Creating the Best Commerce Experiences Possible by Understanding Your Audience - SME Bank
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A Monthly Bulletin for Entrepreneurs
Issue 46
November - December 2019
Complimentary Copy
INSIDE THIS ISSUE
COVER STORY
Creating the PERSPECTIVE
6 Keys to Influencing People
Page- 3
Best Commerce POINT-OF-SALE:
15 Business Model Innovation Principles
Experiences Possible Page 4 - 5
BUSINESS ALERT Page 6-7
by Understanding URUS BESTARI:
Your Audience
6 Tips for Marketing Your Business on
Instagram
Page 8
S
HUMAN RESOURCES MANAGEMENT
mall and medium enterprises What are the first steps to providing the How AI is Revolutionizing the Human
(SMEs) across Southeast best commerce experience possible? Resource Functions
Asia are looking to invest in Page 9
digital technologies within the Get To Know Your Audience
next three years as the key enabler to Audiences exist naturally, but it’s up to you SEMBANG USAHAWAN:
drive new business propositions, user to identify them and figure out what their Shamsul Shah Sulaiman
experiences and deliver on significantly needs and preferences are. A customer Page 10-11
enhanced offerings. In Malaysia, current experience management (CXM) platform,
technologies (81%) are a top investment such as Adobe Experience Platform, not KNOWLEDGE SPA:
priority among SMEs, followed by only provides a unified real-time customer Page 12
fixed assets (75%) and transformative profile, but also analyzes each profile to
technologies (73%). create powerful, usable segments in real
time, grouping together customers who
According to a joint report by Google behave in similar ways.
and Temasek, South-East Asia’s internet much deeper demographics like preferred
economy has been growing at an average Once you define an audience, you can leisure activities, income levels, and brand
annual rate of 27% and is on track to craft an experience that speaks to its affinities. The journey you create can
exceed US$200 bil by 2025. The region’s members in effective and personal ways. then be tested, modified, optimized, and
internet economy accounted for 2% of You can also use that segment to find monitored for anomalies.
GDP in 2017, up from 1.3% in 2015 and is and reach new consumers with look-alike
projected to reach 6% by 2025. modeling strategies, which allow you to When the audience is large enough, with
build larger audiences—who all look like enough numbers to test and get valid
Experience-driven commerce changes your very best customers. results, advanced analysis can then show
how we shop. In simple terms, this you how this audience uses each channel
refers to a commerce model that is built Map Experiences To Your Customer’s on their collective paths, so you can see
around the consumer, rather than starting Journey where a certain group is struggling on
from products or processes. While an Your content will extend beyond simple your website and where they’re finding
experience-led model uses the same strategies like presenting parents with success. Every round of testing is an
assets – images, text, videos, screens, products for children, or issuing special opportunity to drive conversions and
design, fonts, and words – to tell the offers based on age or geography. You deepen relationships.
story of a product or a brand, it is far more can craft an entire customer journey for
transformative. An experience-driven each audience based on combinations
model can transcend boundaries and of traditional attributes, yes, but also continue on page 2
create new ways to connect.
Download our mobile apps at www.smebank.com.my
2
Advisor Cover Story
Aria Putera Ismail
Chief Executive Officer
continue from page 1
Editor
Norhisham Hamzah
Contributors
Khairil Anuar Mohammad Anuar
Rusydan Hamedy Rusli
Nursyafiqah Mohd Rafee
Design & Layout
Haja Sharoni Shah
Rafiq Asyraf
Published By
Small Medium Enterprise
Development Bank
Malaysia Berhad (49572-H)
Menara SME Bank Find New Customers Who Fit The Audience Asia agreed that if done well, they would
Jalan Sultan Ismail
50250 Kuala Lumpur Profile most likely to be delighted to have complete
Wilayah Persekutuan Knowing your audiences, how they relate to the automated interactions with a company.
Tel: +603 2615 2020 brand, and what makes them likely to complete
Fax: +603 2698 1748 a purchase, gives you powerful information that With the Adobe Commerce Cloud offering
Customer Service Centre:
+603-2603 7700 can help you reach untapped markets. Over SMEs have Adobe Target at their fingertips.
www.smebank.com.my time, you’ll build a data-driven understanding of Target can help them reach across all
the messaging and media that will reach your marketing touchpoints to serve the right
Project Management most profitable customers. experience, at the right time. SMEs can then
Centre For Entrepreneur
give customers relevant recommendations
Development And Research
Sdn Bhd (CEDAR) (1042601-M) Not only will this make your marketing more and personalized journeys that lead to the
Level 6, Menara SME Bank effective, but you’ll also be able to more commerce experiences that they.
Jalan Sultan Ismail easily use third-party resources to purchase
50250 Kuala Lumpur preexisting audiences that fit your successful Adobe Experience Manager, when integrated
Tel: +603 2615 3862
Fax: +603 2692 5916 profiles. Applying what you’ve learned through with Commerce Cloud, dynamically adapts
www.cedar.my analytics to external marketing will maximize content based on customer context. And
the impact of every dollar you spend. commerce dashboards help you make
assessments to improve marketing,
Making The Case For A Personalised Customer merchandising, and experience delivery.
DISCLAIMER Journey Integrated artificial intelligence monitors
The views and opinions expressed
throughout this newsletter are those of the
Consumers expect better personalized business health and can predict and optimize
authors and do not necessarily reflect the experiences too. Because as we all know, experiences, process efficiencies, and
official position and views of the SME Bank.
when we give a brand our valuable personal business outcomes.
