Leaders Talk CC-APAC: ICCA Awards Go For Platinum

Tuesday, February 08, 2022 – The eighth Leaders Talk hosted by CC-APAC discussed, “ICCA Awards: Go For Platinum,” by inviting Andi Anugrah, Chairman of ICCA Indonesia and Owner/ Founder of Telexindo Bizmart. 

In this leader talk, Andi started talking about ICCA Awards. The ICCA Awards 2022 program is an annual award event that is currently entering its 16th year. The tagline used by the ICCA Awards is Go For Platinum, in which the tagline was chosen to give a different feel to other competitions, which prefer to use the word “Gold.” The tagline was only used around 2009 or 2010 because, at that time, the committee wanted to choose 4 winners, but there were only Gold, Silver, and Bronze. Therefore, the committee chose the word “Platinum” as a solution.

Andi Anugrah also explains the history of the name change from the ICCA Awards. Andi said that the ICCA Awards was originally called The Best Call Center, then changed in 2008 to The Best Contact Center Indonesia. Similar to the name ICCA Indonesia, he explained that previously it was called the Indonesia Call Center Association. Then in 2008, it changed to the Indonesia Contact Center Association. This change is not very significant because the word “Contact Center” has become very popular over time.

Next, Andi Anugrah shared questions that companies frequently ask him, such as “How did Indonesia become more successful during this award program?” He explained that Indonesia was one of the countries that succeeded in running this award program, many participants were enthusiastic to take part in this competition. Andi Anugrah also explained the development of the ICCA Awards from year to year. He explained that for the Individual category participants in 2007 there were only 58 people who participated. However, in 2015 – 2017, the contact center practitioners participating in this competition increased to more than 500 participants.

However, there was a drastic drop number of participants in 2018-2020. Of course, in 2020 a very significant reduction occurred due to the COVID-19 pandemic. Then in 2021, the Individual category participants again increased to 367 participants.

In addition to the Individual category, in 2021 participants for the Teamwork and Corporate categories also increased compared to 2020. In 2020 there were only 63 Teamwork participants and in the Corporate category, there were only 25 participants. However, in 2021 it will increase again to 105 participants for the Teamwork category and 46 participants for the Corporate category.

The next discussion is related to how ICCA builds connections with other companies. Andi Anugrah said that when these awards were held, ICCA did not have many participants and was not yet popular in Indonesia. Then, ICCA tried to build connections with other companies and invited them to join this awards program.

Unexpectedly, several large companies want to participate in this awards event, such as Bank BCA, Bank Mandiri, Telkom, Indosat, SAMSUNG, and many more. He also explained why the big companies joined and participated in these awards because ICCA made something different. “I understand most of the competitions, especially customer service, they give awards for the company. But, we also need to give awards to each individual, “said Andi.

Since then, many companies have joined to participate in these awards, especially in the Individual category. In addition, the thing that distinguishes this competition from other countries is the Teamwork category. In this category, people do not need to have the ability to speak during presentations, but they need computer skills, such as Ms. Excel, how to calculate something, etc.

When the pandemic hit, ICCA began to change the method of this race online. ICCA assesses and assists surveillance via Zoom. But before the pandemic, ICCA invited the participants to one place and competed in the same room. Andi also explained a little about what was being contested in the Teamwork category. The Teamwork category is further divided into 5 competition categories, namely Quality, Scheduling, Telesales, Reporting, and Smart Team.

In the Teamwork category, most participants or teams have to work on the given competition within 2 hours. The committee will design a competition in which each team is given a case and it must be done within the allotted time. After that, the participant with the highest score will win the competition.

In the middle of the discussion, one of the audiences, namely Alvin from Bank BNI asked about the discussion given by the speaker. Alvin asked, “Is it ICCA that made contact center hype in other countries? Or are other countries just as excited?” asked Alvin. Alvin also added, “Because with ICCA, the contact center profession feels appreciated,” he said.

Andi Anugrah as the speaker answered the question, “Not only Indonesia, abroad such as Singapore and Malaysia, if there is a Contact Center event the participants can be up to thousands. However, there is indeed a scene in Southeast Asia. In addition, Indonesia’s presentation techniques can be said to be much better than other countries,” said Andi.

