Danone sarihusada social insights singapore feb 2014 v.read

Beyond Conversation.
This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014.
Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.
A story beyond Careline Transformation.
From Randomly Answering Question to Integrating Social & Business Process;
From Servicing to Caring to a continuous effort in giving Excellent Experience.

When Socialbakers invited us to speak, I asked a question WHY ? We’re not at
the top 5 of world class social customer service and our response time is not
on a single digit of hour...
So I figure, perhaps you can tell us Why We’re Here…

Beyond Conversation. Pillow Talk
When we talk about careline or contact center or customer service, its inevitable words is conversation.
But it’s not just a conversation. I would rather see it as a ‘Pillow Talk’.
WHY Pillow Talk ?
It is a form of intimate conversation happens between people, it’s authentic, real, and personal.
Plus literally speaking that if you’re good in this part, you’ll get the bonus round! 
We all know that 2-way dialogue is much more meaningful and power, and digital marketing lets this happen.

“The Consumer isn’t a moron; she is your wife. “
David Ogilvy

Lucky that I’m a wife. So I’m not a moron, and may not be a super smart either…
But wife can always tell things, when you got things right or wrong. She just can tell.
So moral of the story – be honest and respect your consumer. They’ll know without you
telling them. They know you by heart.
And the question is how well do you know your wife?

Which type of WIFE is yours ?

This is also means you really need to learn to understand your wife. No matter how
mysterious and unpredictable she can be.
Understanding a wife takes a lifetime, imagine if you have more than one…
How many wives – or in our case mothers -- do you think Sarihusada/Danone has in
Indonesia ??
Pick a number.

240mio
17,000
4.3mio
190K
Total Population
in Indonesia
Islands
Annual Birth
60mio
20mio
FB Fans Aku Anak SGM
Segment 25-35yo
Using Internet
Facebook Users
2mio
The Wives that Sarihusada need to listen..
Suddenly this number means nothing…

Sarihusada – Danone, own half of the mothers in Indonesia as in half of the market
share, that counts as 2mio wives, or mothers. That is the number of wives we need to
listen.
Whilst we have only around 10% of those who connect with our facebook, would this
10% is enough for the business?
We need help to connect with our mothers, and best if we can encourage our mothers
to help bring this good mission towards other mothers.

So, why it matters ?

1. We, Indonesian, believes that these wives – and mothers – are the foundation of the
family to bring a better generation. By making sure that the wives and mothers get
the right information and education, we are not only nurturing the society but the
business as well.
2. Us, the wives , as well consumer, love having meaningful conversation because we
feel that you care for us, look after us.
3. And when we have this great experience, we share them to others. Our family,
friends, and even strangers. We will be happy to support your brand.
Unconditionally.
4. And for the brand, these wives are the source of inspiration for our innovations and a
better way to market things.
5. Insights from the consumer that really cares for the brand – are priceless for
business. They help us grow. They became our partners.
As for Sarihusada, this is how we do this..

“Standby Indonesian Mums to Nurture New
Life through Affordable & Advance
Nutrition & Education ”
“Bringing Health Through
Food To As Many People As
Possible
Bringing to life the mission for the past 60 years of
Sarihusada and 40 years of Danone,
through providing not only a healthy & nutritious
products but also with education to society.
Sarihusada is actively supporting Indonesia in
improving the health of the nation.
We embedded this mission in every activity that
we do and that includes within our contact center.

For every product that we launched ,
we completed with a brand of service to help educate the mothers.ProductService
Nourishing the Nation with Nutrition & Education

Being humanized service
that connect with millions of Indonesian parents
by becoming Partner in providing Nutrition for the Nation.
Balancing business & social mission through Consumer Insight based Contact Center that drive
efficiency and effectivity.
The business is meant to connect with mothers at the human level, providing her with the
knowledge they need and the same time gaining insights that builds better business.
Bringing to life the mission to each consumer contact points…
The focus is to ensure that we deliver the human connection thru technology

Contact Center is the house where conversation happens.
We’re shifting massively from complaints only to consultation,
from calls to social media. We need to be where the conversation happens.
Complaints
Insights/
Surveys
Connections
Building
Credibility
Source of
Knowledge
Products
Promotion
Event
Consultation
Support
Ad hocs
Brand &
Company
Periodical
Business
Support

To ensure the business is sustainable, we need to ensure that it provides
feedback for business.
All the conversations happens with our mothers becoming inspiration for our
marketing activities.
Who would be your best insights if not your own consumers?

