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Voice of Customer (VoC): How to Listen and Act Quickly on Customer Feedback

Posted on 22 Apr 2025

In today’s increasingly competitive digital era, customer experience has become a key differentiator in business success. One of the most effective ways to enhance customer experience is by actively listening to the voice of your customers, commonly known as the Voice of Customer (VoC). A well-executed VoC program allows businesses to deeply understand customer needs, expectations, and complaints — and respond to them swiftly and appropriately.

In this article, we’ll explore the importance of Voice of Customer, strategies for systematically managing feedback and complaints, and how companies can build a strong and sustainable VoC system.

What Is Voice of Customer (VoC)?

Voice of Customer (VoC) is the process of collecting, analyzing, and acting upon customer feedback to understand their perception of your products, services, and brand as a whole. VoC is more than just customer satisfaction surveys — it’s a strategic approach that combines data from multiple touchpoints, including social media, email, live chat, and contact centers.

VoC provides valuable insights that can be used to improve service quality, drive product innovation, and maintain customer loyalty.

Why Is Voice of Customer Important for Business?

  1. Increases Customer Loyalty
    Customers who feel heard and involved are more likely to stay loyal to your brand. They feel appreciated, which fosters long-term commitment.

  2. Early Problem Detection
    With VoC, you can identify potential issues early on, before they escalate into crises that damage your brand reputation.

  3. Data-Driven Decision Making
    Business decisions become more accurate and effective when they're based on real customer data rather than assumptions.

  4. Improves Product and Service Quality
    Customer feedback is one of the best sources of ideas for continuous service improvement and innovation.

Effective Strategies to Systematically Manage Feedback and Complaints

To ensure your VoC program is successful, it's essential to implement a structured strategy. Here are the key steps:

  1. Identify Feedback Sources
    Utilize various channels, such as:
    • Customer satisfaction surveys (CSAT, NPS)
    • Contact center call recordings
    • Live chat and chatbot logs
    • Social media comments
    • Product/service reviews
    Diversifying sources provides a more holistic customer perspective.

  2. Leverage Analytics Technology
    Use AI and machine learning to analyze sentiment and trends in VoC data. This technology helps categorize feedback and detect recurring patterns, streamlining decision-making.

  3. Prioritize and Categorize Input
    Not all feedback has the same urgency. By grouping input based on impact and frequency, you can prioritize the most critical issues affecting customer satisfaction.

  4. Act Quickly and Transparently
    Timely responses to feedback or complaints are crucial. Whenever possible, inform customers that their feedback has been received and is being addressed. Transparent communication builds trust.

  5. Integrate VoC into Business Strategy
    Customer feedback should be a key component in long-term strategic planning. Involve teams across marketing, product development, and operations to respond to VoC insights.

  6. Evaluate and Measure Effectiveness
    Monitor whether the improvements you implement lead to increased customer satisfaction. Use KPIs like NPS (Net Promoter Score), CSAT, and CES (Customer Effort Score) to measure outcomes.

Case Study: Transforming Service Through Voice of Customer

A major Southeast Asian e-commerce company improved customer satisfaction by 25% in just six months after implementing a comprehensive VoC system. They tracked real-time feedback from live chat and social media, responded promptly through their CX team, and fixed logistical processes that were a major source of complaints. This showcases how listening to customers can drive real, measurable impact.

Voice of Customer is not just about listening — it’s about how your business can act swiftly and strategically on that input. By building an effective VoC system, companies can strengthen customer relationships, prevent churn, and create innovations that align with market needs.

PT VADS Indonesia provides integrated Customer Experience services that enable your business to manage customer feedback systematically, quickly, and efficiently — from data collection and analysis to real-time action. Talk to us today to find out how we can help your business deliver superior and responsive customer service!

