The Indonesian governments commitment to the distribution of the Covid-19 vaccine seems to provide optimism for businesses to restart economic activities. However, this has also changed the way Indonesian consumers interact.

Indonesian consumers who, during the restrictions period, were accustomed to interacting only via digital, have now started offline interaction by visiting public places under the health protocol.

Companies must recognize this change quickly, or bureaucracy will slow down their ability to change strategy and operations. We have often seen large-scale companies that were late in implementing new strategies, which made their products irrelevant to consumer needs, because wait-and-see stance is no longer the right strategy to go through the current era of dynamic economic change.

Like the story of two smartphone companies whose names were at the peak of their glory, but then disappeared as their managements were slow to approve the use of new software. You may have guessed the 2 companies!

To understand the new challenges, SAP and Oxford Economics spoke to 400 SMEs and 200 business leaders in the Southeast Asia region who managed to bring their company revenues above $500 million in 2020.

Researches have found that the focus of corporate leaders when changes occur is to keep up with shifting customer needs. But this is not easy, as 43% said that to understand customers desires and needs is the biggest external challenge. Even though, this data is needed by company leaders in determining future business strategies.

Therefore, it is very important for companies to continue to maintain good relations with consumers in the post-pandemic period. In the early days of the pandemic, perhaps social media and smartphone applications played this role. But in fact, data from SAP and Oxford Economics shows that 63% of company leaders consider personalization to be the most important thing in their consumer interactions.

For companies that have already used big data systems, they can use the data for the application of artificial intelligence (AI). By using AI, business leaders can continue to develop systems and features to optimize customer experience. Unfortunately, the application of Artificial Intelligence requires a lot of resources.

Meanwhile the important factor of personalization is increased interaction through listening to consumers needs and providing relevant information. Because too much information will only confuse customers. This is where the roles of personalization of Customer Relationship Management (CRM) system with contact center officers who can provide information accordingly becomes important.

 

Personalization through CRM

Customer Relationship Management, or CRM, is a customer relationship management strategy which aims to manage good relationships with consumers, collect all customer data, and record salesperson activities, especially in dealing with potential customers or existing customers.

PT Infomedia Nusantara (Infomedia), a subsidiary of TelkomMetra, has been engaged in this field. In fact, Infomedia has just received an international award at the 2020 Global Top Ranking Performers Award as the best technological innovation in the BUMN Award event.

Infomedias CRM services have developed to include integrated contact center services that can be accessed through a multichannel platform. Infomedia developed an Omnichannel platform to meet these multichannel integration needs. So far, omnichannel has reached version 5.0 which is able to provide the promised seamless operation for the customer experience. The use of this CRM platform provides personalization for business actors through a multichannel platform, ranging from calls, walk in centers, websites, mobile apps, email, chat, and social media as well as 24/7 non-stop management, direct fast response, and monitoring functions.

Supported by the power of comprehensive analytics, Infomedias CRM service can also provide complete recommendations for company leaders to help determine the next business steps. During this pandemic, CRM development is also supported by the ability of ‘anywhere’ agents who are involved in managing interaction channels anywhere to support the implementation of health protocols because it is very important for companies to maintain quality in service delivery which will later help accentuate a positive customer experience.