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Survey: Understanding Indonesia people behavior and expectation in relation with how they are contacting contact center

Transcosmos Indonesia have conducted a survey about Indonesian people behavior and expectation in relation with how they are contacting contact center channel. The purpose of this survey is to explore the people journey in the way they communicate with companies to do inquiries, investigating, request support for trouble. We use online survey method for 1,600 respondents in 5 major cities which is Jakarta, Bandung, Medan, Makassar, and Surabaya.

Chart 1. Respondent distribution on 5 major cities

Respondent Distribution

In this paper, we would like to focus on the point of behavior, consciousness, and expected contact center customer want to use in the future.

Key Topics:

  • • People behavior and consciousness

    Basically, contact centers have a strategic role of communication patterns between customers and the companies. Most of customers is using a contact center to find information about a product before they purchase it. The information conveyed by this contact center will give effect to the customer's consciousness to purchase the product.

  • • Digital Trend

    Currently, most of customers are using the phone and email to communicate with the company to get information, asking request or do complaint. But with a digital trend where everything is going digital, along with that, digitalization is also affecting the pattern of communication between consumers and companies.
    Digital channel such as messenger, chatbot, and video call became a favorite channel in the future because most people are using smartphone which is they are familiar, and those channels are frequently used to communicate with other people

About Industry frequently contacted by customers

  • • When we asked respondents what kind of products for the industry they most often contacted, most of them answered the internet and telecommunications providers, finance, and home appliance or electronics.

  • • Referring to the gender, the difference in outcomes is significantly seen in the Consumer good and IT hardware / software maker industries. In consumer goods most respondents who contact the contact center for this industry are women. While in IT hardware / software maker most of the contact is male respondents. For gaps in other industries is not too significant.

Chart 2. Frequently contacted industries

Frequently contacted industries

Chart 3. Frequently contacted industries by Gender

Frequently contacted industries by Gender

Most used channel

  • • When the customer will make a purchase, most of them will investigate the products they want to buy by looking for information on the official website, especially the website in the smartphone version. The reason is they can access anytime and anywhere through their smartphone.

  • • Most of them also prefer the FAQ from the official website if they have problems after they buy and use a product. While the phone becomes the next option if they cannot find help over the obstacles they experience through the FAQ contained in the official website.

Chart 4. Percentage of most used company channels

Percentage of most used company channels

  • • Most of customer use that top three channels either before and after buy a product is because they feel efficient and effective. Most of those channels such as official website, SNS, and phone can they access by using smartphone. Which is 94.4% respondent have smartphone and use is frequently

Chart 5. The equipment normally used

The equipment normally used

About consciousness of product and motivation to purchase

Chart 6. People do when contact Company channel before buy the product

People do when contact Company channel before buy the product

  • • In accordance with the survey results, most people will ask prices, specifications, and discounts from various products for the company channel. Which is those investigation will be impacting their understanding and consciousness about the product itself.

  • • Is about 97.4% of customers felt their understanding of the product increased after investigating through the company channel. This understanding will motivate their awareness to buy the product. Which is, as per survey results 89.6% of customers feel more motivated to buy a product after do investigation.

Chart 7. Customer who deeply understanding on that product knowledge after do investigation

Customer who deeply understanding on that product knowledge after do investigation

Chart 8. Motivation for product purchase and service use increased

Motivation for product purchase and service use increased

  • • In addition to motivating customers to purchase a product, customers' understanding of the product will also influence their awareness of the company's image, where as their awareness of the company's image is well established, customers will potentially loyal on the company's products.

Chart 9. Changing of customer consciousness of company image

Changing of customer consciousness of company image

Expected channel want to use in the future

  • • Uses of internet is become a basic need of most Indonesian people, they are using internet minimum 1-3 hours a day. This behavior is impacting to people expectation regarding their expected channel want to they use in the future.

Chart 10. Behavior of using internet

Behavior of using internet

  • • More people want to use chat digital channel such as messenger, chatbot, and video call as their favorite channels in the future. With those channel, people can be more effective and efficient when contacting company channel. They can communicate anytime and anyplace if they have internet connection.

Chart 11. Expected Channel in the future

Expected Channel in the future

  • • Refer to the chart below, we can find people with range age 25-44 have high intention for digital channel. On the Social economic class, class C are dominating, it is because by using digital channel is costly than phone. Intention by gender quite balance. Meanwhile the distribution by city, most of Jakarta respondent want to use digital channel in the future.

Chart 12. Distribution of population want to use chat messenger, chatbot, and video call

Distribution of population want to use chat messenger, chatbot, and video call

Conclusion

Nowadays, everything is going digital, along with that, digitalization is also affecting to the pattern of communication between consumers and companies. Based on the above results, it seems that the potential needs of the Indonesian People for Contact Center digital channel are high. It is because they expect to get fast information regarding a product they want to buy, access the channel anywhere and anytime. If a company can provide those channels which is it can be giving comprehensive information to the customer, help them to understand the value of the product and support them for a troubleshoot, so it will be a key to increase company business.

Understanding Indonesia people behavior and expectation in relation with how they are contacting contact center

Survey method :
Panel survey by Internet
Survey cities :
Jakarta, Bandung, Medan, Makassar, and Surabaya.
Survey subjects :
Male and female in the 17 - over 65 who have experienced contact to contact center
Survey method :
Panel survey by Internet
Survey questions :
29 questions
Survey samples :
1.600 samples
Survey period :
December 25, 2017 - January 12, 2018

Related Services

* transcosmos is a trademark or registered trademark of transcosmos inc. in Japan and other countries.
* Other company names and product or service names used here are trademarks or registered trademarks of respective companies.

About transcosmos inc.

transcosmos launched its operations in 1966. Since then, we have combined superior “people” with up-to-date “technology” to enhance the competitive strength of our clients by providing them with superior and valuable services. transcosmos currently offers services that support clients’ business processes focusing on both sales expansion and cost reduction through our 170 locations across 33 countries with a focus on Asia, while continuously pursuing Operational Excellence. Furthermore, following the expansion of e-commerce market on the global scale, transcosmos provides a comprehensive One-Stop Global E-Commerce Services to deliver our clients’ excellent products and services to consumers in 49 countries around the globe. transcosmos aims to be the “Global Digital Transformation Partner” of our clients, supporting the clients’ transformation by leveraging digital technology, responding to the ever-changing business environment.

Contact for Media Inquiries

transcosmos inc. Public Relations & Advertising Department
Mail: info@trans-cosmos.co.id

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