A Glance and a Chance for ‘Womenomics’ in Indonesia

The bitter truth.

During a trip to Ujung Kulon with my 8 year-old daughter, we were visiting a local school and took part in a small group mentoring for female junior-high school students. Briefed by the local teacher to motivate these girls to study and be positive due to the economy & accessibility challenges, most of these girls would end up not continuing their school to a higher education.

Yet among less than 20 people, there was only 1 girl who speak loud and telling us how she wanted to be an Intel, she found the profession as an act of courage and good knowledge. She is different. And with her ambition (and apparently a Top of class) she deserves a seat for a higher education. She deserve to be whatever she wants to be.

But I guess leaving them after left so much questions in me..  What if that girl unable to continue the education ? What if her family asked her to stay and just get married ? What if there are only few seats for schools and she’s being de-prioritized for being a woman…

Indonesia Gender Numbers: 81 – 56 – 5

Indonesia, with its 250 million people and nearly half is women, sadly speaking not half as much of the opportunity to pursue higher education. Based on publication of Local Representatives’ House on Women’s Role in Indonesia Development , found that only 81,15 million are working and around 56 percent of those came from elementary school graduates. Less than 5% of those working women graduated from a higher education.

As much grateful I am for completing my degree, juggling both raising a child and building a career, I feel responsible as much to ensure that my being at workplace makes a different in any ways that I could possibly contribute. Even if the changes is not happening anytime soon, as even when it takes 81 years  for eliminating the questions of gender parity at work. It helps to start now. The United Nations estimates that Asia-Pacific economies could grow by an additional $89 billion per year if women realized their full economic potential, and that output per worker could rise 7-18 percent if business opportunities for women and men were equal. So yes, Let’s think about the good difference that we can make for Indonesia Economy.

Based on the study done by The Asia Foundation, Small and Medium Enterprises (SMEs) in Indonesia employs around 96 percent of country’s workforce and women make up about one-third of  ownership. SMEs served as the backbone of developing Asian Economies. SMEs has given women in Asia a better opportunity to contribute to their noble being as women of the house who take a primary care of the children.  Hence, women can have both, Work & Family. So yes, in order for Companies to benefit or the rise of these womenomics in Indonesia, it needs start thinking on how it can facilitate the needs of Indonesian women for being in a harmony — both work and family.

It’s not only happening in developing countries..

A survey of Harvard Business School  found that 37 percent of millennial women and 42 percent of those already married planned to interrupt their career for family. That compared to 28 percent of Gen X women and 17 percent of baby boomers. Anotherstudy of female students graduating from Wharton found the disbelieve of achieving both career and family success due to lack of organization support.

Peeking Womenomics and understanding the needs for a company to have a supporting policy for working women in order to meet the optimum business growth of a company, I wouldn’t be surprised when the next fresh graduate would keep an eye for a more mother-friendly company to work for. So yes a balance for both Work & Family is not a matter of Indonesia but also a Global matter. And to make it even clearer, men as well demand the similar balance. It is a diversity needs, for both women and men.

The target to achieve: Gender Diversity on Board.

Following the catalyst report, business players realizing the needs to play in the game of change. And most Corporate Giants dominantly those in FTSE 100 are now rushing to meet the Target set by Lord Davies is achieving 1/3 of Women on Board by 2020. A good thing this year, 26 percent of Women on Board by end of 2015 seems very possible, yet  it was predicted to be plateauing effect longer term  whereby the percentage of women on boards fails to achieve more than 28 percent by 2020.

This effect is caused by the high intake of female directors immediately after the Davies Report, but not sustained ever since. Other study proved that quota is not the answer for this, it helps to recruit but not a warranty for retention. It’s a good thing to have quota but being good is not enough for this.

Then WHAT?

3 perspectives of Chances to Contribute towards the Womenomics era in Indonesia

Things that a Country can do :

  1. Promoting societal supports. As women in Indonesia is dominantly responsible for a child-care, it would help to set a role model for men to take active role of partnership in parenting.
  2. Intervention to support women in business. Improving access to business information and promoting more business events to participate and connect with. Indonesian women are exceptionally among other countries in participation of Business Association. The crave for connection has apparently helped women in finding ways to make things possible.
  3. More women in the house. Yes — I know I said quota is only a start. Yet a country policy impact millions of people. Having women in the house have a similar effect as having women on board.


