԭ�� will also be up to a maximum of US$30,000 donation on behalf of the winning organisations to the ASEAN Data Science Explorers Program. For a full list of finalists and winners, click .

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Five Tech Trends That Will Shape PH Businesses in 2022

�鶹ԭ�� SEA — Fri, 01 Apr 2022 08:37:13 +0000

Over the last two years, organizations of different sizes and industries have realized, even more, the critical role technology and innovation play in business and society. The latest developments in technology provided more ways to ensure more connected enterprises, enabling them to survive and thrive amid the ‘never normal.’

However, these advancements in technology have just begun. As organizations prepare for the post-pandemic world, technologies that have been introduced in recent years are expected to continue evolving. The latest advances will also further transform how people interact and work.

Here are the tech trends that businesses need to look out for this 2022 as listed by �鶹ԭ�� SE (NYSE: �鶹ԭ��).

Embracing Digital Transformation

Since the pandemic started, the speed at which digital transformation is fundamentally changing the business landscape has dramatically increased. The developments that could have happened in a decade or so were made possible overnight in many industries.

In the Philippines, the digital sector contributes significantly to its economy. This reality indicates that organizations in the private and public sectors will continue strengthening their digital transformation initiatives. Backed by strong government support, these transformations can unlock PhP5 trillion worth of economic value by 2030, according to a recent AlphaBeta and Google report.

Nurturing Sustainability

Nowadays, embracing sustainability has become an integral part of organizations, with business leaders considering it a strategic priority. Aside from top and bottom-line, forward-looking organizations add sustainability and even purpose as dimensions to driving business success.

Among these organizations is Metro Pacific Investments Corporation (MPIC). As a leading infrastructure investment company, MPIC commits to contribute to the achievement of the 17 United Nations Sustainable Development Goals (SDGs), particularly SDG 9, which seeks to ‘build resilient infrastructure, promote inclusive and sustainable industrialization, and foster innovation.’

Recently, MPIC strengthened its digital core as it embraced cloud solutions that can help consolidate, modernize, and standardize its enterprise resource (ERP) systems on a single platform. The integration into the cloud is part of the group’s sustainability philosophy of integrating business and environmental stewardship into their investment strategies. It helps improve its operations and augment sustainability initiatives, especially since �鶹ԭ��, MPIC’s technology partner, embeds sustainability into its core business processes.

Meanwhile, consumers are making apparent shifts to more sustainable products and services. According to a Kantar report, 75 percent of Filipino consumers seek out brands that offer ways to alleviate impacts to the environment. Even employees now make career choices based on their employer’s responsibility towards the planet. Thus, it is now even more integral to invest in innovation that considers environmental welfare while fostering economic and social development.

Integrating Decision Intelligence, Hyperautomation

In the Philippines, the Department of Trade and Industry noted that Artificial Intelligence (AI) adoption can increase the country’s gross domestic product (GDP) by 12 percent or equivalent to $92 billion by 2030.

Digital tools like AI, including augmented analytics and simulations, make “Decision Intelligence” a realistic approach to improve organizational decision-making. Each choice or decision in such a system result from multiple process iterations, refined with the help of analytics and data intelligence. With these digital tools, decision intelligence may support and enhance human decision-making and potentially automate it, hence augmenting organizational processes to be more efficient.

Meanwhile, scalability, remote operation, and business model disruption are also becoming possible with the use of Hyper-automation. Before the pandemic, businesses have been automating many processes through technologies like Robotic Process Automation (RPA). This trend will continue to grow for automating business and IT activities using a disciplined, business-driven approach.

Rising Low-Code, No-Code Tech

As content creation becomes even more relevant, graphic and website designs have been streamlined so users can simply “drag” and “drop” elements to create engaging content. This trend will extend to no-code AI, where users can create systems by simply “dragging” and “dropping” ready-made modules, removing the “programming language” barrier through simple interfaces. Consequently, it will allow users to create complex and robust AI systems.

Ensuring Total Experience (TX)

Due to the pandemic, organizations needed to have an excellent Total Experience (TX) strategy or a holistic program that combines customer, user, and employee experiences. With this strategy in place, organizations can help enhance customer satisfaction and employee productivity.

Organizations need to focus on weaving in these experiences instead of working on them individually to help ensure that they will be more satisfied as teams that work as an integrated unit. This trend is expected to continue as businesses eliminate communication and process silos and emphasize providing unified experiences to their employees remotely working while interacting with customers.

Collaborating with a Technology Partner

As these trends arise, organizations need a technology partner to help them achieve their business goals this year and beyond. For �鶹ԭ��, embracing technology means ensuring that the organization becomes an intelligent enterprise.

As a technology partner for businesses in the country, �鶹ԭ�� helps make it easier by offering solutions like Rise with �鶹ԭ��, an intelligent enterprise framework to help kickstart businesses’ digital transformation journey. In the Philippines, MPIC is the first organization to adopt this cloud technology through this Business Transformation as a Service (BTaaS), offering consolidated solutions and services needed for business transformation in one package.

