Dedy Budiman Highlights Importance of Understanding Customer Needs for Frontliners
Jakarta (ANTARA) - Sales practitioner Dedy Budiman believes that understanding customer needs is a vital skill for front-line staff who interact directly with consumers.
According to Dedy, the ability to recognise customer needs helps staff provide information and solutions that align with the specific circumstances and problems faced by consumers.
“Every person who interacts with a customer has an opportunity to provide added value. The challenge is how we continue to provide the best service while being able to recognise customer needs and help them find the right solutions,” said Dedy Budiman in a statement on Thursday (17/09/2026).
This understanding was one of the core modules delivered by Dedy through the “Beyond Selling” training programme, which took place from July to September 2026.
The training, organised by Derap Dynamis Training & Development, was attended by nearly 1,000 participants from 88 Telkomsel GraPARI outlets across Jakarta, Banten, and West Java.
Participants came from various functions that interact directly with customers, including customer service officers, security, and cleaning staff.
Dedy noted that the diversity of participants demonstrates that understanding customer needs is not solely related to sales activities, but is an integral part of every service interaction.
Through the “Beyond Selling” approach, participants were encouraged to view service and sales as interconnected parts of the customer interaction process. Product or service offerings are directed based on the needs and issues raised by consumers.
“Good service makes customers feel comfortable and valued. Sales conducted correctly help customers find solutions that suit their needs. Therefore, providing the best service and conducting sales can actually go hand in hand,” he added.
Dedy Eko Raharjo, Manager of Customer Experience & Service Quality for Jabotabek and West Java, stated that the ability to understand customer needs is a crucial aspect of front-line interactions.
“In interacting with customers, the ability to understand their needs is one of the things frontliners must pay attention to. This understanding helps frontliners determine information and solutions that are relevant to the customer’s needs,” Dedy Eko said in his statement on Thursday (17/09/2026).
Dedy Budiman has been involved in the sales field since 1994 and has served as a sales trainer through Derap Dynamis Training & Development since 2010. In this role, he provides training to sales forces and front-line workers from various companies.
In addition to being a sales trainer, Dedy is currently pursuing doctoral studies at Prasetiya Mulya University, with a research focus on the field of sales. He has also authored 13 books, with “Rise Stronger” being his latest book, launched in August 2026.
Dedy noted that changing consumer behaviour requires sales staff and front-liners to continuously adapt their methods of interaction, including placing customer needs at the heart of the service process.
“Good sales is not just about how we sell more. What is more important is how we understand customers better, provide the right solutions, and make customers feel confident that they are making the right decision,” he said.