Setting the Foundation Right.
Ensure the people capability and credibility and technology answers what’s needed to
be facilitated.
TechnologyPeople
On Ground & Online 24hours Accessibility

Communicate Carelines’ expertise & credibility. Be human and personal. And share to consumer
what’s happening behind the social media.

Our Journey
2011 2012 2013 2014
When we start the contact center in 2011 it was not yet ready for social media handling. Then some cases of responses to
consumer were not aligned with standard answers, hence we start with careline answering to questions only in 2012. At the same
year we start the brand services by communicating careline’s personality and expertise – making the interaction to be more
human; also campaigning to encourage on asking about Nutrition.
After 2 years of operation, we got GOLD from Indonesia Contact Center Award for best operation and setting the benchmark
within FMCGs . Not because we are better than Telco or Banking – but we initiate to go beyond the common roles of Contact
Center.

Last year, incoming from
our social media was
30% of total.
It’s 3x bigger this year
reaching 94%. Social
Media dominating the
incoming contact from the
consumer.
Moreover, they see social
media now as a credible
place to ask about health,
nutrition, and even
products.
Consumer sees social
media not only as a place
to ‘mingle’ but also a
place to ask.
And they become part of
the answers too..

NurseMidwives
Nutritionist Mother
Psychologist
Start with the people.
Recruit the best with credibility and expertise to answer mothers and to familiar with the technology.
create an excitement on each for the knowledge and performance that they got.
i.e. only the best careline can also be consultant in on ground event.

How are we so far ?
Always find a room to improve your excellence to consumer.

Still, it’s a work in progress….
http://youtu.be/S05Y4iU-ln4

“Corporate responsibility does not end at the factory gate or the office door,”
he said. “The jobs a business creates are central to the lives of employees, and the energy and raw
materials we consume change the shape of our planet. Public opinion is there to remind us of our
responsibilities in the industrial world of today […]. It is clear that growth should no longer be an
end in itself, but rather a tool used to serve quality of life without ever being detrimental to it.”
Antoine Riboud, Marseille, 1972.

My daughter Athena, at 4yo, already knew her milk brand and refuse to drink other milk at school
during the school sampling. She proudly said that she is SGM Kids and proud to be part of SGM’s
community school. Not because I told her so, but perhaps because I was there at this one moment to
answer her question about what am I actually doing at work.
So imagine if you really listen and answer to your consumer…
That is the pillow talk.

Rini is the Connection & Digital Acceleration Manager in Sarihusada – Danone
Early Lilfe Nutrition, Indonesia. A leading Nutrition company that over 60-years
serving a mission of Nutrition for the Nation. Bringing the mission to live,
supporting Indonesian mothers by providing means of education through
conversation and consultation.
Sarihusada won Gold for the Best Indonesian Contact Center Award in 2013 for
setting a benchmark of FMCG industries to provide better & meaningful service
to the Indonesian through Careline; not only expanding but also integrating the
services through Social Media.
With 10 years of experiences in 360 Communications, Rini is currently
responsible for overseeing the total company strategy in Digital on both
knowledge & business acceleration, from Corporate and Consumer Engagement
to e-Business.
Contact :
Rini.Ramadhani@danone.com
@smilingrini
Get to know us more:
www.sarihusada.co.id |
www.nutrisiuntukbangsa.org |
www.danone.com
https://www.facebook.com/lactamilmama |
https://www.facebook.com/AkuAnakSGM |
https://www.facebook.com/VitalacID

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