With a proven award-winning track record, Malaysia’s largest exhibition and convention centre, the Malaysia International Trade & Exhibition Centre (MITEC) has embarked on a digital transformation and innovation agenda as part of its ongoing effort to reinforce its brand presence in the business events industry post-pandemic.
MITEC has introduced four new digital innovations in order to bolster its ongoing digital transformation initiative, which is aimed at meeting the changing demands of customers while increasing efficiency and quality in interactions with them. These innovations have been implemented as a result of ongoing research, development, and training, a focus on the customer journey experience, and strategic investments in advanced technologies.
The Chief Executive Officer of MITEC, Mala Dorasamy said, “To remain relevant, we will leverage digitalisation and technologies that will better facilitate the requirements of customers. To us, the journey from start to end matters. The key here is to remain agile and keep a real-time pulse on changing customer preferences and rapidly innovate to redesign journeys that matter in the M.I.C.E industry. We are constantly looking at various touch points like speed, convenience, consistency, friendliness, and the main connecting factor, the human touch”.
The company has come up with its own (1) Application to adapt to the Fourth Industrial Revolution in the MICE industry where customers can now use the app to access MITEC’s latest updates on important events and affiliated business partners through a simple finger swipe. They can also order their meals from Garden Court Café (GCC) via the app, which can now be downloaded from Google Play Store and is open for usage on Android and IOS.
MITEC’s decision to introduce its own application is an innovative move, considering the increasing reliance on mobile technology in today’s world. With the app, customers can easily access information and service, making the customer experience at MITEC more hassle-free.
In line with its efforts to utilise digital technology to serve its customers better, MITEC has also engaged (2) Qualtrics as its preferred online survey platform vendor to holistically measure stakeholder satisfaction and enhance customer experience. By establishing a robust customer satisfaction measurement approach, MITEC can gain valuable insights into their customer’s characteristics and behaviours. The feedback derived from these surveys will allow MITEC to improve brand loyalty, experiences, and thereby retaining customers.
MITEC Exhibitors Portal, (3) Ungerboeck software system, is also one of the company’s new digital innovations to serve exhibitors as a one-stop e-shop that allows them to book venue space for their events and complete their online payment. This saves the hassle for exhibitors to make inquiries by phone or travel to MITEC premises for space availability confirmation, agreement signing, and complete payment transactions.
Apart from that, MITEC’s conscious effort to support the ecological and societal impact with the use of local suppliers, materials, and its Green Venue (GBI) certification is a commitment to the company’s contribution to ESG. The Centre’s innovation and fit-out work plan now includes (4) digital signage to replace the requirements for printed buntings. The digital signage has captured the viewership of over 1.8 million people over the last four months in terms of advertising promotions.
MITEC will continue enhancing the customer experience to remain agile and keep a real-time pulse on changing customer preferences and rapidly innovating to redesign journeys that matter.