Copyright © Small Medium Enterprise preferences, we expect them to create a more
Development Bank Malaysia Berhad.
All rights reserved. This publication is not to personal experience for us. However, Malaysian Moving Forward
be reproduced in part or whole without the Communications and Multimedia Commission To successfully out-perform the competition,
express permission of the copyright holders.
Materials on this publication are protected by (MCMC) revealed that 50% of Malaysians are your business will need to put the consumer
copyrights law. Unauthorised reproduction concerned about security and privacy when at the center. An experience-driven commerce
or distribution of copyright materials, or any
portion of it, may result in severe civil and shopping online. Concerns regarding security model will require a full understanding of
criminial penalties and will be prosecuted to
the maximum extent possible under the law.
have emerged in terms of credit card fraud, fake your consumers, and their wants and needs.
online retailers, banking details theft, identity To do this, you’ll need to develop content
theft, and trust issues. In terms of privacy, that extends beyond simple strategies and
82.7% of shoppers indicated that they are very really speak to customer audiences on a
concerned about the exposure of their personal personalized level. Make it easier for your
details while 70% are worried about their business to automate at scale. Use a solution
personal data being misused for marketing that helps you launch campaigns quickly to
purposes. a targeted audience. And one that integrates
with backend systems more seamlessly.
SME Bank Group of Companies This isn’t particularly surprising, considering
the degree of automation that’s required to Omni channel expansion will be necessary
create individual experiences across multiple too. Customers are constantly moving
channels for each customer. The volume of among screens, channels, and devices. One
content is simply too vast to be done manually customer might use four different devices,
but attempts that fall short can do more harm which may be tracked as four distinct users.
than good. Multiple users might use the same device,
An agency under
further disrupting your ability to get a single
Bring personalisation to scale with automation view of each customer.
According to the Adobe Experience Index, more
than two thirds (68%) of people in Southeast
BizPulse | Issue 46 : November - December 2019
BizPulse | Issue 46 : November - December 2019 3
PERSPECTIVE
6 Keys to Influencing People
W
hether you manage employees, people will simply say they’re satisfied just environment. There needs to be a moment
sell to customers, or just need to fend off early attempts at change. Your of truth, a moment of commitment. Ask
to get your kids to do their task, then, is merely to listen and learn; in the most important question never asked:
homework, being able to get this way, you’ll gain the perspective you’ll “Are you committed to making a change?”
people to change their minds is a valuable need in other stages.
skill. Here’s how you can influence people Initiate Change
without resorting to manipulation. Establish Trust We’ve all heard the saying, “You
If people don’t trust you, they only have one chance to make
We all need to influence people won’t allow you to influence them. a first impression.” When it comes to
sometimes. But most of us need to be A smart, simple way to establish trust is initiating change, that one chance usually
better at it. Whether at work or in life, on to talk less and listen more. Try using the boils down to about 45 seconds. This
issues big or small, people seek to change 4 A’s: Ask open questions, Actively listen, makes your opener particularly important.
minds as a matter of course. What’s more, Aim well (to guide the conversation in the The worst opener: “I need to talk with
the vast majority have good intentions desired direction), and Avoid problems. By you.” (Think about how those six words
and genuinely want to influence people, alleviating the stress that a conversation make you feel. Not great, right?) The best
not manipulate them. about change can cause, you’ll build trust. openers include softer words and phrases,
such as ask you, listen to you, or need your
But what’s the difference between Create Urgency help.
influence and manipulation? How can you Four out of five people readily
distinguish between them? And how, in admit that something in their life Overcome Objections
the real world, can you know for certain requires a change, but they just as readily It’s human nature for people to
you’re not crossing a line? Influence admit that they aren’t doing anything resist change. They may fear
without manipulation isn’t a pitch—it’s about it yet. This is why influence change, think it’s not needed, or feel
a process. And the process comes with requires urgency. To create urgency, ask there’s no hurry. The good news? People
a promise: It is repeatable, predictable, probing questions that help people to are more likely to change their minds
and measurable. It is also practical and consider the issue, contemplate the what- if they have at least one objection.
actionable; it can be adapted by anyone, ifs, and comprehend the consequences. To overcome objections, you must clarify,
at any time, to any situation. Use a sequence of simple probes that clarify, clarify. Only then can you get to
gently move the conversation closer to the bottom of someone’s concerns and
Study and practice this process, and you’ll the real problem—questions such as, distinguish between real objections and
influence, not manipulate, and change “What concerns do you have about the procrastination.
minds. Start with these six keys: debt you’re building up?” and “How do you
think this’ll ultimately affect your family’s Finally, the line between influence and
Understand The Decision Cycle future?” Your goal is to guide people to see manipulation often comes down to intent.
People move through six predictable the potential impact of indecision. So ask yourself if you believe. That is, do
stages—a universal decision cycle— you truly believe that the idea or solution
whenever they make a change. If you can’t Gain Commitment you seek to push someone toward is in
identify where someone is in the decision Most people don’t just show up that person’s best interest? If your answer
cycle, you probably won’t understand how ready to commit to change—to, is yes, you have the very foundation of
to exercise influence at each stage. For say, simply end a destructive addiction or influencing—not manipulating.
instance, in the “Satisfied” stage, many leave a detrimental relationship or work
Issue 46 : November - December 2019 | BizPulse
4 BizPulse | Issue 46 : November - December 2019
POINT-OF-SALE
15 Business Model
Innovation Principles by CEDAR Research Team
There are fifteen actionable principles involved in business model innovation. These can be organized into
three main themes: Connect, Inspire, Transform. Woven together, these fifteen principles provide guidelines
for developing and implementing entirely new ways to create, deliver and then capture value.
