8 Tips to Transform your Customer Service to Social Media Careline

This is a following answers from my presentation Sociabakers’ Social Media Insight 2014 in February. Apparently I gave all the WHYs but not enough WHAT TO DO. So here it goes to complete the Pillow Talk :)

Remember how Pillow Talk works? It’s authentic & personal. So the challenge would be how to create an authentic and personal Social media Careline? Does it come with the package from the agency ? NO. Definitely No.

Does it come naturally in each careline as human to have human conversations? Unfortunately, NO. Our Carelines are built by the industry to become a robot – at most becoming a scripted telemarketer. To all contact points – Social Media, Calls, SMS, and even Emails. So how should we make it human?

Here are 8 simple tips of what I can share based on my experience in Danone-Sarihusada:

1)       Kill the time limitation in responding questions.

Seriously, time can be seen as an effective measurement but not to limit communication.

People who came from the Contact Center industry know how the call agents are given limitation of time as part of the service level. But if you’re giving an added value of Consultation and Engagement towards your consumer, don’t limit your time. When your consumer speaks to you, spend time wisely to listen. Like a pillow talk with your wife, listen to her attentively until she has nothing to say but to give you a kiss. Or put it this way, when you come to a friend’s house, how would you respond if she say ‘Ok I will have 5 minutes with you now.’ I’d rather go to my other friend who is willing to spend times with me. Simple rules in life applied in Social Media engagements. Measure the time to get better but not to limit.


2)       Review and if necessary Redo all the trainings, communication guidelines, FAQ documents that are using brand’s language. Simplify to consumer daily languages.
The one who knows the consumer language best are those who talked with them everyday. This is not an easy one understanding how Indonesian raised with memorizing and following things in order instead of coming with an initiatives. Give them the confidence – and remind them that the careline knows best what our consumer’s buzz these days.


3)       Keep reminding the carelines & agencies that we’re human talking to another human. They are us and we are them. Never copy paste script!
Encourage your careline to talk in their own personal manner. Let them talk as if they were talking to a friend. The same rules with writing in social media. Being Human meaning being personal. Treat people the way that we would like to be treated. Listened to people as much as we like to be listened. Be sensitive with their worries and be flexible to laugh at silly things they cherish everyday. We all like friends who are not only understanding but true to relationship.



4)       as human, interact with people and other communities. Talk and answer. Curate information that is useful and relevant.
The function of Social Media is not on the brand’s likability – most of us like the brand already before we like the fanpage. So think about the connected word of mouth – the sharing ability. And what would people love to share most? Information and Entertainment. Talk about things that you see in daily life that are very local, like the upcoming presidential election , how to get away with floods and horrible traffics. Be part of the present. Be connected with other communities that will help to strengthen your brand personality. Remember that one can be seen from who her friends are.
Be useful to their lives. Give the what they need and they love sharing, and yet to be responsible for what we share as we are talking to large social presence. I always asked myself if ever I would give misleading information to my daughter.


5)       Communicate to your community on the people’s profile who works behind the screen. And why they are credible for what they communicate.

I remember when I first handle a community social media account 6 years ago, I created a personification in the profile along with the coffee she likes and the type of music she listened to on the way to work. For like few months then the brand prefers to have it as the ‘brand’ profile. This is the official accounts of blablabla.. I found it Cold. But perhaps that’s the rule of the Organization and the boring rule of a brand.
Find the hole in between, there’s gotta be room to make things happen. Do it as campaign if you can not do it naturally – anyway campaign works as well to educate.
Our carelines are specially recruited from mothers, nutritionists, midwives, and psychologists to assure our consumer that they are credible to give advice on motherhood. But most of our consumer doesn’t understand that, they thought that these carelines function only as to answer complaints. So we put a profile of our carelines and give a credible topic where our consumer can ask questions on our social media. Takes times, but now we receive more health & nutrition related questions (which is very general and not related to products) that question about promotion. We help to educate the communities in social media that brands in social media does not necessarily do promo or contest all the time. This is the real place to have a meaningful conversation.


6)       Be a good reminder that Social Media can be the soul and behavior of your brands & company. Keep reminding the team, agency, and the management for these rules. We’re changing years of manner in the industry to a digital behavior

People are forgetful and hyper-connected with priorities. We all need to be reminded and that’s very human – and that’s why they hire us. So that we can remind each others like friends do.
Social media gives a soul to a brand. A voice and a personality and even a set of behavior. It makes us know the brand more in a human level.
If I were the consumer, I’d be happier seeing a profile of a person behind the brand. Knowing that I feel understood as a human. And education about this human sense through communication with your consumer is a massive behavior challenges on human level, organization level & industrial level. This is why I always say – Digital is a behavior.



