PTS 3216

INDUSTRIAL TRAINING FINAL REPORT

SEPTEMBER 2020 SEMESTER, 2/20/34 ACADEMIC SESSION

MYDIN MOHAMED HOLDINGS BERHAD

SUBANG JAYA, SELANGOR

BY
MUHAMAD RISKI BIN RISWANDI
4174008101

FOR
NORLIANA AHMAD SHAH

PROGRAM
FACULTY OF BUSINESS AND ACCOUNTANCY
UNIVERSITY SELANGOR

1 SEPTEMBER 2020 – 11 DISEMBER 2020

 UNISEL-PT01-FB-BO16
Tarikh kuatkuasa : 17 Mei 18
No. Isu : 1

EVALUATION FORM (ACADEMIC SUPERVISOR)

FOR INDUSTRIAL TRAINING FINAL REPORT
(PTS3224/ PTS3216/ PTS3228)

* Please attach this form in the second page of your final report.

Full Marks Marks

PART A
1.0 Introduction
 Placement department
 Training objective 3
 Issues to be handled
 Types of assignment submitted

2.0 Organization Background

 History of establishment
 Vision, mission and objective of company 3
 Core activities of company

3.0 Organization Structure

 Organization chart
 Task and responsibility of related department 3

4.0 General Operation

 Organization general activities
3
5.0 Activity During Training
 List of tasks/responsibilities 3
 Experience, knowledge or skills acquired

6.0 Comment or Recommendation

 Relevancy of training to current/future courses 5
 Recommendation on how to improve the training
in future

PART B
1. Introduction
Student is expected to contribute constructive ideas, or 5
suggest any value added improvement on company’s
operations, that might benefit the company.

2. Current condition or situation

Report on the current process, situation or condition that 5
student think can be improved.

3. Rationale of improvement
State the rationale(s) of the idea of improvement. 5
 UNISEL-PT01-FB-BO16
Tarikh kuatkuasa : 17 Mei 18
No. Isu : 1

4. Contribution to organization
Describe the improvement process or ideas contributed and 10
how they can benefit the company. Discuss the end result
of the process.

5. Conclusion
5

TOTAL 50

Academic Supervisor’s

Signature & Stamp: _______________________ Date:_____________________

ACKNOWLEGEMENT
I would like to express my sincere appreciation and praised to Allah for giving me the

strength, health and ability to finish the task for my internship session requirement. I would

like to thank all people who contributed and involved towards preparing and making this report

done and successful. This report gave me an opportunity to express the knowledge and

experienced as an internship student at MYDIN MOHAMED HOLDINGS BERHAD in

Subang Jaya, Selangor.

I would like to thank my industrial supervisor Mr Mohamed Azahari and my academic

supervisor Madam Norliana for their valuable knowledge and guidance that helped me a lot to

prepare this report in an organised manner and helped me to gain a lot of knowledge during my

internship session. Besides, I also would like to thank the authority of MYDIN MOHAMED

HOLDINGS BERHAD for giving me an opportunity and accept me as an internship student in

their prestigious organization. All the experienced and knowledge gained at MYDIN has

helped me to learn more on the related things with my course and also exposed me to the real

working environment.

Not to forget I also want to take this opportunity to thank all the people in Customer

Relationship management Department that is Mr Azahari, Miss Norzihan, Miss Farah Ain, Mr

Iyaz, and all the people in the Customer Relationship Management for their kind assistance and

guidance. Last but not least, big thanks to all the managers and staffs at MYDIN who have

helped me a lot in completing my task and duties that has been given to me during my internship

session.

1
TABLE OF CONTENTS
ACKNOWLEGEMENT 1
TABLE OF CONTENTS 2-3
PART A

1: INTRODUCTION 4-5
1.1 Placement Department
1.2 Training Objective
1.3 Types of Assignments to be Submitted

2: ORGANIZATION BACKGROUND 6-10

2.1 History of Establishment
2.2 Vision, Mission and Objective of Organization
2.3 Nature of Business / Service of Organization

3: ORGANIZATION STRUCTURE 11-15

3.1 Organization Chart
3.2 Task and Responsibility of Department

4: GENERAL OPERATION 16

5: ACTIVITY DURING TRAINING 17-19

5.1 List of Tasks/Responsibilities
5.2 Experience, Knowledge or Skill Acquired

6: COMMENT OR RECOMMENDATION 20

7: CONCLUSION 21

PART B – STUDY REPORT

1: INTRODUCTION 22
1.1 Background of the Study
1.2 Problem Statement
1.3 Objective
2: PEOBLEM STATEMENT/ISSUE 23-25

3: PRESENT SITUATION/CURRENT PROCEDURE 26-29

3.1 Social Media
3.2 SMS
3.3 Electronic Direct Marketing (EDM)
3.4 FB Messaging
3.5 WhatsApp

4: FINDINGS/RESULTS 30-31
4.1 Findings and Results

2
5: RECOMMENDATION/IMPROVEMENT PLAN 32-35
5.1 Recommendation and Improvement plan
6: CONCLUSION 36
7: REFERENCES & APPENDICES 37

3
 PART A

GENERAL REPORT

Figure 1: MYDIN MOHAMED HOLDINGS BHD Logo

1: INTRODUCTION
1.1 Placement Department
I had been undergone industrial training or internship at HQ Mydin Mohamed Holdings

Berhad, Subang Jaya for 15 weeks starting from 1 September 2020 until 11 December 2020. I

had been placed in Customer Relationship Management (CRM) under marketing department

and appointed by Mr Azahari my Manager in Customer Relationship Management (CRM) and

as an Industrial Supervisor.

1.2 Training Objective

The industrial training is the best opportunity for students so that they can apply themselves to

the communities plus can interact and communicate with the communities with different

cultures, races, ages and religions. Students will get a lot of experiences to be applied in their

workplace in future. Furthermore, Industrial training give us insight of industrial working life

to ensure that we are ready and mentally and physically prepared when entering the industrial

market.

• To enable students to gain experience and exposure to the reality of working

environment in organizations.

• To provide opportunity for students to be involved as workers in organisations.

• To expose students to work related problems and issues and in a way develop

their thinking capabilities in decision-making.

• To construct individual personality to work as a team, build trust, enhance

confidence and also responsibility.

• To develop student with the necessary technical and professional skills

including communication, management and entrepreneurship

• To practice the rules of ethics and good work.

• To adapt skills courses by applying theories that gain during studies

4
 1.3 Types of Assignments to be Submitted

There are several types of assignment that to be submitted for industrial training:

• Logbook

Log book is a daily activities book that need to record by all trainees during practical

training. It consists of task that trainee been doing daily in the company and need to

summarize the weekly activities. This log book will be submitted to industrial supervisor

at the end of the week for checking and signature.

• Final Report

Final report is the report of the Industrial Training that I undergo during 15 weeks of

this semester and need to submit to the university after Industrial Training is ended. The

report contains the company background, the organizational chart of the company, the

general operations of the company, the task that have been given for the trainees and the

most important thing which is identifying whether the training objectives is achieve or not.

The final report is submitted with the logbook after the industrial training has ended. The

final report is divided into two parts which is part A and part B.

Part A consists of organization background, organization structure, and general

operation, activity during training and also comment and recommendation to improve its

operation. Meanwhile, part B consists of research of things that need to be survey and

recommendation for the company that can be used to enhance its operation in future.

5
2: ORGANIZATION BACKGROUND
2.1 History of Establishment
Mydin Mohamed Holdings Berhad (MYDIN) is the Malaysia homegrown largest Halal

hypermarket and retail chain. MYDIN was founded in August 1957 by the late Tuan Mydin

Mohamed in Kota Bharu, Kelantan. MYDIN business activity is in Halal retailing and

wholesaling. Open new shop in Kuala Terengganu by Dato Hj Amer Ali. Expand its new

operation in Klang Valley at Jalan Masjid India, KL focusing on wholesale and retail. Mydin

mall in Subang Jaya is the main office for his company.

The products range from food line, household, soft-lines and hard-lines items. Hard-line

products include hardware, electrical, stationery, porcelain and toys. Whilst soft-line comprises

of textiles and fabrics products.

Food line includes confectionery, drinks and beverages, delicatessen and dairy products. In

their early years of operations, MYDIN’s focus has always been in the non-food sector until

they bought over the first supermarket in Selayang in 1997.

Each of the branches has their own business category, based on the capacity of goods traded.

The category comprises hypermarket, mall, emporium, minimarket, convenience shop,

franchise store, bazaar, premium store and premium restaurant. MYDIN operates 68 outlets

nationwide including premium store named SAM’S Groceria.

This number of outlets encompasses 25 malls, 26 hypermarkets where each is located in the

malls, 17 emporiums, 3 bazaars, and 8 supermarkets, 8 convenience shops (MyMart), 4

franchise outlets (Mydin Mart) and 2 SAM’S Groceria premium supermarkets.

Above all, MYDIN operates its business based on ‘Halal’ concepts and stresses on honesty,

sincerity and good discipline in all aspects of its business

6
 2.2 Vision, Mission and Objective of Organization

MISSION: “We aim to be the leading local wholesale & Retail Company by providing the best

value for money for the best assortment of goods, by providing service to our customers & by

striving for excellence. We also aim to inspire more Malaysians to open outlets with our own

proven success formula.”

VISION: MYDIN is the world’s leading distributor of competitive “Halal” goods and services.

OBJECTIVE: To provide its products at the right time and the right price to the right customer

while ensuring excellent services. Secondly, achieve marketing speed, and overall efficiency

of operations and supply chain management, from to the suppliers to the logistic and

warehouse, to Mydin ground staff and to the management team. Thirdly, to achieve efficiency

to productivity which are important factors timely and accurate decision making. Fourthly, with

so many strong competitors in the local retail outlets, one cannot afford to be tardy to

differentiate itself, Mydin aim at redefining the value it brings to its customers. Lastly, to

maintain it brand name which signifies convenience, quality and value for money through it

looks into information and communication technology (ICT) to achieve their goals.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Commit to Mydin our goals and future:-

• Delivering our values

• Work collaboratively across Mydin

• Engage in the wider Mydin community

• Be proud of the Mydin story

• Celebrate the success of others

• Integrity

7
Old-fashioned service delivering our values

• Be humble and genuine

• Inspire trust

• Go the extra mile

• Deliver on promises

Respect our relationship

• Value all our relationship internal and external

• Exceed expectations

• Open to feedback and change

• Willing to help

• Consider the needs of others

Engage by doing the very best job

• Set clear expectations

• Take the time to listen

• Pick up the phone and speak to people

• Ask for help

• Passionate to exceed

• Serve from the heart

8
 2.3 Nature of Business / Service of Organization

HYPERMARKET, SUPERMARKET, EMPORIUM, FRANCHISING AND WHOLESALE

BUSINESS AND SHOPPING MALL MANAGEMENT

Mydin's business activity comprises operating hypermarkets, supermarkets, emporiums,

franchising wholesale business and shopping centre operations. Mydin's products range from

grocery, fresh, soft-line and hard-line items. Mydin's products generally appeal to the budget

conscious consumers who enjoy significant savings from the competitively-priced, quality

products offered at Mydin's stores. Mydin offers a wide spectrum of products under the

following categories:-

Grocery — Food, health & beauty products

Fresh — Ready-to-eat and fresh produced (chilled or frozen) meat, poultry and seafood

Hard-line — Do-it-yourself products, household and electrical products, stationery, general

merchandise, gifts and decorative products, sporting goods and toys and games

Soft-line — Apparel, home furnishing and muslimin product

Hypermarkets

Mydin currently operates a total of 4 hypermarkets in the states of Selangor, Terengganu,

Melaka and Kelantan. Mydin's hypermarkets are large retail outlets aiming to provide a one

stop shopping destination by offering, inter alia, food, groceries, soft-line and hard-line

products. Mydin's hypermarkets range from 60,000 sq. ft. to 150,000 sq. ft. and offer over

150,000 varieties of products. Mydin's hypermarkets are located in malls operated by Mydin.

Mydin also rents out spaces and shop lots to other merchants offering various complementary

products and services.

9
Emporiums

Mydin's emporium business currently comprises 16 outlets. Traditionally, these emporiums

only offer soft-line and hard-line products. However, to remain competitive, Mydin's

emporiums have started offering selected grocery items. These emporiums are established at

targeted areas with high human traffic flow.

Bazaar

Mydin's currently operates 2 bazaars which offer similar products to that of a hypermarket.

However, due to its size (about 25,000 sq. ft. to 35,000 sq. ft.), less variety of products are

made available. Sometimes the bazaar is also referred to as a "mini hypermarket". The major

difference between the bazaar and the hypermarket is that the bazaar does not operate in a mall.

Franchise

The emporium and mini market model is also operated under the franchise format. There are 7

franchisees under the emporium model which are operating with the trade name "Mydin Mart"

and they are located in Alor Setar (Kedah), Dungun (Terengganu), Nilai (Negeri Sembilan),

Shah Alam (Selangor) and in Johor Bharu (Johor) expect for 1 outlet in Kajang(Selangor)

which is operating under the trade name "Mydin Emporium". For the mini market model, there

are currently 2 outlets located in Setapak (Kuala Lumpur) and Shah Alam (Selangor).

10
3: ORGANIZATION STRUCTURE
3.1 Organization Chart
Mydin Mohamed Holdings Berhad

Tuan Mydin
Mohamed
(Founder)

Datuk Wira Dr. Haji

Animat Mydin Datuk Murad Ali
Amer Mydin
(Executive Director) (Executive Director)
(Managing Director)

Dr Hajah Siti Hawa

Mumtaz Malik Murad Ali Nadiya
(Human Resource
(Director) (IT Director) (Director)
Director)

Mirza Murad Ali

(Merchandising
Direction)

Customer Relationship Management Department (CRM)

Sabariah
(Head of Division)

Azahari
(CRM Manager)

Iyaz
Zehan Farah Ain Faiz
Jr Executive
Jr Executive (Loyalty Jr Executive (Project Jr Executive
(Customer
& Rewards) & Campaign) (Corporate Sales)
Experiance)

11
 3.2 Task and Responsibility of Department

Basically, in customer relationship management CRM are responsible to improve company

business relationship with customer by focusing on data analysis and compile data to improve

customer retention and driving sales growth of the company. In Mydin, Customer Relationship

Management are divided by four tasks such as project and campaign, loyalty and reward,

corporate sales and Customer care.

1) Project and Campaign responsible to handle any event or contest such as “cuti-cuti

Malaysia Bersama Mydin”, “Back to School”, “Grand Opening New Mydin Branch” and

others. Under project and campaign there are need to manage and oversee all campaign systems

and protocols.

• Devise marketing campaigns with the intent of creating leads and acquiring customers

that drive with meriah card member.

• Recruit, brief and manage contract or freelance staff to work on campaigns.

• Oversee the quality of the content created by copywriters and designers to ensure that

brand identity is adhered to.

• Ensure content created is accurate and error-free.

• Continuously assess and report on the results of campaigns and implement

improvements where necessary.

• Joint venture with marcomm department if they have an event to create in future to

drive meriah card member registration by joining them

2) Loyalty and Reward Guide and Handle the company’s Loyalty and Rewards Programme

with the focus in increasing the level of customer service to a greater height with a remarkable

rewarding programme. Candidate must be able to understand the CRM system well.

• Handling the Loyalty & Rewards programme call “MERIAH”

12
• Perfect understanding of the CRM loyalty system until able to be the source of referral by

branches and management

• Overseeing and reacting to all queries and complaints via all channels of communication

• Monitoring the stocks holding of Meriah cards to ensure it tallies with all branches

• Tracking the weekly updates on Loyalty Reports from branches comprising of registrations,

renewals, returns, refunds and etc

• Participation in handling Charity Shopping especially those which involves a high rank

personnel

• Managing matters and campaigns relating to the Takaful insurance called “I-Meriah” which

is manage by AmMetLife Takaful for MYDIN

• Working with the Marketing & Brands Communication division in drawing and executing

Loyalty campaigns

• Identifying and approaching potential brands or companies to become Merchants for

Meriah as part of adding values to the loyalty programme

• Carrying out administrative Business Development tasks and follow ups on partnerships

with Financial Institutions

• Managing “On the Spot Redemption” (OTSR) activities

• Conducting periodical Training and Development for branches’ customer service staff to

ensure branches are keeping up with new updates and rules as well as exchanging of

feedbacks

3) Corporate Sales responsible to identified new partners or merchants for Meriah Card

(Mydin member card). There must find any vendors to become our partners that they can give

discount for meriah card members

13
 • Promote meriah card and voucher. Marketing products and services, online marketing

campaign to clients

• Create and manage strategic agency and agency holding company partnerships with the

goal of seeing increased spending

• Provide effective live product demonstrations and adopt a consultative sales approach

to drive adoption, usage and campaign budget spend across all major media buyers in

your market

• Serve as the clients’ primary point of contact for the program - meeting and exceeding

client expectations is priority

• Conduct constant agency education

• Identify potential new business opportunities

• Build strong relationships to maintain outstanding customer satisfaction and retention

4) Customer care responsible Guide and Handle all matters pertaining to Customer Service

for all MYDIN Outlets. This position is responsible in upholding the customer service level of

front liners in all MYDIN Group of stores and responsible in optimizing all customer

interactions by crafting and developing a memorable and wonderful shopping experience to

customers.

• Draft and Provide Customer Service guidelines for all MYDIN branches so that all stores

will be aligned on what is expected of them

• Conduct training on customer service for all customer service staff, chief cashiers and

assistants, operations middle management and information counter staff

• Monitor and Follow Up on all Project Tenders from Governments bodies, GLCs, private

corporations & NGOs as part of our business developments progress

14
• Arrange and conduct periodical visits to branches as part of an unofficial audit by region in

order to ensure compliancy of the guidelines and trainings provided beforehand

• Identify and arrange for meet ups with potential partners such as financial institutions,

corporates agencies, associations to run campaigns or programmes which could add to the

company’s sales

• Handle Charity Shopping and bulk purchase customers

• Work closely with Operations and Marketing & Brand Communications divisions to

enhance customers’ shopping experience to greater heights

• Attend to enquiries and feedbacks via Webmaster, Zendesk, social media and written

materials

• Conduct survey on customers to know our Net Promoter Score (NPS)

• Ensure paging scripts are made available during running of any promotions and campaigns

and that it has been approved by the Head of Division

• Any other tasks or instructions given by the Head of Division or the Board of Directors

from time to time

15
4: GENERAL OPERATION

MYDIN business activity is in Halal retailing and wholesaling.

Mydin business activity comprises operating hypermarkets, supermarkets, emporiums,

franchising wholesale business and shopping centre operations. Mydin products range from

grocery, fresh, soft-line and hard-line items. Mydin products generally appeal to the budget

conscious consumers who enjoy significant savings from the competitively-priced, quality

products offered at Mydin stores.

The products range from food line, household, soft-lines and hard-lines items. Hard-line

products include hardware, electrical, stationery, porcelain and toys. Whilst soft-line comprises

of textiles and fabrics products. Food line includes confectionery, drinks and beverages,

delicatessen and dairy products. In their early years of operations, MYDIN’s focus has always

been in the non-food sector until they bought over the first supermarket in Selayang in 1997.

Each of the branches has their own business category, based on the capacity of goods traded.

The category comprises hypermarket, mall, emporium, minimarket, convenience shop,

franchise store, bazaar, premium store and premium restaurant. MYDIN operates 68 outlets

nationwide including premium store named SAM’S Groceria.

16
5: ACTIVITY DURING TRAINING
5.1 List of Tasks/Responsibilities
During my internship, I was assigned under Customer Relationship Management (CRM) which

is in this department we are responsible to improve company business relationship with

customer by focusing on data analysis such as Asscentis system and Tableau to improve

customer retention and driving sales growth of the company. With the system we can compile

the data and learn more about our target audiences and how to identify the right way to cater

for their needs. Here in Customer Relationship Management (CRM) I was placed in project &

campaign and loyalty & reward team. In project & campaign I need to help my Jr Executive to

create schedule the platform channel to improve communication with customer such as Paging,

Social Media, EDM, MYDIN FM, Message, and Ai Chat. Moreover, I have to decide which

day and time to put our platform channel in our daily operation. Day & time are must be suitable

to our customer that they can reach our platform channel. In loyalty & reward I work under my

Manager because of they are having migration from FX system to Asscentis system. They are

aiming to changes the physical member card into cardless so I have to handle Mydin members

portal and identified new features to be added in the member portal before launch. Other than

that, I also have to create story board for teaser video of member portal at social media to let

customer know that MYDIN have new portal coming soon.

5.2 Experience, Knowledge or Skill Acquired

During the 15 weeks industrial training, I work under Customer Relationship Management

Department at HQ Mydin Mohamed Holdings Berhad, Subang Jaya. Even so I be placement

in Customer Relationship Management, I am doing portal and data analysis work. There are

many lessons that I learned during 15 weeks of my training.

17
 5.2.1 SKILLS

5.2.1.1 SOFT SKILLS

• Work under pressure

Being exposed to real work environment is kind of stressful and a lot of pressure sometimes.

As I in the Customer Relationship Management team, I’ve been given task that are need to

think outside the box such as I need to identified new features in Mydin member portal. The

member portal must be easy to access and convenience for the customer to use in future. This

task is a bit challenges for me because I need to know about IT process. Sometime my idea is

being reject by IT department because of its hard to make it and sometimes it’s about the cost.

So, I have to decide which features that easy to put in portal and safe cost. This process is

taking time and It’s a bit pressure when the decision is rejected, I need to find new features

until the IT side are proceed with the features. From that, I managed to handle my stress level

and I also able to work well under pressure and able to give draft of new features members

portal before the due date given. They are targeted to launch member portal next year and I

need to make sure all features and draft of portal are proceeded by IT department before next

year.

• Improving communication skills

Communication today are is very important in working world, improving communication help

me to better understand people and situations. During my internship I have to present and

update my work progress with my team including my manager in meeting room. Sometime if

I need any advice from my team, I have to create meeting and discuss with my team in order

to solve the problem or sharing the idea. Not only during presentation are improving my

communication but in discussion with other department and sharing the information to my

manager also help me to improve my communication skills. From that it helps me overcome

18
diversities, build trust and respect, and create conditions for sharing creative ideas and solving

the problems.

• Ability to accept and learn from criticism

Criticism is normal thing in workplace because we always can learn from the criticism. Some

people let criticism to get over them, but as I work under strict Manager which is Mr Azahari,

I have to accept criticism if there are some slack on my work. Lucky for me, he critic and

provide solution on how should I do my work.

5.2.1.2 TECHNICAL SKILL

• Even though I am familiar with Microsoft power point, I managed to improve

more in doing some Microsoft power point work. I learned from Sir Azahari

how to make a simple presentation in power point. As it is my learning process,

I am grateful to Sir Azahari and Farah Ain because I can help them in doing any

presentation work.

• During my study I dint use tableau to pull data but in CRM department I learn

about tableau system during my internship. Im using tableau to pull data our

customer and track their buying pattern, find top spenders, average basket, top

product, sign up location, and track customer purchasing.

• Learning about Direct Marketing System to blast promotion. Create

personalized email that addresses our customer by name, recommends products

related to a previous purchase, and link to social media

19
6: COMMENT OR RECOMMENDATION

Generally, I am very pleased with the company’s effort to provide internship placement for

students and prepared students to become an initiator in the future. Attending the industrial

training in this company is interesting. I was having a good time. I have good colleagues that

are willing to help me and treat me as their own, supervisor that monitor my progress while

giving good advice to me and I was blessed with good and comfortable work environment.

Besides, I managed to develop good communicating skills as my core work field is marketing.

I learned how to communicate with vendor and I also learned how to deliver my actual message

to them. Next, I am able to apply all things that I learned during my days at Unisel to do any

task that was given to me. However, 15-week time’s frame is not enough for me because I feel

I can learn more on how to develop myself here to be successful person.

However, these 15-weeks of industrial training at MYDIN has been unique experience to me.

As my past qualification is Diploma in Business Management from Unisel, this is my first time

experiencing industrial training and I managed to go through it successfully. I learned about

real work situation and I am lucky to experience a good work culture here. I learned a lot on

how to work as a team in real work situation even though group assignment during my days at

Unisel only pictured a glimpse on how the real work situation worked.

1) Suggest to extend industrial training period to (6) month

By extend the durations students from 3 month to 6 month are able to intensify student

experience, skills and knowledge in the task and responsibilities they have assigned. 15 weeks

industrial training is a short time-frame in which it may give a limitation to students in focusing

on report while performing real work simultaneously. If the duration can be extend, the

organization will take time for 6 month to teach new internship student rather than need to

teach new internship student every 3 month.

20
7: CONCLUSION

In a nutshell, I do appreciate the time and opportunity given to us as students as far as internship

training is concerned. Industrial training also exposed me to the real career world and can know

to an organizational structure, business operation, and administrative functions. Besides that,

the industrial industry to reveal the real situation in the workplace and show me the

organization structure, marketing, and business operation.

Moreover, this Industrial training does not just make me know about one department because

I also can know about other departments. The reason for that is because I can get the

information from other departments easily. Also, I learned the way of work in an organization,

the importance of being punctual, the importance of maximum commitment, and the

importance of team spirit.

Through this training, I have gained new insight and more comprehensive understanding of the

real industrial working condition and practice it has also improved my soft and technical skills.

With all the experienced from this training, I should be ready to face with my real future career.

21
 PART B

CRM MYDIN – Improving Communication to

Customer via Digital Marketing Customer
Engagement
1.0 INTRODUCTION (OBJECTIVE / PURPOSE OF THE STUDY)

Customer engagement is an interaction between an external customer and an organization

(company or brand) through various online or offline channels. Online customer engagement

is a social phenomenon that became mainstream with the wide adoption of the internet, which

has expanded the technical developments in broadband speed, connectivity and social media.

These factors enable customer behavior to regularly engage in online communities revolving,

directly or indirectly, around product categories and other consumption topics. This process

leads to a customer's positive engagement with the company, as well as the behaviors

associated with different degrees of customer engagement. In the past, customer engagement

by MYDIN has been generated irresolutely through social media, SMS and outdoor

advertising. In year 2020, COVID-19 is creating massive shifts in human behavior and

catalyzing end-to-end business reorientation. Basically, CRM also has its roots in relationship

marketing which is aimed at improving long run profitability by shifting from transaction-

based marketing, with its emphasis on winning new customers, to customer retention through

effective management of customer relationships. During movement control order CRM are

need to increasingly networked society where customers can interact easily with MYDIN

through social networks and others platforms, that can improve customer engagement

marketing during movement control order. So that I believe impacts to customer engagement

might be significant and permanent. In this perspective, I explore how digital marketing has

accelerated CRM MYDIN to a new customer engagement standard to improve communication

with customer. This project purpose has as its aim the following objective to propose an

effective communication channels via various marketing platform, and use the findings to

develop recommendation for improving customer engagement via digital marketing in

customer relationship management.

