"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 saw significant business growth every year. However, the most interesting development in the marketi is the change in customers' behavior. If we look back to 2017, most interactions between Indosat Ooredoo and customers are carried through calls, covering about 70%. But today, 65% of interactions have shifted into the digital channels, mainly chat conversations.
Sultan Isnainsyah, as Vice President of Business Development ad Technology Innovation at Indosat Ooredoo, said "This behavior shift 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, we decided to create solutions that are digital-driven and started building self-service channels for our customers".
One of the strategies implemented by Indosat Ooredoo management are adapting big data into their operating system and building digital self-service for customers. For example, when customers want to find information about their phone bills or internet package, they don't need to print the invoice. Indosat's customers can simply 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 make the digital experience more seamless, Indosat Ooredoo decided to build INDIRA virtual assistant and 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 virtual assistant, Indosat’s customers can get complete information regarding products and services. They can also solve problems, such as checking remaining phone credits or bills, get product recommendations based previous purchases, finding the Indosat Ooredoo outlet nearby, and get information about the latest promos, in minutes.
Indosat Ooredoo chooses Kata.ai as a partner to build and develop INDIRA virtual assistant. “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 does not only provide a software. They offer their technology, they give comprehensive solutions, and also provide valuable advice for us. We have not found that kind of consultation and service anywhere else. Kata.ai is also agile in its development; this is what we appreciate from Kata.ai,” explained Sultan.
Indosat Ooredooo released INDIRA in March 2019, but the development were done in stages. Even so, in July 2019, INDIRA virtual assistant has reach 200.000 monthly active users. Those results show that Indosat’s customers are interested in chatting with INDIRA, and indicate that Indosat Ooredoo has succeeded in providing a practical solution. Sultan said, "So imagine if you have this kind of technology implemented for higher needs and more valuable efficiency. A virtual assistant is not just an automation tool, we also look at it from a business perspective, where we can be more effective and efficient."