Singapore Global Network (SGN) is a division of the country’s Economic Development Board, founded with the aim to broaden and deepen Singapore’s overseas networks. SGN’s mission centres on building relationships with family, friends, and fans of Singapore living all around the world.
From an initial goal of building and maturing its network, SGN entered a phase of rapid growth, expanding to more than 220,000 members worldwide. However, it wanted to move beyond simply growing its network and increase affinity with existing members. To start, it sought to understand members’ motivations for engaging with SGN and assess their satisfaction with SGN's products and services.
To drive deeper member engagement and leverage the efficiencies of AI, SGN needed to integrate data from disparate sources—including its in-house event management system—to create a single source of truth.
We want to move beyond simply observing customer interactions to better understand our members' motivation behind those interactions.
Ming Xuan LeeHead of Digital Products, Singapore Global Network
By consolidating network data and interactions, SGN is able to gain a deeper understanding of members’ behaviour and goals. This then allows them to better orchestrate engagements and collaborate meaningfully with partners.
By automating the SGN funding program, we estimated saving an average of 7,000 work hours per month on previously manual work.
Ming Xuan LeeHead of Digital Products, Singapore Global Network
SGN uses Marketing Engagement to distribute monthly newsletters and targeted communications, such as emails to update overseas citizens about developments in Singapore, or invitations to community meet-ups and networking events.
To deepen this personalisation, SGN is enhancing its onboarding journey to better understand members at the point of entry. By capturing more insights about members’ goals and mapping this back to the CRM, SGN can start to deliver more relevant content based on distinct member archetypes and needs.
Powering complex calculations and reporting for stakeholders, Tableau enables SGN to monitor the health of its member network at a granular level. Deeper insights and understanding of what members are actively engaging with allow SGN to better design networking offerings and personalise engagement in a way that delivers greater value to its members. This includes more accurate matching of members with opportunities, information, and connections.
There's more interest in data now, and people want to understand the reason behind what they see in the numbers. We couldn't easily explain this before, but Tableau makes it possible.
Ming Xuan LeeHead of Product and Digital Team, Singapore Global Network
SGN is now deploying Data 360 to unify more of its data. This will allow for deeper segmentation and personalisation of communications within Agentforce Marketing while also establishing a trusted foundation of data to unlock the potential of AI.
The organisation initially plans to pilot agentic workflows that enhance internal productivity. These could include using AI agents to assist with summarising reports or deploying chatbots that autonomously respond to members’ frequently asked questions.
We see AI working alongside us to improve efficiency and quality. We are setting Data 360 up now, as good data is a prerequisite for our success.
Ming Xuan LeeHead of Product and Digital Team, Singapore Global Network
Harnessing Data 360 and agentic workflows within Salesforce, SGN is now continuing to evolve and bring AI into the flow of work.
The value of Salesforce is that it allows us to integrate AI into our existing processes, rather than needing to move between systems.
Ming Xuan LeeHead of Product and Digital Team, Singapore Global Network
To support its digital transformation, SGN has adopted Signature Success, which has provided access to a dedicated success manager who understands the organisation. This has helped SGN navigate specific challenges such as the migration to Hyperforce, which involved securely moving data from Japan to Singapore to meet government data governance standards.
Working with Signature Success has also provided SGN with more immediate access to product experts and support, enabling swift resolution of any issues.
“With Singapore Success, we can phone up our success manager and jump straight to the point rather than repeating basics about our business, which saves us a lot of time,” said Peggy Sin, Salesforce Administrator, Singapore Global Network.
Internally, SGN fosters a culture of continuous learning through Trailhead. From system administrators to the data strategy team, staff use Trailhead’s hands-on modules to understand new features and best practices.
We’ve encouraged the whole team to join Trailhead, and we’ve had positive feedback on how it’s improved their knowledge and Salesforce skills.
Stephanie ChanSalesforce Administrator, Singapore Global Network
