The Indonesian startup and tech ecosystem is one of the largest in the Southeast Asian region. Given the current tumultuous times that come with today’s volatile market conditions, learning about methods to optimise customer experience is necessary to keep and preserve enterprise competitive positions. Coming up with strategies that consolidate marketing best practices is especially important in today’s business landscape, particularly for a market as competitive as Indonesia’s. For this reason, Indonesian business leaders have come together to share their expert opinions, key insights, and personal business experiences in order to help Indonesian entrepreneurs strategise and explore a variety of marketing approaches that are suitable for their respective businesses.
The Big Leap Roadshow in Jakarta organised by CleverTap, the all-in-one customer engagement platform that helps brands personalise and optimise all consumer touch points to improve user engagement, retention, and lifetime value, convened Indonesia’s leaders in tech and marketing to discuss ways and methods to implement customer retention strategies.
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Personalisation and optimising customer journeys were overarching themes of the conversation. Attendees from various sectors of the industry got together to discuss retention strategies for accelerated growth. The event was focused on the Retention Playbook Indonesia: The Indonesia Retention Pinnacle: Personalised Customer Journeys with Innovative Technology. The goal was to help startups learn how to retain and win customers during global economic headwinds.
The panel of speakers was comprised of the top tech industry leaders in Indonesia, including Chrisanti Indiana, Co-Founder & CMO at Sociolla, Lika Aprilia Samiadi, VP of Marketing at Rukita, Rajesh Grover, Group VP – Digital & Omnichannel at Kanmo Group, Junior Lie, Head of Retention at Bima+, and moderated by Joe Maulana, Country Manager at CleverTap.
The attendees engaged in a meaningful conversation on the status of today’s market. They explored the broader marketing landscape and approaches to monetisation within their individual companies. Additionally, they delved into innovative mobile and omnichannel techniques to enhance customer engagement and satisfaction. Furthermore, they recognised the importance of devising customer retention strategies suitable for the post-pandemic era.
Knowing your customers and what to sell them
Junior Lie talked about their marketing strategies for launching new games. Lie explained that it is crucial to gather data and understand what the customer does to know the best approach to engage with them, as well as to improve the apps and systems to make them more relevant. It is also important to consider channels and customise content. Being mindful of customer touchpoints and ensuring a good customer journey is critical. This is why at Bima+, their team embodies this philosophy by understanding the preferences of their existing customer base and coming up with creative ways to market new offerings to them.
Meanwhile, Chrisanti Indiana shared that Sociolla’s brand promise to their customers is to be their best friend throughout the customer journey. They apply this brand promise not only through how they communicate to the customers but also through the tools that their team uses. “We meet them where they are. We make sure we understand our customers, and not just rely on their profiles. For example, we do this through personalised recommendations. We communicate with them, and say, “Hey bestie!”. We offer them the best experience that they can have.”, Chrisanti elaborates. By cultivating a personalised relationship with its customers, Sociolla stays true to its brand promise of being a friend to clients.
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On the other hand, Lika Aprilia Samiadi highlighted the significance of impactful marketing. At Rukita, their approach goes beyond the mere pursuit of attention or impressions; they prioritise reaching the right audience and delivering the precise message through appropriate channels.
They understand that the real power lies in data-driven insights and fostering strong engagement, which extends beyond completing transactions. By prioritising customer experience, they unlock additional opportunities. For instance, when customers book a co-living space, they can seamlessly access other services such as cleaning and laundry, leading to more transactions and a deeper understanding of each customer. Consequently, Rukita strengthens its brand equity and gains insights into tenant categories based on specific needs and price points. “We try to build a personal connection with all of our tenants and keep the close relationship so that when they move out, maybe move to a different city, there is a preference for our brand if we have a presence there”, Aprilia shared.
This insight has also extended to innovations in their suite of offerings, with Rukita recently opening residences on top of co-living spaces.
Why personalisation is king
Rajesh Grover passionately explained the transformative power of personalisation and customisation strategies in captivating and delighting their customers at Kanmo Group. Within the realm of streaming content, the possibilities are vast and diverse. By closely analysing user behaviour such as their viewing patterns or preference for live or on-demand content, each user is treated to a unique and tailored experience, with messaging and presentation crafted specifically for them. In the pursuit of personalisation and engagement, Grover’s team places unwavering reliance on data-driven insights, allowing them to make informed decisions at every step.
“It is important to know how to use the data, not just generalising it, but being conscious of the many different businesses and customer segments and their preferences”, Rajesh emphasised. Keeping the momentum of customer engagement is important as well. For their team, they developed a feature to extend the TV experience to mobile phones seamlessly, thereby enabling mobile use as a complementary experience.
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Looking ahead, the panellists further emphasised the importance of customer retention strategies, highlighting a paradigm shift from mere customer acquisition to cultivating customer loyalty enabled by a seamless customer journey.
They stressed the significance of consistent communication and experiences across various channels, be it online or offline. Equally crucial is the implementation of robust systems to streamline data analysis, enabling the deployment of personalised marketing strategies and the delivery of highly relatable messaging. Furthermore, data serves as a valuable asset not only for customer conversion but also for trend prediction. Hence, understanding ongoing conversations, local contexts, and emerging trends becomes an indispensable aspect of staying ahead, especially in a business ecosystem as vibrant as Indonesia’s.
Creating value for your customers
The ultimate goal for any business is to generate substantial value for customers by adopting purpose-driven marketing strategies, rather than solely focusing on cost leadership. It involves addressing the reasons why people should choose to purchase the product, fostering an authentic and transparent experience. While this approach may require more time, its importance cannot be overstated.
In the time of the dubbed “tech winter,” it is unwise to burn money on acquiring large, previously unexplored customer bases. Instead, businesses should focus on nurturing existing customer bases through marketing strategies that actually work: maximising channels and leveraging personalisation to deliver precise messaging. At the end of the day, brand building hinges on the quality, rather than the quantity, of the messaging.
CleverTap has a solid presence in APAC, helping build amazing user experiences for the world’s leading digital-first brands via their intuitive platform, combining the best analytics, segmentation, and engagement tools. With this, businesses can continue building mutually valuable relationships with their customers in the long run. To date, CleverTap has been enabling customers like AirAsia, Electronic Arts, Canon, and TED to retain their customers, among a plethora of many other businesses.
To learn more about CleverTap and its tools to enable and optimise customer retention for your business, visit https://clevertap.com.
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This article is produced by the e27 team, sponsored by CleverTap
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