Creating a customer-centric experience with a multi-sided ecosystem approach

For nearly four decades, Wilson Group has set the standard for the transport infrastructure network across five divisions in Hong Kong (SAR), China: parking, tollways, technology, smart mobility, and facilities management.

Together with KPMG’s Digital Village proprietary Unify platform and Microsoft technology, Wilson Group continues to lead the way.

Identifying risks and opportunities from the evolution of the mobility market and disruption from new business models, Wilson Group wanted to position its business and prepare for future success. With this changing landscape came the pressure of shifting customer trends and the future mobility experience of motorists. There were many factors to consider: increasing threats that included uncertainty to existing business revenue, new mobility trends, growth limitation, and a lack of customer information with a large volume of customer transactions but limited insights.

KPMG China was tasked with the end-to-end implementation of the resulting motorist-centric ecosystem proposition to acquire motorists, better engage with them, and capture customer insights to identify untapped revenue potential.

This was an opportunity for KPMG China to find a new customer-centric business model that would help Wilson Group address evolving motorist habits. Robust research was needed to better understand the customer so the business could identify new market opportunities and various motorist segments. This would help increase touchpoints along the customer journey and gain insights that would benefit them. This was done by:

• conducting a market analysis of the motorist industry in Hong Kong (SAR) and best-in-class loyalty programs globally to identify key motorist needs and develop local segment personas
• defining the value proposition based on the insights from customer research
• translating the value proposition into a product roadmap

Alongside the definition of the value proposition, KPMG professionals worked in unison with Microsoft to identify the remainder of the future technology stack – D365 CRM, D365 Webhooks and the Azure Service Bus for cloud messaging as a service and hybrid integration.

KPMG China leveraged the KPMG Unify platform to accelerate the development of the proposition. KPMG Unify is a global digital platform which helps companies better acquire and engage with their customers by connecting them with ecosystem partners to create an integrated 720-degree view of all their interactions. Pre-built modules cover aspects of onboarding, campaigns, loyalty management, closed-loop payments, analytics, and seamless integration into existing core systems such as Microsoft Dynamics.

By working together and enabling a multi-sided ecosystem, KPMG positioned Wilson Group for future success by helping them to:

• develop a mobile app for both customers and merchants
• configure and customize the KPMG Unify platform
• configure and integrate the platform into Microsoft Dynamics CRM
• perform cyber security related activities
• develop a product backlog for future releases

Wilson Group had a goal of better engaging the motorists of Hong Kong (SAR) by capturing customer insights, and in turn, increasing the value they could provide them. KPMG was able to bring this goal to life by helping to better understand the motorist segments with rich profile information that builds new revenue streams and uncovers market opportunities, ultimately helping to increase the customer lifetime value.