Rise with �鶹ԭ�� also includes �鶹ԭ�� and its whole ecosystem of partners assisting organizations in changing at their own terms and pace to be an intelligent and sustainable enterprise by simplifying engagement and providing a guided journey.

Note: This article was first published in

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Five Martech Trends in 2022

Rita Marini — Wed, 08 Dec 2021 09:57:44 +0000

Organisations are now making a keen effort to keep up with changes in technology, especially with the rapid digital transformation that was accelerated by the pandemic. The marketing world is no exception; it has undergone tremendous changes in the past couple of years, especially in the area of martech transformation.

One undeniable shift we’ve been seeing is in the area of e-commerce, consumers are connecting and shopping through online platforms more than ever. So much so that Asia Pacific’s e-commerce sales are expected to . Naturally this has caused an increasing pressure for brands to tap into social media and other digital marketing tools to virtually engage and build trust with consumers in addition to serving as retailtainment.

But that’s not all, Martech is also currently solving a lot of problems that traditional marketers didn’t realise they existed. ��Or not yet. Many of these problems lie mostly upon one thing and that is customer data. Managed and harnessed correctly, customer data will be the key for organisations to unlock their current and future opportunities. We have seen a considerable move towards fixing the data problem in 2021 and how that has brought exciting results of what businesses can do with Martech, but it just a start (more on this below). We will be seeing rapid growth of that and more in 2022 as the world of marketing continues to transform. One thing is for sure – like most operating modules moving forward, Martech adoption will instead focus on agility, avoiding the hype of technology to look at practical tech solutions that can influence strategy, insights and engagement in the long run.

Here are key Martech trends that will help businesses in Asia Pacific get ready for 2022.

1. Contextual Personalisation Will Become a Basic Requirement

While contextual personalisation has been embraced and practiced by a large number of businesses around the world especially in recent years, we will see a massive increase in this area, if not a full adoption by the rest of the players who are yet to do so. Delivering contextual personalisation will no longer be an option or a nice-to-have feature in the overall e-commerce or customer experience strategy, but a necessity if businesses want to retain their customers and increase satisfaction. Considering that 69% of consumers across APAC expect brands they buy from to deliver a reward programme customised to their interest and 64% expect tailored suggestions based on their purchased history and preferences*, we are reaching the tip of maturity for contextual personalisation.

*Source: conducted in March 2021.

2. Humanised Content Marketing Will Be the Gold Standard

With the majority of us working from home in the past two years, the line between personal and professional life has blurred, and we’ve seen many businesses communicate more humanly to their customers about their products and offerings. Especially more so for those in the B2B and technology industries, with Apple paving the way years ago, the demand for a message so simple that our grandmother can understand is one that cannot be ignored.

Additionally, with the webinar fatigue phenomenon that is so real, businesses can no longer afford to rely on a traditional one-hour webinar, full of technical details and jargon to convey their message to the customers. A case in point is what my team has started doing here at �鶹ԭ�� Customer Experience APJ where we break down an hour of content into a short series of not more than 20-min episodes* and make those to be easily accessed on-demand instead of expecting the audience to attend LIVE. What we’re seeing is when we let our audience consume the content at their convenience, they actually receive the information better.

*Source: .

3. Customer Data Management Will Be Your New Best Friend

GDPR has definitely changed the game for global organisations in how they deal with data privacy and management, especially with its non-compliance of 4% fine of one global revenue. Many countries have since taken the same step and imposed similar regulations.

This enforcement has made businesses search for technology to help them ensure that they keep abreast with the latest data regulations and that they can fully optimise the usage of their customer data. Because the problem most companies have today is not the lack of data, but rather the inability to fully optimise and harness those data. This is where technology like �鶹ԭ�� customer data platform comes in as the backbone that enables true personalisation, especially when it’s combined with a personalisation engine like Emarsys.

4. Less Is More (Consolidation of Technology)

Another massive phenomenon we’re seeing and will continue to see is businesses doing is called a technology house-cleaning that is mainly driven by the pandemic.

The pandemic has served as a stress test for businesses and many were found failing to deliver what we consider the basic. This was especially glaring in the area of supply chain and digital marketing, where on-time delivery, responsive customer service and the right product (or promotion) delivered was a hit and miss.

The root cause often is the lack of integration of their technology. Most organisations run on many solutions to manage different functions of the business and while it might be working pre-COVID, the sheer and sudden increase of demand has thrown the system off and many businesses find themselves caught in the mess. Moving forward, we will see massive efforts around technology overhaul.

5. Rise of a New Digital Marketing

I foresee that with the huge increase in digital marketing especially on paid search and paid media efforts, there’s a real demand for new channels and platforms to run these campaigns instead of the traditional ones we’re using today (Google Search, YouTube, LinkedIn, Facebook/or Meta). Especially when many of the existing channels are so clogged and saturated, with everyone targeting the same audience and posting similar content.