Articles

Strategic Steps to Optimize Customer Experience in Q2

Posted on 17 Apr 2025

As we enter the second quarter (Q2) of the year, companies have a significant opportunity to evaluate and refine their Customer Experience (CX) strategies. The first quarter (Q1) has provided valuable insights—from customer feedback and consumer behavior trends to the performance of service channels used. Now is the time to craft strategic steps to optimize the customer experience in a more personalized, efficient, and impactful way.

Evaluating Q1 Performance: A Crucial Starting Point

The first step in crafting your CX strategy for Q2 is conducting a thorough evaluation of CX performance in Q1. Key elements to review include:

  • Customer Satisfaction Score (CSAT): Are customers satisfied with the services provided?

  • Response and resolution time: How quickly and effectively are customer issues being resolved?

  • Feedback from surveys or reviews: What are the most common complaints or appreciations?

  • Channel performance: Which channels are most used, and how is the quality of interaction?

By analyzing this data, companies can identify gaps that need improvement and areas that can be further developed.

More Personalized and Efficient CX Strategies for Q2

1. Personalizing the Customer Experience
Today’s customers don’t just want to be served—they want to be understood. Personalization is key to building loyalty. Steps to take include:

  • Use customer data smartly: Segment customers by purchase history, preferences, or location.

  • Personalize communication: Address customers by name, send relevant offers, and use language that fits their profile.

  • Build a guided journey: Design interaction flows tailored to each customer segment.

2. Leveraging Technology for Efficiency
In the digital era, speed and convenience greatly affect customer experience. Use technology to streamline and accelerate service:

  • Chatbots and AI assistants for instantly answering common questions.

  • Omnichannel platforms that allow customers to switch channels without repeating themselves.

  • Real-time analytics dashboards to monitor CX performance and make fast decisions.

3. Empowering Customer Service Agents
While technology plays a major role, the human touch remains essential, especially in handling complex cases. Therefore, it’s important to:

  • Train agents in empathy and interpersonal communication.

  • Equip agents with digital tools to work faster and more accurately.

  • Provide space for agents to innovate in customer service delivery.

4. Proactively Integrating Feedback
Rather than waiting for complaints, make feedback a proactive part of your strategy to improve service. Here’s how:

  • Send surveys after service interactions.

  • Enable review features across various channels.

  • Follow up on feedback with real action, and communicate the improvements to customers.

5. Continuous Improvement
Customer experience is not a one-time project. In Q2, companies should establish a plan for ongoing improvement, such as:

  • Weekly/monthly CX KPI evaluations.

  • A/B testing for personalization campaigns.

  • Regular audits of the customer journey.

With an agile mindset focused on continuous learning, companies can consistently refine their approach to serving customers.

Q2 is a critical moment to enhance the quality of customer experience based on Q1 evaluations. By adopting more personalized and efficient strategies—blending technology with human empathy—companies can build stronger relationships with customers, boost loyalty, and create long-term business value.

PT VADS Indonesia, as a trusted customer experience service provider, is ready to assist your company in optimizing CX strategies in Q2. Backed by advanced technology and a professional team, we are committed to delivering services that are not only efficient but also human-centered, helping you craft more personalized strategies to better reach and serve your customers.

Articles

What Customer Experience Metrics Should Be Evaluated After the First Quarter?

Posted on 15 Apr 2025

The first quarter has passed, and it’s time for companies to conduct a thorough evaluation of their Customer Experience (CX) strategies and performance. This evaluation is crucial for adjusting approaches, improving shortcomings, and crafting more effective and personalized strategies for the second quarter.

However, to ensure your evaluation hits the mark, you need to focus on the most relevant metrics or Key Performance Indicators (KPIs). This article will cover several key metrics that must be analyzed after Q1: Customer Satisfaction Score (CSAT), Net Promoter Score (NPS), and First Contact Resolution (FCR)—along with how to interpret them to build a stronger CX strategy.

1. Customer Satisfaction Score (CSAT)

What is CSAT?
CSAT measures customer satisfaction with a product, service, or specific experience. It’s typically gathered through questions like “How satisfied are you with the service provided?” using a scale from 1 to 5 or 1 to 10.

