Indosat Ooredoo Hutchison clinches two wins at the Asian Experience Awards 2022

The company aimed to bring a transformational impact on its brands and customers.

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Indosat Ooredoo Hutchison (IOH) bagged two major awards at the recently held Asian Experience Awards 2022 for its customer experience framework and its exploration of a new communication touchpoint to address customer needs via WhatsApp.

IOH received the Indonesia User Experience of the Year - Telecommunications and the Indonesia Customer Experience of the Year - Telecommunications..

Up until 2019, IM3 as one of IOH brands, was a brand that centred around its products and focused on delivering telco services to address customer needs, overlooking the importance of customer feedback. Instead, IOH viewed customer experience as a technology or IT problem, which subsequently led to a negative experience in customer service.

At the same time, IOH identified a gap in understanding the implications of digital experience and how it could have a transformational impact on the brand and its customers.

Because of this, IOH created a customer experience framework that implements a vision to create a customer-centric organisation. The framework included a governance model monitored through a ‘Customer Champion 360 Tribe,’ which is cross-functional across multiple stakeholders in the organisation, keeping track of its customer experience improvement progress. 

The second phase of the framework simplifies the customer journey process to deliver a holistic customer experience. The process aimed to communicate the following brand DNAs that IM3 is simple and easy to use, smart and intuitive in supporting customer needs, hassle-free and worry-free, as well as transparent in protecting customer privacy in all customer communications.

As internet packages were amongst the leading purchased products, IM3 also introduced ‘Pulsa Safe’, a feature to provide customers with worry-free usage despite reaching their internet quota. Other measures include deploying heat maps to gain a holistic view of network customer experience and interactions with network teams, thereby enabling the relevant departments to conduct improvement measures.

The goal of simplifying the customer journey was examined at every communication touchpoint with customers. This led to a fall in overall trouble tickets and a significant improvement in the company’s Net Promoter Score.

Meanwhile, consumers have also been forced to embrace digital especially in the new normal. Customers began to flock to IM3’s  social media channels or online to get free help.

IOH began exploring a new communication touchpoint to address and support customers’ needs. As it is the most popular messaging platform in Indonesia, WhatsApp was identified as the solution to this challenge. By working with Meta as a strategic partner, IM3 developed a super Bot hosted on the WhatsApp Business Platform with over 200 use cases integrating nearly over 1500 APIs.

The chatbot enabled customers to address a wide range of common tasks and concerns, including checking their balance and remaining data quotas at their convenience. The customers also have access to a host of services thanks to WhatsApp, but they can opt to engage a live agent for support should they be unable to solve their enquiry via that chatbot.

Since its implementation, the chatbot has become customers’ preferred method of engaging the company. It was even able to address nearly 92% of all inquiries that came through the official IM3 WhatsApp and has become a unique case study published by Meta as well. 

This new normal has driven demand for a differentiated service experience, pushing consumers to stay and live online. Through the various integrations done, IOH was able to utilise the technologies as a versatile platform to resolve customers’ needs, whilst becoming a potential revenue stream.

The prestigious awards programme aims to highlight the ingenious initiatives of creative companies delivering meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].