From process engineer to Managing Director, Woon Tien Long embodies the power of hard work and perseverance. In this captivating interview with Top 10 of Asia, Woon reveals the pivotal experiences that shaped his career and his pride in propelling FedEx Malaysia to new heights.
Woon Tien Long, originally from Petaling Jaya, Malaysia, completed his local education before pursuing a Mechanical
Engineering degree at a university in Selangor, a state in the central region of Peninsular Malaysia. His professional journey began as a process engineer in a major hard disk manufacturing company, where he developed expertise in problem-solving, quality control, and cost efficiency. He later joined FedEx, where he worked in various roles including operations simulation, budget planning, and facility design. His regional experience spans the Philippines and Singapore, and he was promoted through roles including Operations Excellence Manager and Senior Manager for Northern Malaysia. Returning to Malaysia in 2022, Woon now applies his extensive international experience to lead the local operations, focusing on growth and a customer-centric approach.
“As the Managing Director of FedEx, my vision is to continue driving growth and innovation while maintaining our commitment to delivering exceptional service,” says Woon. His strategic vision includes empowering small and medium-sized enterprises (SMEs) with customized logistics solutions, boosting e-commerce through advanced technology and faster delivery options, and expanding freight services to cater to diverse business needs. “FedEx is at the forefront of automation and digital innovation, utilizing robotics and data analytics to enhance operational efficiency,” explains Woon. “The company is also dedicated to sustainability, with a goal of achieving carbon-neutral operations by 2040 through renewable energy and electric vehicles.” Woon’s leadership is focused on establishing FedEx as a leader in Malaysia’s logistics sector, emphasizing customer value and global impact.
Woon’s management approach is rooted in transparency and trust, fostering a supportive work environment. “I spend a lot of effort to ensure the environment my team works in is healthy, where we can openly discuss challenges and issues without anyone feeling uncomfortable,” he adds. “I value strong team relationships and am inspired by the concept of treating colleagues like family.” During the pandemic, his adaptability was evident as he quickly adjusted plans to protect employees and meet customer needs. His customer-centric approach led to practical solutions for emerging challenges, such as redirecting shipments to home addresses. “I also prioritize open communication, ensuring that employees are well-informed and their concerns are addressed, which helps maintain team confidence and focus.”
“Innovation is at the heart of our operations at FedEx”
At FedEx, their extensive commitment to exceptional service is reflected in their adherence to the Purple Promise—to make every FedEx experience outstanding. “This promise drives the company’s strategies, supported by a global network that spans over 220 countries, with 5,000 facilities and a fleet of 697 aircraft and 210,000 vehicles,” says Woon. Strategic hubs like the Memphis World Hub and technological innovations such as FedEx Ship Manager for real-time tracking enhance service efficiency. “The AI-powered robotic sorting arm at the Singapore hub exemplifies our commitment to high-accuracy, efficient operations,” he adds. Local market insights are also leveraged to tailor services, balancing global reach with regional needs.
“FedEx takes feedback and complaints seriously, assigning each case a unique number for thorough review by a dedicated team. Complaints are investigated with root cause analysis and corrective actions, and trends are reviewed monthly to improve service quality,” says Woon. The company invests in various survey channels, including quarterly customer surveys and internal employee feedback. Post-call surveys are conducted by the Clearance and Customer Service teams, while satisfaction surveys are sent by the Premier and Dedicated Customer Care teams. “Analyzing these results helps FedEx identify areas for improvement and implement necessary actions, showcasing our commitment to enhancing service delivery,” explains Woon.
“Innovation is at the heart of our operations,” says Woon. Key advancements include FedEx Delivery Manager (FDMi), which provides flexible delivery options even after shipping, and digital solutions like FedEx Electronic Trade Documents and mobile payments that simplify processes. SenseAware and Cold Chain Services use real-time sensor technology for precise environmental controls, while FedEx Surround® offers enhanced global supply chain visibility with realtime tracking and an AI-powered dashboard. These innovations support various industries by ensuring reliable, timely delivery and optimal service.
