Zhiliang believes that good CRM comes with meaningful application of data to the customer's experience. He is one of the key individuals that built up the success of CRM in ZALORA since 2012, ensuring that they always pushed the boundaries of the use of analytics, infrastructure and creativity to deliver relevant content to the customer. The multitude of environments the customer interacts with creates a huge challenge, and Zhiliang meets this by continually keeping the customer's experience on his mind.