Sunway Malls unveils customer engagement hub for more innovative and engaging experiences

Sunway Malls has launched a customer engagement hub for more innovative and engaging experiences with its audiences. In line with Customer Service Week held on the first week of October, the hub aims to improve both productivity and efficiency in managing Sunway's customers. The customer engagement hub has commenced operations in Sunway Pyramid and will subsequently roll out in the remaining Sunway Malls in stages throughout the year. 

With the use of digital tools such as a renewed omnichannel strategy, Sunway Malls is pivoting to be more inclusive of the growing popular communication channels such as social media. This includes streamlining internal engagement processes for in-mall and online channels, as well as training the customer care team towards a innovative and digital skills ready mindset. With the hub, the customer care team will be able to provide contactless, digital or self-service channels to the customers. A+M has reached out to Sunway Malls for additional information regarding the customer engagement hub. 

Applying a customer-first approach, Sunway Malls developed a chatbot for customers who wanted to engage with the mall via the website. This also includes the application of advanced sentiment analysis to identify customer trends, and integration with customer-facing channels such as Instagram, Twitter, Facebook, emails, and TikTok, among others.

Since the onset of the pandemic, the increase of online traffic has led to more customers expecting immediacy in replies. According to Sunway Malls, the chatbot has made customer service more efficient as the team was able to engage with the customers from any location. Additionally, Sunway Malls has also launched a personal shopper service. Customers would be able to share items required, which will then be sourced from the mall. The customer would then be able to head down to purchase the item once it receives updates from the team. 

With decades of experience in bringing "larger than life and unique experiences" to its shopper, HC Chan, CEO of Sunway Malls and Theme Parks said the company is not satisfied with doing just a good job. In fact, it wants to offer its best to all the customers who have placed their trust in us. Chan added the hub will be able to help the company achieve its goals to create a more sustainable and innovative experience for the customers. 

Earlier this month, Sunway Group committed 100% of its advertising funds to help the B40 community who were in need of daily essentials. This was done through its #SunwayforGood Food Bank initiative which aimed to help Malaysians who were hit hardest by the pandemic. With its contribution, the food bank saw than 25,000 kilogrammes of food being distributed to some 2,100 B40 families across Selangor, Kuala Lumpur, Perak, Penang and Johor. Sunway declined to reveal the exact amount it set aside for the initiative. 

Photo courtesy: 123RF

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