Rita Marini is head of Marketing for Customer Experience in Asia Pacific Japan at �鶹ԭ��.

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�鶹ԭ�� Launches �鶹ԭ�� Best Run Awards for Second Year to Recognize Customer Achievements in Southeast Asia

�鶹ԭ�� SEA — Wed, 08 Dec 2021 07:35:08 +0000

SINGAPORE��— (NYSE: �鶹ԭ��) today commenced the (SEA) for the second year, following the success of its inaugural awards in 2020. The awards aim to honor, celebrate, and recognize the achievements of �鶹ԭ��’s customers in the region for their resiliency and creativity in harnessing technology to drive growth amidst uncertainty and changes.

“With rapid digital transformation over the past 20 months, more customers and partners came to realize that technologies are essential for businesses to thrive in this never normal. We have witnessed many successful innovative roll-out of digital transformation initiatives across end-to-end business processes in the region. It is timely to recognize and celebrate these achievements of our customers through the �鶹ԭ�� Best Run Awards for Southeast Asia,” said Verena Siow, President and Managing Director, �鶹ԭ�� Southeast Asia.

The awards are open to organizations that are leveraging �鶹ԭ��’s next-generation technologies to run their intelligent enterprises. Participants are encouraged to emphasize new ways of thinking, adapting the new norms, and deployments of technologies that set the benchmark for their industry – and make their world run better.

Organizations that have successfully implemented disruptive innovations to drive greater business outcomes in today’s digital-first world can submit entries for any two of five award categories, including two new categories for 2021:

Sustainability Award – The Future Maker recognizes the enterprises in SEA that are currently driving their organizations purposefully towards sustainability, doing their part to preserve the environment for the future.
Most Transformational – The Game Changer Award recognizes mid-to-large enterprises* that demonstrate a transformational journey. These are businesses that drive a change management within the complexities of large corporates from different line of businesses, achieving sustainable growth, and business performance.
Most Adaptable Award – The Pivot (NEW) recognizes organizations that are extremely agile and swift to navigate external factors in the business landscape. They seek creative solutions, innovate to carve out new markets for persistent problems, define new markers for themselves, or embrace technology to transform their businesses.
Emerging Frontier Market Award – The Small & Mighty recognizes organizations that demonstrate an enterprising mindset. These are businesses that drive consistent, significant and sustainable growth, resulting in excellent business performance. At the same time, they display the capability to scale and expand their operations beyond its current market(s).
Best Customer Experience Management: The X Factor Award recognizes organizations that demonstrate a customer-first approach and mindset. These are businesses that have seamlessly created a customer experience through digital transformation.

The top three finalists and the winners for each of the five categories will be announced on May 2022. The winners and finalists will be recognized as the leader in innovation through trophies and certificates.

Submissions of the entries will close on 23 December 2021 midnight SGT. The entries will be evaluated on the following equally weighted criteria:

Use Case: How is the Entrant using �鶹ԭ�� technology to add value?
Outcome: What business or social outcomes has the project realized?
Value: What business or social value has the project achieved with the support of �鶹ԭ�� solutions or technologies?
Improving People’s Lives: How do the projects impact individuals’ lives either inside or outside the organization?
Help Organization Run Better: How is the project applying technology and approaches towards becoming an Intelligent enterprise?

A total of US$30,000 donation will be made on behalf of the winning organizations to the ASEAN Data Science Explorers program.

For more information, please visit: .

For more information, press only:
Darryn Lim, darryn.lim@sap.com

Omnicom PR Group for �鶹ԭ��, sng.sap.wg@omnicomprgroup.com

�鶹ԭ�� 鶹ԭ�� Room; press@sap.com

*Mid-to-large enterprises with over 50 employees and above. Emerging enterprieses – small and midsize enterprises with 50 employees and below

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Jumbo Redefines Recipe for Success

�鶹ԭ�� SEA — Wed, 06 Oct 2021 07:24:38 +0000

Jumbo Group is one of Singapore’s leading multi-dining concept food and beverage (F&B) establishments.

In this Leadership Conversations series with Mr Ang Kiam Meng, executive director and group CEO, we get insights into the company’s success story and understand how digital transformation will propel Jumbo Group’s future growth and diversification plans.

Q: Please tell us more about Jumbo Group.

A: Our company began with the inception of Jumbo Seafood Restaurant in 1987, best known for our award-winning chilli crab and black pepper crab dishes. From this single restaurant in the city state’s East Coast, the group now operates a portfolio of eight F&B brands, with 36 outlets in 12 cities across Asia, including Singapore, Shanghai, Beijing, Xi’an, Fuzhou, Taipei, Taoyuan, Seoul, Ho Chi Minh, Bangkok, Tokyo and Osaka, employing a total of over 700 service and management staff.