Why is CSAT Important?

  • It measures the quality of direct interactions, such as after contacting a call center.

  • It serves as an early signal of potential churn or customer loyalty.

  • It helps identify which aspects customers frequently complain about or appreciate.

How to Interpret CSAT Results
If your CSAT score was low in Q1, it’s a sign that service processes or products need improvement. Also, analyze trends by channel—was CSAT lower on live chat than on phone calls? This evaluation helps you focus on areas needing improvement in Q2.

2. Net Promoter Score (NPS)

What is NPS?
NPS measures the likelihood that customers will recommend your product or service to others. Customers are grouped into:

  • Promoters (9–10): Loyal customers likely to recommend.

  • Passives (7–8): Satisfied but unenthusiastic.

  • Detractors (0–6): Unhappy customers who may leave negative reviews.

Why is NPS Relevant?

  • It gauges long-term loyalty, not just short-term satisfaction.

  • It provides an overall impression of your brand.

  • It's a strong predictor of business growth.

How to Use NPS Data for Q2
Identify what turns a customer into a detractor—slow response times? Product quality issues? Improvements should be based on these findings. Also, study what promoters love and replicate those experiences for more customers in Q2.

3. First Contact Resolution (FCR)

What is FCR?
FCR measures how often customer issues are resolved on the first contact, without the need for follow-up.

FCR Benefits for Customer Experience

  • Improves contact center operational efficiency.

  • Delivers instant satisfaction to customers.

  • Reduces customer service workload and operational costs.

Evaluating FCR After Q1
If FCR is low, it means customers often need to reach out multiple times to solve one issue, which worsens the experience and can lead to churn. Companies should review SOPs, agent training, and the effectiveness of tools used in the service process.

4. Combining and Correlating Metrics

These metrics don’t stand alone. A high CSAT may mean little if NPS is low—it suggests customers are currently satisfied but not loyal. Similarly, a high FCR can directly boost CSAT and NPS. It’s essential to analyze how these metrics correlate and design strategies based on the combined insights.

5. Building a Q2 CX Strategy Based on Data

Once you’ve gathered and analyzed the above metrics, the next step is to design a relevant strategy for Q2, such as:

  • Boosting NPS through loyalty programs

  • Reducing case escalations with advanced agent training

  • Optimizing service channels with the lowest FCR

  • Tailoring communication based on CSAT results by customer segment

With a data-driven approach, your CX strategy becomes not only more measurable but also more relevant and impactful in driving customer satisfaction and loyalty.

Evaluating Customer Experience metrics at the end of Q1 is a crucial step in building sharper, more personalized strategies for Q2. By focusing on CSAT, NPS, and FCR, companies can gain deep insights to deliver a more satisfying and sustainable customer experience.

PT VADS Indonesia, as a customer experience service provider, is ready to help your company optimize CX in Q2. We offer advanced technology-based solutions and professional support to help you build more targeted and personalized strategies to reach your customers effectively.

Articles

Human Touch in the Digital Era: Maintaining Customer Trust Amidst Automation

Posted on 11 Apr 2025

In today’s highly automated digital era, companies are racing to adopt technologies like chatbots, artificial intelligence (AI), and automation tools to provide fast and efficient customer service. However, amid these technological advancements, one element remains irreplaceable: the human touch. Customers still seek personal, empathetic, and attentive experiences, especially when dealing with problems or complex issues.

The Importance of Human Touch in Customer Experience

Customer Experience (CX) is not only about how quickly an issue is resolved, but also about how the customer feels during the interaction. In fully automated interactions, customers often feel they are “treated like a number” rather than as unique individuals. This is where the human touch becomes crucial.

Human interaction fosters trust and emotional connection—two essential elements that machines cannot replicate. A study by PwC found that 59% of consumers feel that companies have “lost the human touch” in their experience. This serves as a wake-up call that digital approaches must be balanced with human-centric CX strategies.

