Integrating Technology and Sustainability in Transport
Jefri Jaafar
Chief Operating Officer,
Larkin Sentral Property Berhad
Jefri Jaafar’s leadership at Larkin Sentral Property Berhad exemplifies how adaptive innovation can set new industry standards. His extensive career across various sectors has honed his ability to blend sustainability with operational excellence. Jefri’s visionary approach is reflected in his strategic initiatives, including driving digital transformation and implementing sustainable practices throughout operations. His commitment to developing a green and smart terminal ecosystem highlights his forward-thinking mindset, focussing on water conservation, energy efficiency, and smart technology integration. These efforts not only enhance operational efficiency but also set a benchmark for environmental responsibility. Jefri’s leadership is marked by a dedication to continuous improvement and innovation. Under his guidance, Larkin Sentral has utilised datadriven insights to optimise performance and adapt to evolving consumer behaviours and technological advancements. His focus on fostering a supportive and inclusive organisational culture aligns employees and stakeholders with the company’s vision, further contributing to its success. Jefri’s ability to address current industry challenges while preparing for future growth showcases his exceptional leadership qualities. His strategic foresight and commitment to sustainable Jefri Jaafar Chief Operating Officer, Larkin Sentral Property Berhad Integrating Technology and Sustainability in Transport practices position Larkin Sentral as a leader in both operational excellence and environmental stewardship. Discover more about his transformative impact in this exclusive interview.
What lessons from leading diverse operations have shaped your leadership style?
Leading operations across diverse industries has taught me the value of relentless innovation and flexibility. Prioritising customer needs fuels loyalty and drives growth, while a commitment to sustainability and ethical practices strengthens our brand and ensures lasting success. Leveraging data and analytics not only optimises operations but also customises services to meet evolving demands. Embracing agile leadership and nurturing a positive culture are crucial in navigating Country: Malaysia Favourite Book: Hidden Potential: The Science of Achieving Greater Things by Adam Grant Favourite Movie: Moneyball Favourite Travel Destination: Istanbul, Turkey Favourite Cuisine: Roti Canai Hobby: Sport activities Inspiration/Motivation Quote: Develop success from failures. Discouragement and failure are two of the surest stepping stones to success Objective: To become the CEO and develop a multinational company QUICK facts Asia’s Best COOs 2024 30 change, and cross-industry collaborations often spark groundbreaking ideas. By investing in talent and inclusivity, we unlock new potentials, and effective risk management fortifies resilience. Reflecting on my journey, mastering skills, building a robust network, embracing risks, and maintaining resilience have been pivotal in shaping my leadership and driving continuous improvement.
How do you balance operational excellence with industry changes?
Balancing operational excellence with industry changes requires agility and innovation. We leverage real-time monitoring through advanced vehicle location systems and transit management tools for optimal resource allocation and scheduling. Automated updates enhance passenger information delivery, reducing resource use. Real-time arrival predictions and mobile apps streamline passenger flow, cutting wait times and avoiding overcrowding. Contactless payments and cloud-based systems simplify operations, eliminate cash handling, and support remote management. Our initiative to create a green and smart terminal blends environmental responsibility with cuttingedge technology and economic efficiency while boosting social well-being. This approach ensures we stay ahead of technological advancements and shifting consumer behaviours.
What strengths drive you, and how are you addressing your weaknesses?
As a COO, my strengths include strong leadership that motivates teams, operational efficiency that enhances productivity, and data-driven decision-making for strategic improvements. Effective communication ensures alignment across the organisation, while problem-solving skills address complex issues. Networking and relationship management foster collaboration and support. Conversely, I face challenges with delegation, sometimes leading to micromanagement; I am working on building trust and empowering my team. Resistance to change can stifle innovation, so I am fostering a culture of continuous improvement. Balancing multiple projects and improving emotional intelligence and technical skills are also areas of focus.
What challenges keep you up at night, and how do you stay resilient?
Overseeing operations at a large transport terminal involves immense responsibility and complexity. What keeps me up at night is ensuring every process is meticulously planned and tested, avoiding any improvisation. I invest considerable time in refining these processes to ensure smooth execution. Building strong relationships and fostering a community spirit among various organisations is crucial for resilience. Adapting to disruptions and maintaining open communication with suppliers, team members, and stakeholders help navigate challenges effectively, ensuring a robust and reliable transportation network.
What key qualities define a great COO in complex logistical and operational roles?
A great COO in complex logistical and operational management should possess several key qualities. Strategic vision is crucial for aligning long-term plans with company objectives. Deep operational expertise in processes, supply chain management, and logistics enhances efficiency. Strong analytical skills are needed for interpreting data and making informed decisions. Effective leadership and communication inspire teams and ensure collaboration. Adaptability is essential for adjusting strategies to new challenges. Financial acumen supports sustainable growth through effective budgeting and cost control. Project management skills ensure timely and withinbudget project completion. Building strong stakeholder relationships fosters collaboration, while crisis management maintains stability under pressure. Focus on innovation and continuous improvement drives operational excellence and competitiveness.
What are your future milestones, and how will you grow as a leader?
I aim for a healthier work-life balance by setting boundaries and prioritising personal time. Committing to continuous learning through certifications and mentoring emerging leaders are key goals. Professionally, I plan to lead strategic initiatives and expand my network through industry events. To evolve as a leader, I’ll seek regular feedback, engage in reflective practices, and set development goals.
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