As a part of our expansion plan, we acquired a local well-known wonton noodle brand – Kok Kee Wonton Noodle. We also rebranded our retail packs (cooking pastes and spices) under a new lifestyle brand – Love, Afare, which was launched in June 2021, with an expanded range of products spanning into tea and merchandise. Recently, we launched a new concept, Hack It – a virtual dining concept delivering high-quality, affordable seafood to our customers. Jumbo Group’s philosophy is bonding people through food. Quality of food, ambience and services all form part of the customer experience, and we aim to excel in all of these.

Technology has been at the core of an organisation’s ability to become more agile and resilient. How is Jumbo Group transforming itself to become more future-ready?

The ongoing pandemic has changed consumer consumption patterns and has accelerated our digital transformation initiatives. The key objectives for us are to drive operational efficiency via streamlining of processes, improving planning and reducing wastage, and generating more insights into the effectiveness of resource deployment and profitability analysis.

By leveraging technology, we aim to capture data from our end-to-end business processes, which in the future will provide us with valuable insights into consumer behaviour and preferences. Such insights will help us become more customer-centric and further improve our products and services. We also want to use technology to upskill our employees. We want them to be skilled in using data to make everyday decisions.

It is also a process for us to institutionalise knowledge and experience via embedding processes and data into the system to ensure the sustainability of our operations and business.

Jumbo Group recently chose �鶹ԭ�� as its trusted technology partner to address some of the key challenges. Could you explain what led to this decision? What were some of the benefits?

As market dynamics and consumer behaviours rapidly change, it is vital for Jumbo Group to gain better operational visibility. While our growth ambitions remain strong, the pivotal focus and value driver for us was adapting to the new normal and serving our customers in Singapore and across the region. With the long-drawn pandemic situation, we came to realise some important points:

Bottom line is not only dependent on the top line, but efficiency and cost control can make a significant difference.
As ironical as it may sound, the best time to invest is when the market is muted as everyone has a little more bandwidth to strategise and execute. We want to be poised for growth when the economy recovers.
Paper and manual processes are no doubt efficient when a company is small. Systems, processes and data are essential when a company grows – they lead us to see blind spots which we are not privy to when things
are all rosy and booming.

We wanted to beef up our infrastructure and reap the returns from the investment quickly. Choosing a tested and proven system aids in reducing implementation risk.

�鶹ԭ�� S/4HANA, S/4HANA Retail and �鶹ԭ�� Customer Activity Repository solutions are best-in-class industry solutions. The vast depository of knowledge and best practices embedded in the system not only helps us with our digital transformation and also aligns us with the industry standards. The solution is also flexible enough for us to retain and incorporate some of our unique practices to cater to our specific needs in terms of work-flow and data. As with all systems, timely implementation is critical to the success of the project. �鶹ԭ�� has deep industry expertise and a strong ecosystem of qualified partners, who are well- versed with the industry requirements such as Synnove Systems.

Now that we have implemented the system, we can see how workflows across departments sync up across the entire process. We hope that the data collected will help us zoom in to areas in which we can bring about better efficiencies and further improve our customer focus.

Many companies are undergoing digital transformation to prepare themselves for a post-pandemic era. What would be your advice to them?

Like many other industries, the F&B sector has been hit hard by the pandemic, and companies today have to digitally transform themselves to thrive in the new normal. Having said that, it is a journey and every organisation will have a different approach to it.

Whatever one’s pace of this journey, a crucial first step is to have a trusted digital transformation partner who understands the industry and has the right technology and support resources to help you achieve your business outcomes. The mindset, as well as innovation during this crucial period, can help us become future-ready. Despite the challenges, Jumbo was able to swiftly adapt to the new normal, and through a strong digital core, we have the confidence to expand business operations and reach more customers regionally.

This article was first published on The Business Times on 6 October.

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JUMBO Group Scales F&B Innovation with �鶹ԭ��, Focuses on Process Re-Engineering and Data to Drive Efficiency and Accelerate Growth

�鶹ԭ�� News — Mon, 27 Sep 2021 06:43:08 +0000

��Image: Mr. Ang Kiam Meng, Executive Director and Group CEO, Jumbo Group Limited

SINGAPORE��— (NYSE: �鶹ԭ��) announced today its collaboration with JUMBO Group of Restaurants Pte Ltd (“JUMBO”), one of Singapore’s leading multi-dining concept food and beverage (“F&B”) establishments, to scale its digitalisation plans as it focuses on delivering exceptional customer dining experiences and bringing Singapore’s food culture across the world.

JUMBO is a world-renowned, homegrown F&B brand, best known for its award-winning chilli crab and black pepper crab dishes. Established in 1987, JUMBO has grown from a single restaurant to over 35 outlets across Singapore, China, Taiwan, Japan, South Korea, and other parts of Southeast Asia, offering multiple diverse Asian dining experiences via its portfolio of eight F&B brands to thousands of local and overseas diners daily.

