Celebrating National Customer Day through Customer Experience talks at START CX FIRST Summit 2021
For Tokopedia and our customer experience team Tokopedia Care, September is a very special month. Every year on 4 September, we celebrate National Customer Day by holding events that showcase Tokopedia’s customer experience services and innovations.
This year, we held our first virtual START CX First Summit 2021, which highlighted a series of keynote presentations on the best customer care practices by Tokopedia Care and other industry players, along with special promos and social media quizzes with unique prizes for all Tokopedia users.
This article will specifically discuss the START CX FIRST Summit 2021 to showcase our best customer experience practices and spark discussion among practitioners to ensure the right blend between human touch, technology, and data in creating the best customer experience for all Indonesian customers in the future.
START CX FIRST Summit 2021 is also Tokopedia’s first initiative in its new journey to raise awareness, share knowledge, and create a platform for discussion between contact centers and customer experience practitioners. We hope that through START CX FIRST Summit, we’re able to showcase the best customer experience practices and elevate the customer experience standards for Indonesians.
START CX FIRST Summit 2021 was designed for audiences from various age groups, industries, and backgrounds, from FMCG, telcos, banking, tech, tourism, property, and insurance. Considering Tokopedia’s series of START summits are created to offer enthusiasts a chance to get an understanding of what awaits them in the professional world of tech, sessions are also curated for students. This year for our first customer care-themed summit, more than 4,600 CX enthusiasts and 11.600 viewers gathered to celebrate this year’s National Customer Day by watching more than 40 inspiring practitioners across CX industries share insightful discussions virtually. Here is a summary of many interesting sessions held at START CX FIRST Summit 2021:
Safeguarding Customer’s Right By Heart by Leontinus Alpha Edison (Co-Founder & Vice Chairman of Tokopedia)
During the welcoming keynote, Co-Founder & Vice Chairman of Tokopedia, Leontinus Alpha Edison, shared how Tokopedia was able to maintain the trust of more than 100 million monthly users, particularly in light of the current pandemic.
Additionally, Leontinus highlighted the importance of collaboration with trusted partners and experts in various disciplines, such as working with Indonesian government agencies, including BPOM and the Ministry of Trade, in the area of consumer protection.
Moreover, Leontinus also shared how Tokopedia prioritizes creating easy and efficient technological processes to protect customer’s rights. Furthermore, the application of 3 important rules by Tokopedia’s Technology Team to maintain users’ trust was also discussed, namely Rule-Engine, Big Data, and Artificial Intelligence.
Meanwhile, to end the keynote session, Leontinus emphasized how Tokopedia offers protective systems to create a safe environment for customers through a Report feature that users can leverage to inform Tokopedia of any misuse of products or harmful products. These integrated systems are built by strong internal processes and innovative technologies that enable Tokopedia’s loyal users to take part in ensuring not only their own protection but also that of their peers.
“We believe that offering customers the best service is the commitment of the entire team.”
Analytics-Driven Customer Experience In Driving Innovations and Leverage Customer Loyalty by Yakan Musthofa (Data Analyst Senior Lead, Tokopedia), Fajar Jaman (CEO, IYKRA) dan Nandkishor Tripathi (Global Head of Customer Experience, SurveySensum)
In this session, CX experts shared other intriguing issues about the critical role of Analytics in improving customer experience. By adopting analytics in the organization, the session showed how we can easily identify what the customer needs, in order to design an innovation to meet those demands.
“Today, we no longer compete on Analytics. We are now competing on building analytically-informed strategies.”
Optimizing Digital Transformation with Best in Class Agent-Facing Technology by Akbar Prathama (Product Manager Senior Lead, Tokopedia), Arshad Mumtaz (Senior Vice President & Business Head — BPO, IGT Solutions) dan Rony Herdiyanto (Engineering Manager, Tokopedia)
This session took a different approach than other sessions. While previous talks focused on customers, in this session, our practitioners addressed customer experience from the perspectives of the companies and the agents.
The session focused on how an organization’s digital transformation must first be done from top to bottom, so that the customer care function may be optimized and the best customer services can be provided. Companies were also encouraged to use a variety of tools and technological advancements to assist the customer service team in providing the best possible service.
“If we combine Artificial Intelligence and human intelligence, we will be able to significantly enhance our customer experience.”
