There is something interesting approaching this year\u2019s National\nCustomer Day. It is not just about discounts, gifts, or corporate\nceremonies greeting customers, but rather something very close to\npeople\u2019s daily lives: remaining internet data quotas. Through Circular\nLetter of the Minister of Communication and Digital Number 4 of 2026,\nthe government has affirmed the protection of remaining internet quotas\nthat customers have already paid for.<\/p>\n
Mobile operators are not permitted to simply eliminate remaining\nquotas or impose additional fees just so customers can maintain or use\nthem. At first glance, the issue might seem simple\u2014a certain number of\ngigabytes remaining when a package\u2019s validity period ends. However, from\na customer experience perspective, this policy brings a broader\ndiscussion regarding rights, choice, transparency, and customer control\nover services they have paid for. This question becomes increasingly\nrelevant as we commemorate National Customer Day every 4 September.<\/p>\n
When Quota Becomes Part of the Customer Experience<\/p>\n
For a long time, data package services have been available with\nvarious schemes, benefits, and validity periods tailored to product\ncharacteristics and customer needs. The introduction of a policy\nregarding the protection of remaining quotas opens up a wider discussion\non how the benefits of paid services can continue to provide fair value\nto customers. Minister of Communication and Digital Meutya Hafid\nemphasised that paid quotas are a customer right.<\/p>\n
The government provides protection through several mechanisms,\nranging from rollover, extension of active periods, transfer of\nbenefits, compensation, and refunds, to other forms of protection that\ndo not disadvantage the customer. What is interesting is not just the\nchoice of mechanisms, but that this policy demonstrates the increasing\nimportance of the dimension of fairness in customer experience. Customer\nexperience is no longer solely measured by network speed, ease of\npurchasing packages, or the quality of interaction with customer\nservice.<\/p>\n
There is another equally important dimension: the extent to which\ncustomers feel they are receiving benefits and being treated fairly. It\nis in this context that customer protection and customer experience\ntruly meet. Good service is not just about providing a service that\nworks well, but also about building trust that the customer\u2019s interests\nare considered in the service design.<\/p>\n
Providing Greater Space for Customer Choice<\/p>\n
One important aspect of this policy is the increasing space for\ncustomers to choose services according to their needs and usage\npatterns. This perspective is relevant to the development of the concept\nof customer-centricity.<\/p>\n
Being customer-oriented is not merely about providing products deemed\nappropriate, but also about providing adequate information and choices\nso that customers can determine the service most relevant to them.\nCompanies today have an increasing ability to understand their\nconsumers. Data and algorithms can read usage patterns, predict needs,\nand even offer more personalised services. However, customers still play\nthe primary role in determining what best suits their needs.<\/p>\n
Thus, technology should ideally help customers make better decisions,\nrather than reducing the space for customers to determine their choices.\nThis shift is important because the relationship between companies and\ncustomers in the digital era is moving from mere transactions towards a\nrelationship built on choice, trust, and experience.<\/p>\n
Transparency is Also Part of Service<\/p>\n
The policy also places communication as a vital part of customer\nprotection. Information regarding prices, quota amounts, validity\nperiods, usage segmentation, usage terms, service expiration, and the\ntreatment of remaining quotas needs to be conveyed simply, clearly, and\neasily understood. This is where the challenge of digital service\ncommunication becomes interesting.<\/p>\n
The availability of information does not always equate to the\nunderstanding of that information. In communication, there is a\ndifference between information delivered and information understood.\nInformation may be available through applications, websites,\nnotifications, or various service channels, but communication\neffectiveness is only achieved when customers understand that\ninformation and can use it to make choices.<\/p>\n
Therefore, transparency does not stop at providing information.\nInformation needs to be present at the right time, using\neasy-to-understand language, and helping customers make conscious\ndecisions. This idea aligns with the discussion of ethical customer\nexperience in Humanoid Communication 2.0, which places transparency and\ntrust as essential parts of the customer experience in the digital\necosystem. As technology becomes more capable of personalising services,\norganisations are increasingly required to maintain ethical and human\naspects in their interactions.<\/p>\n
Customers Are Not Just User Data<\/p>\n
The telecommunications industry is at the forefront of digital\ntransformation. Millions of customers interact every day through\napplications, chatbots, self-service, automated notifications, and\ndata-based recommendations. Efficiency is certainly required, and data\nallows companies to understand customer needs much better.<\/p>\n
However, digital transformation brings another challenge: how to\nensure customers are still viewed as humans, not just a collection of\nusage data. Customer numbers, quota amounts, consumption levels, active\nperiods, and churn rates are indeed important in business management.\nBut behind all that data, there are humans with different needs, habits,\nabilities, and expectations.<\/p>\n
Therefore, customer experience in the digital era is not enough to\njust become faster and more personal. It also needs to become fairer,\nmore transparent, more relevant, and provide space for customers to\ndetermine their choices.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/valuing-customers-starts-with-respecting-their-rights-1788505355", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }