In an exclusive conversation with Marketing In Asia, Puan Nur Fadhilah Muhammad, the CEO of SIRIM QAS International, delves into her remarkable journey from a testing officer to leading one of Malaysia’s most prestigious certification bodies. With a career marked by strategic foresight and a commitment to innovation, Puan Nur Fadhilah discusses how her hands-on experience across various levels of the organization has shaped her leadership style. She also shares how SIRIM QAS International has adapted to the digital age, maintained resilience during the pandemic, and continues to champion sustainability while expanding its global footprint.
As someone who has risen through the ranks from a testing officer to the CEO, how have your experiences at different levels of SIRIM QAS International shaped your approach to leadership? Can you share some examples of how your strategic vision has driven the company’s transformation, especially in the context of the industry’s ongoing digital evolution?
My journey at SIRIM, starting as a testing officer nearly two years ago has been fundamental to my leadership style. Through hands-on experience in various departments, including food product testing, I gained insights into our organisation’s core operations and challenges which has shaped my understanding of quality assurance, customer satisfaction, and the importance of continuous improvement. My experience taught me the importance of empathy, communication, and strategic thinking in leadership. I understand the diverse perspectives within our organisation and the broader industry, which allows me to make informed decisions that benefit our stakeholders. One of the most significant transformations I’ve overseen is our digital evolution, which began before the COVID-19 pandemic. For instance, we shifted our service model to a digital platform, allowing us to continue operations seamlessly during lockdowns. This strategic pivot not only ensured business continuity but also improved efficiency and customer satisfaction by providing maximum flexibility in our interactions. This digital transformation is a prime example of how understanding our core operations and anticipating industry trends have allowed us to stay ahead and lead with confidence
The COVID-19 pandemic has posed significant challenges to industries worldwide. How did SIRIM QAS International adapt during this period, and what were the key factors that allowed the company to not only survive but thrive during these challenging times?
The COVID-19 pandemic was a true test of our resilience and adaptability. At SIRIM QAS International, we quickly recognised the need to pivot and embrace digital solutions to maintain our operations. One of the key factors in our successful adaptation was our preemptive digital transformation strategy, which allowed us to move all our systems online, from solving customer issues to conducting remote inspections and certifications. Another crucial element was our team’s collaborative spirit. By working closely with our partners, such as NDT Ventures and WebGeaz, we were able to innovate and find new ways to meet our client’s needs without compromising on the quality or speed of our services. This period reinforced the importance of being proactive, flexible, and open to change, all of which were critical in helping us not just survive but thrive during these challenging times.
SIRIM QAS International has been a strong proponent of sustainability. How is the company contributing to Malaysia’s sustainability goals, particularly considering emerging technological advancements and changing environmental standards in the certification, inspection, and testing industry?
Sustainability is at the heart of our mission at SIRIM QAS International. We are committed to supporting Malaysia’s sustainability goals. At SIRIM QAS, one of the ways we can support Malaysia’s sustainability goals is by integrating environmental considerations and requirements into all aspects of our business operations including our testing, inspection, and certification services. With the global focus on reducing carbon emissions and conserving resources, we have expanded our services to include eco-certifications and environmental testing that ensure products meet stringent environmental standards. Not only that, we have also identified the importance of technological advancements like AI which plays a crucial role to decarbonise our business operations. Having these technologies on the cusp of our hands allowed us to conduct more accurate and comprehensive tests on our products. Our commitment to continuous improvement and innovation ensures that we remain at the forefront of promoting sustainability within Malaysia and beyond.
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SIRIM QAS International has successfully ventured into new markets, including the automotive sector in China. What are some of the challenges and opportunities you’ve encountered in expanding the company’s footprint globally? What are your strategic plans for further international growth?
Expanding into global markets like China has posed its challenges and has also been rewarding for SIRIM QAS International. One of the challenges we have faced when expanding our operations to China is having to navigate the different regulatory landscapes whilst ensuring that our services align with the industry standards and expectations of each market. To overcome these challenges, we focused on building strong relationships with our local partners and regulatory bodies, which have been instrumental for us to gain trust and recognition in these new markets. Our strategic plans for further international growth include leveraging our expertise in sustainability and digital transformation to expand our service offerings in key industries such as healthcare, agriculture, and manufacturing. We aim to establish SIRIM QAS as a globally recognised leader in quality assurance and certification, continuing to drive innovation and excellence across industries.
In a rapidly evolving industry, how do you maintain a balance between innovation and the human aspect of leadership? Can you elaborate on the role empathy plays in your leadership style and how it influences decision-making at SIRIM QAS International?
Maintaining a balance between innovation and the human aspect of leadership is crucial, especially in an industry as dynamic as ours. Empathy is a core component of my leadership style; it allows me to understand the diverse perspectives within our organisation and the broader industry. This understanding is vital when making informed decisions that would affect our employees, partners, and clients. For example, during our digital transformation, we prioritised clear communication and support for our teams to ensure that they felt confident and capable of navigating new systems and processes. By valuing the human aspect alongside technological advancements, we have been able to foster a culture of collaboration and trust, which in turn drives innovation and success.
Looking ahead, what is your vision for the future of SIRIM QAS International? How do you see the company evolving in the next five to ten years, and what are the key areas you plan to focus on to maintain and enhance your leadership position in the industry?
My vision for the future of SIRIM QAS International is to solidify our position as a global leader in quality assurance, testing, and certification services. Over the next five to ten years, I see the company evolving by expanding our service offerings to meet the ever-changing needs of the industry both locally and internationally. This includes enhancing our capabilities in areas such as digital certification, advanced testing methodologies, and sustainability services. Another key focus will be to invest in strengthening our global partnerships and expanding our presence in key markets.
Looking forward, Puan Nur Fadhilah envisions a future where SIRIM QAS International not only remains a global leader in quality assurance, testing, and certification but also pioneers advancements in sustainability and digital innovation. With a strategic focus on expanding services in key industries and navigating new markets, SIRIM QAS International is poised to set new benchmarks for excellence in the industry. This interview provides a glimpse into the forward-thinking leadership that continues to drive SIRIM QAS International’s success and global expansion.