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2.0 PROBLEM STATEMENT / ISSUE

In CRM main problem are having a difficulty in Improving Communication to customer via digital

marketing. MYDIN are mostly use customer engagement by mass marketing technique by

using media social platform. CRM department have affected and struggle to improve

communication and choose which platform are most effective to direct marketing for group

customer or member.

Currently customer engagement on social media are most common use by retail management

in Malaysia same goes to MYDIN are using this platform as a one channels to improve

communication with customer. MYDIN have official social media account to engage with their

customer such as Facebook, Instagram and Twitter. However, to use social media as a digital

marketing MYDIN are need to build followers because the promotion or any latest information

only followers can reach their promotion. MYDIN social media platform have a smaller

number of followers compare to their competitor such as TESCO 1.1 Million followers and

AEON 534K followers but MYDIN only have 450k followers. From 450k followers it’s also

possible that followers to ignore the adds as page become spamming.

MYDIN use SMS, or “Short Message Service”, customer engagement to reach a wide audience

at a click of a button. CRM must have all data mobile number customer, once they have done

so, MYDIN can send them messages detailing promotions, product updates, event information

and more. However, SMS messages are restricted to 160 characters, so CRM have to be much

more concise than they would in an email. It is possible to exceed this limit, but the message

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will be split across multiple texts, which could prove costly for the business and frustrating for

the recipient. More issues using SMS are unable to measuring MYDIN engagement effort and

CRM only can measure if customer click on bigly link. This particular issue of SMS platforms

is what CRM will have to face.

CRM in MYDIN also have EDM as a platform to engage with the customer. EDM stands for

Electronic Direct Mail and these are generally used by MYDIN to build brand loyalty or drive

sales. An EDM campaign in its simplest form is focused on email customer send-outs or blasts.

However, CRM have an issue with lower customer email since EDM focused on customer

email to blast any promotion. The total number of member register with email is 221, 314

members and total number of members with valid email only 69, 790 recipients. The total

amount of recipients very small, CRM have difficulty to engage with 151, 524 members

because of this member give an invalid email. In addition, EDM open rate are very low, it

become worst since the total recipients 69, 790 that open the email only 19.8%. This result is

show CRM have a difficulty to use EDM as a digital platform to improve communication with

customer.

FB Messaging Ai chat robot one of platform channel use by CRM in MYDIN to engage with

their customer. Normally CRM department use this platform to handle customer query and

complain in FB by messaging in MYDIN official Facebook. However, to become a direct

marketing CRM have an issue to use Ai Chat robot since they don’t have customer data in Ai

Chat system. Process to integrate data are need to take time and many departments will be

involve to put all customer data in Ai Chat. To integrate data also incur huge cost because they

need to use other sources such as using vendor to integrate all the data.

Lastly, CRM new marketing channel to keep engage with customer are using via WhatsApp

platform. This is new platform in CRM that can use to improve communication with their

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customer. However, using WhatsApp are limited to images and text for example if MYDIN

need to send promotion by using WhatsApp platform CRM need to choose input in the

WhatsApp by using text or image. CRM can use both text and image but this incur double

charge because for text is different charges and same to are image different charges. Basically,

the issue is costing, the more recipient the more cost is need to pay. Below 250k recipient for

1 text equal to RM0.11 cent, 250k – 500k recipient for 1 text equal to RM0.75 cent and above

500k recipient for 1 text equal to RM0.70 cent. This price can become double charge if CRM

are put text and images in the WhatsApp channels, then it incurs high cost that CRM have to

face. Other issues are unable to track MYDIN engagement effort by using WhatsApp platform.

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3.0 PRESENT SITUATION / CURRENT PROCEDURE

Based on my observation during 15th weeks my internship at MYDIN MOHAMED

HOLDINGS BERHAD which I been placed in Customer Relationship Management (CRM)

where in my department have responsibility to engage and building relationships with Meriah

members. I have found that the current situation in Mydin is they got five platform to

communicate with customer and Meriah members via Social Media, SMS, EDM, Ai Chat

robot, and Whatsapp.

At this moment CRM department engage with customer are more using on social media such

as official MYDIN Facebook, Instagram, and twitter. Using social media, CRM are need to

corporate with Digital & Media department because social media are more on mass marketing

not specific of group or direct marketing. They are using this platform to post the promotion to

the customer who are follow or like Official MYDIN page.

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By using social media, they can post promotion like mass marketing or high-volume depending

quantity of followers. Mydin also using boost to increase viewers when they are post the

promotion in social media in order to get more customer to know about the promotion.

Moreover, Mydin Facebook are top 10 comparison with the competitor and this show that

Mydin company are actively posting promotion trough social media.

MYDIN also using SMS platform but only for the important promotion. CRM department send

the SMS promotion by using customer mobile number. The customer will receive promotion

by personal SMS in wording and the have a bitly link when customer click it will appear full

mailer promotion. MYDIN not usually using this platform due to the cost but in term of amount

receiver are quite a lot because customer usually fill in Meriah member form with mobile

number.

Moreover, CRM department also using EDM as a platform to promote the promotion to the

customer. This is usually achieved through the incorporation of printed materials, digital

promotion and Text messaging. Mydin using EDM only partly or add-hoc promotion such as

Pay Day Deals!, Hari Hari Mydin Murah and Super Saver promotion to the MYDIN members

but the amount of valid email customer are very small amount. Because of valid email are very

small amount so CRM still using EDM but not aggressively use.

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Other than that, current situation in Mydin are using Ai chat platform to keep engage with

customer, this is new platform in Mydin by using Ai Robot in Facebook. AiChat is a

conversational commerce platform that allows companies to deliver content, automate replies,

and engage customers via Facebook messenger. Normally CRM use this for handling customer

query and complaint from customer. Ai Chat will be automated replies any query and

complaints from customer in FB Messenger.

