Unlocking Customer Engagement: Indonesian Leaders Share Insights on AI & Omnichannel
In today's fiercely competitive market, businesses are realising that effective customer engagement is paramount. Building and maintaining customer loyalty demands a personalised and cohesive experience. This not only fosters deeper connections but also increases satisfaction by catering to individual preferences and needs.
To explore these strategies, MARKETECH APAC, in collaboration with Braze, hosted a roundtable titled "The Future of Customer Engagement: Trends and Strategies to Stay Ahead of the Game" in Indonesia. Leading figures from diverse industries gathered to discuss the role of AI-powered tools in shaping customer engagement.
The roundtable brought together prominent marketing leaders:
Gerald Tjan, Director of APAC Scale & SMB/Startups, Braze
Kelvin Hong, Director of Brand Marketing, A&W Indonesia
Staventram Inri, Performance Marketing Section Head, Astra Financial
Janty Sumirkan, Sales & Marketing Director, Asuransi Simas Jiwa
Gita Rostika, Group Head Marketing, bank bjb
Bayu Ramadhan, Chief Commercial Officer, Bobobox
Dian Paskalis, Country Director of Growth & Regional VP Online Marketing, Cove Indonesia
Wilson Yanaprasetya, Co-founder, Dagangan
Mochamad Gilang Syarief, Conversion Rate Optimization, Erajaya Swasembada
Adrian Hoon, Co-founder, COO/CMO, Getplus
Bertha Hapsari, VP Marketing, Home Center Indonesia
Graceila Putri, Co-founder, Juragan Material
Dita Gautama, Head of Marketing, MODENA
Maulana Christanto, Chief of Experience & Analytics e-commerce, Ruparupa.com
The Power of Technology in Omnichannel Engagement
Dian Paskalis highlighted the ability of technology to gather and analyse data from various channels, providing insights into customer behaviour and preferences. This allows businesses to anticipate customer needs across the journey. "Businesses should remain agile and adapt quickly to thrive in this changing landscape," she advised.
Graceila Putri emphasised the importance of real-time interaction and data transfer, advanced analytics, and automation in improving customer engagement. "Embrace technology to leverage data for informed decisions and develop omnichannel strategies that prioritize accessibility and usability," she urged.
Gerald Tjan underscored the transformative impact of modern technologies, stating, "Businesses can and should create personalized experiences that resonate with customers, fostering deeper relationships and driving loyalty in an increasingly interconnected world."
Seamless Integration Across Customer Touchpoints
Wilson Yanaprasetya emphasised the need for consistent brand identity across all customer touchpoints. This ensures customers recognise the brand and fosters trust, reassuring them of a consistent, reliable experience.
Wilson identified three key focuses: mapping out the customer journey, leveraging advanced analytics and AI, and elevating the post-sale process. He highlighted the importance of these focuses, particularly for companies with rural customer bases who may have limited technological literacy. "We focus on simplicity in our app, leveraging push notifications, chat commerce, and community-based social commerce to enhance engagement," he explained.
Kelvin Hong stressed the importance of a clear omnichannel strategy that merges sales and communication channels with consistent messaging. "Identify the touchpoints that matter most, and build your omnichannel strategy around them," he advised. He also emphasised the need for brands to be present on channels that matter to their customers, with consistent messaging while allowing for creative flexibility.
Staventram Inri stressed the importance of a unified customer profile by consolidating data from all touchpoints. This allows for personalised recommendations and tailored interactions based on individual preferences and behaviours.
Challenges in Integrating AI into Customer Engagement
Adrian Hoon outlined various challenges in AI-powered customer engagement, including data readiness, quality, and integration. He highlighted the complexities of integrating AI with legacy systems, balancing personalisation with generalised AI models, and addressing potential biases in the systems.
He proposed solutions such as unified data platforms, a phased approach to AI implementation, segmented AI models, and using real-time data and machine learning for dynamic personalisation.
Dian Paskalis added concerns about the lack of AI expertise, ethical concerns, and potential bias. She urged businesses to cultivate a culture of innovation and continuous learning, encouraging employees to embrace new technologies. Implementing ethical AI frameworks and regular audits are crucial to ensure fairness and transparency.
Balancing AI-driven Automation and Human Touch
Dian Paskalis advocated for a strategic approach that leverages the strengths of both AI and human interaction. She highlighted touchpoints where human interaction adds significant value, such as resolving complex issues, providing personalised consultations, and offering empathetic support.
"Businesses can empower agents with real-time data analysis, customer history, and sentiment analysis to deliver more personalised and effective customer service," she advised.
Wilson Yanaprasetya emphasised the importance of aligning the approach with the brand's customer profile and their journey. He described their strategy of combining digital and offline touchpoints, with online platforms and physical hubs in rural areas.
Gerald Tjan concluded, "There must be a balance between AI-driven automation and the human touch. While we embrace technologies to help make our work easier, we must integrate the human element into the customer experiences we provide in order to build long-lasting relationships."
Conclusion
Enhancing customer engagement is crucial in today's competitive landscape. However, businesses need to address the challenges of data quality, integration, and ethical concerns related to AI-powered strategies.
Transparency with customers about AI interaction is essential for building trust and providing a positive experience. Collaboration among teams and leveraging collective insights are vital for refining and optimizing engagement strategies. By addressing these aspects, businesses can create more personalised, effective, and trustworthy interactions with their customers, ultimately driving loyalty and satisfaction.
*Learn more about actionable trends and insights in the customer engagement space by checking out Brazeâs "The State of Customer Engagement in APAC" report, which highlights insights from APAC marketing executives and how they can provide actionable solutions to the strategic challenges they present.*
