Start Your Company’s Digital Transformation with Three Key Strategy Principles11 August 2015
Customer at the Core
Innovation, infrastructure and processes are key to any company-wide transformation. But at the core of any business, regardless of its size, is its customers. SingPost’s focus on customer centricity puts our clients at the center of all our processes, products and services. Business units all across SingPost collaborate with one another to ensure that any and all actions are geared towards improving the customer experience. From our call centres, our mobile applications, our marketing materials to our newly designed post offices and POP stations, every step of the consumer journey is being revamped to meet the rapidly changing needs of today’s tech-savvy, on-the-go customer. But to achieve this transformation, we needed to look inwards and foster a corporate culture that involves putting customers at the front and center of the company. One might ask how such a large organization brings about such change. We start with top management being committed to this transformation, cascade this change in perspective to middle management and finally, empower our front liners to make the change happen where it matters most – with our customers. In fact, all middle and top management staff at SingPost are required to spend time on the front line, so that executives and managers can experience first-hand the needs and concerns of customers, as well as the challenges of their front-line staff. This allows the company to address concerns and develop new services by asking fundamental questions such as:
- How does this service serve our customers better?
- How can this service be communicated clearly to our customers?
- How can we ensure that customers get value out of this service?
Digital transformation has far reaching implications, particularly to businesses as large as Singapore Post. But having a customer centric culture allows a company to ground transformation towards a singular goal – providing the best customer experience possible.
In the highly competitive logistics and eCommerce landscape, providing a wide range of solutions and services is of the utmost importance. And along with greater options, customers are also expecting a more seamless experience that allows them to connect with brands both online and offline, often switching between the two quite frequently. This is why SingPost has also focused its efforts into creating a synergy across our product and service offerings so that customers have access to our products anytime, anywhere, regardless of what device they are on. An example is Singapore Post’s SAM Kiosk, a physical terminal found in 300 locations all across Singapore, that are designed to provide customers with a variety of post and transaction-related services. SAM Kiosks allow users to access their mail 24/7, pay bills, buy stamps, make ticket bookings, as well as top-up on a variety of pre-paid services. Going beyond these physical kiosks, SingPost expanded the SAM suite of services by launching SAM Web and SAM Mobile, giving customers the ability to access SAM services online. This unprecedented level of connectivity in the postal space provides a unique opportunity for customers to engage with Singapore Post across multiple touch points.
Consistency is Key
A key challenge for organizations undergoing a rapid digital transformation is staying consistent. While this sounds almost contradictory to the notion of transforming, consistency is indeed key to ensuring your customers recognise your brand and view it as reliable, regardless of how they connect with it. Singapore Post is constantly looking at how we can continue to provide our customers with more integrated experiences, while still maintaining a consistent messaging. In our newly designed post offices, for example, all logos and symbols are designed to represent key customers actions such as delivering or receiving parcels. This visual lexicon is applied to everything from our physical terminals to our mobile applications, ensuring a consistent experience for our customers. This also means that are systems and processes both online and offline run with a fluid efficiency that is tested and re-tested long before they hit the market. Regardless of the platform being used or the service being accessed, it is important that customers receive the same positive experience through any touch point, across any venue at any given time.
Transformation with a Purpose
Transformation cannot be made for the sake of change, in the same way that products and services cannot be provided for the sake of innovation. They all must serve a purpose, and further the overall strategy of the company. With regards to Singapore Post, that means growing the company into anorganization that values customers, connectivity and consistency, with a transformation that begins from within.
Dr Bernard Leong