In Indonesia today, standardization of presentation materials has begun to form, including Background, Data Analyst, Objective, Creativity, Key Activities, Key Responsibilities, Key Resources, Key Performance Indicators, Results, and Additional Information.

Then another question from Christopher Lee. He asked about the challenges of holding The Best of Contact Center Indonesia which is carried out every year. Andi said that the challenges faced were indeed quite heavy, such as how to communicate to the participants regarding the competition, formulate the questions to be contested, collect videos, and record the participants. “It is a formidable challenge. But behind that, there are also other challenges such as packaging the provisions, the assessment parameters, and who the judges will be invited to,” said Andi. (ANF)

Customer Data

By Andi Anugrah, Chairman of ICCA Indonesia

If you get ten thousand customer data complete with phone numbers and email addresses, then what will you do with the data.

Hmm… think for a moment, and then you’ll try to find a business opportunity that can be done with that data. As long as the data used is obtained using the customer registering voluntarily.

One example is the service at the contact center. It is possible to record customer data who contacted the contact center, so the contact center can collect customer data and can be used for certain purposes. The availability of records in the service allows the agent to completely record customer needs and data.

Unfortunately, not many contact centers use customer data for the benefit of their business development. The data they collect only accumulates in the application and is rarely analyzed to obtain or know the needs of these customers. The availability of customer data and their needs will make it easier to build programs or products that can be offered.

Let’s ask the contact center manager, how many customers contact your contact center? Most of them will find it difficult to identify the number of customers who contact the contact center. Maybe they know the number of services such as the number of calls or the number of emails. However, many cannot identify the number of customers who use their products or services.

If a contact center receives 100,000 calls in a month, then we can identify how many customers are using the phone. It could be that only 20% of the callers are customers, the remaining 80% are the public. If many who contact are the public, it can mean that the contact center has been promoted well, so that many potential customers need this information or promotion.

On the other hand, if 80% of calling or contacting the contact center are customers, then the possibility of the contact center is only known to a limited extent. For this reason, the contact center must look at opportunities that can be done to reach other potential customers. Likewise, we must identify how many contact center users have used the service compared to all customers owned by the company. Thus, the contact center can promote itself to other customers to use the contact center. It can also be done proactively contacting certain customers so that the contact center can provide services or interact with customers.

The data owned by the contact center can be used to promote something proactively. This can be done with a telemarketing program and packaged with certain attractive product packages. Of course, to do this it is necessary to consider aspects of the benefits and costs that must be incurred. (AA)

Digital Transformation of Contact Center Services

By Andi Anugrah, Chairman of ICCA Indonesia

The development of telecommunications technology encourages the transformation of digital services. If we pay attention, the transition to digital contact center services is more likely to use self-service technology or the use of new media. We can sense that this transition is initiated by the service using the Interactive Voice Response or IVR engine. Self-service with IVR helps customers to solve various information and transaction needs independently.

Then the use of email and the internet became the next service medium. Although the presence of an internet contact center with VoIP at that time was less successful due to network limitations. When the development of cellular telecommunications networks dominates, the use of SMS as a service line becomes the solution and continues with service codes.

The development continued with the presence of live chat, social media and various other message-based media. This encourages written communication to become a more complete way of communicating services. Likewise, the presence of Artificial Intelligent technology has encouraged the use of chatbots applications. The ability of Artificial Intelligent applications that are able to recognize sound or images or writing causes this application to be able to provide various variations of self-service services to customers.

The presence of various mobile applications has supported self-service customer service. Customers simply select the menu available in the application and can perform various activities including getting information, making transactions, registering, changing status, or various other requests. With the convenience provided by the mobile application, it allows customers to solve various problems self-service.

With the increasing number of applications used, customers depend on the availability of these applications. On the other hand, the need for assistance is also increasing with various personal problems. When the customer does not get adequate service from the application, the choice is to contact the contact center. They can use chat or chatbots. They can also then use email or even they choose to use the phone.

The challenge faced with digitalization is the reduction in the number of workers used, because most of the services are already done by self-service. The next challenge is that digital presence causes customer expectations to be higher. Hope that with automation or digitization it is able to provide faster, more accurate service even with a larger service capacity. For this reason, contact centers that implement digitization actually need to implement new standard procedures that are able to accommodate changes in service patterns.