Things that Companies can do to sustain :

  1. Adaptation of a company policy in ways of working. We know that we will need more millennials in our business, it’s be there or be behind in the game of changes. Diversity in recruits and Flexibility is what becomes essential value for Millennials.
  2. Provide mentoring & sponsoring for women, not only between women but as well from men. With periodical mentoring, sustainability is being created. Sponsorship will also help boost more confidence of having potential women on board — for both the talent and the other stakeholders.
  3. Promote connection both internal & external. Internal for women to develop themselves and network — we know from study how Indonesian women loves to mingle and share thoughts. External for women to connect with other companies/business as well also taking part in government effort to support women participation in economy.

Things that WE CAN do :)

  1. Be a responsible marketer. Considered myself blessed having a job to service million of Indonesian Mothers, as women holds at least 80% purchase decision — this Company holds  a great influence to shaping the thoughts and perception of a society in a long run through our communication and interaction with them. So be mindful and think about the future of our kids ;-)
  2. Be part of the game. Lucky to be in a company that promotes to have 1/3 of women on board and 1/3 of nationality diversity, so considered I am a woman of color hence my chance is higher, logically. Let’s see how the game is played then ;-)
  3. Be a good citizen and always remember to pay it forward. One last favorite quote, in everything that we do, try to say this out loud when you start the morning:

So women, go step forward, be seen, and ask yourself —  If not me, who ? If not now, when ? – Emma Watson #HeForShe

And please don’t stop here, add your things to these lists :-)


Why I Encourage My Team to Seek a Job Interview.

Yes at least every one or two years..

Am I insane ?

But I know why I’m doing it so I don’t mind the label. Perhaps you’d be wondering why I’m doing it but once you read this through you’ll understand why – and chance is you’re testing it to your team.

So here’s 7 things that I have found to be good reasons for you to try :

#1 You will learn to speak positive things about yourself and your job.

This happens, when you’re spending years doing the same role and you’ll get bored and started thinking that there’s no excitement of doing it – that you need another challenges. That is human. And you start thinking that the grass in another yard is greener. That is human as well. Yet we both know that is not always the fact.

When you start selling yourself you will learn to put positive words (trust me nobody wants to hire someone who puts negative words) on what you do, then you’ll learn to see that it is actually not bad, and you know what – seems like it’s still aligned with what you really seek in life.

#2 You will learn to listen to yourself better and get to understand what you really seek in a career life.

Have you ever had a conversation with yourself ?

I do that every morning or on the ride to the office. Amazing thing! When you start listening to yourself talking you can suddenly get another point of view of a different person. You found new things that you haven’t figured out and somehow you’re amazed of yourself and end up saying, ‘well, seems like I did good….” or “I never think that way before.. “
The same effect when you become a teacher or a trainer, you will learn best from your own words and action, and yes of course from the response of the audience or your conversation partner. Then you will learn best on what REALLY MATTER to you.

#3 You will try to understand better the competitive landscape – in Workforce, in Category, or in the Industry

By having a conversation with someone, professionally, you will be more mindful not only on what you do but to your competition landscape, whether in what you do, start talking in a business language of market share and price point, discussing the trend in the industry and exploring more on your own thoughts about the category. With someone asking 5w+1h questions of course your brain start optimizing itself. It’s like empowering yourself to find answers which normally perhaps could only be optimized when you have a coaching session.

#4 You’ll test the water on the value of yourself.

Yes you will also learn to understand the value of yourself. Find out if you’re calculating your value only by take home pay or that you consider other perks as well. You will eventually calculate your worth in a more holistic way. And yes knowing that you are underpaid will give you a chance to negotiate better with your boss, yet knowing that you are overpriced can be a warning to yourself to start thinking of making a breakthrough that worth your price. Otherwise, your boss would decide the extra job for you to make it worth. Trust me, it would better be come from your own initiative.

