Promoting a data-driven culture in LBC Express

CIO Asia finds out how LBC Express is using data to drive employees’ productivity, improve customer experience, and make business decisions.

By Adrian M. Reodique
Nov. 17, 2016

Since the top management has experienced the benefits of the project, Deato said it becomes easier to drive down the initiative to their respective units.

Besides that, Deato underscored the importance of evaluating employees' performance through measurable outputs to drive culture change. For instance, if the company knows that only 70 percent of the packages in the central exchange hub is scanned, the person in charge could find out why that is happening and rectify it. He/she should then check the percentage of scanned parcels in the following weeks to see if more improvements - be it technical or people issues - are needed.  By doing so, employees will realise that their output is being measured and that they will be penalised if they do not follow the right processes. This will indirectly encourage employees to conform to the new procedures, said Deato.

Implementing the data visibility project

Prior the implementation of the project, Deato said their courier touchpoints - including the central exchange hub, delivery hub, and the present and outfit delivery hub - use different systems which make it hard to know the exact location of the customer's package.

The company thus kicked-off the project by automating its legacy systems on the touchpoints, and created an end-to-end platform to streamline the monitoring of the packages' locations for their internal and external customers.

External customers can determine the location of their packages through the tracking feature on LBC Express' website or in the mobile application.

Additionally, the company uses the platform to monitor the accuracy of the processes on their courier touchpoints. "[From there, we determine] the percentage of error, how many are misrouted, how many are in the correct route and all that," said Deato.

Data-driven business decision

According to Deato, the biggest benefit of the data visibility project is gaining the ability to understand the changing behaviours and demands of its customers. For instance, data mining has enabled the company to discover customer behavioral patterns and make marketing campaigns based on this.

"From a company perspective, first of all, as I've said, data become our asset. It made us understand our customers -- what our customers do or [how our] customers are changing - which is important," said Deato.

In addition, the project enabled LBC Express to understand the customer pattern for their branches across the country, thus helping them decide where to open new stores. "We don't open branches because our competitors are there; we open our branches because we know we have customers there [after analysing our delivery data]. It's a big culture change because in the past, you open branches based on your gut feel. But now, we're using data to make those decisions so we're adopting a data-driven culture," said Deato.

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