Telkomsel's success as a leader<\/p>\n
By Taufik<\/p>\n
The crisis which started in 1997 may have changed consumer
\nbehavior in Indonesia in terms of consumption and goods
\npurchased. However, how about their loyalty toward products or
\nbrands? It has to be admitted that this does not have an easy
\nanswer, because the crisis has lowered consumer purchasing power,
\nwhich certainly changed consumers' preferences with regard to
\ngoods purchased. One example would be the choices made between
\nquality and a fair price.<\/p>\n
Prior to the crisis era, it is possible that people largely
\nchose quality over price. Apart from a facilitation of better
\neconomic conditions at the time, it was also because of promising
\ncircumstances, which was highlighted by a global information
\nflow.<\/p>\n
Quality is not the only considering factor. The ability to
\ndeliver high value to customers is another factor. This is often
\nmeasured by service quality and (or) customer satisfaction. In
\nfact, based on empirical data on certain industries in Indonesia,
\nfor instance the banking industry, there are many companies that
\nare subject to good positioning in the minds of their customers.
\nThese companies are the ones that have the ability to provide
\nquality service or good customer satisfaction.<\/p>\n
However, if we pivot ourselves to the process of satisfied
\nconsumers, who would then become loyal customers and then, in
\nturn, become the company's voluntary sales force, we would find
\nthat there exists a missing link between the surveys and the
\nmarket reality.<\/p>\n
Market performance in the form of market share, specifically
\nreflects the companies, which are based on the surveys, having
\nacquired quality service or having provided good customer
\nsatisfaction. On the other hand, we can continually witness an
\nincreasing number of customers who are concerned with quality
\nservice or customer satisfaction.<\/p>\n
Amazingly, although the number of customers who are concerned
\nabout quality service and good customer satisfaction is indeed
\nincreasing, at this point in time there is a lack of consumer
\nassistance available in choosing a product or brand that can
\noffer quality service and best customer satisfaction. Even Warta
\nKonsumen, the Indonesian Consumers Foundation's magazine, that
\ncould truly play a part in educating Indonesian consumers in
\nrealizing good quality service, is yet to be the one reference in
\nchoosing products. This is different from America, where
\nConsumers Report is often referred to in choosing products.<\/p>\n
Consumers in America do not rely on one reference source in
\nproduct choosing but can comfortably rely upon numerous sources.
\nAmong these is the JD Power Consumer Index formulated by the JD
\nPower Consultancy Office. The ranking system in surveying
\nconsumer satisfaction level in various industries has been
\npromoted to be the benchmark to the companies in a number of
\nindustries. One of the reasons is that the companies listed in
\nthe top position are those who have a good position in the
\nmarket.<\/p>\n
If the same circumstances were to occur in Indonesia, it would
\nnot only allow customers but also the business players in certain
\nindustries to obtain references in product choice. This will
\neventually arouse them to progressively increase the capability
\nin serving customers, reaching just the right response from the
\ncustomers in the industry, alias a good market share.<\/p>\n
However, it should be realized that although there is no such
\nthing as the JD Power Consumer Index in Indonesia, there have
\nbeen many companies making a lot of effort to strengthen their
\nability in giving the best service to the largest part of
\ncustomers in an industry. This has generated a good response,
\nand, in turn, has gained a high market share. Basically, this is
\nthe story behind Telkomsel.<\/p>\n
The company that is not, actually, the pioneer of cellular
\noperations in Indonesia has managed to become the market leader
\nbecause of its quality products and satisfactory network
\ncoverage, as well as international standard customer care
\nservice. The Customer Satisfaction Index 99, held in five major
\ncities in Indonesia, has further confirmed this particular
\nachievement. Telkomsel is now the number one company in the
\nCellular Operator Customer Service category.<\/p>\n
Taufik is an Associate Consultant of MarkPlus Strategy
\nConsulting.<\/p>",
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