Asia Best COOs 2024 Chong Fhui

Mastering Operational Excellence and Customer Engagement in Asia's Gaming Industry

Chong Fhui

Executive Vice President - Group Chief Operating Officer,

Magnum 4D Berhad

Chong Fhui’s exceptional leadership at Magnum 4D Berhad exemplifies the power of integrating diverse industry experiences into a unified strategic vision. As the Executive Vice President – Group Chief Operating Officer, Chong leverages his rare blend of expertise from finance, entertainment, and gaming to transform Magnum 4D into a leading force in Asia’s competitive gaming market. His extensive background in the finance industry equips him with a deep understanding of regulatory complexities and financial risk management, crucial for navigating the stringent regulatory environment of the gaming industry. This expertise ensures Magnum 4D operates with both financial stability and regulatory compliance, showcasing Chong’s effectiveness in maintaining the company’s operational integrity. Beyond his finance industry experience, Chong has seamlessly transition from entertainment to the gaming sector. Under his leadership, and adeptly applying insights in customer engagement and innovation, Magnum 4D introduced pioneering solutions such as the POC cashless self-service checkout, which streamlines the buying process, the M Premium membership programme to foster customer loyalty, and the MyMagnum 4D mobile app, designed to enhance user interaction and accessibility. These initiatives reflect Chong’s commitment to advancing technology and his strategic foresight in creating a seamless and engaging customer experience. By blending insights from various industries and embracing cutting-edge technologies, Chong is driving Magnum 4D towards sustained growth and market leadership. His visionary approach and innovative mindset make him a standout leader in Asia’s gaming industry, continuously pushing boundaries and setting new standards for excellence. Speaking with TradeFlock, Chong discloses more about his journey and strategy.

What defining career moment influenced your leadership and strategies?

The COVID-19 pandemic was a pivotal moment in my career, reshaping my leadership style and operational strategies. It underscored the need for agility in managing rapid changes and highlighted the importance of employee resilience, wellbeing, and mental health. The crisis reinforced the value of strong relationships with customers, suppliers, and partners and the need for flexibility in processes. It also emphasised the role of technology in supporting remote work and service continuity. Post-pandemic, the shift towards digital and contactless services prompted us to enhance our digital capabilities, leading Magnum 4D to become the first in our industry to introduce cashless transactions via e-wallet and launch a digital membership programme. Our innovations earned us the Automation-Retail award at the Malaysia Technology Excellence Awards 2023, showcasing our leadership in retail automation within the gaming industry.

How do you balance efficiency with innovation and customer satisfaction?

Balancing operational efficiency with innovation and customer satisfaction requires a strategic approach centred on customer needs. We focus on innovations that enhance customer experiences while aligning with our operational goals. Honouring long-standing customer loyalty and attracting the next generation with exciting experiences are crucial. Optimising processes for efficiency and flexibility allows us to adapt quickly to market changes and elevate customer experiences. Leveraging data to identify efficiency improvements helps invest in projects that boost satisfaction and drive growth. Fostering a culture of collaboration and continuous improvement ensures we meet evolving customer expectations while driving operational success.

How do your values shape your leadership and decision-making?

My leadership is guided by integrity and transparency, fostering a culture of openness and accountability. I value collaboration and inclusivity, encouraging diverse perspectives and prioritising empathy. Continuous learning drives me to embrace new ideas and innovations, while a long-term vision ensures that decisions are strategically positioned for sustainable impact. This approach creates a dynamic, motivated work environment and effective decision-making.

What adjustments did you make in transitioning to operational leadership?

Transitioning to operational leadership required a shift from a sales-centric mindset to a broader operational perspective. I had to ensure all departments worked cohesively towards our overall business goals and adapt my leadership style to manage a larger, more diverse team, fostering a culture of accountability and continuous improvement. Aligning the sales and operations teams with shared KPIs and collaborative efforts improved communication and collective success. I also focused on optimising processes, enhancing customer service, adopting digital solutions, and managing resources and costs effectively. Additionally, navigating the complex regulatory landscape specific to the gaming industry was crucial to balance compliance with innovation while driving sustainable growth and delivering superior customer experiences.

How do you adapt to diverse consumer behaviours across Asia?

At Magnum 4D, we emphasise understanding local markets, particularly in Malaysia, to align our strategies with cultural nuances and consumer preferences. Our promotional and marketing efforts reflect Malaysian values and traditions while being adaptable to broader Asian markets. With strategically located offices and outlets, our local teams leverage their market knowledge and establish feedback loops to quickly adapt to local demands, refining our offerings to better meet regional preferences and behaviours.

What are your key personal and professional milestones for the future?

Professionally, I aim to drive innovation and modernise Magnum 4D’s offerings to elevate customer experiences. Personally, I’m focused on expanding my expertise, developing new leaders, and advancing sustainability efforts. Additionally, I plan to deepen my involvement in ESG initiatives and community contributions.