Kino Biotech Pte Ltd has come a long way since it first started out as a business-to-business (B2B) provider of nutritional supplements and cosmeceutical (cosmetic that has or is purported to have medicinal properties) products 15 years ago.
Today, it has more than 4,500 sales points in Singapore, Malaysia, Indonesia, Thailand, Vietnam and China. Kino Biotech also works with global retailers, such as Watsons, Guardian, Sasa, Tesco, Carrefour and Boots, to bring its products to market.
In 2014, faced with intense competition from other players in the evolving retail healthcare landscape, the company decided to step up its game by enhancing its customer experience.
“‘Digital’ has transformed the way customers make purchasing decisions, shop and communicate,” says Ms Kristin Chong, the company’s Business Development Director. “We realised that we needed to get ‘closer’ to our customers, because it’s not enough to simply have a good product.”
The same year, it embarked on SPRING Singapore’s (now Enterprise Singapore1) Customer-Centric Initiative (CCI) to enhance its overall service levels and customer experience, and build better relationships with customers.
The CCI encourages companies to take the lead in raising service standards and helps companies develop service systems, conduct service measurements and improve service processes. It supports up to 70% of eligible costs for SMEs in target sectors, such as food and beverage, healthcare, hospitality and retail.
With the help of a consultant, the company identified key service improvement areas, and implemented an e-commerce website and e-learning portal for its staff.