Lastly are by using a Whatsapp platform, basically WhatsApp Business makes interacting with

customers easy by providing tools to automate, sort and quickly respond to messages. It's also

intended to feel and work just like WhatsApp Messenger. MYDIN use Whatsapp messenger

same like Ai Chat robot in Fb to handle query and complaint from customer. Basically, MYDIN

use this platform only for query and complaint purpose and sending their marketing too.

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In conclusion, MYDIN keep engage with their customer by online engagement using all their

digital marketing platform. there are two type of communication MYDIN use such as social

network for marketing purpose and messenger for communication platform to keep engage

with their customer. As we can see CRM use Social Media, EDM and SMS for sending their

marketing promotion to let their customer keep in touch about their promotion in MYDIN. All

the promotion will be sending in this platform but for any query normally customer has to go

at AI Chat in Facebook Messenger and WhatsApp platform. this platform is more two-way

communication within company and customer. All these five platforms operation is current

procedure that MYDIN use to communicate with their customer in order to make their

customer feel satisfied with MYDIN company.

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4.0 FINDINGS / RESULTS

Customer satisfaction and loyalty may correlate with engagement, engaged customers tend to

be more loyal. They tend to be more satisfied. They tend to buy more. Because of these

tendencies, most companies strive for high levels of customer engagement. During 15th weeks

my internship at MYDIN MOHAMED HOLDINGS BERHAD, what I found if CRM not

improve communication with customer, normally to acquiring new customers is usually

more expensive than keeping MYDIN current customers. That is one of the primary reasons

keep engagement with customer is so important. While bad customer engagement can destroy

MYDIN average customer lifetime value, putting more strain on marketing budget to attract

more customers, good customers engagement can actually save these relationships.

No matter how amazing your product is, if you are not improving communication with your

customers, they will never be satisfied with what you are offering them. Ignoring the needs of

your customers and not keep in touch with them will result the customers will leave your

business. MYDIN will never have returning customers if MYDIN customer engagement

strategy is not good enough.

CRM not identified which platform are effective for improve communication with

customer is there will be over-engaging customer. here'll be a time when CRM feel the need

to communicate with customers more frequently since MYDIN have five platform to

communicate with customer. After all, customer success is all about talking to MYDIN

customers and finding out what they want.

However, if CRM over-engage them by sending out too many messages or making too many

posts, especially when the majority of them look like plain sales posts, might annoy your

customers rather than helping them. They’ll unsubscribe, unfollow, or unfriend MYDIN

official page if they find that CRM department posts aren’t actually useful. Over-engagement

stems from uncertainty, which means if a MYDIN customer is didn’t aware about the

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promotion, CRM try to send the same promotion in others platform. Over-engaging with them

out of fear of losing them, though, is a common mistake that CRM should avoid.

Other than that, is the cost that MYDIN need to bear with if they use all 5 platform to send

their promotion. Digital marketing is basically cost-effective compare from offline that need to

pay for newspaper and billboard. But if MYDIN not arrange they digital marketing cost it

surely can burden they cost because not all platform is free. For media social MYDIN have to

pay for boosting charges in order to increase the view in social media platform. others platform

also has to pay in order to send any promotion such as SMS and WhatsApp. MYDIN need to

hiring an agency to send out the texts for promotion marketing. Companies tend to price their

services by packages so check their delivery rates and make sure the support services are

satisfactory.

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5.0 RECOMMENDATION / IMPROVEMENT PLAN

There have several ideas of improvement plans that I want to highlight to help my department

on improving customer engagement via digital landscape in customer relationship

management. Customers no longer want to be sold to, but rather make informed decisions on

their own time. Mostly customers are looking for some degree of proactive communication

from the companies with which MYDIN do the business.

1. Automation system by using EDM and SMS

EDM or SMS automation is typically about reducing the amount of time needed to send mail

and message, ultimately improving CRM communication with customer. However, automation

will not eliminate the work altogether but will help CRM work more efficiently. With

automation system, CRM can save time but still drive results for the organization. Improving

communication by using automated system, CRM can focus on customer relationships because

with automated system can create reminder or wishing to customer at the right time. Nowadays

customers are bewildered by the choice of companies offering similar products or services.

Even if they have bought from MYDIN before, they can easily switch to a new supermarket or

forget about MYDIN. How can CRM make them active? I suggest send automated direct mail

and SMS to remind about their store points balance, greeting customer when they become our

member, offer a discount renewal, or wish them a happy birthday. What’s even more important

is to create customer feel more appreciated and sending them for the important information at

the right time. With automated system it can reduce over-engage customer by sending out too

many messages or making too many posts, especially when the majority of them look like plain

sales posts, might annoy your customers. Here I create content and time duration for

improvement communication with customer by automated system via EDM and SMS.

