Driving Customer Loyalty Through Technology Integration

Dewi Fatnim, Customer Experience Manager at Lion Parcel

Dewi Fatnim, Customer Experience Manager at Lion Parcel

Short Bio

Dewi Fatnim has been experienced in customer-facing roles for 12 years, with proven records of 5 years of deepened experience in end-to-end customer experience. He is a specialist in data-driven improvement, product, and project management strategy extended to business innovation and digital transformation.

He hoined Lion Parcel in 2022 to lead a cross-functional team in the Customer Experience Department consisting of data analysts, project managers, customer voice, process improvements, and business intelligence, which assisted the Chief of Experience Officer. Questions and Answers 1. What role does technology play in enhancing our customers' experience, and how do you stay updated on the latest advancements?

● As the digital adoption rate has undeniably accelerated in Indonesia, technology has become our tool for connecting with customers. Technology made us relevant to the market as almost all of our interactions went digital.
● As a logistics and service-based company, Lion Parcel believes that a good customer experience will strongly help to boost customer loyalty. Hence, customer experience has been one of the main focuses of Lion Parcel's development with the support of technology.
● Technology helps us to tailor our multi-channel front-end into a streamlined journey, enabling us to offer a cohesive customer experience to our customers.
● Technology helps us to integrate the back-end operation to be more effective and efficient.
● To stay updated on the latest advancements, we hear, analyze, predict, and implement customer feedback regularly. Hence, customer feedback is essential for Lion Parcel to develop our brand, product, service, and customer experience. We evaluate, enhance, automate, and iterate all the feedback with the principle of continuous improvement.

2. What strategies have you implemented to ensure a consistent and positive customer experience across all touchpoints?

● Ensuring a positive customer experience is a collective responsibility that extends beyond a specific team to encompass all company departments.
● We involve all departments across the business in every customer experience project and vice versa. With the common objective of delivering the greatest possible customer experience, the team collaborates to enhance every area, including operations, product, and marketing.
● Ensuring a seamless end-to-end journey is also one of our main focus. Lion Parcel integrates the end-to-end customer experience journey with the power of technology. We ensure all the touchpoints are ready and accessible and enable customers to interact with us across touchpoints with a consistent experience.

● We standardized service across touchpoints by using the same tone, voice, and nuance. To further enhance our work, we centralized all of the data that served as our baseline of continuous improvement.

3. Can you share an example of a time when you identified a gap in your customer experience and successfully implemented a solution?

● As we know, life changed across the globe in 2020 due to the COVID-19 pandemic. The pandemic has had many impacts on how businesses run. We recognized that digital transformation was imperative and saw this as an opportunity to improve our service in the face of uncertainty.
● We are committed to the customer as our main focus, no matter what the circumstances. During the pandemic, we experienced a sudden peak with little time to prepare. Our focus was to serve our customers first; by then, our number growth by 50% headcounts, and it was forecasted to grow by about 200% if we continued without a proper customer experience strategy.
● In 2022, we implemented digital transformation in the customer experience, starting with the end of the customer journey. Lion Parcel has pushed all its functions to be digital, both internally and externally.
● First, we focused on scalability to stop our current growing headcounts and optimize our operations, utilizing Chatbots and generative AI as the first Logistics Company in Indonesia to pioneer this technology.

There are many factors that build customer loyalty, and I believe that as a business, it is our responsibility to offer our best service as part of our effort to influence customers' loyalty.

● We designed a specific journey and customized our virtual assistant logic to be as relevant as possible to our customer's behavior. So, we introduced our virtual assistant, Liona. Liona is the face of Lion Parcel to customers. We designed Liona as our core persona for Lion Parcel's customer experience as a hyper-personalized problem solver for Lion Parcel’s customers.
● This technology implementation successfully increased our customer satisfaction (CSAT) to 4.3. It enabled us to not only increase customer satisfaction by increasing our customer support productivity but also reduce our operation cost by 74%, giving us more flexibility to develop other tools.
● We developed our front-end and tailored our multi-channels to our internal system and databases to generate accurate and deep insight into customer feedback, utilizing CRM as the connector for each channel and internal system.
● We were expanding our CRM capabilities to serve not only as a customer-business interaction manager but also as accident prevention tools and proactive tools for reaching out to our customers before incidents occurred, thanks to the power of predictive analytics and system integration.

4. In your opinion, what are the most important factors influencing customer loyalty?

● There are many factors that build customer loyalty, and I believe that as a business, it is our responsibility to offer our best service as part of our effort to influence customers' loyalty.
● As customer experience professionals, customer loyalty in Indonesia's logistics industry is about delivering on our promises to customers. Because services are our primary product, they are crafted through end-to-end interaction and touchpoints. Front-touch points were designed to empower each human interaction; our nationwide kiosks were equipped with technology to serve all customers' needs, continuously generating insights to exceed our current best performance and constantly improve ourselves as customer experience professionals and businesses.
● As these factors were not only focusing on one-by-one functions or components but also integrated and connected functions, we believe that customer loyalty was heavily influenced by end-to-end customer experience.
● Starting from how we designed the customer experience, we strategize on how to make the design a live experience for customers, develop each tool to become an instrument that delivers the experiences, and store that interaction data as a basis for the upcoming interaction.