In the past year, the F&B sector has been among the key industries particularly affected by the pandemic, requiring businesses to review and pivot their business strategy – not only for survival, but also to build resilience and weather future challenges. To embark on its next stage of growth, JUMBO has ramped up its digitalisation efforts, with a vision to create a cross-border integrated system within the entire organisation and its key stakeholders’ ecosystem.

Beginning with the foundation of a , JUMBO implemented �鶹ԭ�� S/4HANA, S/4HANA Retail and solutions, allowing the business to standardise data and support its business end-to-end – aiming to drive efficiency and deliver relevant insights for decision making to improve bottom line and focus on products which caters to customer preferences under the current landscape.

��JUMBO’s ‘detoxifying’ dim sum afternoon tea set, launched in celebration of International Women’s Day, is one of the many innovations the company has rolled out to cater to the discerning gastronomies of local and overseas customers

JUMBO hopes to use the platform not only to achieve operational efficiency but also other broader business objectives, including uplifting human capital competency via the removal of paper and manual processes, in line with Singapore’s nationwide digitalisation push and the use of data in analysis and decision making, and further streamlining and coordination of workflows across different departments.

Digitalisation Efforts Bolster Innovation and Confidence for Long-Term Growth

With better operational visibility and insight into its operations and external landscape, JUMBO has also been emboldened with the confidence to set its sight on long-term growth, which saw the group launch three new F&B outfits – a Tsui Wah outlet (Hong Kong-based cha chaan teng/local tea restaurant chain) at JEM in May 2021 and two Kok Kee Wonton Noodle stalls at The Shoppes at Marina Bay Sands and Toa Payoh HDB Hub in May and June 2021 respectively, even amidst Singapore’s COVID-19 restrictions when dining-in was not allowed.

JUMBO aims to similarly expand its digitalisation efforts across its regional operations, particularly to optimise its procurement strategies and sharpen its sales and service efforts. The new ERP system would also set a foundation and momentum for the Group to explore other cutting-edge technologies in the future. This includes Internet of Things (IoT) to improve outlets and Central Kitchen operations and leveraging Artificial Intelligence (AI) Customer Experience (CX) solutions to help create more personalised customer experiences.

“Food is very much at the heart of people across all cultures and geographies, and while JUMBO has been well-known for traditional crowd favourites like our chilli crabs and black pepper crabs, it is also crucial for us to leverage technology to remain competitive from the internal efficiency and cost perspective, and to utilise data to help us innovate and adapt to the fast-changing operating landscape and tastebuds of consumers in Singapore and across the region,” said Ang Kiam Meng, Executive Director and Group CEO.

“�ճ��F&B��sector��has been particularly weathered through the pandemic, but this has also prompted new, innovative ways for��thriving in the ‘never normal’��and to invest for long-term growth,” said��Eileen Chua,��Managing��Director, �鶹ԭ�� Singapore.

“Underpinning this��evolution��has been a focus on agility and resilience, which has seen F&B operators like JUMBO accelerate their digital transformation efforts to be an intelligent enterprise and implement a scalable digital core that will lay the foundation for operational excellence, a single source of truth, business analytics for real-time decision making and a platform for innovation and collaboration,” added Chua.

“By tapping on digital innovations in partnership with �鶹ԭ�� and Synnove, we have enhanced our operational capabilities and unearthed deeper insights into our business operations that has helped us conceptualise new dining experiences, concepts, and menus, which will be crucial in our future growth and internationalisation plans,” commented Ang.

For more information, press only:
Darryn Lim, darryn.lim@sap.com
Omnicom PR Group for �鶹ԭ��, sng.sap.wg@omnicomprgroup.com

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Solving the Customer-Obsession Puzzle

�鶹ԭ�� News — Mon, 12 Jul 2021 06:12:04 +0000

Amazon, Netflix, Starbucks��— these are examples of some companies with fiercely loyal followings. Their secret? They are customer-obsessed, which means they have placed customers at the heart of their business. They focus on building deep, long-lasting relationships that will turn customers into fans and brand ambassadors, who will become a source of sustainable profit for the business.

Singaporean businesses need to do more to become customer-obsessed. They currently fall short of consumers’ expectations by as much as 28% when it comes to being customer-centric, according to the�� by software company��. Comparing Singapore customers’ expectations to what they experienced in reality, some areas that local businesses were found to be lacking include responsiveness within 24 hours to customer queries (78% vs 51%), acting on customers’ feedback to improve products and services (84% vs 58%), and having a reward programme customised to their interests (81% vs 54%).

This gap is a cause for concern as customer experience, rather than price, is a key driver of customer loyalty and ultimately revenue. After all, the Pareto Principle says 80% of a company’s future revenue typically comes from 20% of existing customers. “Consumers want to engage with companies that are authentic, understand their personal needs and preferences, and meet their expectations across the purchase journey. [Companies that can demonstrate] they have the customer at the core will be able to capture the hearts of their audiences, which will, in turn, bring in returning sales and brand loyalty that will drive long-term business growth,” says Peggy Renders, general manager and senior vice-president,�� Asia Pacific Japan.