#5 You’re practicing to pitch yourself.

Yes, practice makes perfect. And when you can pitch yourself to other people well enough then you make my life easier cause I know that you can sell yourself to the management and key stakeholders. It means lesser debates or validation on calibration and promotion proposals. Nothing excites a boss more than a team who is well-acknowledged by the management. My work is half done.

#6 You meet people.

Do my team really that miserably having no time to socialize that they need a job interview just to meet people ? I have to say no – I can say they have more hang out friends than I do. But on a job interview you will meet new people with expectation. Strangers with potential authority which you find significant. And you learn to read that expectation and understand that expectation. Best is your people skill is improving as well as your negotiation skills.

#7 I get my Dream Team on board.

Yup! I would only work with those with the same purpose and passion. If not, there’s no point of doing. And If we’re still heading the same direction and that you care enough, then you’ll share me the things that we can improve as a team or a business. You will understand why Gandhi said, be the change you want to see in the world. I’d rather lose people and clean up a mess rather than having a team who not knowing where we’re heading. Well lucky me I only manage a small team.

Some of them do fly away as they have another dream which the company can not provide, and I strongly encourage them to take the opportunity. Perhaps one day they will be my boss, my client, or someone I work with in the future – who knows, the world does revolve.


The next response I got would be, ‘Hope that they return to you instead…

Yes some return, and some not.
If they return that they will bring added value to my team but if not then they will find another place to grow, and I will find another new and freshly passionate soul to my team.

HR people, if you’re a bit shocked reading this, this action does not cause retention issue and please re-read no.7 for answer.  Calculating years of talent ROI is not the same value as retaining them, yet to understand that they will bring added value instead of toxic mindset.

Of course, this is only my personal opinion, I have no background or what-so-ever in employee retention and it’s based on my lifetime experience.

So why don’t you try and let me know how this work (or not work) on your team or yourself.

5 Things I Learned about Career from my EPIC 30k Trail in Bromo

Few conversation I had with myself over 30k trail in Bromo which pretty much resemble my professional life. And yes these thoughts came across me and now I’m trying to recollect the thinking and let you know that no matter how slow you go, how painful it is, that it’ll be worth it to keep moving forward. Enjoy!


#1 Run while you can. Climb when you need to. Crawl when you need more.

No excuses, you have all the resources to keep on moving.

I’m a slow runner, at especially during the first 5k was always the most challenging part for me as I prefer to take it easy and get on with my comfort run (read: a very slow  and pretty jog). But going through the trails now I regret a bit to a part where I could’ve saved more time by running, cause the rest after 10k trail was definitely not a running field..

Lesson learnt. A note to self, Don’t wait. Speed up where you can. Do the work that you can do now and don’t wait to the last minute no matter how you love the adrenaline rush. By the end of the day you can always use the spare time for better things. Start early if not then start now


#2 You can have bulletproof plan and strategy yet always be prepared with surprises to survive.

I’m a girl with the plan even for the most unplanned situation. I’ve prepared my things well enough with 1.5L water, power bars, chocolates, and GU Chomps – my fave! Of course I’m fully aware that there will be check points where we can get more water and foods so I needn’t spare too much already I think I’ll pick up my banana later. Well happen that the only water left was on the first check points and the rest of I only got an apple with no water! Try to save up by then, till I met one warung before the sandy dunes and try to refuel the water. Happens that I’m unable to eat any chocolate or power bars as my sore throat was getting worse. So yes at the end we just need to get on with whatever to survive.

pasir bromo

As in business and in life, bulletproof plan and strategy are great weapons  and as well to include the element of surprises. Training and preparation are great helps, and you need to as well train yourself for any kind of possible surprises. Consider yourself going to a grand presentation where all the C-level are in presence and later on will label your skill and define how your career went. Of course training will help you go through the slides and stories well, but in case – just in case and this things do happens –  you gotta improvise yourself when the video is not running and the slide just stuck there. Sing if you have to, dance if you need to. Keep on engaging people attention and show the best that the best materials is in you. Not the presentation.