FedEx is dedicated to achieving global carbon neutrality, guided by principles of decarbonizing, cocreating, and neutralizing emissions. “We focus on three principles: Decarbonize what’s possible, Co-create with purpose and Neutralize what’s left,” says Woon. “A significant part of this effort involves transitioning to zero-emission electric vehicles (EVs), with a goal to electrify our global pickup and delivery fleet by 2040. This includes a cross-border EV trial between Malaysia and Singapore. By 2025, FedEx aims for 50% of our vehicle purchases to be zero-tailpipe emission EVs, reaching 100% by 2030,” Woon elaborates. Additional sustainability initiatives include modernizing aircraft, using renewable energy, and employing digital tools like FedEx® Sustainability Insights to help customers track and reduce their carbon footprints. “FedEx also invests in community support and diversity, equity, and inclusion (DEI) initiatives, reinforcing our commitment to environmental and social responsibility,” he adds.
People-Service-Profit (PSP) philosophy, practiced by FedEx, underpins their approach in creating a supportive work environment where employees are valued. This, in turn, leads to exceptional service and profitability. “Diversity, Equity, and Inclusion (DEI) are central to our culture, with programs including DEI training, employee resource groups, and mentoring,” says Woon. “Career development is emphasized through e-learning resources, career progression discussions, and opportunities for job mobility. FedEx also offers Tuition Assistance to support further education and certifications, empowering employees to advance in their careers.”
“I value strong team relationships and am inspired by the concept of treating colleagues like family”
In Malaysia, FedEx is responding to key trends such as sustainability, e-commerce growth, and infrastructure development. The introduction of electric vehicles, including the landmark cross-border EV delivery from
Malaysia to Singapore, aligns with environmental goals and government policies. “To support the rise of e-commerce, FedEx is enhancing our services with tailored solutions like FedEx International Connect Plus and real-time tracking. The opening of the Penang Gateway facility is a testament to our investment in advanced infrastructure to improve connectivity and customs processes,” says Woon.
FedEx has strengthened its local presence through strategic partnerships, such as participating in MATRADE Export Day events in Johor and Melaka. “These events provide valuable insights into the needs of Malaysian exporters, enabling FedEx to better support their international shipping requirements. This knowledge exchange creates a win-win situation, fostering a stronger relationship between FedEx and local businesses looking to expand our global reach,” says Woon.
FedEx prioritizes shipment safety and regulatory compliance through strict adherence to international and local regulations, including customs, dangerous goods protocols, and trade sanctions. “The company works closely with government agencies and employs advanced technology for tracking, secure packaging, and access control. Employee training on safety practices and regulatory requirements is ongoing, supported by technology such as the FedEx Quality Management System (QMS) and real-time tracking to ensure compliance and safety,” Woon elaborates.
With a 50-year legacy of our People-Service-Profit (PSP) philosophy and the Purple Promise, FedEx continuously adapts to meet evolving customer needs. “We have been optimizing both our air and ground networks to provide faster and more reliable services. Recent expansions include new flights between China and the U.S., and a new sortation facility in Coffs Harbour, NSW, enhancing service reliability and supporting regional economic growth,” says Woon.
Recently, FedEx has introduced a Picture Proof of Delivery (PPOD) service in Malaysia, enhancing the delivery experience by providing customers with a photo of their package at the drop-off location. This innovative approach not only ensures greater accountability but also aligns with the company’s sustainability efforts by minimizing the need for multiple delivery attempts at residential addresses. By streamlining the delivery process, FedEx aims to reduce energy consumption and contribute to a more sustainable logistics operation.
Looking ahead, FedEx is planning several initiatives in Malaysia, including expansions at key airports to improve cargo handling and logistics efficiency. “The company is also intensifying our sustainability efforts with increased use of electric vehicles and renewable energy, aligning with our goal for carbon-neutral operations by 2040. Additionally, FedEx will introduce FedEx Surround® in Malaysia, providing advanced monitoring and intervention tools to enhance logistics management,” says Woon.
“Sustainability and innovation go hand-in-hand at FedEx”