“Customers are looking for brands who understand them, not opportunistic ones trying to sell them something. Providing authenticity and empathy fosters more genuine and lasting relationships with customers while showcasing brand values as a company that cares for its customers,” adds Dave Dabbah, chief marketing officer of , a customer lifecycle management and engagement platform provider.

New Rules of Customer Experience

The pandemic has led to shifts in consumer behaviour and expectations. Renders shares with��The Edge Singapore three new customer experience trends that businesses should note. Firstly, consumers expect businesses to offer meaningful, memorable experiences as the pandemic has left individuals to look for deeper purpose and meaning in life. “Companies can [do so] by shifting their emphasis from the routine to the sublime, and find new ways to create and curate meaningful experiences across their products and solutions. These require customer data insights to deeply understand what customers need and desire,” she says.

Secondly, consumers demand businesses to be purpose-driven. They are increasingly engaging with brands and buying products that reflect their own values. According to the �鶹ԭ�� study, Singapore consumers have high standards of expectations around people, the planet and prosperity. This includes respecting the rights and welfare of workers, reducing gender and racial inequality, treating suppliers ethically, having specific policies to reduce and report carbon emissions, and a focus on sustainability and ethics in sourcing and selling their products. Renders notes that Singaporean businesses have shown “a positive shift towards building brand purpose and visibly demonstrating more societal concern and impact”. However, this increased focus is slow to trickle through all the layers in an organisation as “many companies do not see the immediate importance or direct outcomes of enhancing brand purpose if it does not improve their bottom line”, she explains. As such, she advises businesses to educate employees on their role in building brand purpose and social responsibility so that such activities do not serve as a branding exercise but a reminder of the organisation’s purpose and values. Thirdly, consumers want to take centre-stage as contributors. They are more open to providing opinions to receive better products and more personalised services. Businesses that can capture customer feedback — such as suggestions on new product design or offerings – and act on them will be in a better position to retain their competitiveness.

Integrating Systems to Be Customer-Obsessed

It takes more than just understanding evolving customer demands and making superficial changes to the business to become customer-obsessed. Singaporean businesses need to transform their operations to deliver exceptional and delightful customer experience throughout the purchase journey. One way of doing so is by building a connected customer journey. Customer journeys today are not linear and straight-forward. They are a series of handoffs between traditional and digital channels, which can vary by customer type. This is why Renders encourages businesses to connect their various customer touchpoints into “one cohesive, end-to-end lead-to-cash process that provides consumers with a seamless customer experience”.

Companies need to support their customers’ freedom to choose how, where and when to interact [and deliver] precise and personalised engagement at the right time.

Peggy Renders

Businesses can also gain actionable insights by integrating their data from multiple touchpoints. Renders explains that eliminating data silos enables business decision-makers to better understand the “interrelationships that exist throughout the customer journey so that they can create highly-personalised, seamless omnichannel experiences.” By consistently addressing a customer’s evolving needs and preferences, it can help businesses build a long-term relationship with the customer. Take the case of , for example. The Singapore online fashion retailer initially found it difficult to personalise digital communications across each stage of the customer lifecycle as it was using disparate IT tools. By implementing �鶹ԭ�� Emarsys Customer Engagement platform to remove organisational silos, Love, Bonito managed to create automated personalised customer journeys across email, on-site and paid channels. This resulted in a 67% increase in lead to first-time buyer conversion, five times higher spend from active customers and a 32% increase in average order value.

Fostering Customer Loyalty Through Mobile Apps

With over 90% of adults in Singapore owning a smartphone, mobile apps are becoming crucial for customer engagement and loyalty. But to do so, businesses need to first understand the user journey — like how, where and when users use their product or service — so that they can optimise the user experience.

Data analytics, such as funnel analysis, should be utilised to determine friction spots in the user journey that need to be targeted and resolved.

Dave Dabbah

Next, businesses should enhance their mobile app’s customer onboarding process — such as through an easy-to-use user interface and by offering incentives — to create a good impression on first-time customers and get them to use the app frequently. “The key to successful onboarding is ensuring new users experience the app’s unique value as soon as possible. Users will not explore the app further if they are not impressed by their initial experience, with research showing that more than one-third of users in Asia Pacific quit an app after just one use,” Dabbah adds. He also urges businesses to focus on building user habits. “No matter how exciting a user’s first experience with an app is, the novelty will wear off eventually. [This is why businesses] need to help users create new habits around the app until they no longer need a reminder to use it and keep coming back on their own,” he says.

In line with that, he advises businesses to “keep refreshing the users’ perception of their app as a must-have in their daily lives”. This can be done by asking for customer feedback, continually adding new features and enhancing the user interface, and personalising every customer interaction. Becoming customer-obsessed requires putting the customer at the centre while ensuring alignment with the brand’s purpose, as well as transforming operations and continuous innovation to win the hearts and wallets of customers. While this is no easy feat, Singaporean businesses that can do so will be poised to remain relevant in a future filled with uncertainties.

