Richelle Chong, Assistant Sales Manager for ISE APAC in Malaysia, works at the intersection of collaboration, customer insight, and strategic thinking. At Konecranes, she’s found an environment that empowers her to solve complex challenges and deliver meaningful outcomes for customers and colleagues alike.
“We collaborate through digital tools and initiatives like the Global Learning Challenge, with clear communication and regular touchpoints,” she shares. “On the Nichias FGS Sdn Bhd project, I aligned Sales, Project, Operations, and Finance to meet urgent deadlines—strengthening teamwork and achieving shared success.”
Putting customers first
One of Richelle’s most memorable milestones was closing a deal with a major Malaysian manufacturer by enhancing both safety and operational efficiency. Her approach? Grounded in expertise and trust.
“I closed a deal with a major manufacturer in Malaysia by enhancing safety and efficiency through detailed analysis, site visits, and technical discussions. Trust was built through consistent communication and expert consultation. The result was a customized crane solution with flexible payment terms - improving their operations and securing a significant order for Konecranes.”
Richelle’s ability to listen, understand, and deliver value has made her a key driver of customer success stories across the region.
Facing competition with confidence
Working in a highly competitive market, Richelle faces constant pressure to differentiate Konecranes’ solutions. But instead of backing down, she leads with empathy, expertise, and proactivity.
“To overcome intense competition with another big player in Malaysia, I proactively showcase Konecranes' unique value. I stay close to evolving customer needs through open communication and regular feedback, ensuring a seamless client experience. Ongoing training helps me build strong, lasting relationships.”
Her approach shows that long-term success is built on consistent value and relationships, not just transactions.
Innovation starts with listening
Richelle believes that innovation at Konecranes doesn’t start in a lab - it starts with listening to customers and internal teams.
“We gather feedback through surveys, the VOC program, direct communication, focus groups, and service interactions. This input is analyzed to identify areas for improvement and innovation, leading to actionable changes across departments. Continuous feedback drives innovation, keeps us aligned with customer needs and market trends, and supports sustainable growth.”
Following through with purpose
Behind every successful deal and every satisfied customer is a clear process, and Richelle knows how to manage it with precision.
“Using Siebel CRM and strong team collaboration, I track metrics like response time and lead conversion to optimize performance. Feedback from surveys and direct contact drives improvements, while ongoing training ensures effective engagement, fueling strong relationships and sales growth.”
It’s this mix of process discipline and human connection that helps her move what matters, every day.
