As 2021 is upon us, we’re still feeling the aftershocks from a monumental event in the IT inner circle: Pershing Services Corporation has officially changed its name to Pershing Technology Services Corporation (PTSC), holding a world-class brand launch conference at the end of 2020. The brand re-launch event used the theme “Smart Technology, Heartfelt Service” to create customer-centric, humanistic technological services.

A rebranding journey spawned from website revision

“Everything needs a new start.” As PTSC plans to accelerate the pace of digital transformation through its own rebranding, Chen Qinxiang, chairman of PTSC, admits with a smile: “At the beginning, I just wanted to change the website content. After careful examination, however, I discovered that not only need to change the website content, but there is also a lot of room for improvement involving website browsing flow, visual presentation, and even our brand identity.” “At that moment I was really fighting with an inner conundrum: Is it better to use new technology to simply beautify the website, or should we go “all in” and rebrand aggressively, taking into account the whole picture including customer service and sustainable management? In the end, we decided to take the dive and expand what started out as a website revision project to a full-blown company rebranding effort.”

After resolutely confirming the decision to move towards rebranding, Pershing not only established a strategy team and hired a full-time brand consulting company, but also actively conducted internal employee discussions, competitor analysis and customer interviews through multiple channels. At the same time, Pershing made sure rebranding was a step-by-step process. The company’s accumulated achievements and assets have repositioned its market position. Its new identity has been synthesized through a wide range of activities including industry/university cooperation, a strong internal mentorship system, cross-departmental learning, professional technical training and external lecture sharing, hackathons, team building activities, the use of multiple communication channels to conduct internal and external communication. All of these activities and processes helped shape brand consensus and maximize the value of brand rebuilding and digital transformation.

“After more than 2 years of hard work, we finally decided to use the brand spirit of “Smart Technology, Heartfelt Service,” built upon solid technical capabilities and a passion for service in order to transform impersonal technology to humanistic technology services, and deepen relations with corporate customers. The energy of innovation and transformation will help more SMEs to enjoy the synergy brought by digital transformation.” This synergy is also the reason why Pershing Science and Technology Service Association held such a high-standard brand conference. Chen sincerely expressed that he hopes to play a role in attracting new ideas, driving the trend of technology services, reshaping brand value, and building an ecosystem based on partnership. In this ecosystem conceptual partners assist more SMEs to bring “smart life closer through technology empowerment” and comprehensively upgrade their corporate competitiveness.

Establishing a rebranding team, conducting rebranding discussions with individual colleagues through co-creation workshops helped set the tone of the PTSC brand personality and laid out the future blueprint of Pershing Technology’s services.

The key to the successful transformation of Pershing Technology’s services: co-creating a custome-centered ecosystem

In the process of rebranding, Pershing deeply felt that the products and services provided by major sales technology companies were not enough. More importantly, it provided human-centered interactive services focused on customer needs. Chen further elaborated: “The traditional information service model is more like a semi-promotional business model. It focuses on selling world-class products. In the future, this situation will be changed, focusing on consulting and “Design Thinking”. This type of service helps corporate customers clarify their real pain points and needs, provides professional and short and long-term planning suggestions, and adjusts these plans accordingly in response to the current situation to provide corporate customers with tailor-made services.”

To cite one specific example, after observing the rise of demand for mobilization, socialization and gamification, Pershing assisted a certain bank customer to build a social bank, so that the subsequent ones will become digital natives and consumers. In addition, it also assisted a bank to build a video teller machine (VTM) to attract consumers with its omnichannel experience service that is different from previous versions.

“In addition to creating exclusive products and services for corporate customers through design thinking, another key to enhancing the innovation and transformation energy of corporate customers is through establishing a culture of “data first.” Chen said that the transformation must start from within. Taking Pershing as an example, he pointed out that by introducing and integrating collaborative cooperation platforms and data analysis dashboards, team members can more efficiently obtain data that is conducive to decision-making. Inter-departmental communication, continues to help promote innovation and transformation energy. “We not only need to assist in the establishment of a data collection, analysis and management platform in response to customer needs, but also cultivate an internal and external data transformation culture step by step, and fully upgrade products, services, operations, and customers.”

Looking forward to the future, Chen believes: “Pershing serves enterprises just like a fitness tracking device serving an athlete. We’re the best partner to assist companies in digital transformation. We always view the world from the customer’s perspective and transform cutting-edge technology according to customer needs. We want to ensure we’re not just going through the motions, but really striving to complete every transformational goal, grabbing them at just the right moments in order to create a new future together.” In order to help corporate customers accelerate innovation and harness transformative energy, Pershing provides two major services for the transformation after nearly 40 years of practical experience. The first is PTSC’s digital transformation consulting and information services that can help customers solve operational pain points and accelerate transformation. The intelligent service robot—”Hibao,” helps optimize business resilience or customer experience, aims to help customers create warm and highly interactive services.

PTSC recently held a brand press conference of “PTSC Brings Smart Life Closer”. The team uses professional consulting services to transform technology into friendly solutions, helping business partners improve user experience and expand their services, as well as assisting in implementation. (The picture shows the Pershing Team)

This news is from “The Digital Age” publication.

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