CONNECT Build purposeful networks INSPIRE
Business model innovation is almost Form a fluid network. You want a Business model innovators are by nature
always a team sport. It involves learning, network to be available to future almost universally optimistic. They’re
collaboration and experimentation across business model innovators which have powered by passion to find a better way
silos. It requires that you acknowledge comparable reach, flexibility and focus to do things. To get the most you can
no single person, function or business on customer value. Develop a network from these types of people, you need to
unit has all the answers and therefore which makes business model adaptation, refuel them frequently with vivid visions
everyone’s brainpower is required. experimentation and innovation possible. of possibilities.
Catalyze Something Bigger Let customers design future Embed stories
Look at the big picture rather than It’s far better to be a market Stories have a certain kind of
just your own organization. Dare maker rather than a share taker. magic. They can connect at
to aim for something spectacular. Treat Put design thinking and processes to an emotional level and carry you into
business model innovation like an epic work. Get out and talk to your customers. the future. Storytelling is an important
journey. Remember, you’re trying to Understand what they need, see things tool for any innovator and a great way
change the world, not just fit in to the through your customer’s eyes and let that to encourage more business model
world that currently exists. colour and influence the business model innovation to happen.
you develop.
Enable random collisions Make systems sexy
Talk with people who have different If you’re going to compete with
points of view to your own. Get newcomers who don’t play by
in touch with unusual suspects rather current industry rules, you’ve got to be
than staying closeted with those who are prepared to break the shackles yourself
already think like you. Try and create some as well. Instead of trying to squeeze more
random collisions with unconventional out of what everyone else is trying, you’ve
collaborators. got to break the mould and set up new
systems-level solutions.
Encourage collaboration
The biggest opportunities of Transformation is creative
business model reinvention in Keep in mind there will always
the future will come from recombining be resistance to business model
different capabilities from entirely regeneration. Be prepared to overcome
different silos. To tap into the capabilities, that resistance by designing, prototyping
build a network which is fluid and flexible.
BizPulse | Issue 46 : November - December 2019
BizPulse | Issue 46 : November - December 2019 5
POINT-OF-SALE
A good mantra to have is: THINK BIG,
START SMALL, SCALE FAST
Into the real world
It’s easy to sketch out
new business models on a
whiteboard but taking those ideas and
making them work is the challenge. Get into
the habit of moving from the theoretical to
the actual as fast as you can. Create safe
havens where new business models can
strut their stuff without causing problems
for your existing operations.
Design for your users
Inject the voice of the end
user into everything you do
when it comes to trying to come up with
business model innovations. Have the
mindset an innovation doesn’t have any
real value until an outcome is delivered to
and then testing new business models in TRANSFORM a customer.
the real world to determine what works Incremental change to what has worked
and what can scale. before just won’t cut it in the future. Don’t waste time
It’s time to get busy creating a new and Innovate with a real sense of
Exceed your expectations brighter future and to experiment your urgency. In today’s networked
In case you haven’t noticed, the way towards its emergence. world, it’s very easy for new business
world is in the throes of moving models to become marginalized. You
from a knowledge-based economy to a Tweaks won’t do it need to start creating value and put in
passion-based economy. To bring about You can’t invent the future by place new systems to support that effort
worthwhile systems-level innovations, subtly improving what has gone to move forward. If you’re not doing this at
you need passionate leaders and before or by merely seeking out and then the speed of light, someone else will and
organizations which will stop at nothing implementing best practices. Business you’re going to fall further behind.
to accomplish goals. model innovation is all about going
beyond the limits of your current business
Accelerate inspiration model to create the best practices of
Another key to business model tomorrow. Business model innovation is
innovation is to inspire people about making big transformations, not
to move forward with confidence and minor tweaks.
optimism. This will be in stark contrast to
the usual diet of doom and gloom which Experiment all the time
the media churns out. It’s time to reignite The best way to learn what
motivation in the workplace. The twenty- you need to do to reinvent your
first-century will be all about unleashing business model is to be constantly testing
human creativity and doing things with new ideas. Discover what works and what
passion. does not by trying different things.
Issue 46 : November - December 2019 | BizPulse
6 BizPulse | Issue 46 : November - December 2019
BUSINESS ALERT
BUSINESS ALERT by Corporate Planning , SME Bank Malaysia
OIL, GAS AND ENERGY (Average USD 63.2/ Brent Crude)
OUTLOOK: NEUTRAL
• Petroliam Nasional Bhd expects the oil unlocking value in the supply chain, she outlook for drilling, production support,
and gas industry to remain challenging said in its Petronas Activity Outlook for marine vessels and decommissioning
next year amid a backdrop of global 2020-2022. Industry players need to activities. The abundance of investment
economic slowdown, geopolitical look beyond cost savings, as managing opportunities in Malaysian waters with
upheaval and prolonged trade costs has its limit. Industry players need a portfolio of projects coming onstream
tensions. According to Petronas Group to embrace innovation, technology and in the future depicts a healthy outlook.
