IMDA SMEs Go Digital
March 5, 2025
https://services2.imda.gov.sg/ctoaas/highlight/105/how-crestar-fan-boosted-sales-and-enhanced-customer-experience-with-generative-ai
Repetitive questions. Stretched resources. Customer service burnout. Crestar Fan (Crestar) knew they needed a smarter way to work. For Chief Operating Officer (COO) Shawn Lee, the solution lay in technology. “What if technology could take care of this for us?”
That single question sparked a re-look at how the company leverages technology to deliver service to its customers. Shawn found a solution that not only solved immediate issues but also changed the way the company works with IMDA’s Generative AI (GenAI) Sandbox 1.0 initiative.
Shawn Lee, COO of Crestar, led the company’s digital transformation journey with Generative AI.
On a Mission to Modernise Crestar
When Shawn Lee joined Crestar in 2019, he brought with him a wealth of IT expertise and a preference for fast-paced, results-driven environments. Stepping into the family business was a deeply personal decision, made during a period when his father-in-law, Crestar’s founder, was terminally ill.
“The way things were done – so manual – I just couldn’t take it,” Shawn reflected on the state of operations at the time. His father-in-law’s passing, just 10 months later, solidified Shawn’s resolve to modernise the company while honouring his legacy.
Efficient Customer Support with GenAI Chatbot
One of the first challenges he tackled was the inefficiency in Crestar’s customer service operations. This area is critical to any business, and for Crestar, high call volumes and repetitive queries like “How do I reset my remote?” or “What fan size suits my room?” were consuming up to 18 man-hours a week. Many customers preferred instant answers via WhatsApp or a chatbot, but without the right technology, these needs could not be met.
Through IMDA’s support, Crestar implemented a GenAI-powered chatbot to address these challenges head-on.
A Smarter Way to Help Customers, 24/7
To improve their digital readiness, Crestar introduced the GenAI chatbot across its website, WhatsApp, and social media platforms, which operates 24/7 to address customer needs. “We worked closely with the developers to make sure the chatbot could manage our most common questions seamlessly,” Shawn shared.
The chatbot didn’t just save time – it enhanced the customer experience. For Eric Oh, a loyal customer, the chatbot’s tailored recommendations were a standout feature.
“It was really interesting to see how the chatbot could understand me so well, almost like a human. I asked about the best fan size for my rooms, and it gave me a clear breakdown, like for different square feet of a room, it recommended 36-inch or 44-inch fans. That gave me a really good idea of what to buy for my home.”
Shawn Lee and Carmen welcome the many advantages of the new GenAI Chatbot.
Carmen, Crestar’s Customer Service Executive, said the chatbot transformed her daily workflow. “With fewer repetitive calls, I now have more time to handle online service bookings and assist with more complex queries,” she explained.
Carmen shared an example of how the GenAI chatbot made a potentially tedious process seamless for both the customer and the team: “A customer used the chatbot to initiate a product return. It guided them through the steps and even provided a direct link to schedule a service appointment.”
Without the chatbot, this would have meant a long-drawn manual process with back-and-forth calls or emails. Now, the chatbot provided step-by-step guidance, all without requiring human intervention, resulting in time saved for both the customer and Carmen.
Big Wins from Small Changes: Saving Time and Boosting Sales by 80%
“Before the chatbot’s implementation, our team had to manually manage around 50 inquiries daily,” shared Darran Ong, Crestar’s Marketing Manager.
“This number has since dropped to just over 20.” He further explained that since the chatbot is taking care of routine tasks, their customer service team can now respond faster to online service bookings and spend more time resolving complex issues.
The chatbot’s impact didn’t stop there. By handling a larger volume of enquiries quickly and accurately, the GenAI solution not only eased the burden on the customer service team but also contributed to increased sales. In a competitive retail industry where speed and efficiency matter, Crestar saw:
- 56% drop in man-hours spent on routine tasks
- 80% increase in overall sales, driven by faster responses to more customer queries
- Improved customer satisfaction with quicker and more accurate answers
Shawn added: “The chatbot allowed us to respond to more customers than ever before, and the faster response times really helped drive up our sales.”
By handling a wide range of online queries, the chatbot reduced the need for technicians to make physical visits to customers, saving both time and resources. Shawn noted that Crestar recouped the investment within just a week or two, all while improving customer satisfaction through faster, more convenient service.
Beyond the tangible benefits, the chatbot also provided valuable insights. By analysing customer queries, Crestar identified common issues, such as troubleshooting remote controls and addressing battery concerns. These insights helped them improve product guides and FAQs, enhancing the overall customer experience.
“They are now spending time on high-value tasks such as improving process and operational efficiency,” Shawn explained. “It’s no longer just firefighting every day.”
Shawn Lee and Darran Ong reflect on the success of Crestar’s generative AI journey and its impact on customer service.
Changing Mindsets, Embracing GenAI Technology
The GenAI chatbot was just the beginning. Building on its success, Crestar implemented Microsoft Co-Pilot earlier this year, using it to streamline tasks like creating reports and presentations. This aligns with Crestar’s broader focus on digital adoption to stay competitive in a rapidly evolving market.
Shawn emphasised the mindset shift required for successful digital transformation. “The goal is to change the mindset to be more open to adopting technology. I think it really helped us quite a lot,” he said.
Practical Advice for SMEs: Start Small, Think Big
For SMEs who may be on the fence about embracing digital solutions, Shawn offers practical advice: “Start small and focus on solutions that align with your team’s readiness.” He adds that SMEs don’t have to navigate this journey alone. Platforms like CTO-as-a-Service provide resources such as step-by-step guidance, and access to pre-approved solutions, helping businesses take the first step toward digital transformation with confidence.
The IMDA grant also made adopting this technology highly accessible for Crestar.
“With the grant support, it only cost us less than the price of a holiday flight ticket,” Shawn explained.
This low upfront cost enabled Crestar to implement the chatbot quickly and see results almost immediately.
He stressed that technology is no longer optional for businesses, sharing a stark warning: “If SMEs don’t innovate, they’ll be replaced by those who do.”
Reflecting on resistant business owners who take pride in traditional methods, Shawn remarked: “Maybe you were the best 10 years ago, but now it’s a struggle if you don’t adapt.” He likened IT departments to “fortune tellers”, capable of using data to forecast outcomes and prescribe strategies to elevate businesses to the next level.
Shawn also highlighted Crestar’s efforts to build resilience within the company: “Our employees have grown accustomed to change, and now we’re focusing on training them to embrace disruption.” This forward-thinking approach ensures that the team is not only prepared for inevitable shifts but also equipped to thrive in a rapidly evolving business landscape.
“Technology isn’t a choice anymore. It’s a necessity,” he concluded.
Ready to Transform Your Business?
No matter your business size or industry, you too can unlock the benefits of digital transformation. Crestar Fan’s success with their Generative AI chatbot shows how innovative solutions can drive efficiency, boost sales, and enhance customer satisfaction.
Unsure where to start? Leverage CTOaaS to explore Industry Digital Plans or AI-enabled solutions tailored to your business needs and supported by grants.
Don’t let outdated processes hold you back. Take the first step toward the future today – just like Crestar Fan did.
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