06 August 2020, Singapore - While it had posed some challenges, COVID-19 has provided companies with the opportunity to rethink and change their business models for a more sustainable future. As such, the Association of Process Industry’s (ASPRI) Knowledge, Education, Experience & Networking (KEEN) workgroup has worked with AJP Advisers Group to bring their members a complimentary webinar to discuss topics such as Leadership, Digitalisation and Digital Marketing – and how they could help companies adapt to the new norm brought about by COVID-19.
Qualities of a Good Leader
Mr Allen Pathmarajah, Executive Chairman of AJP Advisers Group, opened the session with a brief introduction of how the current COVID-19 situation has enhanced the need for companies to have good leaders. He pointed out that the world is overmanaged, but under led; as he explained the difference between a manager and a leader.
Mr Pathmarajah also emphasised that great communication and emotional intelligence (EQ) are two important attributes of a good leader. He then supported his remarks by citing real life and personal experiences during his 35 years of career.
Acquiring and Keeping Customers
The second speaker, Mr John Koh, Principal Business Coach of Business Thinking Systems, initiated his presentation by discussing the 5Ps of Marketing and Sales and they are – Product, Price, Placement, Promotion and People – all of which are important during both the initial and later stages of the relationship forged between the customer and company.
Mr Koh highlighted the importance of nurturing the relationships of current customers. He explained that returning customers are easier to come by than new customers and when taken care of, they can be loyal clients or advocates in the future.
Generate Customers by Building a Digital Marketing Framework
Ever since the Internet first came about two decades ago, there has been a paradigm shift that sees people spending more and more time online. This has been exacerbated as work-from-home (WFH) arrangements slowly become the norm due to COVID-19. As such, Mr John Chen, Managing Director of CPXi Asia, believes that companies should follow suit and jump on the digital bandwagon to keep up with the trends.
Mr Chen stated that the key to digital marketing is simply delivering the right message to the right person at the right time. Compared to its traditional counterparts such as newspaper and radio advertisements, digital marketing is regarded as a two-directional form of advertisement which allows for more specific and intentional advertising.
The data acquired through digital marketing can be leveraged for analysis to ensure future marketing campaigns are improved on. Data allows companies to study the profiles of their existing customer base and their purchasing behaviours which they can utilise and build on for future marketing.
Digitalising Your Business
Mr Richard Cleeve, Chief Executive Officer of Codestream, supplemented Mr Chen’s presentation by sharing his insights on digitalisation and how companies can adopt it into their workflow. One of the immediate effects of digitalisation companies will see is the improvement of their operational processes. An example would be the reduction of paperwork which will lead to up-to-date housekeeping and data filing.
Mr Cleeve then elaborated that it would be impossible for companies to digitalise every aspect of their business at one go. Before companies adopt a digital plan, they first have to identify their objectives. What is it that they want to achieve by going digital? Once their objectives have been ascertained, they ought to prioritise the important ones first and take it one step at a time.
He also encouraged companies to involve their frontline staff in the ideation and decision-making processes as they are the ones who are heavily involved in the operations. Therefore, they are likely to have important feedback and insights.