#3 You will face more demotivation than encouragement along the road. Yourself is the best cheerleader you can ever have!


Funny how I normally met encouraging people along the running track who keep on cheering you, especially those on road running events. But this one is kinda different, along the 30k I met more people asking me to join them in a jeep or get ojek, or to give up as the cut off time is near and it’s impossible to reach before the cut off time.
Well my battle that day is not the cut off time, not yet, I know I could never complete within the time unless I know how much time needed for the total 30k. I’d committed to myself to see how far can I go till the sun set.


In business, you will meet more people who told you how this doesn’t worth the dedication and told you that the best decision is to leave, pack your bags, and leave (though I wonder why these people who told me still stay around!)
Well guess what, this is your life and your decision, not them. So be wiser and clearer in what you want in life. Stay true for your reason being, and no need to let the world knows, they might not understand you anyway. Understanding yourselves is better – anyway, there are so many things we kept in ourselves for our reasons to do things. Stay true, and keep moving on to what you believe.


#4 When you look back, you will see how amazing view your journey was and amazed with your own self for made it this far.

I remember the last 4km was the best hike ever. Not that I have no strengthen to move up then I decided to hike backward – slowly, facing all the views I’d been through.

I stunned for a while and smiled. Never in my mind I have the imagination of going through 30k, and never in mind I dreamt of going through all that routes, the high and lows of sandy dunes and running across the top of a mountain. I feel proud of my self. I feel amazing!! I made it this far with my own foot, which for all my life I thought the weakest of my body, happen to be the strongest that I can rely on. I’m grateful I did all this.


Any moment you are now, try to remember the days when you start your career or when you’re doing a part-time during school. You will look back to those times, when you have less money than now, less time for fun, and less option to pick. Perhaps you never think about where you going to end up now, and not in your initial plan for career, but all the learnings you’ve been through will help you understand better about life, about yourself, and make you feel grateful for what you had along the journey. All the times spents are worth the stories to tell to your children…


#5 Even when you achieve it, there will be people saying that you don’t deserve it. Screw them. You totally deserve it! :-)

So there’s the finish line, I actually spare my energy to dramatically run to the finish line, but considering the over time I had, I guess I keep it silent and keep walking. Nobody cares anyway, noone I knew at the finish line, and they seem busy chatting and doing touristy pictures. So I keep on walking to log the time in the finish line.

Happier than ever that I had finally made it!

until then the race director came approach the time keeper, pointing finger at me, and make a very clear statement to the time keeper that I was recorded as a DNF – Did Not Finish. Well yes there’s rule confirming that I am a DNF but I suppose we can skip the drama of making such announcement at the finish line. Anyway, to my defense I’m proud enough to complete this race on foot, fair and square!


This remind me a lot, whatever achievement that you will have in life, there will always be people like that who think that you don’t deserve enough for your achievement. Well keep on walking baby, cause when you deserve it, then you totally deserve it. Don’t let others define you. You know best what you’d been through and your experience worth more than a medal, I can assure you that.

There’s no immense feeling that can beat that sense of achievement in you :-)


Bromo Recap Rini

A place in between CMO and CTO..

Few days ago I went to a Social Media Club meet up and the speaker mentioned a part about a situation that commonly happened when he asked to people handling digital if their budget allocation within a company is within Marketing or IT. That there’s always confusion on who is supposedly to take charge of the investment, is it a CMO or the CTO or maybe a CIO?
Case is even when the total budget comes from the same company, the source of budget often define the authority roles.

From where I stand in the company I’ve been, mostly comes from the marketing budget but it wont be enough as the investment of technology would only make sense when it comes from IS. And the fact that I handle the corporate as well, budget allocated by the team was only based on the previous plan, which is based on maintanance. And some operation done in e-business requires zero investment due to the inability to identify what potential comes in the future. It is still silo in some ways, and even when you have one person yo synergize all, without the synergy of investment it will be harder to justify. Each party would only understand the deliverability of synergizing all. Seems like people would only care if that matters for their brand/roles only.

