For the first time, we’re shining the spotlight on our Downstream business—a critical part of our organization that keeps the wheels turning every day. While much of our focus often lands on other areas, the time has come to showcase the strides being made by the Digital's product and engineering teams, as well as business units like B2B, CORU, CSM and BU Finance. This month, we’re taking a closer look at the revamped Customer Onboarding Process, a game-changing initiative with tangible benefits for our business.
What’s the Big Deal About Customer Onboarding?
Customer onboarding is the critical first step that external parties must complete before engaging in business with SDG. It ensures three key aspects:
Previously, customer onboarding was a manual process that relied heavily on email exchanges and scattered documentation. Without a centralized system for storing customer information, the onboarding process was time-consuming, lacked transparency, and left processing business units (BUs) without a complete view of application statuses or access to critical documents.
However, with the launch of the Customer Onboarding (CO) Portal on 26 December 2023, the process has been completely transformed. The new system provides processing BUs with full visibility into application progress, quick access to essential documents, and enhanced transparency for addressing any issues—making the process faster, more efficient, and far more reliable.
How Does It Work?
The aim for CO MVP is to convert the current manual process into a digital workflow. The team began by focusing on onboarding B2B customers with a credit limit below MYR 1 Million.
Here's and overview of the process:
This transformation provides clarity and transparency for onboarding process, and act as a base for the team to scale up the solution to other business segments.
Challenges and Opportunities
The Customer Onboarding (CO) Portal has made incredible strides, but the team isn’t stopping there. After a year of usage, the product team had collected valuable insights from the BUs especially on what more can be done to improve the platform adoption and efficiency.
With the advancement of AI technology, the team is already rolling up their sleeves to tackle these challenges head-on with innovative solutions. The aim is to replace manual processing and reduce the time needed to complete each process up to completion.
Scaling for the Future
The portal is currently being piloted at the Langat and Pasir Gudang refineries as a Minimum Viable Product (MVP). This phase allows the team to address any issues and ensure the system is fully optimized before scaling to B2C and BULK segment.
Currently, we have 74 customers from 19 countries on the platform, with 21 customers successfully onboarded.
In the future, the team envisions:
Faster and simpler processes that rely on fewer resources.
Highly accurate information that moves seamlessly into SAP.
Serves as a primary onboarding solution.
Wrapping It Up
The Downstream team’s commitment to innovation and digitalization is a testament to how technology can unlock new opportunities for efficiency and scalability. With each milestone, we’re not just improving processes; we’re setting a new standard for how we do business.
Stay tuned for more updates as we continue to digitize and optimize our Customer Onboarding journey.
Thank you for reading!
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