Adobe Digital Dialogue

Southeast Asia’s most powerful brands share their transformation stories

Dig­i­tal heads from glob­al­ly recog­nised brands DBS Bank, StarHub and Dis­cov­ery Net­works Asia Pacif­ic sat down with Adobe’s APAC strat­e­gy leads at the recent Adobe Expe­ri­ence Forum to share anec­dotes on their dig­i­tal trans­for­ma­tion jour­ney, and its impact on their busi­ness and cus­tomer expe­ri­ence.

The world’s best dig­i­tal bank

DBS Bank in Sin­ga­pore has been named the ‘world’s best dig­i­tal bank’ by Euro Mon­ey in 2016. Pearlyn Phau, man­ag­ing direc­tor and deputy group head for con­sumer bank­ing and wealth man­age­ment, says the bank’s suc­cess is found­ed on its “per­va­sive embrace of dig­i­tal” across all aspects of its oper­a­tions. This means break­ing down silos and allow­ing tech­nol­o­gy to aid pro­duc­tiv­i­ty busi­ness wide.

Phau admits oper­at­ing in a dig­i­tal land­scape can be a chal­lenge, and that adapt­ing the busi­ness mind­set to a dig­i­tal one was key in mov­ing the bank for­ward.

“In the dig­i­tal world, you can­not use tra­di­tion­al met­rics,” she says, adding that part­ner­ships with com­pa­nies such as Adobe, have helped DBS track its dig­i­tal suc­cess.

By incor­po­rat­ing ana­lyt­ics tools into cus­tomer jour­ney map­ping, Phau says DBS Bank can bet­ter under­stand cus­tomer behav­iour through user data. The insights revealed from past cus­tomer pur­chas­es are crit­i­cal in help­ing the bank pre­dict its cus­tomers’ next move.

“Tools that help us to analyse and syn­the­sise data to push out con­tex­tu­al offers are becom­ing extreme­ly impor­tant and crit­i­cal in our jour­ney,” she explains.

Hap­py cus­tomer, hap­py com­pa­ny

Howie Lau, CMO of Sin­ga­pore­an tel­co StarHub, says that while com­pe­ti­tion and a desire to cap­ture cus­tomer atten­tion drove the com­pa­ny to inno­vate, it’s cus­tomer expe­ri­ence that is at the cen­tre of the company’s ongo­ing trans­for­ma­tion.

“The com­pa­ny that best serves its cus­tomer will always pre­vail,” he says.

To tru­ly sat­is­fy audi­ence expec­ta­tion, Lau explains how StarHub includes “cus­tomer effort scores” as part of its KPIs to ensure the com­pa­ny is per­form­ing well in the eyes of the con­sumer.

“It’s not just about how the com­pa­ny per­forms inter­nal­ly – it’s about always think­ing about the cus­tomer first,” he says.

At the core of this cus­tomer-dri­ven focus is an under­stand­ing that con­nec­tiv­i­ty is what dri­ves user behav­iour. StarHub keeps a keen eye on tech­no­log­i­cal trends, with Lau admit­ting they “move faster than ever before” and that it’s impor­tant to keep up.

Great con­tent will always suc­ceed

Win­ra­dit Kolasas­traseni, senior vice-pres­i­dent of inno­va­tions at Dis­cov­ery Net­works Asia Pacif­ic, believes “great con­tent will always fly”, but admits con­sumer behav­iour around mobile has dic­tat­ed changes in how the com­pa­ny deliv­ers its con­tent. Dis­cov­ery has dab­bled with short­er for­mats and even film­ing in por­trait to adapt to the con­sumer shift to mobile.

“We’re used to long-form con­tent – to cre­ate the same sto­ry­line that’s com­pelling in a three-minute clip is a chal­lenge,” he says.

Kolasas­traseni explains how Discovery’s part­ner­ship with Adobe shed light on the pow­er of ana­lyt­ics. “It pro­vid­ed us with a truth,” he says, adding that Dis­cov­ery can now “mine those truths to find rel­e­vant insights” that they can offer to pro­duc­ers who then use these to guide their cre­ativ­i­ty.

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