Procurement, the oil and gas giant digitalisation, which can bring bigger For downstream, there is a positive
maintained a prudent view and would benefits over a longer horizon to enhance outlook for turnaround and maintenance
continue to respond cautiously to the competitiveness, speed, accuracy, activities.
unpredictable landscape. Petronas also agility and ultimately resiliency. The
encouraged partners to be conscious industry also needs to forge stronger
in managing costs, implement activity partnerships that would ultimately
levelling to sustain offshore activities enrich lives for a sustainable future.
and pursue innovative solutions in However, Petronas foresaw a steady
HEALTHCARE
OUTLOOK: NEUTRAL
• The Malaysian Investment and local SMEs. At a time where the • Global exports of medical devices from
Development Authority (MIDA) and global economic outlook is unfavourable Malaysia rose by a healthy 15% from
the Association of Malaysian Medical amidst new trade challenges, the future RM19.8 billion in 2017 to RM22.9 billion
Industries (AMMI) today released the outlook for Malaysia’s medical device in 2018. Significantly, AMMI members
AMMI Medical Device Industry Status industry remains very positive, with the collectively accounted for over 55% of
and Outlook Report 2019/2020. The majority of AMMI respondents bullish the export value. According to AMMI’s
Report highlighted that AMMI members about their business prospects in 2020 analysis, the export of medical devices
collectively sourced RM4.2 billion of and the years to come. AMMI survey from Malaysia will likely achieve RM25.7
raw materials and services from local respondents plan to invest a collective billion in 2019 and RM28.8 billion in
suppliers and small and medium-sized amount of RM765 million in plant 2020, based on the projected 12% year-
enterprises (SMEs) within the country. expansion, new product development on-year growth.
This reflects AMMI’s commitment in and R&D in 2020.
supporting government initiatives to
develop vendor development programs
BUSINESS SERVICES
OUTLOOK: NEUTRAL
• We are “neutral” on the transportation containerised trade by the United for ports. An added competitive
sector for the next 12 months. Airlines Nations Conference on Trade and advantage of seaports in Malaysia are
and airport operators’ prospects are Development. low port charges, bolstered by a weak
favourable, backed by tourist arrivals ringgit.
projected to reach 30 million in 2020 • Also helping are a weak ringgit and a
or +12% year-on-year versus Tourism “tourist diversion” to Asean destinations,
Malaysia’s annualised nine months including Malaysia, from Hong Kong
of 2019 of 26.8 million in conjunction amid unabated political unrest and
with the Visit Malaysia Year 2020. protests. The outlook for the port sector
For seaport operators in Malaysia, in the region is resilient, underpinned
our forecast container volume growth by global trade and investments in the
of 4% to 5% is in line with a projected manufacturing sector generating a
compound annual growth rate of tremendous inbound (feedstock) and
4.5% in 2019 to 2024 for international outbound (finished product) throughput
BizPulse | Issue 46 : November - December 2019
BizPulse | Issue 46 : November - December 2019 7
Business Alert
TOURISM
OUTLOOK: NEUTRAL
• The Malaysian Aviation Commission driven by Visit Malaysia 2020 and a 3.2 the growth recorded for total tourist
(MAVCOM) published today the fifth per cent YoY increase in domestic seat arrivals by all modes of transport of
edition of its bi-annual Industry Report, capacity growth. The forecasted growth 4.9 per cent YoY, resulting in arrivals of
Waypoint. The Report offers an overview in 2020 follows MAVCOM’s revised 2019 13.4 million. This increase is mainly as
of the performance of the Malaysian passenger traffic forecast to between a result of higher tourist arrivals from
aviation sector for the first half of 2019 109.1 million and 109.7 million, being a Indonesia, China, and Thailand, which
(1H19) as well as prospects for 2020. growth of between 6.4 per cent and 7.0 offset the decline in tourist arrivals
MAVCOM forecasts passenger traffic in per cent YoY, while actual traffic growth from Singapore and Brunei. Collectively,
2020 to grow between 5.0 per cent year- for 1H19 was 5.2 per cent YoY. these five countries constituted 78 per
on-year (YoY) to 6.0 per cent YoY, which cent of the total tourist arrivals in 1H19.
translates to between 114.9 million • In 1H19, Malaysia recorded 4.8 million
and 116.0 million passengers. The tourist arrivals by air, resulting in an 8.8
Commission forecasts the growth to be per cent growth YoY. This is higher than
COMMUNICATIONS CONTENT AND INFRASTRUCTURE
OUTLOOK: NEUTRAL
• Another driver of growth is the rise of digital platforms, a higher number of Tech Association of Malaysia Chairman
e-wallets in the country which is a sound SME products will be available online, Danny Lee, the sector has accumulated
move seeing that e-commerce’s online creating more sales opportunities. revenues of US$27.7 billion last year —
banking transactions have reached an with a compound annual growth rate
inflection point. e-wallet systems will • SMEs are getting better at selling of 11 percent. Over 20 million online
further strengthen the growth of secure their products online. They are getting consumers contributed directly to
and seamless e-commerce industry smarter and spending on the right the revenue. The country continues
as reliable payment systems augment avenues such as digital marketing and to acknowledge the significance of
the overall e-commerce experience. influencers. Online shoppers, including supporting its e-commerce growth
Additionally, the growth of e-commerce those from rural areas, will be more with the right digital advances as it
will be supported by improved logistics invested in purchasing locally as the understands that the platforms that
capabilities and a maturing SME portfolio of products available are not are stable and reliable can stimulate
community in the country. With more only more enriched but also seemingly revenue opportunities and enrich the
SMEs gaining greater accessibilities to ‘within reach’. According to The National economy.
