Digitalization of the 170-Year Legacy of Sewing Machines
Rakesh Khanna, Singer India, on Integrating CRM With Service Support Live App
Singer India, an established household name in the sewing machine and home appliance industry with a rich 170-year legacy, is undergoing digital transformation to stay relevant in the tech-savvy market. In an interview with Information Security Media Group, Rakesh Khanna, managing director and vice chairman of Singer India, discussed the company's IT strategy, initiatives, and the challenges faced in this transformation journey.
Edited excerpts follow:
Can you elaborate on Singer’s IT strategy, especially in the context of starting from scratch with legacy systems? How do you plan to integrate new technologies and systems while phasing out the old ones?
Singer India, with its rich legacy, has always been a leader in the industry. We recognize the need to keep pace with technology to connect with the new-age consumer who prefers tech-rich, efficient and easy-to-use products. Our strategy involves aligning our product and tech strategies. We are introducing global bestsellers such as the M3330 and technologically advanced sewing-cum-embroidery machines that come with complementary software and wireless technology for easy design transfer, editing and continuous monitoring via a mobile app. Our goal is to empower beginners and experienced sewers with feature-rich, user-friendly products.
What factors do you consider crucial in building a future-ready IT infrastructure for Singer India, particularly when not burdened by legacy systems? How do you ensure scalability, security and adaptability to evolving technologies?
For a 360-degree transformation, companies must invest in creating world-class IT infrastructure. At Singer India, we are recalibrating our systems to cater to the ever-changing business and security needs. By prioritizing scalability, security, and adaptability, and investing in the right technologies, we believe we can build and maintain an IT infrastructure that supports our business goals, drives innovation, and delivers value to customers and stakeholders.
How is Singer India actively transforming its legacy brand into a digital-savvy one? Can you share some specific initiatives or technologies being employed to achieve this transformation?
One key initiative is the Singer Live Assist program, providing real-time virtual face-to-face support from the comfort of customers' homes. This service offers live resolution and demonstrations. We are also investing heavily in digital marketing campaigns, leveraging social media and other online channels to reach our target audience. Our recent global bestseller, the M3330, has performed well due to our digital marketing efforts. These steps are helping us embrace technology and transform our legacy brand into a digital-savvy one.
Could you provide insights into the development of the newly built video assist app? Was it developed in-house or by a third-party provider?
Singer India develops its digital transformation efforts in-house, including the Singer Live Assist. The response has been positive, demonstrating our commitment to setting new standards for customer satisfaction through live resolution and demonstrations. This approach ensures that the process is rooted in our company's culture and operations, facilitating smoother integration and alignment with customer needs and preferences.
How is Singer India connecting its business operations with its external entities to enhance its digital efforts? Can you share any specific strategies or technologies being used for this purpose?
We have strategically aligned our business operations with our customers, dealers, buyers and other external entities. One significant strategy involves leveraging CRM-driven processes to enhance service operations. Our centralized CRM system ensures that all service centers are efficiently managed and every technician remains connected. The Singer Live Assist service provides real-time virtual support, ensuring timely assistance and enhancing customer experience.
How is SVP Worldwide, the parent group of Singer India, supporting and helping in expanding Singer India's digital efforts?
SVP Worldwide plays a pivotal role in bolstering Singer India's efforts and presence. With its vast expertise and resources, SVP Worldwide provides crucial support, including strategic investments and knowledge sharing. We plan to establish a greenfield facility in India, leveraging SVP Worldwide's experience to create a state-of-the-art tech-advanced manufacturing hub. This expansion will ensure a robust supply chain for high-tech sewing machines, reinforcing our digital initiatives.
