I was recently invited to a roundtable on digital at the business school Essec Singapore. The title was very interesting: "Is digital an end in itself". Although I did not really understood in the first place, the content was really interesting and helpful for every company, be they large or small, that are interested in Customer Experience.
The enterprise account director started with impressive figures (such as 414 million users in the world - more figures here), with a focus on SEA and Singapore (1.6 million users) where they just opened the first datacenter outside the US.
He then explained that for LinkedIn, content was core, with applications and services like SlideShare, Pulse, influencers...
One of its conviction was that personalisation is going to be increasingly important, a well as engaging members in a two-way conversion.
The Head of Marketplace Operations explained how was structured their business with 75% of their business coming from the marketplace and 25% from retail (more figures here). They have three main services:
- Lazada Express (in-house logistic)
- Hellopay (now part of Ant Financial)
She did not spend much time on Hellopay though I think that this money is the major barrier in SEA to develop online sales. The difficulty is to manage to sell products to unbanked people. In Indonesia for example, 60% of the bankable population is unbanked (see Deloitte report ). She also mentioned that selling in SEA means selling to many cultures in very wide areas (to stick with our example, Indonesia is an archipelago with more than 8000 islands). Indeed, it's easier to sell in the US than in Indonesia!
She also mentioned that selling in SEA means selling to many cultures in very wide areas (to stick with our example, Indonesia is an archipelago with more than 8000 islands). Indeed, it's easier to sell in the US than in Indonesia!
Mobile is for Lazada the first channel for their sales with 29 million apps downloaded. That's what she calls "mobile first". Mobile sales represent 60% of their GMV (Gross Merchandise Volume - the sales value of products sold).
Zyllem is the leading provider of fast, cost-effective and reliable same-day delivery service in Singapore, Malaysia, and the Philippines.
I must say that I didn't know Zyllem before I heard their Head of Marketing. And she really impressed me. She really enjoyed speaking and explain their activity.People living in SEA will certainly understand if I say that she compared
People living in SEA will certainly understand if I say that she compared Zyllem to Grab Taxi (now Grab): both are technology company, agnostic to brands and links people who needs a service with a network of people and companies ready to offer this service.
For the head of marketing, collaboration is a strength versus competition. Zyllem wants to create an ecosystem in the business of logistics, and especially the last mile (the one that cost a lot!).
The customer experience at the heart of these three businesses
To succeed and standing from the crowd of competitors the secret is the Customer Experience CX (more information on CX - more information here). And in fact, it's true. With similar technologies and similar services, how to explain that companies like Grab Taxi, Uber, AirBnB, LinkedIn... are succeeding? Of your they are disruptive but in general, they are not the only players in the fields.
The Wikipedia definition of CX is:
"Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction includes a customer's attraction, awareness, discovery, cultivation, advocacy and purchase and use of a service."
If you buy a product online, wait 4 weeks to receive it and complain to customer service without success or can't track your products, you will be very upset, won't you? Thus, Lazada set up a lot of KPI to give you information and make sure you will be delivered on time.
Same thing for Zyllem. Delivering on time within an hour is not an easy thing. And if you planned to be delivered in the afternoon, and received an SMS with the time frame of your delivery, you will be much grateful. Yes, you exist as a customer!!
LinkedIn is doing a lot to deliver the right content, propose the right subscription plan and offer a good customer service. Are you looking for a job? Chances are that LinkedIn displays the right propositions at the first sight.
No Digital is not an end in itself. Technology companies operate in the real world, with real people, and like in every other business, customer satisfaction comes first.That's why CX is so important for leaders to stay ahead of
That's why CX is so important for leaders to stay ahead of competition. And you should do the same in your company!
You may also be interested in :
- Consumer behaviour - Know your customers
- One size doesn’t fit all. How to segment your customers? 1/2
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