7)       Do your game smart and fast. Play and reward your best team. Let them do this instead :)

Let the carelines gives feedback one to another. If they’re to shy to talk straight facilitate a forum or a channel. Use chat messaging group, or lunch session with cross function team and management. They are human too, they share more as we properly have conversation.

Let them blend with the consumer also at the ground level, invite them to the factory, brand events, media launch, consumer gathering, even  to do market visits. Give these activities as a reward for them to become better and better in engaging with our consumers. Then we’re leveling up their capabilities through daily gamification :)


8)       Lastly, learn from my biggest mistake. I trust people easily and assume they know the game plan and on the same speed with me. Assumption is a big mistake.

At the end keeping a team who is not at the same pace and understanding is the least neither effective nor efficient thing. Need to keep your best and your most to make the team remember WHY you’re doing this and check on them. Execution is what makes it real. Check on your grass-root team periodically and constantly for their understanding. Be a good reminder even when at worst they sue you for being micro manager :D


There goes 8 pieces that is left out in my previous pillow talk on how to transform from consumer service to care in social media.

By the way – I’m not a contact center expert; the first time I do this was when I joined Sarihusada. And after 2 years operation, we won GOLD for the Best Operation Contact Center by Indonesia Contact Center Award in 2013. Why, because we’re helping the industry both FMCG and Contact Center – to change its course of business. I believe someone out there may have much more professional opinion on this.


Hope you learn something,




Marketing to Mothers

Nope. No science behind this. Even though I have been doing marketing to mothers almost like a decade now and way before I am one.

The fact how marketeers are focused on fulfilling this motherhood moments with so many information and offers is not completely wrong, or misleading, yet I have to say blinded sometimes.

And because I’m a mother, and I do marketing gor a living, I’ve come with 2 pieces of reminder on doing Marketing for Mothers (at least keep reminding myself):


1) There is a woman in every mother.

What happen when a baby is born? The whole world and eyes went to his little eyes and fingers. That is the most natural thing to happen, the whole world revolve around him. Every mother would put her first 3 priority for baby, baby, baby. That what put a smile on each mother’s voice. And many times forgetting that every mother is a woman inside. We are not only doing babies. We do shoes and make ups sometimes.

There are times when a mother doesn’t even bother if they have time for themselves as a woman, this is the great time to say to her, that there’s a woman inside of her.

She wanna be a stay at home mom, try to sell things out on facebook and end up also buy things from other mothers. Unessentially a motherhood stuff. Yet this is how women operates within circles of trusts. There’s a need for every mother as in women to support and have encouragement from and to other women. Mothers are the type of women that has gone through sleepless nights and 9mos of roller coaster ride. Tell me if this one won’t cherish a nice shoes.

Women, if you date one and she says ‘I’m ok’ what is the chance that she needs a hug? :-)

Get the message clear, she may be special because she’s a mother but her inner will always be a woman.

So when you try to do marketing to mother, think of what would it takes to date a special woman. Please do enlight our lives ;-)


2) When a woman become a mother, she has became wiser.

Meaning, don’t sell her crap. Don’t tell her lies or things that you don’t really meant to. Just be honest. Be authentic in your communication with mothers. Don’t speak from a brand’s voice or product’s. Speak from your heart, a human voice.

Every mother can bear any imperfection in life. And the least thing she can bear is telling her if the world goes fine while it’s not.

She can tell it from her hunch or maybe from the pieces she heard from her circles. She has became wiser in a way that she will look things thoroughly and ask her spheres.

Be wise in your communication, and be authentic in your marketing. Cause she can get the facts from anyone. One is said a worried mother investigates better than FBI.

She knows things :)


That’s it. It’s nothing science and no marketing samples. This is not intended for you to copy or imitate, but something to think about when you’re ‘talking’ to mothers.

You can get many great studies in the internet on marketing to mothers. Or perhaps you can make a difference only by thinking beyond. Your choice.

If we treat mothers in good manner, I believe we take a great step to create a better generation of tomorrow.


Have a good Thursday!



What I learn from playing Soccer Match for Danone – Sarihusada

Danone Sarihusada Final Match for Danone Indonesia Team to Paris.

Danone – Sarihusada
Female Team

The first time in my life, at 33yo that I play Soccer, and for real match in Danone World Cup 2014. We were representing the female team for mini soccer in Danone – Sarihusada to compete with other CBUs to be able to represent Danone Indonesia in Danone World Cup 2014, in Paris.

I don’t normally do any sports well especially when a ball involved. But this one, I enjoy very much being within the team. As much as the things I learned that can be applied to business and daily life.