This article was first published on .

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A Recipe for Long-Term Success in a Distributed World

Claus Andresen — Tue, 15 Jun 2021 09:24:19 +0000

Digital experience, the way organisations engage with customers, partners, and their employees, is a critical attribute that will determine the viability of businesses, especially SMEs, in a progressively distributed business environment. In a recent study conducted with Oxford Economics on enterprises in these Southeast Asian countries – Singapore, Malaysia, Thailand, Vietnam, Indonesia and the Philippines – customer and employee experience has emerged as a core priority for 60% of surveyed SMEs looking to secure their long-term success.

It’s clear that superior experiences increasingly form the foundation of sustainable growth, particularly in the very dynamic and diverse Asia Pacific region. It is this foundation from which other key ingredients – customer acquisition, talent attraction and retention, next-generation technologies and data-driven decision making – come together to fast-track growth.

Photo from Rasa Malaysia

Just like my favourite food, beef rendang, every single ingredient offers a unique flavour to the palate to make it an outstanding dish. Experience can the element that seals the recipe for long-term success for SMEs in the region. Let’s look a little more closely at this.

Customer Experience as the Main Ingredient

The nature of work and business has changed because of the pandemic. As a result, building trust with customers, which smaller firms tend to see as their inherent competitive advantage, has changed fundamentally. In fact, showed that enterprises in the region identify customer experience as a strategic imperative for survival and growth, with more than a third (34%) saying service excellence is now their primary source of value and differentiation. Positive customer experiences have become the foremost strategic consideration for businesses, with key factors being personalisation for the customer (58%) and providing high-quality products and/or services (54%).

SMEs need to experiment and innovate with new technologies and business models that will deliver better experiences. The accelerated pace of digital transformation over the last year gives them a golden opportunity to experiment and scale new innovations and engagement models to better enable resiliency and growth.

Perfecting the Craft by Organising for Agility

If customer experience is the main ingredient, then agility and being data-driven are key condiments that will unleash the full flavour of the perfect dish we want to serve up. Taking the first steps to establish a digital backbone is crucial to enable greater agility. This digital backbone will enable SMEs to maximise their operational efficiency to ensure business continuity, and expediate decision making processes in the face of disruptions.

The tectonic shift in consumer behaviour has major implications for SMEs in the region. 40 million people in six countries, Singapore, Malaysia, Thailand, Vietnam, Indonesia and the Philippines, went online for the first time in 2020 — pushing the total number of internet users in Southeast Asia to 400 million — or nearly 70% of the population. Digital engagement models are no longer a good to have, but a must-have, and digital platforms must no longer be constrained to just marketing channels, but instead, must serve as a conduit for businesses to reach and engage more users.

A Generous Serving of Growth

In my conversations with customers, many understand the importance of having a digital backbone. However, some are still hesitant to jump all into digital. My humble advice to them is to take small steps, but don’t delay those small steps. In a region like Southeast Asia with an increasingly digital-first citizenry, relatively youthful demographic, and a growing middle class – the prioritisation of experience will place SMEs firmly on a long-term growth trajectory.

What are your thoughts on customer experience? Do you think it is a foundational ingredient for business success?

Claus Andresen is senior vice president and head of Midmarket for �鶹ԭ�� APJ.

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Singapore Brands Lag in Winning Hearts of Consumers as Customer Experiences Fall Short of Expectations ��

�鶹ԭ�� News — Fri, 21 May 2021 02:35:22 +0000

Singapore — 5^th May, 2021 — Instead of bringing businesses closer to their customers, Singapore’s digital pivot last year has in fact widened the gap between what consumers expect of brands, and what businesses actually deliver.

According to the new ‘Heart Matters’ study announced by (NYSE: �鶹ԭ��), Singapore’s consumers find that businesses fall short of expectations by as much as 28% when it comes to being customer-centric, behind the Asia Pacific (APAC) average of 21%. Furthermore, only half (55%) of consumers in Singapore stated that brands here are able to resolve their issues after three interactions.

Heart Matters’ study, which was conducted by Qualtrics for �鶹ԭ�� Customer Experience, surveyed 5,900 consumers across APAC countries including Australia, Singapore, Japan, South Korea, India, Malaysia, and Thailand to understand their expectations and encounters with brands when it comes to customer experience, spending, and matters they truly care about. Key gaps identified from the study centred on the areas of customer centricity, personalised experiences, openness in privacy and data control, as well as sustainability and ethical behaviour.

The study also revealed that three in five consumers in Singapore are now expecting brands to be purpose-driven, going beyond profits and transactional relationships, to demonstrate trustworthiness, empathy, shared values, and care for society.