WHOLESALE AND RETAIL
OUTLOOK: NEUTRAL
• Malaysia’s retail sales growth forecast items such as cars and houses. Retail quarters of 2019 grew 3.8%, 4.5% and
for 2019 has been revised downwards purchases via mobile phones are also 1.8% respectively. Notably, while MRA
for the third time following a lower- excluded unless the shopping site is members are less optimistic about the
than-expected performance in the third operated by a brick-and-mortar store. final quarter of 2019, RGM has estimated
quarter (3Q) and a weak projection The 3.7% retail growth projection for the a tad better retail sales for the final
for the rest of the year. Retailers are year is lower than the earlier projection quarter at 3.8%. As for 2020 forecasts,
expected to see RM107.5 billion in sales of 4.4%. Retail sales grew 3.9% in 2018. Tan said: “The coming New Year will
— a 3.7% growth, according to Retail remain a challenge for the Malaysian
Group Malaysia (RGM). Nevertheless, • The retail outlook for the MRA members retail industry. Externally, trade disputes
RGM has forecast an improved growth in the final fiscal quarter is less than among countries are not expected to
of 4.6% for 2020 representing RM112.4 rosy. Between October and December, end soon. Internally, economic policies
billion in sales value. RGM prepares a which traditionally sees an uptick that can stimulate consumer spending
sales report for the Malaysia Retailers in sales due to the year-end holiday are limited in the near term.
Association (MRA) on a quarterly basis. and festivities, is expected to expand
The report does not include big-ticket 2.7%. Retail sales in the first three
Issue 46 : November - December 2019 | BizPulse
8 BizPulse | Issue 46 : November - December 2019
URUS BESTARI
6 Tips for Marketing Your
Business on Instagram
Create a Business Profile Vary the Content You Post Answer their questions and show a
If you’re currently using a personal If you want to build a robust genuine interest in their lives by liking
account to promote your business Instagram following, it’s crucial and commenting on posts. The goal is to
on Instagram, it’s time to make a change. to keep people engaged. To avoid boring become a regular presence on Instagram,
Business accounts allow you to reach your prospective client base, strive to post so current and potential customers will
current and prospective customers more a wide range of content. For example, you think of you more often.
effectively. Not only does a business can use a mixture of close-up product
profile let you list contact information that images, shots of people using your Additionally, businesses should use
links directly to your profile, but it also product, and images that feature your hashtags when posting. Doing this helps
enables users to email or call you there product against a flat backdrop. people find your photos and images
with the tap of a button. Additionally, you when searching for those keywords and
can include your store hours and physical Additionally, companies should post non- phrases.
address, so shoppers can find this marketing content on their Instagram
information without having to navigate to pages. For example, custom graphics Track the Right Metrics
your website or search for you on Google. with motivational quotes are great for It’s hard to determine whether your
inspiring your followers. Seek out content marketing efforts are effective if
How can you switch from a that melds with your brand’s personality in you don’t have a way of measuring your
personal to business account on terms of aesthetics, mission statement, or successes and failures. One of the best
Instagram? Fortunately, it’s easy. Start both. ways of tracking growth on this social
by going into the settings page on your platform is by using Instagram Insights.
profile. Click on account and then change Utilize Instagram Stories To use this tool, go to your profile, tap the
the listing from personal to business. It’s not enough to post to hamburger icon, and then tap Insights.
After setting up your business account, Instagram on a regular basis. Once you’re inside the tool, you can view
you can choose the category that best fits If you want to maximize your business’ metrics on specific posts and stories and
your products and services, so customers social media presence in 2020, start using collect information about your audience.
will be able to find you when they search. the Instagram Stories function. Visible
for just 24 hours before disappearing Along with providing businesses with
Build Your Brand Image forever, Instagram Stories show up at the demographic data, like gender, age, and
Because Instagram is a picture- top of a follower’s feed and last for just a location, Instagram Insights shows you
based medium, businesses have a few seconds at a time. As a result, small what posts result in the most engagement.
unique opportunity to appeal to customers’ businesses have a chance to make an Similar to Google Analytics, this tool
aesthetic sensibilities. The design choices impression while appealing to a modern helps you assess current performance
you make can go a long way toward turning audience’s shrinking attention span. and determine what changes you should
prospective customers into long-term make to achieve your goals. For example,
fans of your business. Start by choosing Additionally, Instagram Stories help small companies looking to connect with
a theme and color scheme that fits your businesses connect with and learn from their audience can study metrics that
company and products. For example, if their customer base. Typically, Stories assess content engagement. Find out
your company sells clean, modern jewelry, highlight a brand’s personality and voice which photos and videos are generating
you should probably avoid design options in a fun, light-hearted way. According to interest and evaluate how people like to
that are overly busy. Similarly, if your a report by TechCrunch, 20 percent of communicate with your business.
boxes and logos feature a lot of blue and Instagram stories shared by a brand get a
white, it might be worth choosing a color direct reply from followers. On the other hand, some businesses use
scheme with similar shades. The goal is Instagram Insights to boost awareness
to create a cohesive brand image that is Interact with Your Customer Base of their brand. Study profile visits,
consistent across your website and other Speaking of interacting with impressions, and follows to find out how
social profiles. customers, businesses need to do many people are seeing your messaging
more than post their own original content on a regular basis.