  1. Practice makes Perfect. This is the bitter truth knowing that we have least time to practice and only 2x of field match versus kids before the real match. So yes we didn’t prepared as best as others, but I saw great progress from each of us from not knowing how to kick a ball, what the rule is, to committed players who constantly seeking for feedback and improvement. Applied in business, the more we practice, the better we are in performing ourselves in things — in presentation, elevator pitch, even in networking.
  2. Team Work matters. Knowing what your role is essential to contribute the best for the team. Knowing your role is unnecessarily knowing the best about your position but to be able to open your mind and listen to what your team says during the match. Those who covers for your back and those who becoming the weapon of the team. As well as when you become the eyes for the team and the defender of the field. Knowing the personality of each team as well matters and know where to put a personality to a position is creating a big impact on the team dynamic itself.
  3. Endurance, Energy, & Emotion. This means to eat healthily, have a good rest, and a good amount of social & emotional connection to balance with. A good endurance happens to be a combination of all physical, emotional, and social connection within the team, coach, and management. From an individual to infect the group and the group to infect each of us. The connection between human energy is what makes a great team solid. The challenge would be how to take a long this good energy to our daily lives..
  4. Push Button for Commitment. We all need a push button in life sometimes. Especially girls, where we underestimate ourselves. I didn’t do this voluntarily knowing how my relationship with any ball-match eventually hurting me, so yes I was being pushed to accept the challenge by my colleague. And I said, anyway this will be good exercise for me to climb up Rinjani in August. So did most of the rest of us. But when we’re in it, I can tell we are committed to come early morning and spend more to practice in between our deadlines. We all need a push button sometimes just to tell ourselves that we can be committed to something if we’re really (learn to grow) into it.
  5. Eyes on Opportunities. Happens that when we’re busy with the ball we’re unaware of the opportunity created within the game itself. I have to say we lost quite a number of opportunities to score goal, because we’re not well trained yet for it. But these are seen by the coach at the side of the field. The thing is that, perhaps sometimes the player need to take off eyes from the ball and also sweep potentials. Just like in business — the biggest potentials are not those with the massive crowds, yet often in those who are neglected… think and see.
Danone Sarihusada Won 3rd place on Female, 2nd place on both Male & Mixed on on Country Competition for Danone World Cup 2014 in Paris

Danone Sarihusada Won 3rd place on Female, 2nd place on both Male & Mixed on on Country Competition for Danone World Cup 2014 in Paris

I’m sure there are a lot of things to learn from any match and sports worth to share, as i believe a good mind shared is contagious to spread more good things in life.

Hope you see what I see :-)





a Pillow Talk in Social Insight 2014

In Feb 27th 2014, I was invited to speak in Socialbakers’ Social Media Insight 2014 in Singapore. At first I was wondering why we’re invited to speak there, not that I’m aware that our Facebook Fanpage Aku Anak SGM & Mama Care had been in the top of Most Devoted Brands of FMCG category or perhaps the fact that we synergize our carelines which brought us GOLD from Indonesia Contact Center Award in 2013. I think we still have a lot to learn on how to excel in it, yet I guess we can always learn from what we share…

So my mission is tell the story from the other side, of reason why we are unique at the first place. Because I think that would be the foundation on how you can transform your careline into something that is more powerful — a power of nurturing a relationship and a personality of your company.

Check on my presentation here

Of course, after a big reason why, people came to me and still ask me the steps on how to do the transformation. And I owe you one to write them here. They are go to one simple recipe. Be Human.



Things we learn from FROZEN – the movie

My daughter Athena love Frozen in every bits, and I love that she loves it so much. She sang to it everyday like she sang to Tinkerbell’s songs. But it’s not only about the song, also about the stories itself…like the way it tells you not to buy in Love at First Sight and about marrying someone you just met :D


Things I want my daughter to remember to learn about FROZEN:

  1. true love isn’t always about first kiss and cinderella stories.
  2. you will eventually see how much a person loves you when he/she promptly gave his/her life to save you. Even at small things trying to make you smile.
  3. everybody need somebody. For a girl, it doesn’t mean a stranger looking at your eyes saying how beautiful you are.. see your surroundings, families, friends.
  4. don’t push away your powers. Embrace it, be vulnerable, be honest, at most be human and don’t be afraid to share your worries as much as you love sharing the hapiness.
  5. the power of letting go. When all you have is you and accept fully who you are, that’s when you can see the world clearer.
  6. is that sometimes the people you love try to push you away.. because they love you and not wanting to hurt you, when they can’t help themselves. They thought they did it to save you.

If you’re the one pushing people away -try to stop, and try to be honest.
If you’re the one being pushed away – give your most compassion to them, they can’t help it and not wanting to hurt you.
And try not to stop trying..


March 2014