Sometimes these changes are not a concern, because they assume that the digitization of services will run automatically. This is the challenge of transitioning the service automation process. However, this change requires the workforce to be more creative and use digital technology effectively in reducing various routine jobs. The rest of the workforce’s abilities should place more emphasis on services that are relational, personal, and something that requires more complex feelings or thoughts.

Enjoy the era of digital transformation of contact center services. I hope to be a part of that change. (AA)

Leaders Talk : Riri Amalas Yulita

Riri Amalas Yulita
Director Solution & Business Development
PT. Infomedia Nusantara

One of the spoke-woman at the monthly CC-APAC Leaders Talk this week will be filled by Riri Amalas Yulita. Equipped with more than 30 years of experiences, Riri Amalas Yulita shall explain about topic of “Role of Leader in Contact Center Change and how Infomedia Nusantara successfully adapt to the dynamic of Contact Center through the pandemic”

Started her carrer in contact center in 1991, Riri Amalas Yulita has develop her experiences on many aspect of the business and become pioners of the customer experience at Telkomunikasi Seluler Indonesia in 1995 to 2017. Continuing her growth, in 2017 Riri Amalas Yulita was trusted by Telkom Indonesia group to be Director of Infomedia Nusantara and succesfully making Infomedia to be the largest Digital CX Partner in Indonesia. Also succesfully develop digital channel for more than 200 company with each of their uniqueness on Customer Relationship Management method.

Through her career, she have attained three gold medals on Jakarta Marketing Week from 2020-2021. Winning BUMN Anugerah in 2021 for her concept on digitalization in the next normal era, and one of a notable person who honored Satyalancana Wirakarya from the President of Republic Indonesia, due to Her contribution on empowering omnichanel system for contact center in Indonesia.

Graduate from Institute Technology Bandung in 1990 as Physics Engineering, and obtain Master Degree on Management at Institute Management Telkom in 2010 with cum laude predicate. Author of five books with each of the books filled with her dreams to create an amazing costumer experience and to transform Indonesia contact center into digitalization era in the next normal. (**)

Join our interactive discussion with Contact Center Leaders. Registration on bit.ly/ccapac_leaderstalk

Leaders Talk : Lisa Widodo

Lisa Widodo, Executive Vice President of Operations Blibli.com.

Lisa Widodo

One of the speakers at the monthly CC-APAC Leaders Talk is Lisa Widodo. Lisa is trusted as Executive Vice President of Operations Blibli.com. Let’s look at a few things about Lisa and her career journey as a leader at blibli.com.

Lisa Widodo is one of the pioneers who has contributed to the growth of Blibli.com since it was founded in 2011 to become one of the leading e-commerce companies today. With a background in Mechanical Engineering, an Honors graduate from The University of Texas at Austin and an MSc in Materials Science and Mechanical Engineering from the same university, Lisa has also led several important projects as a Project and Process Engineer at SEMATECH, USA. She then decided to return to Indonesia in 2005 because she wanted to start contributing more to Indonesia.

In line with Lisa’s dream, Blibli.com is a company that has always dreamed of empowering the Indonesian generation through the e-commerce ecosystem. “I realized that my goal in life is to use what I have learned and gained from my experience in America, to participate in developing Indonesia. I want to build this nation. Right now I feel fulfilled because I work for a company that also loves Indonesia very much and shares a dream to empower Indonesia,” said Lisa.

Lisa’s journey and struggle to become the successful woman she is today is also not easy. While still a student majoring in mechanical engineering, to have the opportunity to get in-state tuition (tuition fees that are three times cheaper than international tuition), Lisa had to work 20 hours per week. The job she got was working in a computer laboratory with technical work related to infrastructure.

Furthermore, after graduating with a Master of Mechanical Engineering, Lisa got a job related to the future of semiconductors, which is usually only given to Electrical Engineering graduates. There Lisa conducted various experiments and wrote publications on silicon wafers which are the basis of microprocessors used for many hardware devices. Likewise, while working at Citi Indonesia, Lisa was involved in the Operations and Technology department. Until finally Lisa got the opportunity to join Blibli.com. (**)