if they hope to make an impression. If you
want to boost your marketing efforts, make
an effort to engage with your followers. Source : businessknowhow.com
BizPulse | Issue 46 : November - December 2019
BizPulse | Issue 46 : November - December 2019 9
HUMAN RESOURCES MANAGEMENT
How AI is Revolutionizing the
Human Resource Functions
by CEDAR Research Team
F
rom hiring to employee recruiters come with an understated employees’ activities such as their
engagement, artificial intelligence yet significant advantage, eliminating browsing history and emails for a brief
is transforming the way human unconscious human biases in short-listing period, these programs can single out such
resource department works. candidates. employees and report to the management
for corrective action. By giving the
Any job opening in a major organization Apart from talent acquisition tools that administration a head start and a fair idea
typically invites hundreds of applications; help speed up recruitment, organizations of which employees need to be talked
yet only 10 percent of the incoming today are looking to extensively use AI- to, these programs are aimed at helping
resumes are relevant! Imagine placing backed programs for on boarding. As a organizations’ retention strategies.
a job advertisement in a newspaper and new employee, you typically expect to be
bracing for the deluge of applications welcomed to an organization and briefed Learning & Development
that would consume weeks of your time about your job profile and other important While most skilling and learning
to sift through. This is how the process of matters. Imagine, a new employee programs are usually led by
recruitment was initiated in organizations reaching his desk and finding all new hire managers and HR executives, a series
across the world till a few years back. information in an app or on his laptop, of AI supported programs can be used
Thanks to the advent of artificial with all details such as reporting authority, by employees to improve their skills. For
intelligence (AI) supported systems, team members and tasks assigned for example, organizations are investing
this extremely cumbersome process is the first week at work. At the same time, in gaming-based programs that help
now taken over by software and search creating mechanized systems that will employees build their key skills while
algorithms that are able to successfully answer all of a new employee’s queries ostensibly playing computer games. A lot
prune out the few people matching your are ideas that are changing the way of aspects of learning and development
requirements from a pile of irrelevant routine administrative tasks are done at have today moved into the self-service
applicants. organizations. domain. Short duration digital courses
based on micro learning allow individuals
This is just one manifestation of the way Mechanizing Repetitive Tasks to seek learning in an online module
artificial intelligence is re-shaping and Physical presence is one the without the need of any real time
revolutionizing every sphere in our lives, biggest challenges confronting HR classroom or teacher.
including human resource management. managers and the use of AI-backed tools
Not just talent acquisition, human resource is increasingly playing a greater role in What the Future Holds
departments have comprehensively performing routine administrative tasks. While AI has been influencing
benefitted from AI supported systems and This unshackles HR persons from the our lives for decades, in HR its
softwares throughout their work domain. burden of cumbersome routine, involving disruptive emergence can be traced back
Processes like on boarding, performance repetitive low value tasks and allows to just a few years. Actual disruptive
review, feedback, training, retention etc. them time to focus on more productive technology started pouring in over the
has not only improved efficiently but and strategic work that require greater past couple of years, with significant
also reduced on a lot of administrative interpersonal approach. money being invested in the domain
tasks, thereby allowing human resource A lot of repetitive and low value tasks and many revolutionary products being
managers greater time and energy to often consume a huge amount of time developed. As we move forward, we are
focus on mentoring and motivating and energy on the part of HR managers. looking at major AI-influenced changes
employees. Take for instance, repetitive questions transforming HR. With people becoming
that employees often ask regarding policy more and more technology savvy, we are
Recruitment and On boarding matters, including basic do’s & don’ts and looking at implementing several tools and
Short-listing relevant candidates standard queries pertaining to leaves and systems that automate repetitive tasks.
is just the beginning of the HR’s appraisals. Such problems can be easily Self-service kiosks for employees to self
involvement with employees. Additional resolved by using AI-powered tools to generate joining letters, pay slips, form 16
to resume review are a series of essential create electronic employee helpdesks, etc might be on the anvil.
tasks required to push the candidates where users can feed their queries and
through the recruitment process such receive automatic responses. A survey of HR executives by IBM in
as scheduling interviews and sending 2017 found that half of them recognized
reminders for reporting. Automating such People Analytics & Retention the power of cognitive computing in
administrative tasks can save a lot of The power to leverage big data transforming key dimensions of HR. This
precious time besides helping make the also allows us the ability to track is clear indication that AI is set to become
hiring process quicker and convenient. A not just an employee’s performance but a redefining force in HR.
wise interplay of automation and human also his or her mood over a period of
engagement implies greater efficiency time. Already there are AI platforms in Source : entrepreneur.com
and timely delivery of information and the market created to identify employees
correspondence. On the other side, AI that might be heading out. By tracking
Issue 46 : November - December 2019 | BizPulse
10 BizPulse | Issue 46 : November - December 2019
URUS
SEMBANG
BESTARI
USAHAWAN
Temubual oleh Nursyafiqah Mohd Rafee
SEMBANG USAHAWAN bersama
Shamsul Shah Sulaiman
Ketua Pegawai Eksekutif
Nama Syarikat
Tisha's Food Manufacturing Sdn Bhd
Bidang Perniagaan
Pembekalan makan beku Bagaimana anda melihat perjalanan dan
perkembangan syarikat anda?
Alamat Perniagaan
Komplek Inkubator Teknologi Dengan penjenamaan, ia memudahkan
Makanan Mara (INTEM), pelanggan tetap yang pernah
Block A-0-3, Jalan KIP 2 Taman merasai martabak Penang, untuk
Perindustrian KIP, mendapatkannya di Kuala Lumpur. Bagi
menjangkau lebih ramai pelanggan, kami
Kuala Lumpur,
mengedar risalah serta menawarkan
perkhidmatan penghantaran kepada
Telefon pelanggan di kawasan sekitar. Hampir
017-827 2372 setahun berniaga di kios di Wangsa Maju,
kami kemudiannya mengorak langkah
Laman Web dengan bergerak menggunakan karavan
http://tishasfood.net/ hasil bantuan Lembaga Pemasaran
Pertanian Persekutuan (FAMA) bagi
memperluas perniagaan di sekitar
Lembah Klang.
Usaha tersebut akhirnya membuka
peluang kepada kami untuk menghasilkan
murtabak sejuk beku bagi menjamin
T
survival perniagaan kami. Justeru, kami
isha’s bermula dengan sebuah Selepas itu, saya belajar resipi warisan berusaha mendapatkan sebuah kilang
gerai martabak Penang yang keluarga daripada mak cik dan bagi memenuhi permintaan pasaran
diwarisi daripada legasi rempah seterusnya membuka kios pertama agar setiap isi rumah di Malaysia dapat
moyang turun temurun, A Ghaffur di Wangsa Melawati, Kuala Lumpur. menikmati produk dihasilkan. Peluang
yang popular di Bertam Lane sejak 1923. Saya akui pada awalnya agak gusar ditawarkan oleh Inkubator Teknologi
Encik Shamsul Shah telah berkongsi membawa jenama dan resipi martabak Makanan MARA (Intem) akhirnya
pengalaman, pengetahuan dan pendapat yang yang cukup dikenali ramai itu. Saya merealisasikan impian kami untuk
beliau dalam dunia keusahawanan menggunakan nama A Ghaffur Murtabak memiliki kilang bagi menghasilkan
dengan BizPulse. pada permulaan perniagaan sebelum produk sejuk beku kami sendiri. Kilang
bertukar kepada Tisha’s. Saya juga cuba yang terletak di Kawasan Perindustrian
Apakah yang mendorong anda untuk sedaya upaya mengekalkan rasa sebenar Kepong, Selangor itu kini mempunyai
menceburi perniagaan sekarang dan seperti yang pelanggan nikmati. 20 orang pekerja. Namun, syarikatnya
boleh ceritakan secara ringkas tentang
perniagaan anda?
Saya merupakan generasi keempat
dan saya terpanggil untuk mempelajari
resipi warisan keluarga dan saya bercita-
cita membawa rangkaian murtabak
Penang itu di Kuala Lumpur. Ketika itu,
syarikat tempat saya bekerja menutup
cawangannya di Shah Alam, Selangor
sehingga membuatkan saya mengambil
keputusan untuk berkecimpung dalam
perniagaan kerana saya tidak mahu
bekerja makan gaji lagi. Sumber daripada Internet
BizPulse | Issue 46 : November - December 2019BizPulse | Issue 46 : November - December 2019 11
Sembang Usahawan
outlet sahaja. Kami tidak duduk diam
apabila Giant mengalami penurunan
kerana kami telah memecahkan pasaran
ke Hypermarket lain agar kami mampu
terus bersaing. Ia cabaran yang agak
besar buat kami tapi setiap yang berlaku
itu adalah ilmu dan pengajaran buat
TISHAS. TISHAS juga memasarkan
produk-produk TISHAS melalui rangkaian
HOME DEALERS di seluruh Semenanjung
Malaysia kerana kami percaya Agen
dan Stokis mampu membina branding
TISHAS dengan lebih kuat lagi.
Apakah aspirasi perniagaan anda di masa
akan datang?
Sumber daripada Internet
Kami telah melancarkan program
#IAMTISHASHOMECHEF untuk
beralih arah dengan mengeluarkan Giant pada Oktober 2016 dari membekal menyemarakkan program Home Dealers
parata dan kulit popia bagi memenuhi ke 10 outlet di Lembah Klang, bertambah TISHAS di mana kami mempunyai
permintaan. sehingga 50 outlet di Lembah Klang 3 modul kelas Masakan Pastry
pada Oktober 2017 seterusnya kepada berasaskan Paratha TISHAS. Dengan
Apakah cabaran yang anda tempuhi di lebih 100 outlet di seluruh Semenanjung “trademark” Lembut Sampai Ke Hati
awal penubuhan perniagaan anda? Malaysia dimana pada satu ketika kami telah membuatkan Paratha TISHAS
mempunyai hampir 30 team sampling dikenali oleh ramai pelanggan dan
Perancangan kami ingin membesarkan setiap hujung minggu. peminat Roti terutamanya. Modul
pasaran telah menemukan TISHAS #IAMTISHASHOMECHEF di Tadika,
dengan KOSENI iaitu sebuah Koperasi Kejayaan di Giant membuka ruang kami Sekolah dan Komuniti telah membuat
yang ketika itu menawarkan pelan bertapak di Mydin serta Hypermarket kejutan dan program ini masih dijalankan
bisnes kepada kami dan 37 Usahawan lain tetapi bukanlah semudah yang sehingga sekarang.
lain untuk memasuki pasaran Sabah disangka. Dari Giant kami bertapak di
dengan nilai produk RM4.8 juta (85 SKU). Mydin seterusnya Lulu Hypermarket. TISHAS dalam rangka pemasaran
Malangnya, pelan bisnes mereka agak Kemudiannya ST Rosyam Mart, Sogo, franchise iaitu Kiosk yang berasaskan
rapuh dan tidak cukup kuat sehingga Sri Ternak, dan AEON JUSCO. Percaturan Pastry di bawah bimbingan PNS serta
menyebabkan kami semua kerugian di Hypermarket bukan calang-calang. sedang membuat perancangan ke
lebih RM20 juta (38 Usahawan). Kami Ramai yang rebah jika kita tidak berilmu arah export market seperti di Kanada/
amat bernasib baik kerana MARA sedia kerana banyak selok belok yang kita US, Arab Saudi, Australia dan Jepun
membantu kami ketika itu disebabkan perlu ketahui agar kita mampu bersaing kerana TISHAS melihat peluang untuk
kami beroperasi di Kompleks mereka dengan produk- produk yang telah memasarkan produk Halal & Toyibban
maka kami dibantu untuk bertahan agar bertahan sekian lama. di pasaran dunia amat besar sekali.