AI in Contact Center: The Capability, Game Plan, and It’s Fortune by Chrystiadi Harris Head of Engineering, Tokopedia), Irzan Raditya (CEO & Co-Founder, Kata.ai), and Syafri Bahar (Vice President of Data Science, Gojek)
When discussing Customer Experience, we must talk about Artificial Intelligence (AI) and its prominent role in helping customers navigate and complete their day-to-day tasks. The adoption of AI has been highly encouraged in Contact Centers due to its ability to improve processes and solve customers’ problems more efficiently.
Consequently, organizations today are competing with each other to implement AI in order to offer more accurate solutions to customers' queries in a much faster way.
“AI will not substitute humans or agents in the near future, but it will help to enhance customer experience and improve the lives of our CS agents.”
Boost Employee’s Engagement and Wellbeing to Deliver the Best Customer Experience by Siska Indah Pratiwi (Communication & Engagement Senior Lead, Tokopedia), Wardhani Soedjono (Life-time Service Practitioner), and Wani Sabu (Executive Vice President Center, BCA)
During this session, we discussed the importance of employee engagement during the pandemic and how this relates to customer experience overall. Previously, employees were able to see each other face-to-face. Since meetings have now been fully virtual and in small groups, it is difficult to ensure that employees are feeling content and satisfied in their jobs and personal lives and have the ability to make customers happy by providing the finest customer experience.
“Now, empathy is not enough. Service is all about compassion, an action in love.”
#OneTokopedia as a spirit to improve customer experience by Herman Widjaja (CTO, Tokopedia)
A keynote session would not be complete without a message from the CTO of Tokopedia, Herman Widjaja. Herman shared the importance of the #OneTokopedia spirit in reminding Nakama of the power of collaboration and teamwork across teams to ensure innovation and continuous growth..
With the #OneTokopedia spirit, Tokopedia shared how the company was able to run a 100% WFH program, including for the Customer Service team within only a matter of days after COVID-19 was deemed a pandemic in Indonesia. Of course, this #OneTokopedia spirit was most beneficial in shaping a customer-first culture at Tokopedia and giving our best service experience to more than 100 million monthly active users.
“The mindset of Make it Happen, Make it Better drove strong collaboration between the Engineering and Customer Care teams. This resulted in the creation of an infrastructure that fully supported Tokopedia and the Tokopedia Care team to work 100% remotely, within only 1 week. ”
Shaping an Organization-wide Ideology To Manifest Customer-Centric Mindset by Melissa Siska Juminto (COO, Tokopedia)
Furthermore, Melissa Siska Juminto, COO of Tokopedia, shared the secrets to how Tokopedia is able to provide the finest customer experience for all Tokopedia users by implementing Tokopedia’s 3 DNA.
Tokopedia’s 3 DNAs are also defined as the culture that pervades every aspect of Tokopedia as an organization, and a culture that acts as the behavioral compass for every Nakama in regards to teamwork and innovation.
Melissa also shared a few examples of how Nakama applies these 3 DNAs, such as how we employ social listening, Make It Better Forum, and Life as CS sessions, where all leaders, including their teams, may participate and act as our Customer First Squad (customer care team) and experience communicating directly with Tokopedia users.
“We always believe that by listening to customer’s voices, we can go one step further to win their hearts.”
Tokopedia Care: An Odyssey of Customer Experience Transformation by Rudy A. Dalimunthe (Senior Vice President of Customer Excellence, Tokopedia)
As the summit is focused around Customer Experience, remarks by Senior Vice President of Customer Excellence at Tokopedia, Rudy A. Dalimunthe, were long-awaited.
Rudy shared that the START CX First Summit 2021 was created based on the idea that Tokopedia Care transforms customer excellence strategies and prepares them to face the increasing customer interactions and the changing of customer behaviors. Furthermore, this was made possible by combining automation technology and Artificial Intelligence with a human touch and data, as well as changing from a volume mindset to having a value-driven and engagement-driven mindset instead.
“I believe that the greatest competition is the battle to win customer hearts.”
These are only a few topics that were successfully delivered during Tokopedia’s first Customer Experience summit. So, did you join our START CX FIRST Summit 2021? If you did, we hope that we were able to spark discussions on the importance of Customer Experience practices and that we can all join hands to boost the customer experience standard in Indonesia and all over the world!
If you missed the session, you can rewatch the presentations delivered at START CX FIRST Summit 2021 through the Tokopedia Academy website HERE. Have a look right now!
If you’re eager to see the excitement during the START CX FIRST Summit 2021, you can also watch our official after movie by clicking the link below:
Looking forward to seeing you at next year’s START CX FIRST Summit! 💚
