Tokpedia_webinar

During the COVID-19 pandemic, there has been an emergence of new lifestyles and customer behaviours, as well as a new level of customer expectations. These shifts also introduced unprecedented opportunities and challenges in customer engagement and customer experience.

VP of Customer Excellence at Tokopedia, Rudy Dalimunthe, joined us for a webinar to share how Tokopedia, as a technology company, adapted and redefined its customer engagement and customer experience during COVID-19.

He also shed light on making a successful shift and smooth execution of a new customer engagement strategy and rolling-out of fully remote customer service operations.

Key takeaways

Customer expectation pre- and post-COVID is different. Now, we have to be more empathetic and also respond sooner.
Earlier, there was the option of offline, but now there is a lot of panic amongst buyers if they don’t receive their package.
Since the pandemic, Tokopedia saw a high increase in essentials, sports goods, and the likes. There was an increase in traffic of support channels up to about 40 per cent.
Their customer support is split into categories such as physical goods, logistics, payment, etc. Each one having various channels within them to manage the inflow of customer queries
Your CX team is more like customer ambassadors and must align with the product and tech team to make your service better
Tokopedia also channelised social media to use customers to help other customers to reply queries via QnA
Millennials may not tag your brand when submitting complaints, but always tag them back when it resolved. They feel motivated especially if the tweet goes positively viral.
If using a bot, make sure it goes beyond just answering FAQ kind of questions. Use AI to make it capable of responding to queries
CX is beyond customer service, you begin to react to customer emotion. It is about exploring more ways and relationship marketing on how to surprise your customer
In the context of CX, saying no includes spelling it out to the customers what they don’t need and why
We need to be sure which customers need to be followed, don’t go overboard with “the customer is king”. Not all customers are your customers. Sometimes it can also be a competitor’s ploy. So customers need to be handled tactfully
A consolidated marketing and CX data report should be a part of the product development plan. It is a good representation of the on-ground reality
CS/Customer Experience (CX) for small teams: Start with using a CRM system instead of doing it manually. For ticket management and record management, don’t compromise technology.
How to reduce complaints-per-transaction value and the number of positive mentions in social media is a good metric to evaluate CX

Food for thought

Are chatbots worth it?
How can CX get a board seat in the company, and CEO’s budget?
Is there any CX community in Indonesia or SEA where CX professionals can interact and share best practices?

Resources

Catch up on the workshop with the full recording below:

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