Optimizing Customer Experiences Through Data-Driven Strategies

Indra Hidayatullah, Information Technology Operation Division Head, Pt. Bank Tabungan Negara

Indra Hidayatullah, Information Technology Operation Division Head, Pt. Bank Tabungan Negara

Indra Hidayatullah, Data Management & Analytics Division Head at PT. Bank Tabungan Negara has been instrumental in driving the organization's success through his extensive data management and analytics expertise. Spearheading AI integration with self-management tools, he adeptly addresses data quality and manual process challenges, streamlining customer interactions and optimizing sales outcomes. His relentless commitment to understanding customer data elevates service delivery, ensuring a high standard of excellence.

In an interview with APAC CIOoutlook, Hidayatullah provides valuable insights into addressing the industry’s evolving needs through innovation and a customer-centric approach to driving future prosperity

Can you provide an overview of your roles and responsibilities?

As the head of the Data Management and Analytics Division at PT. Bank Tabungan Negara (BTN), a prominent state-owned bank in Indonesia and a market leader in mortgage services, my primary focus revolves around market banking. BTN, a top-five bank in Indonesia in terms of assets, plays a pivotal role in providing financial services to the public, driving economic growth for Indonesians at large, and supporting small and medium-sized businesses across the nation.

As a Data Management and Analytics Division Head, my objective is to propel the company towards becoming a data-driven organization. I lead and supervise the development of systems for organizing, storing, and analysing both strategic information from hardware and software sources, as well as operational and production data. Within this capacity, I am tasked with designing, developing, and maintaining data warehouses, data stores, customer relationship management systems, and other business intelligence platforms to ensure alignment with organizational needs. Additionally, I establish and administer comprehensive policies, procedures, and objectives for the data science function, providing strategic guidance and overarching direction for analytical endeavours.

What are some of the challenges you face that impact effective client interactions?

One of the primary challenges starts from the complexity of data. Managing and analysing intricate data sets can pose significant hurdles in presenting information clearly and comprehensibly to our users. Additionally, another critical challenge revolves around data quality. With numerous use cases demanding targeted campaigns and promotions, the absence of accurate data impedes our ability to effectively engage with clients. This deficiency constrains our outreach efforts, including calls, emails, or WhatsApp blasts. Moreover, data security concerns represent another challenge we must address. Our clients may express apprehensions regarding the security of their data, particularly in financial industry, where privacy and compliance regulations are stringent.

Our commitment to datadriven insights and AI integration empowers us to deliver exceptional services, crafting personalized experiences that resonate with each customer's unique preferences and needs

Another significant challenge lies in the interpretation of results. Ensuring that users correctly interpret the outcomes of our analysis and make informed decisions based on those insights can be daunting, particularly when faced with conflicting interpretations or uncertainties in the data. This lack of confidence often leads to missed opportunities. In essence, these challenges present barriers to implementing AI-driven strategies and hinder our ability to optimize sales outcomes.

What benefits have you obtained from integrating AI into your customer engagement strategies?

Over the past two years, we've integrated AI with self-management tools to identify the best way to engage with our customers. Our commitment to data-driven insights and AI integration empowers us to deliver exceptional services, crafting personalized experiences that resonate with each customer's unique preferences and needs. By using AI, we determine the most suitable products for individual customers and regulate the preferred communication channels. For instance, some customers prefer phone calls, while others prefer WhatsApp or email. This approach enables us to define the right channel to interact with customers effectively.

What future advancements do you anticipate in the industry?

In the future, competition within the financial service sector is expected to increase, especially in acknowledging customers' needs and preferences. The challenge lies in comprehensively understanding customers and their needs while ensuring a seamless and nonintrusive experience. Although several platforms, tools and technologies claim to use AI, machine learning and apps, the focus lies on using them effectively to offer customers the most suitable products and services at the right moment. Ultimately, the goal is to better understand customers and provide a more comfortable experience.

What would be your advice to other leaders in the sector based on your extensive experience?

My advice to other leaders would be to focus on understanding customer data, as it is crucial for delivering exceptional services. Delving into their behavior, financial patterns, lifestyle, and seasonal trends enables the customization of experiences to match unique preferences. This deeper insight goes a long way in providing tailored services and enhancing customer satisfaction.

However, it’s important to recognize that optimizing customer experiences through data-driven strategies requires the establishment of a reliable enterprise data foundation. We must prioritize key steps in the early stages to develop this foundation, including defining clear objectives, investing in data governance, centralizing data management, ensuring data quality, and enabling data integration. These foundational elements lay the groundwork for successful data-driven initiatives that drive business growth and customer satisfaction.