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"For us, INDIRA is not just about chat automation; it's all about integrating customer data. Then we utilize it to provide relevant digital experience to customers."
Vice President of Business Support and Technology Development (Interim)
As one of the largest telecommunication companies in Indonesia, Indosat Ooredoo's yearly business growth is very significant. The business growth is the result of understanding customer behavior and taking the right actions. If we go back to 2017, most of the interaction between Indosat Ooredoo and their customers is dominated by phone calls, with 70%. Today, 65% of the interactions shift into the digital channels and come from chat.
Sultan Isnainsyah, as Vice President of Business Support and Technology Development (Interim), said, "This behavior shifting is inseparable from Indosat's customer journey and their interest. That is why Indosat Ooredoo management needs to adapt to customers' digital ecosystem. Because we know customers nowadays want instant and fast service. So we decided to create solutions that digital-driven and start to build self-service channels for our customers".
One of the strategies implemented by Indosat Ooredoo management is by adapting big data into their operating system and building digital self-service for customers. For example, when customers want to know their phone bills or internet package, they don't need to print the invoice. But, Indosat's customers can download the invoice through the MyIM3 app. A simple thing like that can improve customer experience and will have an impact on customer satisfaction. To create these digital experience more seamlessly, Indosat Ooredoo decided to build INDIRA chatbot then integrate it into Indosat Ooredoo's website and MyIM3 app.
Indosat Digital Representative Assistant (INDIRA) service aims to answer queries or complaints from customers through the live chat feature on the Indosat Ooredoo website and MyIM3 app. With INDIRA chatbot, Indosat’s customers can get complete information regarding products and services. They can also solve problems in minutes, checking remaining phone credits or bills, get product recommendations based previous packages, finding the Indosat Ooredoo outlet nearby, and get information about the latest promos.
Indosat Ooredoo chooses Kata.ai as a partner to build and develop INDIRA chatbot. “We don’t see Kata.ai as a chatbot vendor, but we see Kata.ai as an artificial intelligence partner of Indosat Ooredoo. But the plus point is, Kata.ai as a partner not only provide a software. They sell technology, they give comprehensive solutions, and also provide valuable advice for us. That kind of consultation and that kind of service does not exist anywhere else. Kata.ai also has agile development; this is what we appreciate from Kata.ai,” explained Sultan.
Indosat Ooredooo released INDIRA in March 2019, but the development done in stages. Even so, in July 2019, the monthly active users of INDIRA chatbot has reached 200.000. Those results mean that Indosat Ooredoo’s customers are interested in chatting with INDIRA, indicating that Indosat Ooredoo has succeeded in providing practical solutions.