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 Planning automation EDM and SMS
EDM SMS

Massage
Date / Day Target Recommendation Date / Day Target Recommendation
Content

Immediate:
New
On the day All card
Members No Carrot NA NA NA
type
Registration customer register
the Meriah card

1st of every month

RM5 Voucher RM5 Voucher
Example:
On the
All card (For 1st time (For 1st time
Birthday if customer’s Birthday date All card type
type redemption redemption
birthday falls on itself
15th Oct, email will only) only)
be sent on 1st Oct

1 month before
expiry date
Example: All card 7 days before
Renewal No carrot All card type No carrot
type expiry date
EDM Will be sent
on 15th Sept if Card
expire on 15Th Oct

Voucher carrot TBC

All Active Example if give
th members who RM20 Voucher
25 of every
Lapse NA NA NA didn’t spend
month
with us last 45 17,574 members x
days RM20
Total=RM 351,000

Lost Inactive card

(Without status:
NA NA NA All card type Free Renewal
point 1yr + 3 mth
balance) grace

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 2. Create campaign update email and mobile number

One of the difficulties of CRM department to keep engage with customer is they get high not

valid email and mobile phone of customer. MYDIN continue to make important decisions

about customer engagement with an inaccurate or incomplete email database. Unfortunately,

if they don’t do anything to verify their data especially particularly user email addresses, they’ll

be unaware of one of the primary reasons their improvement communication efforts failed.

Without a database with valid emails, MYDIN don’t have the right data that they need to make

good communication. The result? A huge effect that hurts the improvement communication in

MYDIN. In order to improve communication CRM must have the right data to keep engage

with their customer. I found that if CRM have a come out with good planning to improve

communication strategy but they got less data this could be an issue for them to reach the

potential customer. So, I suggest to create campaign for the customer to update their email and

get 10-ringgit E-voucher trough their updated email or in their latest mobile phone message.

From this campaign CRM can get more updated email and mobile phone that can use for

improvement communication to their potential customer.

Process flow for updated data customer

Cleaning Data Create Awareness Customer Action

(Create updated (promote campaign (Customer can update
email/mobile no in media social their email at customer
campaign) (Facebook etc.) service counter or call
careline)

CRM Dep Action IT Dep Action

(Compile all updated email
and mobile no to reach
customer for improving
communication with
customer)
(Give E-Voucher to
updated email or mobile
phone number on that day
itself)

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 3. Re-arrange customer engagement by using 5 platform

Basically, MYDIN have 5 marketing platform to improve communication with customer and

their use this 5-platform to sending the promotion. I identified if MYDIN use all 5-marketing

platform for sending the promotion, customer will receive same promotion in their email, SMS,

messenger and social media. this situation causes the over-engaging to customer if MYDIN not

manage their platform marketing properly. The first thing CRM team has to decide is what

constitutes great customer engagement by using digital marketing. That depends on the content

and MYDIN audience. What kind of stories are you going to tell? Identified which platform

are suitable for the content to post. It could be as simple as sending a for direct marketing use

personalized email or SMS platform that addresses your customer by name, recommends

products related to a previous purchase, and also any promotion for Meriah member only. CRM

could also use social media for mass marketing strategy that promote the product for all type

of customer such as all type customer can enjoy the promotion. The promotion should be not

for specific of customer since social media is a mass marketing. CRM also can link the

promotion for social media to create content about MYDIN Online to encourage customer to

buy online. Other than that, WhatsApp and Fb messenger I suggest to use for conversation only

that reply by the Ai chat for handling the complaint or query from customer. It can be a

marketing platform but if customer asking for promotion then Ai chat will send the promotion

mailer into the chat. Table below is shown managing digital marketing

Social Media SMS EDM FB Massaging Ai WhatsApp

Chat Ai Chat

-Mass Marketing -Reminder -Reminder -Handling -Handling

for all promotion campaign campaign customer customer
conversation conversation
- Link to MYDIN -Targeted -Targeted
Online customer only Customer only -Send promotion -Send promotion
if needed if needed

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6.0 CONCLUSION

In conclusion, to improve communication via digital marketing is to engaged customers tend

to be more loyal. They tend to be more satisfied. They tend to buy more. However, I summarize

in this report that high customer engagement is an also can make a negative effect towards

MYDIN. In this case we can see that MYDIN want to improve communication with 5 platform

by sending their promotion to all platform that they have. Customer engagement not only for

keep communicate with customer but how we identified which platform are suitable to send

promotion or information to the customer in the right time and right target of customer. Mostly

customers are looking for some degree of proactive communication from the companies with

which MYDIN do the business. Repeating the same message and promotion over and over in

a day isn't useful. It becomes noise to the customer, and that noise becomes annoying. CRM

should manage the platform by different content filled with information for the right customer.

A useful content by using right marketing platform strategy can changes the conversation and

improve the communication. Moreover, when CRM improve communication with customers

is just as important as how their engage. The right message at the wrong time still equals an

interruption to the recipient. So here its important to create automated email and SMS to send

the reminder content to the customer at the right time with right content. The alternative is to

send timely content that fits the customers current needs, for example, if a customer does not

purchase a product in MYDIN within 45 days, CRM can send a reminder email or SMS. With

automation system, customers can receive messages based on their behaviors. Engagement is

a better method for connecting with MYDIN customer. Start by learning and prioritizing your

customer needs. Deliver different messages based on the suitable digital marketing platform

and treat your customers well.

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7.0 REFERENCES & APPENDICES

https://en.wikipedia.org/wiki/Mydin

https://blog.smile.io/what-is-customer-engagement-and-why-is-it-important/

https://en.wikipedia.org/wiki/Customer_engagement

https://www.outbrain.com/blog/3-golden-customer-engagement-strategies-that-marketers-cant-
ignore/

https://buildfire.com/customer-engagement-strategies/

https://www.localmeasure.com/post/the-future-of-customer-engagement-on-social-media

https://www.socialbakers.com/blog/engaging-customers-through-social-media

https://link.springer.com/article/10.1007/s11747-020-00731-5

https://www.g2.com/categories/direct-mail-automation

https://www.inkit.com/2018/04/direct-mail-automation-digital-marketing/

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