Singapore consumers surveyed indicated a gap between their expectations and actual experiences on this front, in areas such as brands respecting the rights and welfare of their workers (80% vs 67%), treating suppliers ethically (76% vs 56%), actively work to reduce gender and racial inequality (73% vs 55%), and not engage in anti-competitive behaviour (70% vs 54%).

Basics matter in winning customer confidence

Fundamental to any business, customer centricity is vital to creating positive brand experiences, loyalty, and a key differentiator in an increasingly competitive digital landscape.

Comparing Singapore customers’ expectations to what they experienced in reality, areas that local businesses were found to be lacking include responsiveness within 24 hours to customer queries (78% vs 51%), acting on customers’ feedback to improve products and services (84% vs 58%), resolving issues in less than three interactions (83% vs 55%), having a reward programme customised to their interests (81% vs 54%), and offering innovative or better ways to serve customers during COVID-19 (86% vs 65%).

Across the countries surveyed, Australian consumers were the most likely to cite a gap between their expectations and actual experiences of customer centricity overall (31% shortfall), followed by Malaysia (26%), Singapore (22%), Japan (22%), and South Korea (14%). Consumers in India and Thailand had the best customer experiences with expectation gaps at only 4% and 8% respectively.

“While it’s positive that brands in Singapore have adapted quickly to the pandemic by tapping on digital tools and turning to e-commerce, customers still expect brands to deliver on the basics – this means providing them with positive experiences and swift resolution of issues. It is sobering to know that despite all the efforts businesses have put into digitalisation over the past year, fundamentals around customer centricity are still not being met in Singapore. There is clearly an urgent need for brands to humanise the gap between digital actions and the heartstrings of consumers,” said Peggy Renders, General Manager & Senior Vice President, �鶹ԭ�� Customer Experience, Asia Pacific & Japan, who was recently appointed to her current role in January 2021.

“The pandemic has laid bare the criticality of the customer experience in our hyperconnected world today. The key to sustainable growth in a post-COVID world lies in the right solutions and leadership that transform the customer experience. As a future-forward nation that is home to the region’s leading businesses, brands in Singapore have a golden opportunity to transform to give customers exactly what they want, and when they want it, in a future that is entirely digital.”

Diverse options, personalised touch

With digital-savvy consumers turning to e-commerce to fulfilling their shopping needs, they are also expecting brands to offer a diversified range of shopping experiences, with personalised options that cater to the unique needs of each customer.

Delivery, the last-mile of the shopping experience, was among the most dissatisfied areas for those surveyed, with 82% of Singapore consumers expecting brands to provide timely and accurate delivery options they could trust, but with just over half (59%) saying this was met in reality. The dissatisfaction over quality and reliability of delivery services especially significant for local supermarkets, where just 55% of Singaporeans mentioned they received trustworthy delivery services (vs 80% expectation).

Proactiveness in engaging customers was another area cited as an area of improvement, with just around half of Singapore customers shared that brands are actively updating them on relevant specials and new products (56%), is proactive in anticipating their needs and wants (55%), and provides tailored suggestions based on their purchase history and preferences (50%).

Being intuitive mobile natives, Singapore customers also want brands to provide omnichannel experiences that enable their lifestyles, expecting brands to provide them with a network of physical and online stores (76%), have easy to transact options across multiple channels such as online to in-store (81%), yet still provide a consistent experience irrespective of channel (82%).

Not taking trust for granted

Having transparency and control over their data and orders is also a key area brands are falling short on, with Singapore consumers highlighting shortfalls in having full transparency over how their personal data is being used (35% gap), security of their private data and not sharing it with third parties (33% gap), only obtaining private data from customers to serve them better (25% gap), and making it easy to track their orders and queries (23% gap).

People, planet and prosperity above profits

With global warming and climate change are rising to the forefront of agendas, Singapore consumers are increasingly placing greater expectations on brands to go beyond transactional customer interactions, expecting businesses to actively demonstrate their care and concern for the environment, their workers, and broader community and society.

Singapore brands fair slightly better than the APAC average on the expectation-experience gap, in the areas of whether brands look for new ways to recycle and reuse products, packaging materials and materials (12% vs 18% APAC gap), having specific policies to reduce and report carbon emissions (10% vs 14% APAC gap), and having a strong focus on sustainability and ethics in sourcing and selling their products (4% vs 10% APAC gap).

The full report of Heart Matters study is available for download here: .

About �鶹ԭ�� The Heart Matters Study

The �鶹ԭ��’s Heart Matters’ Study was conducted by Qualtrics on behalf of �鶹ԭ�� Consumer Experience from February and March 2021, surveying 5,900 consumers across Asia Pacific to understand matters they truly care about, how their views of brands correlate with their spending, and what matters most when it comes to customer experience. Countries included in the survey were Australia (n=1,200), Singapore (n=800), Japan (n=900), South Korea (n=900), India (n=900), Malaysia (n=400), and Thailand (n=400).

For more information, press only:
Rita Marini, rita.marini@sap.com
�鶹ԭ�� 鶹ԭ�� Room; press@sap.com

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