Sun World's Digital Transformation: Sharing from Deputy General Director Christine Tran

Previously, Sun World operated completely offline, but now 30% of the company's customers have switched online, equivalent to about 4 million customers.

Ms. Trang Do - Senior Customer Management Director - Insider and Ms. Christine Tran - Deputy General Director of Business Division - Sun World.

Digital Transformation is not only a trend but also a mission, a journey to bring new experiences and true values ​​to customers. In the CXO Interview Series - Beyond The Title, Insider was fortunate to have the opportunity to talk with Ms. Christine Tran, Deputy General Director of Sales of Sun World, to hear inspiring stories and receive wise advice on Digital Transformation in the tourism and entertainment sector for businesses in the industry. Digital Transformation at Sun World - The journey begins and three key aspects Customers are at the heart of Sun World's business philosophy When asked about her work experience, Ms. Christine Tran shared that she has seven years of experience working at Sun World and nearly 14 years of experience in the entertainment sector. While working at Sun World, Ms. Christine Tran feels fortunate to have a favorable environment to achieve her current success. As Deputy General Director of Sales, Ms. Christine Tran always stands from the customer's perspective to see what they want and optimize the customer experience when coming to Sun World.

"I hope that every customer who comes to Sun World can be wowed by something, whether it is the construction or very small things like the service and customer care attitude of Sun Group staff" - Ms. Christine Tran, Deputy General Director of Sales Sun World

Sun World's Digital Transformation Journey When asked about the Digital Transformation process at Sun World, Ms. Christine Tran shared: Before 2020, Sun World operated completely offline, communicating with customers and partners through traditional forms. However, after a trip to China and witnessing the popularity of online payments, Ms. Christine Tran realized that Sun World needed to catch up with the Digital Transformation trend. In 2019, Sun World began approaching online travel agents (OTAs) and gradually switched to an online platform. Initially, the website and mobile application were only used to provide information to customers, but this was an important foundation for the Digital Transformation process later. The COVID-19 pandemic and the collapse of travel agency Thomas Cook prompted Sun World to accelerate Digital Transformation. Social distancing caused customers to switch to online channels quickly, and Sun World realized the huge potential of data collection and personalizing customer experiences. Ms. Christine Tran also commented that Sun World currently does not have a platform to touch and build a real customer portrait. This is one of Sun World's goals because customer needs are changing. At the same time, the customer's voice is also becoming more and more important through various communication channels, which will lead to each tourist demanding more personalization. That is also one of the reasons why Sun World "joined hands" with Insider to implement Digital Transformation. Cooperating with Insider, Sun World expects to achieve the following goals: - Explore new directions: Shift to a D2C (Direct-to-Consumer) business model to control supply and demand and optimize customer experience. - Create unique customized experiences: Personalize travel experiences for each customer through the use of data and AI. - Strong connection with customers: Build sustainable relationships with customers through personalized experiences. - Better understanding of customers: Collect data on customer behavior and preferences to make informed business decisions. Digital Transformation at Sun World - Three key aspects In the process of sharing about digital transformation at Sun World, Ms. Christine Tran stated that Digital Transformation is not simply applying technology to business operations, but also a comprehensive process of changing the mindset, operation and management of the business. Digital Transformation needs to focus on three main aspects: - Improving customer experience: Personalizing and automating services to meet the unique needs and desires of each customer. - Supporting B2B partners: Optimizing cooperation, information exchange and payment processes with partners. - Optimizing internal operations: Improving management efficiency, operations and data-based decision making.

"Digital Transformation initially started simply from a person wanting to be Digitally Transformed, followed by a job requiring Digital Transformation and finally customers also wanting to access the Digital Transformation of the business" - Ms. Christine Tran, Deputy General Director of Sales Sun World

Successful Digital Transformation - Perspective from Sun World Key factors for a successful Digital Transformation journey Sharing with Insider, Ms. Christine Tran also mentioned the key factors that businesses need to focus on when implementing Digital Transformation, especially in the tourism industry: Technology is the core foundation: Investing in the right technology is essential for any business that wants to successfully Digital Transformation. However, Ms. Christine Tran also emphasized that technology is not the only factor that determines success. People are the key: Businesses need to have a team of employees who are knowledgeable about technology and capable of effectively operating new systems. Training and developing human resources is extremely important to ensure a smooth Digital Transformation. Adaptation and risk management: Digital Transformation is a challenging process, requiring businesses to be flexible, adaptable and willing to take risks. Ms. Christine Tran recommends that businesses need to clearly define their "risk appetite" and develop an appropriate risk management plan to ensure the transformation process is safe and effective. Overcoming mindset barriers: Ms. Christine Tran also mentioned the challenges in changing traditional business thinking and perspectives. Businesses need to be open to new ideas and be ready to change the way they operate to suit the Digital Transformation trend. Critical points for businesses in the Digital Transformation process According to statistics, 70-80% of businesses in the world and 50% of Vietnamese businesses are not successful in Digital Transformation. Ms. Christine Tran believes that the main reason is that businesses have not clearly defined their "risk appetite". Digital Transformation is a long, costly and demanding process, so businesses need to be prepared for possible risks such as: - Long conversion time: Digital Transformation cannot happen quickly but needs to be carried out step by step in a systematic manner. - High investment costs: Businesses need to invest in technology systems, train employees and change operating procedures, leading to high initial costs. - Requires large resources: Digital Transformation requires the participation of all employees in the business, from leaders to managers and grassroots staff. - High risk of failure: Digital Transformation is a new field with many potential risks, so businesses need to be well prepared and ready for unsuccessful cases. Ms. Christine Tran also affirmed that the source of money for investment does not determine the success of Digital Transformation. Each business has a different scale and financial conditions, so it is necessary to build a Digital Transformation strategy that is suitable for the internal capacity of the business. The most important thing in digital transformation is the consensus and determination of all involved in the business. Leaders need to demonstrate strategic vision, staff need to be trained and equipped with knowledge about digital transformation, and everyone needs to work together to achieve a common goal.

