Choosing The Right CRM: An Indonesian Marketer’s Perspective

The core purpose of CRM is to improve a brand’s business relationship with its customers.

CRM achieves this by analyzing a brand’s existing customer interactions throughout the purchase journey. These customer interactions are captured in one place to evaluate data and offer insights. In a market cluttered with hundreds of CRM software options, it is indeed a mammoth task to select the one that is ideal for the business. In fact, CRM is no longer considered just a software, it’s more a strategy that enables businesses manage their leads effectively and keep a track on their overall sales performance.

Today, we take a look at how marketers in Indonesia come about choosing CRM software for their businesses. Southeast Asia’s largest market by GDP, Indonesia, has embarked on its digital transformation journey. Post pandemic, Indonesia’s digital revolution is accelerating at an incredible rate. In one of CNBC’s recent interviews with Lippo Group Director, John Riady, the entrepreneur predicts, “Indonesia stands as the most exciting digital and technology market in Asia and arguably the world.” The $40 billion e-commerce Indonesia market has been pushed by the work-from-home culture and businesses’ cautious shift to sell online. Add to this, the introduction of digital payments and advanced technology tools like AR, VR, AI, ML, chatbots, etc. has further enhanced the consumer interaction journeys. Clearly, the need for a robust CRM is evident in this region.

We chatted with one of our ace Indonesian CRM experts to understand the mindset of marketers in the region. Here is a detailed download of our conversation.

Top 3 things that matter the most to Indonesian marketers when choosing CRM

• Seamless integration: Indonesian marketers look for a CRM that requires least integration effort with their current database. Lot of them fear the strenuous integration process it may require.
• Cost-effective: One cannot deny that pricing is one of the most important considerations for marketers when selecting a CRM system. Given that many new and upcoming businesses have established in Indonesia recently, a cost-effective CRM solution is crucial to them.
• Local presence & understanding: A country as populous as Indonesia has a more diverse demographic structure and base. Upcoming businesses are still learning the ins and outs of CRM technology. As a result, they are more likely to give preference to CRM system companies that are situated in Indonesia. This gives them the flexibility to contact customer service at Indonesia local time, if there are any unanticipated technological issues.

While the aforementioned factors are non-negotiable for them, marketers must also consider other crucial factors that are often unconsciously missed out when selecting CRM technology for their business.

Presenting 5 CRM capabilities that Indonesian marketers just can’t ignore

1. Capturing non-transactional data to record NPS

One of the stumbling blocks in the Indonesian market is generating complete awareness about the potential of CRM technology. Brands must be aware of promoters and detractors’ activities. More than capturing transactional data, CRM captures non-transaction data that can be used to engage with customers. For instance, Net Promoter Score (NPS) data defines which customers are promoters and detractors based on their feedback to brands’ products and services. Hence, with this information, brands can engage with customers in a different way. The fact that digital transformation is fast catching up in Indonesia, brands need to understand that CRM offers actionable insights to improve overall business performance by evaluating customer behavior at different digital touch points.

Bata in Indonesia had chunks of unutilized data when they decided to partner with Capillary to capture customer’s feedback data through NPS. By enabling QR code scanning at the counter, customers submitted feedback which helped brand to map their customers better.

2. Enabling 1:1 personalization through customer segmentation

We all know that by tracking the transaction history of customers, CRM can trigger effective promotion campaigns. But what marks the differentiating factor here is tracking the accurate and right set of data as per brand goals. Take for instance, Dominos in Indonesia who wanted to increase their online order value through the brand’s own online channel besides other food ordering aggregators in the region. By enabling Capillary’s CRM , the data captured customers’ pizza preferences like crust, toppings, etc. the brand rolled out personalized promotional offers for specific customer groups thereby increasing their overall purchase propensity. This also encouraged customers to order through brand’s own online channel than other available digital channels. Over a period of time, this promotional activity built a higher engagement rate between the brand and the customer.

3. The indispensable omnichannel integration

The core of CRM is how it molds itself in the omnichannel retail world. Marketers must not look at CRM software from a one-dimensional view. Given the fact that customer behavior is always changing in today’s environment, CRM software must incorporate empathy into client interactions across several channels within a single customer journey. Although the quick integration procedure is a fair issue expressed by Indonesian marketers, omnichannel messaging integration in the CRM is now the need of the hour.

Capillary’s expertise in integrating with multiple systems like POS, ecommerce platforms, central database and social channels (like FB, IG, LINE, WhatsApp, WeChat)demonstrates how it can bring an omnichannel experience in achieving a brand’s goals.

4. A scalable CRM can support rapid growth

Many new enterprises are springing up in Indonesia, and some of them are overlooking the importance of scalability when selecting a CRM. Purchasing CRM software should not be viewed as an additional expenditure. Rather, it is more an investment towards business growth. As the company grows, its needs expand; and only a scalable CRM platform will be able to handle the load.

5. Effective management of first-party data

In order to derive the most value from their consumer data, marketers must assess its usability and scalability. Although the contact management feature in CRM enables data collection, but just having data stacks in a CRM software will never do justice to a brand. Only by democratizing data, can actionable insights be developed, allowing retail tech businesses to contribute real-time value to their customers’ lives.

An agile and robust CRM is the strongest lever to grow and align a brand’s marketing, sales and customer service objectives. The next time you purchase CRM software for your business, ensure that you understand and align your company objectives with the right capabilities offered by CRM. To understand the comprehensive benefits offered by CRM, book a demo with our experts today. 

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Writer, traveler, and a cold coffee addict, precisely in that order, Aditi Jindal is a storyteller. Whether it is slicing brands and their content marketing strategies or dabbling different genres of book writing; her keen interest in finding the unique idea for brands to deliver compelling stories keeps her on her toes.