Empathy: The Key to Meaningful Service

Empathy lies at the heart of the human touch. Customer service agents who can express empathy more easily build trust and foster customer loyalty. When customers feel heard and understood, they are more likely to stay with your brand—even in the face of technical issues or other problems.

In practice, empathy can be demonstrated through:

  • Friendly and supportive language

  • Acknowledging the customer’s emotions

  • Quick and solution-oriented action with a warm tone

While technology can detect emotional data using AI sentiment analysis, interpreting and responding with genuine empathy still requires human involvement.

Active Communication as a Foundation of Trust

Beyond empathy, active communication is another fundamental element in building a positive customer experience. This includes the ability to listen actively, clearly explain information, and provide responsive feedback.

Active communication strengthens the perception that customers are not merely speaking to a robot, but to a human who truly cares and understands their needs. It also minimizes miscommunication and speeds up problem resolution.

Combining Technology and Human Touch: A Hybrid Approach

Bringing in the human touch doesn’t mean rejecting automation. In fact, the ideal strategy is to combine both in a hybrid approach. Technology can be used to handle simple requests, accelerate initial responses, and manage high interaction volumes, while humans step in to address cases that require emotional consideration and complexity.

Some best practices in this hybrid model include:

  • Using chatbots as frontliners with quick escalation options to live agents

  • Automated message personalization based on customer history

  • AI-powered analytics to help agents provide more relevant service

This way, companies can achieve technological efficiency without losing the human element that customers value.

Amid the accelerating wave of digitalization, maintaining customer trust requires more than just advanced technology. Companies must deliver customer experiences that are fast and efficient, yet still personal and empathetic. The combination of smart technology and human touch is the key to creating long-term customer loyalty.

PT VADS Indonesia is your strategic partner in delivering human-centered customer experiences in the digital era. Backed by the latest technology and a team of professionally trained, empathetic agents, PT VADS Indonesia is ready to help your company build strong and trustworthy relationships with your customers. Consult with us today!

Articles

Contact Center Agent Training in the AI Era: What Skills Need Improvement?

Posted on 08 Apr 2025

As artificial intelligence (AI) and automation technologies continue to evolve in the customer service world, the role of contact center agents has not disappeared—rather, it has become more strategic. Amid the widespread use of chatbots, voicebots, and other automated systems, human agents are still essential for handling complex cases, showing empathy, and creating memorable customer experiences. Therefore, companies, especially those in the Business Process Outsourcing (BPO) industry, must adapt their agent training programs to remain relevant and competitive in this digital era.

The Transformation of the Contact Center Agent Role

In the past, contact center agents mainly answered basic inquiries, resolved common complaints, or transferred calls to other departments. Today, as AI handles more routine tasks, contact center agents serve as problem-solvers, customer consultants, and brand ambassadors.

Agents must be able to:

  • Handle escalations that AI cannot resolve

  • Provide service with a personal and empathetic approach

  • Leverage technology to deliver fast and accurate information

To fulfill these roles effectively, agents must improve certain skills to meet the demands of the times.

Essential Skills Contact Center Agents Need to Improve in the AI Era

1. Emotional Intelligence
While technology can deliver quick responses, humans still excel in empathy and emotional understanding. Agents with high emotional intelligence can:

  • Recognize and manage their own emotions

  • Read customers’ moods

  • Express empathy sincerely and professionally

Role-playing, coaching, and real-life simulation training can help sharpen this skill.

2. Critical Thinking and Problem-Solving
AI may suggest data-based solutions, but the final decision often rests with the agent. Therefore, logical thinking, the ability to analyze complex situations, and provide timely solutions are critical.

Agents should be trained to:

  • Quickly assess information

  • Identify the root cause of customer issues

  • Offer appropriate recommendations

3. Technology Savviness and Digital Literacy
Modern agents must work alongside technology. This means they must be proficient in:

  • Using omnichannel platforms

  • Navigating AI-powered tools, such as suggestion engines or sentiment analysis

  • Managing CRM systems and analytics dashboards

Good digital literacy enhances both service accuracy and productivity.

