Amid tight competition in the current digital era, fostering customer experience is seen as key to winning their hearts.

Thus, enterprises that can give the best customer experience via technology seem likely to stay and win the game.

“Nowadays, customers always look for the best experience and this [experience] can result in loyalty.

“If they find an experience that is better and more fascinating in other services or products, they will most likely move and choose them,” telecommunication company PT Teltranet Aplikasi Solusi (Telkomtelstra) CEO Erik Meijer said on the sidelines of the Telkomtelstra Digital Summit recently.

The need to provide the right customer experience has made technology and its related tools, such as Cloud technology, important for business enterprises.

Cloud technology plays a prominent role in data saving, while security intelligence is important for data analyzing.

“If many enterprises use technology to provide the most fascinating experience for their customers and others don’t, those who are not utilizing technology would not be relevant in the business today,” said Meijer.

He added that the enterprises — which offer services ranging from finance, logistics and transportation to telecommunication — were now focusing on providing the most comprehensive and relevant customer experience.

Singaporean banking giant DBS, for example, has used data analytics on customer behavior and consumer insight as a crucial foundation to develop customer experience with their digital banking service called Digibank.

DBS Indonesia’s business analytics and customer experience head, Mireille Makmur, said data and consumer behavior were important in every decision DBS made with Digibank, which included simplifying the banking service app.

“When Digibank was launched, many people, who used the app, were not reporting their problems even though there was a virtual assistance box in the upper part of the app page.

“When we conducted research, most of the customers simply did not know that the feature existed.”

Responding to data found during the research, DBS made changes to its app by including more relevant questions.

Mireille said with these changes, an additional 50 percent more Digibank users were now using the bot.

“From our research on
consumer behavior, we found that people always check their balance first when they make a transaction.

“Thus, our new feature shows the transaction column and balance on one screen to make it easier for users.”

Mireille added that a powerful combination of human-centered design and data-driven insights have brought major benefits to the business.

Ride-hailing company Go-Jek has also made data on consumer behavior and consumer insight its top priority to provide user experience-based services.

“We listen first to the customers. Ninety percent of our decision making is because of our customers. We sit and talk with them.

“We get their insight and think about what their input would do to our products,” said Michael Perera, Go-Jek’s vice president for Go-Points and GO-Deals.

However, creating a product with the right user experience was a continuous journey and took time, added Michael.

“Understanding and getting representative data on consumer behavior is a continuing journey because when we first launched our products, it took time until we received some kind of feedback.

“To make the products at Go-Jek superb, we cannot do that overnight.”

Popular

‘CONTINUUM’: Tracing CAN’S Gallery’s journey from the periphery to the world

Calls grow to suspend free meal program after mass poisoning

Trump allies to control TikTok under new US deal