We needed to think more about what our customer journey looks like and build our engagement strategy around that.”

Samuel Hui, Co-Owner and Head of Digital, HKBN
 

around 37%

market share in Hong Kong

Products Used
 

Hong Kong Broadband Network (HKBN) has a vision to make Hong Kong a better place to live. The company launched in 1999 with the noble mission to democratise the internet by making fast broadband affordable for all.

“In our view, Hongkongers would be paying far higher prices for legacy services, if there was no HKBN disrupting the status quo,” says NiQ Lai, Co-Owner and COO of HKBN.

HKBN now serves about 37 per cent of the Hong Kong market with around 900,000 subscribers. The company also puts a priority on the shared prosperity of its own people. Employees – known within the company as ‘Talents’ – are invited to take part in a Co-Ownership program to essentially become shareholders in the company.

“We are not just managing the company, but are also managing the savings of 300+ different Co-Owners from within the company,” say Samuel Hui, Co-Owner and Head of Digital at HKBN. “So we need to make decisions that are in the best interests our customers, and our Talents.”

After working hard to establish the company as a people-first organisation, Hui and his team have turned their attention to bringing this customer centricity into their marketing efforts.

They turned to Salesforce for the solution, based largely on the two companies’ shared values of equality and corporate responsibility, and a mutual commitment to building long-term partnerships.

Prior to the deployment of Salesforce’s Marketing Cloud, Hui admits that it took a week to send out marketing campaigns, and this process involved multiple people and departments. There was no personalisation involved, and marketing content was distributed in a spray-and-pray approach. Hui says this resulted in many missed opportunities, including a lack of upsell insights.

“We needed to think more about what our customer journey looks like and build our engagement strategy around that. For example, if a customer looks at our TV ads, then Googles us and clicks the search ad to get to our website, then calls up customer service to ask about the plan -- would we be able to trace all that and engage that customer with the right message?”

 

We're putting technology in place to enable our clear customer-centric strategy. Our core mission has always been to make our Hong Kong a better place to live, and Salesforce is going to help us keep achieving that.”

Samuel Hui, Co-Owner and Head of Digital, HKBN

With Marketing Cloud, the answer is yes. Campaigns can be built in a fraction of the time, which means resources can be better deployed. Personalised messages are delivered to customer segments to achieve more insightful cross- and up-sell opportunities.

Hui also believes that customers will feel better understood with targeted offers: “We are able to use Salesforce to engage them personally instead of blasting them with one-message-fits-all communications.”

HKBN turned to Kalido to assist with their Salesforce deployment, and Hui says the two companies have also bonded over their shared values, particularly their customer centricity.

"By working with HKBN to implement Salesforce Marketing Cloud, we have been able to jointly deliver a customer-centric platform that is smart, puts the customer first and generates ongoing and tangible results for the business," says Jimmy Storrier, General Manager, Asia - Kalido

“We started with a clear customer-centric strategy, and now we’re putting the technology in to enable that journey,” concludes Hui. “Our core mission has always been to make our Hong Kong a better place to live, and Salesforce is going to help us keep achieving that.”

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