NCS Wins The Peppers And Rogers Group Asia 1TO1® Innovator Awards For Outstanding CRM Initiatives

Singapore, August 27, 2002

National Computer Systems Pte Ltd (NCS) is the sole company in Singapore chosen as the inaugural recipient of Peppers and Rogers Group Asia 1to1®Innovator Awards 2002 - for outstanding, customer-driven business solutions. The awards program was created by the strategy consulting firm to showcase leading companies that have applied dynamic, one-to-one strategies with the goal of developing clear and quantifiable customer benefits. Faced with ever-evolving challenges in the Customer Relationship Management (CRM) space, winning companies are chosen for their vision and focused approach, as well as for their success in customer-based competition. NCS is proud to be recognised as setting a standard of excellence in the IT industry for successfully implementing one-to-one business strategies in Asia.

In a dynamic, enterprise-wide initiative to gain competitive advantage in its overseas expansion, NCS transformed itself from a service-centric to a customer- and relationship-centric organisation. NCS embarked upon a concerted CRM initiative. It aims to support its business strategy of entering new markets, increasing diversification and penetration of selected domain/industry by segmentation and focus. To effect the strategy, a customer-centric approach that will inculcate and place strong emphasis on the need for customer orientation and satisfaction in both attitude and behaviour of all NCS staff was embarked upon. This would enable NCS to achieve its vision of being the preferred provider of IT services in the Asia-Pacific region.

The NCS CRM initiative was an organisation-wide one. Its CRM model was developed to provide the framework for 3 key customer focused strategies/processes:

  • Identifying market and customer requirements
  • Building customer relationships
  • Ensuring customer satisfaction

The NCS CRM model which has 6 key elements is shown below in the diagram 




 With the CRM system filling in the gap to effectively manage today's complex customer relationships, NCS can now present a consistent and unified front to customers in the face of multiple communication channels. More importantly, it has developed processes, strategies and programmes, to keep compliments high and complaints low. NCS will continue to improve the main drivers for CRM, which includes customer satisfaction, improved customer perception, increase in new customers, increased percentage in customer retention and more efficient customer processes.

Says Mr. Lee Kwok Cheong, Chief Executive Officer of NCS, "NCS is very honoured to be the inaugural winner of the Asia 1to1®Innovator Awards 2002. We are in the services industry and our customers are our key to survival. NCS understands that many of today's customers want an interaction based on a long-term partnership with mutual understanding and trust from suppliers and partners. They want partners who understand their business and develop products and services to meet their needs in the long run. In NCS, we strive to make it easy for our customers to do business, seek assistance and information, as well as to provide feedback to us. We continue to ensure that our customer contact points are pleasant and the NCS experience is always a delightful one.”

"CRM is a powerful business revolution that is gaining ground in Asia,” said Bob Fleming, CEO and Managing Partner for Peppers and Rogers Group Asia. "But it's only those companies that distinguish CRM as a successful process of integration, strategy, technology, training and culture change that will be rewarded with loyal, satisfied customers. These special awards honour companies that have set in motion the most innovative and dynamic customer-driven solutions. It's not just a theory, but a practice in these companies. They have recognised that CRM has to be instilled and not installed.”

Sponsored by PeopleSoft, SAS, Customer Contact World, Hong Kong Productivity Council, and NETe2asia, the Asia 1to1® Innovator Awards showcase leading companies that have implemented creative and effective initiatives designed to get, keep and grow customers. Selected by the judging team of Don Peppers and Martha Rogers, Ph.D. founding partners of the strategy consulting firm, and James Smith, Chief Editor of Customer Contact World, the winning firms were chosen for their abilities to apply a dynamic one-to-one strategy, with the goal of delivering clear and quantifiable customer benefits.


Media Contact
Wendy Tang
NCS Pte Ltd
DID: +65 6556 5629

About NCS

NCS is a member of the Singtel Group and the leading information, communications and technology (ICT) service provider with presence in over 20 countries. NCS delivers end-to-end ICT solutions to help governments and enterprises realise business value through digital transformation and the innovative use of technology. Its unique delivery capabilities include consulting, applications development, systems integration, outsourcing, infrastructure management and portal solutions.