BERNARD LEE
HEAD OF MARKETING SERVICES DIGI.COM BHD
On how social media has impacted or promoted your business brand.
People remember moments rather than what a brand posts every day. Digi has always been present at key Malaysian moments, we’re recognised as the brand that hits the right notes with Malaysians. This image echoes with fans and customers and it runs deep. The tightrope we’ve mastered is expressing our message to fans without being intrusive. This is especially so if we’re reaching out to them within the privacy of their newsfeeds (Digi has over 8 million monthly active users on Facebook alone). Speaking to them within this space allows us to build a unique relationship with each fan, crafting out a bespoke imprint for the brand with individuals.
But more than just customer engagement where we try to inspire, amuse and delight our fans, social media also provides us with valuable customer insights. We listen to our customers to learn their needs which helps us with product development as well as in our social and sustainability efforts. Social media is a starting point for some great ideas.
On the company’s digitalisation efforts and how it has helped in branding.
We want to be our customer’s favourite digital partner. In 2015 we began transforming our business to become a digital services provider by the year 2020. At Digi, providing superior customer experience is what we’ve always pride ourselves with, so our digital evolution fits right in to our overall business philosophy. We started by digitizing the core of our operations to improve customer experience and increase efficiency including innovating the way we develop product bundles and rolling out new customer touch points such as our MyDigi app that serves millions of our customers daily. The digitalisation is helping us deliver a holistic brand experience to our customers by bringing convenience, simplicity and more value.
Challenges faced by your company in a challenging economic environment.
The challenge for all brands is always to remain relevant and offer the best value for customers. These days, as the market becomes more saturated, the big question is no longer just about the market share, but also the share of wallet in different areas of our customers’ lifestyle. We want to be more ingrained in our customers’ day-to-day and we need to think out of the box to find solutions that make the most sense. This is a challenge we relish as it forces us to keep innovating and this can only be good for customers and the industry as a whole. We’ve been first to market to with many offerings over the years and it has helped move the industry forward to better serve Malaysians.
On strategies put in place to boost the company’s brand image.
Like all companies, our brand image is boosted when we offer a great customer experience. We believe there’s no shortcut in building a lasting brand image. This includes digitizing all customer touch points, rolling out our new 900MHz spectrum for the best indoor and outdoor internet connections as well as continuously innovating with new and meaningful services such as our cashless mobile payment solution vcash and vehicle tracking system iFleet.
The importance of a meaningful connection between a brand and a consumer in brand-building.
The internet changes everything it touches, and it has fundamentally changed how people select, share and value brands in the market. As customers evolve, brands must keep up the pace in their life journey to always remain relevant and resonate well with them. Meaningful brand connection is critical in this world of earned media and social media. Platforms, products and services evolve very quickly over time, especially in our industry. Everything from calls to internet solutions such as storage, payment, security and beyond all face a rapidly shifting landscape. Building a meaningful connection with customers allows a brand to extend its relationship with them in new areas as they evolve over time.