When I’m writing this, another half of my brain told me how untrue my own statement is. The truth is we can always put the puzzle at the right picture if we already know what the picture would be.
It doesn’t matter if people only want to know what would be their part of roles because that considered quite human to think about your own good. It’s good.
And maybe the full picture would only distract them from what they’re good at. Like an architect, to brief each part to the relevant vendors help teams to perform best at their interest.
The frustration is to have those glued in mind. And to ensure their still work on the same puzzle even without any idea on what the picture to come.

There’s no definition of a place nor the budget allocated in between the marketing, sales, corporate, and HR. But honestly speaking that is where my roles exist.

And ever there’s place in between CMO and CTO/CIO, it will be called CMT (chief marketing technology). At least that’s where a good friend of mine told me once over coffee, “Rini, there’s a place where you describe all the things you wanna do, the position is called a CMT. Not the CMO nor CTO, but in between. Not many company have it but there will be more. And that’s where you’ll be”.

He’s right. There’s no CMT position in where I am now. And there’s no position of myself last year. There’s always possibility.


R 2014

One of those nourishing days in Danone.

One of my nourishing moment here is when The Most Respected Person in the Company in the Region, told me how ashamed he felt for being unable to lift my frustration. How he senses my frustration between the positive words I wrote on how I will make things happen. 

I just lost in words for few seconds, 


And all the sudden I feel so small in the Universe, what  was labelling as frustration is nothing compare to the position of the man in front of me.


He senses that I have a frustration within the limitation of business and people to facilitate my energy and ideas. He senses that I will soon meet the roadblock of my own career path, for keep creating my own instead of following the current one. For being some kinda hard to manage person in the team who like to run its own ways of doing things. I will eventually meet the real roadblocks to those who named such system and to eventually force me saying that perhaps my journey has reach its edge.

But my agenda in this conversation is never about myself. It is about showing the possibility of things. And so I keep saying to him, it is possible and I will try to make it happen because I believe that it will bring greater goods. I believe that there’s a good connection between people & digital not only for the millions of our consumers but also to thousands of our employees. I believe that if we can do this right then we can be one step better…

And I am what I believe will be, as what my mother taught me best. That there are ways to make things happen and good energy is just too great to be ignored nor stopped. And I hope that this will awaken the button within everyone to think of the possibility and to think on why we’re doing things in Danone.

And since that day, knowing how I serve to a great company and great leaders I have come to peace with myself. That this is never about being liked or accomplished or even understood, but to know the goodness it will create. That is good enough. Now is good enough to pull the trigger to make things happen.

I will keep my words, when you can push things to happen, try to take a pull. Remembering the days when I do PR, it is not about what you say — but what other says about you. And this is how things will be possible. I promise myself for trying.


And yes, that person is Bernard Ducros, the VP of Danone Water in Asia Pacific. Whom I respected at most and seek for advice even though I have no reporting lines toward him. That one of the beauty in Danone, you can just reach the man on the top. 



May 2014



Busting the Myth of a Perfect First Job.

Myth #1 : You need to have an excellence education background to get hired. 

myth first job #1

Truth is, it would only be one of the checklist in the screening process. The fact is that you can tick numerous requirement that needed to be learned beyond the University’s walls. These people who interview you will not only seek your hard skills but also your soft skills.

Of all the 6 companies that I’ve officially been I don’t remember selling my bachelor degree certificate nor training and TOEFL. I’ve been to a great University and knowing some great friends. But what gets me my 1st job is more because I consistently email, send letters, and call the HR person for an internship opportunity even without knowing that opportunity exists, and even the next 6 months after when I have finished my part-time job as an assistant lecturer (I got one vacant post in between which I turn down). My interviewer was happen to be my senior-alumnae who doesn’t believe that I apply for internship for my personal purpose and no requirement from the University at all; and the one who is going to be my boss wasn’t interviewing me at all. I guess all I have was a big gut (and hunger for experience) — and they have nothing to lose to hire me. Till this current days, the grads of my faculty becoming one of the most recruited of this Company.

Basic rules of chances. The more you try the better chances you have.