Sun World begins its Digital Transformation journey from 2023 by partnering with Insider to focus on understanding customers and building effective customer journeys. This project is only a pilot at Sun World and the further goal is to apply it to the entire Sun Group.

"The goal of the digital transformation project in the first 24 months is to meet the basic needs of customers and within 5 years, Sun World will complete a comprehensive Digital Transformation" - Ms. Christine Tran, Deputy General Director of Sales Sun World

The role of leadership in the Digital Transformation process According to Ms. Christine Tran, leadership plays a key role in ensuring the success of the Digital Transformation process in the enterprise. To do this role well, leaders need to focus on two main factors: - Understanding and resolving internal obstacles: Leaders need to ensure that everyone involved in the Digital Transformation process clearly understands the goals, vision and strategy of the enterprise. At the same time, leaders also need to proactively resolve internal obstacles that may affect the transformation process, such as lack of knowledge, skills of employees or inappropriate corporate culture. - Flexibility and adaptability: Digital Transformation is a complex and constantly changing process, therefore, leaders need to be flexible and highly adaptable. Leaders need to be ready to adjust strategies and approaches when necessary, and at the same time, receive feedback from stakeholders. In addition to the above two factors, Ms. Christine Tran also emphasized the importance of leaders proactively seeking and resolving "pain points" in the Digital Transformation process. Leaders need to take the time to listen to the opinions of employees and customers, thereby identifying the problems that need to be solved and providing appropriate solutions. Choosing a tech vendor for effective Digital Transformation Ms. Christine Tran shared that choosing a tech vendor is an important decision in the Digital Transformation process. A good partner can support businesses to overcome challenges and achieve successful Digital Transformation goals. Ms. Christine Tran also emphasized that in addition to knowledge and experience, technology partners need to be more flexible. Businesses should choose partners with a deep understanding of the market and industry in which they operate, so that they can provide the most suitable and effective solutions. For example, Sun World chose Insider as its technology partner for its Digital Transformation journey based on Insider being a leading AI platform with extensive experience in supporting businesses in successful digital transformation. Insider not only provides advanced technology solutions, but also invests in research and development of knowledge about different industries. Thanks to that, Insider can provide advice that is suitable for the characteristics of each business.

"Tech vendors should have two parallel perspectives: one is an expert who understands the industry to give advice that is not far-fetched, and the other is an outsider who can experiment with completely new strategies" - Ms. Christine Tran, Deputy General Director of Sales Sun World

Sun World's Digital Transformation Goals and Industry Expectations in Vietnam Trends in the travel and tourism industry in the next 3-5 years Ms. Christine Tran commented that Digital Transformation will be the main trend of the tourism industry in the next 3-5 years. Previously, Sun World operated completely offline, but now, 30% of customers have switched to online, equivalent to about 4 million customers. However, Ms. Christine Tran also said that this 30% figure does not fully reflect the potential of the online tourism market. Due to some operational limitations, Sun World cannot fully meet the needs of all customers on online channels. For example, the sale of cable car combos with buffets at Sun World tourist areas currently still requires the use of offline channels to control quantity and limit risks. Ms. Christine Tran also predicted that within the next three years, 60% of Vietnamese users will be ready for Digital Transformation and the most effective tool will be AI-virtual assistants. That is why Sun World chose to cooperate with Insider to apply AI to understand customers and enhance travel experiences.

"60% of Vietnamese users are ready for Digital Transformation and the most effective tool will be AI-virtual assistant" - Ms. Christine Tran, Deputy General Director of Sales Sun World

Sun World's breakthrough goals in 2024 and vision to 2030 Ms. Christine Tran shared: 2024 marks a pivotal year for Sun World with specific business and sales goals, focusing on completing B2B infrastructure and technology, and at the same time proposing a comprehensive Digital Transformation strategy. - 2024 goal: Complete the B2B system with items such as booking portal, API, payment methods, refund operations, ticket classes... - Clearly define goals and KPIs: Prioritize two factors that directly impact customers and the internal management system. In addition, Sun World also sets ambitious goals for the future: - By 2023: Be in the Top 5 leading entertainment brands in Asia. - By 2030: Welcome 80-100 million visitors per year, 5 times higher than present, with a growth rate of 40%. - Changing the proportion of tourists: 60% international visitors and 40% domestic visitors, targeting higher-paying customers to increase value for Vietnam's tourism industry. Ms. Christine Tran affirmed: Digital Transformation will play a key role in realizing these goals. However, Sun World always prioritizes bringing the best experience to customers, because customer satisfaction will create the foundation for sustainable business performance.

"Bringing the world to Vietnam - Bringing Vietnam to the world, this is one of Sun World's greatest desires" - Ms. Christine Tran, Deputy General Director of Sales Sun World

In this episode, Insider has the opportunity to meet Ms. Christine Tran, Deputy General Director of Sales at Sun World. Hopefully, through this conversation, businesses, especially in the tourism industry, will understand more about Digital Transformation and successfully apply the strategies shared. Beyond The Title is Insider's project to spread value by connecting influential people. Follow Insider's official YouTube channel to not miss the next episodes.

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Source: https://www.vietnamplus.vn/chuyen-doi-so-cua-sun-world-chia-se-tu-pho-tong-giam-doc-christine-tran-post965454.vnp