Unlocking Customer Sentiments and Market Trends through Social Listening

In conversation with Prisila, a correspondent, Asia Business Outlook Magazine. Ardi shares his views on how content moderation is typically approached to maintain brand reputation, and what steps are taken to ensure compliance and user safety.

Ardi Sudarto, Vice President Director of Transcosmos Indonesia, a joint venture between Transcosmos Inc. and local conglomerate Salim Group. As part of the team, he directly supervises HR, IT, and the commercial department for the Salim Group companies.

Utilizing social listening tools for customer sentiment and market trend insights.

Monitoring online conversations, particularly on social media platforms, is a common practice for companies today. It is essential to use social listening tools to gain insights from a variety of sources and online communities. Before choosing such tools, it's important to clearly define your goals. Are you primarily interested in detecting negative sentiments regarding your brand, or is your focus on tracking social media activity? By specifying your objectives, you can make more informed decisions when selecting the appropriate tool.

For example, recently, we responded to adverse comments about an automotive brand on a social networking platform. Our swift response transformed the conversation into a more positive one. Mishandling negative comments can potentially lead to unfavorable public perceptions. Timely intervention is crucial because addressing issues promptly can help prevent them from gaining widespread attention.

Strategies for content moderation, compliance, and user safety.

Generally, user-generated online platforms have a certain set of rules and terms about the dos and don’ts as well as about certain criteria of inappropriate or offensive contents. These sets of rules are considered dynamic, since there are no limitations on how the users can creatively produce their own contents. It means, one will have to hold onto the guideline and regularly review their relevance prior set and share a new term and conditions to the operations team.

Another thing that may affect brand reputation is how a content moderator ensures incoming requests answered appropriately. While it is very likely that a brand can still receive negative comments despite their positive services, content moderation process is not about trying to make it look like we only get positive feedbacks. The main idea is removing content that violates reasonable standards of decent behavior.      

The challenge we have on the operational level is the presence of subjectivity towards the content evaluation. It takes deep understanding on both the leadership and operational team of moderators about the guidelines, ones that will always keep updated regularly. The quality of the content moderation will directly affect the brand reputation, since the published content will influence the audiences and how they react on the content itself.

"The integration of Automatic Speech Recognition (ASR) in conjunction with AI offers transformative capabilities."

Balancing customer experience and efficiency in business process outsourcing.

Many companies opt to outsource business processes to reduce costs and concentrate on core operations. The primary focus remains on delivering exceptional service that surpasses customer expectations. Profound expertise in customer service and efficient technology systems enhance overall business process efficiency. Drawing from a global network of experiences, insights are gained for customized local solutions.

In the realm of customer service, the journey towards delivering efficient, dependable service commences with talent acquisition and nurturing human capital. Fostering employee growth within a positive environment is pivotal in providing high-quality service to clients and end users. Elevating employee development aligns seamlessly with upholding stringent customer experience standards.

Strategies for keeping abreast of customer experience and communication industry trends and innovations, with a practical case study.

To ensure the highest quality of service, a seamless fusion of human expertise and cutting-edge technology is essential. The key to surpassing customer expectations lies in the hands of well-educated and adequately trained professionals, effectively leveraging the right technological tools.

Efforts are consistently underway to remain at the forefront of technological advancements, particularly in the realm of enhancing customer experiences. Notable examples of technology integration for superior customer interaction include the use of large language models. This approach enables the ongoing development and application of AI to bolster our agents in both inbound and outbound call services.

Moreover, AI-driven language translation services play a crucial role in facilitating seamless communication. This technology offers real-time translation from the customer's native language to English, enabling efficient cross-border customer service operations, where interactions feel as natural as if conducted in the respective native languages.

Furthermore, the integration of Automatic Speech Recognition (ASR) in conjunction with AI offers transformative capabilities. ASR supports speech-to-speech and speech-to-text translations, with the latter serving as a valuable tool, enhancing the support provided by field agents to end users.

Understanding influencer marketing's role in the digital marketing landscape.

In the realm of digital marketing, the significance of influencer marketing extends beyond the mere utilization of tools; it predominantly hinges on the meticulous management of these influencers. The crux of our operations and service lies in how we adeptly handle the influencers we collaborate with. While we do employ an array of tools to facilitate this process, our paramount concern revolves around the effective management of these influential figures.

This emphasis on management is underscored by the potential repercussions that may ensue when influencers are not handled with due diligence. The activities and discussions conducted by these individuals can either bolster or detrimentally affect a brand's image. Thus, our focal point remains on ensuring that our influencers are managed prudently to safeguard the quality and integrity of the associated brand. This approach underscores our commitment to delivering effective and responsible influencer marketing services.