JTC picks Tribal Worldwide SG for CX and digital transformation duties

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Singapore's JTC Corporation has appointed Tribal Worldwide Singapore to strategise and implement customer experience strategy that will transform its digital presence, and provide a frictionless end-to-end customer experience for the government agency.

Tribal’s Total Experience (TX) cross-functional team of analysts, experience consultants and technologists will be dedicated to the undertaking, with a heavy focus on user research and adopt an iterative and measurable approach to revamp its website and customer service portal. JTC's digital presence will be designed to meet best-in-class standards in usability, desirability and utility. The digital revamp will enhance JTC’s ability to improve its transactional self-service offerings.

Through the Sitecore Experience Platform, Tribal will also leverage the power of marketing automation to increase customer engagement across JTC’s marketing, property and facilities search and management systems. JTC’s decision to partner with Tribal Worldwide Singapore stemmed from the agency’s proven commitment to reinvent the customer experience and promote collaboration, the press statement said.

Meanwhile, Tribal also previously worked with JTC for the relaunch of websites for three of its flagship industrial estates, including Punggol Digital District, Jurong Innovation District, and Sungei Kadut Eco-District. The new websites bring to life each estate’s commitment to world-class sustainable infrastructure and thoughtful ecosystems that bridge the gap between industrial and commercial activities and the communities they effect. Marketing has reached out to JTC for additional information.

Caroline Wong, director, communications division at JTC, said it hopes to give its customers an integrated, seamless, and enjoyable online experience when transacting with JTC, as well as to connect its customers with industry communities. "Ultimately, we aim to improve our customers’ business efficiency, and empower them to scale their business," Wong added.

Meanwhile, Leslie Goh, chief operating officer at Tribal Worldwide Asia, said working with JTC is an excellent opportunity to create great brand experiences and showcase the sophistication of its TX capabilities. “We hope to create a unique JTC brand experience that prioritises speed and scalability. Given the pace at which markets evolve in Asia, digital transformation is vital to improve both customer acquisition and retention,” she added.

TX was launched in 2018 and has since developed business transformation solutions for clients across the region including Hong Kong Tourism Board, JTC, Gov.sg and iShopChangi by Changi Airport.

Separately, Jeff Cheong was recently promoted to deputy CEO of DDB Group Singapore from deputy president. He is also currently the president of Tribal Worldwide in Asia. In his new role, Cheong is responsible for spearheading the agency group’s agile marketing technology solutions, including advancing Tribal's TX digital transformation practice.

Join us on a three-week journey at Digital Marketing Asia 2020 as we delve into the realm of digital transformation, data and analytics, and mobile and eCommerce from 10 to 26 November. Sign up for early bird tickets here!

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