Myth #2 : Your first job will determine where you are.

myth first job #2

Yes having a map of your life helps a lot to focus better and choose wiser when you have options. And you will have options, if you pay attention.

Yes I always want to be in Advertising Agency. But honestly, I want to be a copywriter before I know the job called planner exist ( so much wanting to be a copywriter that my boss let me to wrote copies of some POSM :D). And what am I doing for my first job ? I do events, launch events, media relation — yes I print all the invitation – glue them in the envelope, get the labels done , fax them, and call them one by one, and learn how can I simplify my job with words letter wizard. And not the boss who taught me most of the skills but actually our group secretary.

I remember my bestfriend told me how I wasted my skills doing my first job, but I believe everything comes with a learning process and that trust is well earned.

And ever since following where my gut feels, taking chances to opportunities even to things that I have no idea like CRM, Carelines, and even Digital. Never ignore you the signs of universe.


Myth #3 : The meaning of an employee is determined by doing something meaningful, like contributing to business meeting – rather than being an office slave.

first job myth #3

Once I have a freshgrad asked me why would they put her in the photocopy room or making coffees (kinda remind me that we have a joke called copymaker vs coffeemaker back in the agency), what can she learn from being a ‘slave of the manager’, as a freshgrad she wants to contribute to business — be in the meeting room with the board and making herself useful by giving ideas. And I just asked her back, ‘do you ever considered to talk to people nearby the photocopy machine ? to the office girl and the security. do you ever considered that you will learn better from where you are now, perhaps not because you learn the business better but learn about people better? When you are in a higher position you will seek more of a person from their attitude. We can teach you skills, but in order to do that you have to be able to listen. and it means to listen to your surroundings.


Myth #4 : You have great mentors. Or know someone in the higher level to help you.

perfect first job myth#4

Truth is Mentor comes in many forms ; not only in a form of management. And knowing someone is no science, it’s called building relationship — or some other may call it networking.

Like I said before, learn from people in your surroundings. They are your great mentors. Yes it’s great to get to get connected with thought leaders, but what would that means if you can not make a conversation with them ? a real conversation over lunch or coffee or just across cubicles. I always believe that when you show great hunger for learning and always seek for people thoughts, people would come to you and try to help you fill your curiosity. That’s the nature of people, we love to help. It’s just that we need to ask for it too. Ask for it and go for it. Good energy always attract Great Mentors. And you can ask if ever the top management could ignore such a great energy, they’ve come to the top


Myth #5 : Not everyone can be you. I can not be like that. 


Come again ? You can’t be as good as your boss because he’s your boss and you’re just a fresh graduate?

Okay I have to say that this one is True.

Yes you can not be as good as, but one day and maybe times that you can be better than your boss. I’m sure that what every leader would want. Don’t be your boss, and don’t admire a person so much that one that when you realize that this person is not perfect then you lost the trust in yourself. Trust me don’t overdo things.

Noone is Perfect as Noone is Imperfect. Imperfection is the perfection of life itself. What makes it different is that some people would rather keep their troubles for themselves. Not because they don’t trust you, well perhaps yes.. but maybe also because they know enough that everyone fight their own battle inside.


There goes the 5 Myths from which I can tell from what I have experienced. Got a different thought, come and let me know — I’ll buy you coffee :-)



May 29th 2014

Hagia Sophia, a Symbol of Humanity.

hagia sophia

I could spent ages just to be here and surrender to its serenity…
Where the moslem performed shalat in one corner, and the Christians lit the candle in another, and the rest of other people among any religions and race were standing beneath this hundred years of beautiful Saint Sophie or named Hagia Sophia.

Your life is defined by what you choose to think, say, and do; the ego can claim anything yet humans are capable of a higher consciousness.
You can not force the blind to see nor the deaf to hear, but you can share the good feelings that calms down instead of sparing hatreds. You decide.
You can put the difference to fight for or to embrace with.
We are all essentially human. What right do we have to say that other God’s creation are lower than our being ?

why am I the misfit of all being here

In the middle of business dinner conversation and people asks about work experiences and I have finally understand myself why I’m feeling like a misfit in between, like a rookie among the rocket scientists.. the most analog person in digital.

