SGN engages friends and fans of Singapore using Salesforce.

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.

SGN relies on Agentforce Sales (previously Sales Cloud) and Agentforce Service (previously Service Cloud) to manage its global community of 220,000 members. Together, they serve as a central source of truth that goes beyond simple contact management. 

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.

Agentforce Sales and Agentforce Service are now used in tandem with Agentforce Marketing (previously Marketing Cloud) to drive operational efficiency.

The most significant efficiency gains have come from automating its funding program for community events. The previously intensive, manual process for reimbursing event organisers has been transformed into a streamlined digital workflow. This has reduced follow-ups from those seeking reimbursement and saved an average of 7,000 hours per month.

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.

As SGN pivoted from rapid network expansion to deepening member affinity, it required more sophisticated insights than simple open rates or attendance numbers. Adopting Tableau has helped the organisation adopt a data-driven culture.

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.

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.

Salesforce has provided SGN with a unified platform to build and mature its organisation into a global network now managing over 220,000 members. Key to SGN’s success is a single source of truth about its members, which it can use to drive deeper engagement—continuing to foster a close connection with Singapore. 

Harnessing Data 360 and agentic workflows within Salesforce, SGN is now continuing to evolve and bring AI into the flow of work.

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.