ASEAN is home to developed and emerging economies experiencing high levels of urban migration and urban population growth. While the COVID-19 pandemic has impacted the real estate and hospitality industry, stakeholders are improving their processes through digital transformation in preparation for the future. Priorities for real estate and hospitality stakeholders in the region are increasingly focused on increasing safety, convenience and sustainability for both the business and their customers.
At AIBP Insights Built Environments Catered to the Community, we addressed themes in enhancing customer experience and approaches to building solutions.
AIBP Insights is a series of discussions held online which brings together a focus group of ASEAN stakeholders to discuss topics related to enterprise technology adoption in the region.
Finalists of the 2021 ASEAN Enterprise Innovation Awards from AP Thailand, Ayala Land (Philippines), Genting Malaysia Berhad also showcased their recent innovation projects at the session.
The Enterprise Innovation Awards was established in 2017 by AIBP with the key objective of giving recognition to organisations who have embarked on projects to digitally transform their business through the adoption of innovative technology. The awards are held annually for ASEAN countries; Indonesia, Malaysia, Philippines, Thailand and Vietnam.
Enhancing customer experience
Customer experience applies to both users of internal and external applications. Annie T. Alipao, Vice President and Chief Information Officer, Ayala Land, shared how IT service automation enhanced customer experience and increased productivity and efficiency for their IT service desks. From Calvin Chee Kah Weng, Vice President – IT, Enterprise Applications Development & Integration, Genting Malaysia Berhad, and Sappasit Foongfaungchaveng, Director of Brand Strategy, AP Thailand PCL we heard how one-stop applications served to maximise convenience for their customers.
Dealing with increasing number of tickets and complex segregation of users for Ayala Land’s IT service desk, Annie mentioned how their assistme application contributed to lower ticket cancellation rates and faster resolution times.
At Genting Malaysia, also catering to the needs of visitors to their resorts, a digital recreational journey was created with the launch of an “all-in-one superapp” which covered the customer journey from check-in to check-out, including special requests from the guest. Their approach enabled convenience and safety with a queue-less, cashless and contactless experience.
Catering to a longer customer journey, AP Thailand, one of the largest residential property developers in Thailand, adopts a forward-thinking approach, and seeks to increase the customer lifetime value by understanding the needs of their customers (empathy design) at different stages of their lives, and different stages of the purchase to live-in journey.
While the adoption of one-stop applications will serve to increase service efficiencies, the “human-touch” of customer service is enhanced as contactless services are supplemented by interactions outside of these applications as well. More importantly, customer experience will be further enhanced by offering service or product adjacencies.
Approaches to building solutions
Key areas of consideration in digital transformation for our real estate and hospitality stakeholders include prioritising business needs, cybersecurity, and ease of development.
While increasing the collection of data to enhance customer convenience and personalisation through data-driven approaches is the norm today, threats to cybersecurity must be prevented and addressed. Both Annie and Calvin mentioned how processes must undergo reviews, vulnerability testing and assessments to ensure their solutions are secure before being deployed for use.
In addition to identifying business processes to prioritise for digital transformation, Annie highlighted how a Modern Application Platform (MAP) enables flexibility in building and integrating processes from end-to-end in their multi-cloud technology stack. This will also enable them to modify their service dashboard as future needs arise.
In a similar vein on agile transformation, Sappasit illustrated how innovation teams at AP Thailand comprises different departments to create new initiatives, innovations and work approaches.
We’ll be rounding off the AIBP Insights series next week with discussions on The Indonesian Consumer Story and The Race to the Next SuperApp.
You may view our study Opportunities for Collaboration: Driving ASEAN Smart City Ecosystems & Building Foundations we recently published here: https://asean.iotbusiness-platform.com/assets/6167fb4ba471ea08a64698ab
Feel free to drop us a message if you would like to view the full session replay, or if you wish to find out more about upcoming focus groups!
19 November 2021