Of all the job I took before I have least or no experience except knowing how the consumer within the category works.

When I tool the digital job, my friend warned me that I will lose all the credibility I have made in doing ads and events and the connection with all the press. She said that I might lose all, and end up having no one hiring me at such payroll. Plus I’m not a tech savvy girl, of all I’ve got one out of one thousand case of motherboard failures. I’m a late gadget adopters and always believe in the functionality that a gadget bring to our lives.

When I first joined in Danone-Sarihusada, I have never take charge of doing contact center, carelines, databases, and even dealing with system. I did understand bits cause I’ve spent times to observe how things operate. But never take charge before. And there was winning Gold on our 2nd year of operations.

So I guess that’s my specialties, the unknown area. No wonder if I aim for something that never exist before. Because I believe someone gotta start somewhere.. 

Of course I have something constant in my life except of finding new things to do.. That is how I keep my feet in the world of women and motherhood. At the end it’s about how well do you know your consumer and take part to create a value for their life. This is about being presence at the human level — no matter how savvy you are.

I’m constantly happy being a misfit, and now I would raise a question to myself when finding myself in the majority side cause when that happen I lose the essence of being who I am.





Dear Future Employer

Dear Future Employer,

Thank you for your kind offer and trust in me.
I’ve come to an understanding on why I should make myself clear towards what I value in life – including career choices so that we all save our time to do things we love doing, with the people we care most.

With my 360 experiences across, my focus for career is in digital transformation throughout the corporation, as it will bring the universal beauty of the changing of human behavior – the employee, the boards, the consumer, stakeholders, yes it’s all of US. It also means bringing the gap closer for both knowledge in talent and business within a company.

I fully understand how we are lacking in talents with proper digital capability within not only a company but also a country. And how the business pace is faster that knowledge acceleration. As an Indonesian, currently I am responsible to ensure that I contribute to give the best education for anyone  who seeks actively for knowledge in and about Indonesia. And I have commited to share the voice of Indonesia to take part of the merging of the world in this region.
This has been a constant commitment since I was 8, and I’m sure that I shall make the voice of a country including the minorities heard.

I fully understand the potential of business outcome when people can equipped themselves with digital mindset and capability. Major efficiency that is in both time and money. Companies will serve better products and services to their consumer because they can have real-time and authentic conversation with their consumer. Companies will learn to serve better value for millions of people’s lives. The employees become the voice of both consumer and the companies. We are becoming what we say and do. We become as One (yes like what John Lennon said).

I value education and health in my daily life as well bringing to life a practice of good-deed marketing. I believe that we’re here for a reason we have not yet understood and a good deed will bring goodness to merrier people in life.

The option to be self-employed happens every day (as options to many people these days) but I believe that the great impact can also be done from within the company. Imagine what we can do if we can change the mindset and the way of the people within the organization. Imagine the impact towards the business within a country and the impact towards millions of Indonesian (consumer).
The impact for a business to take part in social mission is Sustainability that’s how philantrocapitalist works. Business and social will make sustainable better future (And I wish I can be the next Melinda Gates, but I can’t, so I will be Rini. Just Rini)

Because I’m quite stubborn and impatient, most people will find my persistence and passion as annoying. Some of the management will have the pleasure of seeing my battle and some will find me irritating. I don’t mind the judgement and dissaproval because you will always need someone within the company to shake and question things hence you will make wiser decision. I am that one rebellious digital rock star!
I will choose to fight for what I believe to be the right of every human – access to better education and health – through digital mindset.

And thankfully the universe is very kind to me and ensuring that I’ll be surrounded with great people who support me in making this possible, they are the one who feed me with knowledge on how to make things happen while I remain here.. born raised and educated as an Indonesian and I learn to share the equal ground of the world through digital.

This is the region I shall be at least till 2018.. then I will sail the world :-)
By then I hope I see Indonesia as a better and proud nation for my daughter’s future.

PS. Only contact me when you shared the same dream and think that I can make a difference.


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,