tidak muflis. Kami kerugian lebih RM500 Kami mohon semua orang mendoakan
ribu. Namun begitu, syukur, kami berjaya Agak malang jugak bila penjenamaan TISHAS melangkah lebih jauh lagi kerana
menjual lebih 1 kontena Paratha dari yang TISHAS bina di Giant jatuh sedikit TISHAS mempunyai sebuah program
stok yang melambak dari permintaan demi sedikit kerana Giant Hypermarket ASNAF melalui setiap peket jualan yang
kedua KOSENI ketika itu. Kami mendapat itu sendiri mengalami kejatuhan. Dari 100 dibuat iaitu 10sen dimasukkan ke dalam
pesanan semula sebanyak 2 kontena outlet lebih telah turun sehingga 70 outlet Dana Asnaf TISHAS bagi membantu 7
oleh orang ramai yang ingin membantu dan katanya nak dikurangkan kepada 50 golongan Asnaf yang wajib kita jaga.
kami ketika itu.
Apakah cabaran yang anda tempuhi
ketika mula bertapak di pasaraya?
Pada bulan Mei 2016 kami mendapat
peluang untuk memasarkan TISHAS
Paratha di Hypermarket Giant tetapi
ketika itu kami tidak mempunyai dana
yang mencukupi untuk memulakannya.
Kami tunggu dan terus tunggu
sementara kami mendapat modal
pusingan tetapi bulan September 2016
kami mendapat petunjuk yang kami
bakal dikeluarkan dari senarai Giant jika
tidak mula membekalkan produk TISHAS.
Berbekalkan semangat dan duit RM350
sahaja, maka kami memberanikan diri Sumber daripada Internet
untuk memulakannya. Kami bermula di
Issue 46 : November - December 2019 | BizPulse12 BizPulse | Issue 46 : November - December 2019
Knowledge Spa
Reviewed by Nursyafiqah Mohd Rafee
This Is Marketing:
You Can’t Be Seen Until You Learn to See
S
eth Godin has taught and inspired connection, and emotional labour instead
millions of entrepreneurs, marketers, of attention-stealing ads and spammy
leaders, and fans from all walks of email funnels.
life, via his blog, online courses, lectures,
and bestselling books. He is the inventor No matter what your product or service,
of countless ideas that have made their this book will help you reframe how
way into mainstream business language, it’s presented to the world, in order to
from Permission Marketing to Purple Cow meaningfully connect with people who
to Tribes to The Dip. want it. Seth employs his signature blend
of insight, observation, and memorable
Now, for the first time, Godin offers the examples to teach you:
core of his marketing wisdom in one • How to build trust and permission with
compact, accessible, timeless package. your target market.
This is Marketing shows you how to do • The art of positioning--deciding not only
work you’re proud of, whether you’re a who it’s for, but who it’s not for.
Author : Seth Godin tech start-up founder, a small business • Why the best way to achieve your goals
Pages : 288 pages owner, or part of a large corporation. is to help others become who they want
Publisher : Harmony to be.
Great marketers don’t use consumers • Why the old approaches to advertising
to solve their company’s problem; they and branding no longer work.
use marketing to solve other people’s • The surprising role of tension in any
problems. Their tactics rely on empathy, decision to buy (or not).
Game Changers:
What Leaders, Innovators, and
Mavericks Do to Win at Life
W
hen Dave Asprey started his of Dave’s years-long statistical analysis
Bulletproof Radio podcast more of these conversations, offering thirty-
than five years ago, he sought six science-backed, high performance
out thought leaders and influencers in “laws” that are a virtual playbook for how
an array of disciplines, from biochemists to become not only more successful, but
to business titans to mediation masters. also happier and healthier.
These folks were some of the top
performing humans in the world, people Each chapter of Game Changers is
who had changed their areas of study or structured around one of these laws. Dave
even pioneered entirely new fields. Dave combines anecdotes from game changers
wanted to know: What did they have in like Daniel Amen, David Perlmutter,
common? What mattered most to them? Arianna Huffington, Dan Harris, and
What makes them so successful at what Tim Ferris with his own research and
they do--and what makes them happiest? practical advice that readers can put
into action immediately. From practicing
Combing through the recordings, looking gratitude and mindfulness to prioritizing Author : Dave Asprey
for patterns and common threads, he social connections and sex, taming fear Pages : 352 pages
found that the wisdom gleaned from these and anxiety to optimizing nutrition and Publisher : Harper Wave
highly successful people can be distilled movement, Dave brings together the
into three main categories: body, mind, and wisdom of today’s game-changers to help
spirit. Game Changers is the culmination everyone optimize their lives.
Nursyafiqah Mohd Rafee is an Executive at the Centre for Entrepreneur Development and Research (CEDAR), a wholly owned subsidiary of the SME Bank Malaysia. She can be
reached at nursyafiqah.rafee@smebank.com.my.
BizPulse | Issue 46 : November - December 2019You can also read
