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 with a goal to eventually deepen their ties with Singapore, through connections with the right people, opportunities, and resources.

“As a small island with few natural resources, Singapore’s success and economic competitiveness depends heavily on relationships. This includes relationships with overseas Singaporeans who we call family as well as those who have spent time in Singapore or are fans of how we do things,” said Jasmin Lau, Executive Director of Singapore Global Network.

Salesforce allows SGN to connect with these people in a way that’s both scalable and meaningful. It has also helped the organisation to mature quickly and provide responsive support to its network during COVID-19.

The SGN team comprises 50 employees, some of whom are based around the world in major cities like New York, London, and Shanghai. Coming together, they needed a unified technology platform that would support their ambition to build a global network of millions of people. Lau said the ability to personalise communication was a key requirement because “when you speak to everyone, you speak to no one”.

“Our entire focus is on relationships and networking and many may think that involves a lot of people talking to others over the phone or on email. However, we want to connect with millions around the world and you can’t do that with just 50 people,” said Lau. “We chose Salesforce Customer 360 to support us in building our global network as it allows us to codify our relationships and deliver personalised experiences.”