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,




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.



Chemistry for a Relationship [Marketing] in Sari Husada

[To manage your expectation, this is not a scientific reading nor a lecture module, but my free re-interpretation towards Relationship Marketing overtime I have spent in Danone Baby Nutrition CRM Agency and within Sari Husada.]


As many of you trying to figure out what Relationship Marketing is.

  • Let me put an nice story out of it: 
    It happened when I met this guy, I learnt what he likes and dislikes; knew the routes he’d taken, what’s his personality and his family looks like, knew the car he drove and what kinda music he listened to. (Hey, I’m not a stalker, I’m just doing backyard insight here :p )  To certain moment that I noticed him and attracted to him, I will come to appear whenever he nearby, put on my personality that would attract him, talk about the music I know we both like. I’m seeking the common between us and moments that can capture conversation between us.
    I wouldn’t know yet if I’m gonna marry him, yet I knew he paid all the dates and be there for me whenever I needed him. Enough said that time spent between us help me to know him best and enough to know that I wanna marry this guy and would love to spend the rest of my life with him.
    My lecturer used to say that building a relationship is an investment – of emotion, time, money, and all other things. The more you spend time with a person then you are starting to invest on this person. You will only gather your Return-of-investment later on.. (On my case when he pays all my bills and gave me a baby girl)



It is actually still the same interpretation of Relationship Marketing. Some called Customer Relationship Marketing, and some other called Brand Relationship Marketing. The subject of this science is always be: a consumer. human.


When we talk about a customer lifecycle then we need to identify on which phase of lifetime he/she is now? Which segmentation? And what’s our business objective?

Is this person is a non-user? Is she a competitor user? Is she a current user? Or has she had enough with our brands?

Do we want them to try our products? Consume our products? Convert to us from the competitor? Or do we want them to talk more about us?

  • First Segment: The Non User / Prospect | Task : Acquisition.
    Remember when Harry Potter kissed Cho Chang for the first time?
    He’s never been kissed before. That is exactly how a prospect turn into an adopter – in this case first timer. All he need to do is try. If he likes it then he will kiss her again and again.


In our case, it refers to the segment which is not yet or ever tried to consume our brand. Identifying a prospect user is essential since consumer age along time but not yet our brands. It stays with the segment overtime. This is how we renew the consumer; initially by identifying which are the prospects and induce them to try with a conducive situation and a positive mood. To then generate a positive response towards the brand.

  • Second Segment: The Competitive User | Task : Switching
    Angelina Jolie. She switched Brad Pitt from Aniston to herself. A perfect reason when Jolie said to Mr. Pitt, ‘Hey I like kids and got kids, and plan to have many of them’. She knows that this charming Mr. Pitt is longing for kids that his (previous) Mrs. Pitt did not willing to give. Jolie knew the exact insight to become Mrs. Pitt.


In the case of our brands, firstly we need to identify which are our competitors, what’s the insight of the unsatisfied consumers, and what would make them look at us. In short, we want them to convert to our brand. And sometimes our potential switchers don’t come from the direct competitors. Sometimes it can be from different segments – It is us who need to really see who can be converted out there.

  • Third Segment : The Current User | Task : Retention
    This is exactly what happen to every women (if not most women then) in a purpose of buying one certain dress in Mal Ambassador. Since the moment we walked in our eyes were pampered with glitters of brooches and belts and purse.. and figure ‘lemme get this one brooch it fits my Wednesday Batik’. After 10 meters we found scarfs and earrings and shoes. But only buying 2 of them. There goes every floor up to the 4th when we found this Durian Pancake and told ourselves that we deserve it after a long hour of working.  It happens to all the women who went to a beauty-salon with gym service, bag & shoes outlets, and a manado restaurant.


We can identify whether we want this person to stay longer with our brand or perhaps make them uplift the purchase. It depends on the consumer characteristic. We can cross sell with other product category within ours or with the same segment or even up sell to increase purchase.
On babyfood – for sure the share of stomach is none to be uplifted, hence we intend to try keeping them as long as possible throughout the consumer lifetime journey. The formula for this would be, the longer a consumer stays with us, the bigger value of this consumer for us.

  • Four Segment : The Lapsed User | Task : Win back/Advocacy
    For this fourth segment in our case are those who are no longer consuming our brand. It could possibly that they switched to others, or it could possibly beyond their age of consumption. For the switching out, we then need to define what reason and how to win back. Is it the FMCG style that triggers by promos and gimmicks, or is it something else? For those who goes beyond their age of consumption are actually our potential brand ambassadors. In Baby Nutrition Case, these are the moms that advice their daughter to give our products to their grand-childrens; knowing that it is the best nutrition that already helped them nurture and nourish their daughter to be a great mom as well


And here is a chart to define best about the essential of CRM according to my CRM Guru


That is a brief introduction to a relationship marketing in a friendly words speaking. However if you have any wonder why CRM needs to be related with Data Management and IT things, it because initially it was an IT based scienced that is developed to define consumer data, feed the consumer information and put a history and profile behind each data to later on create a business rules that can define on the treatment towards each data/person.

Well, simply, if a guy had many girlfriends and still wanting to be in a realtionship with all the girlfriends then he would better be able to manage time and needs of each girlfriend in a smart way is it? To visit one and not to be caught by the other one. Pretty much similar interpretation to me 


I will come back here to friendly-intepret to you on what’s behind the CRM infrastructures, systems, and all the support. But for now, I will let you digest and think about how to apply the relationship marketing within your business and even your life; while I’ll be snuggling my 3yo babygirl.

PS: This formula is proven for building relationship with my mother-in-law