In the world of the hyper-empowered consumer, competition among digital solutions is becoming intense. When it comes to broader macroeconomic transitions, the cost of capital to run and grow businesses is becoming very steep. Highlighting the significance of discovering methods to maximise cost-effective innovations that not only provide excellent value but also ensure customer satisfaction is crucial for sustained success in the market.
In order to efficiently allocate resources that deliver value to customers at a time when audiences seek personalised experiences, innovative strategies for your marketing campaigns are necessary. With the slew of new technologies available such as AI-powered tools, brands must explore, understand, and leverage innovation to create a hyper-personalised customer journey.
CleverTap in partnership with e27 and alongside the program partners, Kejora Capital and Skystar Capital, organised an exclusive event for businesses in Indonesia to equip them with the know-how to leverage innovative digital solutions that can enable and scale hyper-personalised experiences for their customers. The event, titled “Engagement Playbook Indonesia: Harnessing Automation and AI for Hyper-Personalization” was held on September 20, 2023, at the JW Marriott Grand Ballroom in Jakarta.
The program featured a series of active learning sessions including hands-on demonstrations of AI-enabled marketing solutions, with a focus on how these new technologies can be seamlessly integrated into business operations in building personalised experiences to attract, convert, and retain customers, thereby ultimately strengthening brand equity.
Top startups at Engagement Playbook Indonesia
Executives from Indonesia’s top startups in the e-commerce and education space joined the panel discussion with CleverTap. At the event, valuable insights and industry perspectives were shared by Steven Wongsoredjo, CEO and Co-Founder of Aplikasi Super, Indonesia’s first and leading social commerce platform; Fanky Mulia, Vice President of CLM Marketing for Blibli.com, the largest trusted online mall in Indonesia; and Margarita Tan, Chief Growth Officer for Cakap, an online school reinventing the language-learning experience through live instruction with native-speaking teachers and multimedia learning materials.
The panel was moderated by Joe Maulana, Country Manager for Indonesia at CleverTap.
Fanky emphasised the importance of integrating omnichannel engagement as opposed to preferring one channel over the other when it comes to best practices in customer engagement. With customers as the core focus, the Blibli team ensures that all customer channel touchpoints are managed in one repository to have a 360-degree understanding of the channel preferences of their customers, as well as to enable seamless transitions when customers engage with their products across multiple channels.
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As the business grows, hyper-personalisation strategies adapt to accommodate a shift from managing thousands to millions of users, as pointed out by Fanky. It’s essential to effectively manage data in both scenarios. Engaging with users directly is key to improving how data is understood, offering a complete view as market segments develop.
When it comes to engaging one’s customers, Fanky shared, “Sending irrelevant offers to customers is worse than not sending them offers at all. If you’re not yet sure or specific about your offer, don’t push through with it or scale it.” His team at Blibli adopts the RFM model: recency, frequency, and monitoring in their digital marketing methods. Their recommendation engine builds on content that aims to continually offer relevance to their customers.
The power of AI
Moreover, while automation allows businesses to scale, understand, and capture the right data, cutting through large quantities of information to segment and streamline personal digital marketing efforts effectively, to derive the right insights and make the right decisions, is of paramount importance. With the continued rise of AI, creating effective prompts is key to delivering the right customer engagement approach. “I’m hoping that marketers, in general, will also know how to be as generative as the AI that we use,” Fanky elaborated.
Aplikasi Super primarily targets customers in rural areas, recognising that an immediate shift to a digital-first approach may not be feasible due to infrastructural limitations. Steven explained that their team adopts a combined marketing strategy involving both offline and online engagement to establish and nurture trust with consumers. By leveraging insights from historical data on consumer behaviour, they have successfully reduced customer acquisition costs from US$20 to under US$1. “Even though our company grows in its operations, we continue to make sure that everything stays simple for the customer to understand. Personalisation is about simplifying what matters for your users,” Steven elaborated.
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Moreover, Steven believes that competing for customer attention is becoming more crucial. Making the customer journey simple and straightforward can mean faster load times for users with various devices and data availability makeups, translating into better user experiences. This is why understanding what matters to users, and acting around that information is key for Aplikasi Super. For example, patterns around SKU preferences based on consumer segments by geographical location are something they have leveraged to deliver tailor-fit content, not only to retain customers but also to resurrect previous users who have dropped out. For Aplikasi Super, assessing purpose, resources, and actionability in managing data is pivotal.
“With purpose, once you set your north star metrics, you will know the data you need to track. With resources, you need to be realistic with what you have in order to track your data. With actionability, you need data that can help you pivot or change direction as needed,” Steven further explained.
An amalgamation of data sources
On the other hand, other companies believe that the secret to customer retention is by leveraging the importance of generating proper content to be distributed across various channels. “Generating content that customers enjoy and find relevant is the most important factor in both online and offline interfaces,” shared Margarita of Cakap.
An example of this is how the Cakap team launched new offline products where they experienced challenges in gathering data from various sources. In order to help them measure data more effectively and provide users with more useful content based on the gathered information, they had to embrace continuous learning and adaptability. By analysing data and consistently using it to interact with customers, they now understand which channels can best engage their users.
“The important point about delivering customer value is: how do we get back to the customer after we’ve engaged them?” Margarita shared. In Cakap, they segment their users by age given the varying needs of customers according to this segmentation in the lifelong learning journey. Customer motivations can span from general welfare to improving their career paths. They also categorise offerings based on this insight to deliver specific courses and general courses according to customer preferences. “There is no such thing as collecting too much data. We just need to know how to prioritise our data — that is, what data makes sense to use at present?” Margarita elaborated.
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With entities gathering more data as the company grows, it is critical to know which information to prioritise based on whether they function as assets for your brand. This is because analysing historical data alongside on-ground activities can provide valuable insights into the company’s growth stage and its users.
As an EBITDA-positive company, Cakap is continuously challenged to keep building relevance for its customers. They use an omni-channel approach to provide both online and offline options. For Margarita, marketing is not only a cost but a process that involves both high-tech and high-touch methods, as well as building relationships with customers.
CleverTap’s commitment to empowering businesses in their customer engagement strategies
With all these valuable learnings and perspectives shared by industry experts, the Engagement Playbook Indonesia event sparked vibrant and insightful discussions that delved into the dynamic landscape of customer engagement. At the heart of these conversations was CleverTap, the all-in-one engagement platform that helps brands unlock limitless customer lifetime value by helping them create personalized experiences to retain their most valuable customers. The platform empowers businesses to orchestrate experiences for individuals across their lifecycles and design personalized journeys that span a lifetime. It offers analytics that encompasses every aspect of the lifecycle, enabling businesses to measure and optimize each experience in real-time. Its unique AI capability is insightful, empathetic, and prescriptive, facilitating smarter and faster decisions. The all-in-one platform unifies experiences from every touchpoint, paving the way for a new era of customer engagement.
This innovative platform empowers companies to navigate the future with confidence, seizing the reins of change through the adoption of hyper-personalised marketing strategies. By leveraging CleverTap, businesses can transform their customer interactions into finely tuned experiences that resonate with customers on an individual level.
In a time when personalised customer engagement is becoming increasingly important in the field of marketing, platforms that shed light on important issues surrounding the world of innovation are especially crucial for brands seeking to stay relevant. CleverTap’s Engagement Playbook Indonesia heralds a future defined by hyper-personalised marketing where each interaction resonates on an individual level, enabling companies to grow and evolve according to the new technologies that shape our world.
For more insights on steering your business towards sustainable growth through pioneering customer engagement innovations, you may visit the official CleverTap page.
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This article is produced by the e27 team, sponsored by CleverTap
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