4. Multichannel Communication Skills
In an omnichannel era, communication happens not just by phone, but also via email, live chat, social media, and messaging apps. Agents need to:

  • Master communication styles suitable for each channel

  • Maintain brand message consistency

  • Adjust tone based on customer type

5. Adaptability and Growth Mindset
The contact center landscape is constantly changing. Agents who are flexible and open to change can more easily adapt to new systems, work methods, and unexpected challenges. Companies should encourage a culture of continuous learning and self-development.

Effective Strategies for Contact Center Agent Training

Agent training can no longer be one-directional or a one-time event. In the AI era, training must:

  • Use a blended learning approach, combining e-learning, in-person classes, and hands-on practice

  • Be continuous, with regularly updated materials

  • Incorporate the latest technology, such as AI-based simulations or chatbot training

  • Include customer feedback as learning material

With the right approach, training not only enhances technical skills but also shapes resilient agents who are prepared to thrive in a digital world.

 

In the AI era, contact center agents are not merely supporting automated systems—they are key to delivering meaningful and differentiated customer experiences. With the right training, companies can equip agents with a powerful combination of technical and interpersonal skills to face the challenges of the digital age.

PT VADS Indonesia is your trusted partner in providing well-trained, professional contact center agents who are ready to work in harmony with cutting-edge technology. With our expertise in technology-based customer service and ongoing training programs, PT VADS Indonesia is committed to helping your business deliver excellent and competitive customer experiences in this digital era.

Articles

The Benefits of Outsourcing Digital Contact Centers for Businesses During Eid al-Fitr

Posted on 04 Apr 2025

Eid al-Fitr is a special moment for Indonesians, during which customer service demand tends to rise significantly. Consumers become more active in shopping, making reservations, and seeking information about products or services. However, handling this surge in demand can be a major challenge for many businesses. This is why outsourcing digital contact center services is an effective solution to maintain efficiency while allowing businesses to focus on core operations during the festive season.

Advantages of Outsourcing Digital Contact Centers During Eid al-Fitr

1. Efficiently Managing High Demand

During Eid, the number of customer inquiries and requests increases drastically. A digital contact center managed by professional service providers has flexible resources to handle this high volume, ensuring every customer receives a fast and accurate response.

2. Seamless 24/7 Customer Service

While many businesses reduce operating hours or temporarily close during Eid, outsourcing a digital contact center ensures uninterrupted 24/7 customer service. This is especially crucial for industries such as e-commerce, banking, travel, and digital services.

3. Enhancing Customer Satisfaction and Loyalty

Fast responses and high-quality customer service during peak periods like Eid can significantly boost customer satisfaction. With professional and responsive support, customers feel valued and are more likely to remain loyal to your business.

4. Reducing Internal Operational Burdens

By outsourcing customer service, businesses don’t need to hire and train additional staff to handle increased demand during Eid. This helps reduce recruitment, training, and technological infrastructure costs associated with running an in-house digital contact center.

5. Access to Advanced Technology

Outsourced contact center providers typically leverage cutting-edge technologies such as AI-powered chatbots, omnichannel communication, and analytics systems to enhance service efficiency. By integrating these technologies, businesses can deliver a more personalized and responsive customer experience.

6. Greater Focus on Business Growth and Strategy

By entrusting customer service operations to an outsourcing provider, businesses can concentrate on their core strategies and the development of new products or services. This allows companies to continue growing without compromising the quality of customer support.

Outsourcing a digital contact center during Eid al-Fitr is not only an effective way to manage customer demand surges but also a smart strategy to boost operational efficiency and customer satisfaction. With fast, professional, and technology-driven services, businesses can stay competitive while focusing on their long-term goals.

PT VADS Indonesia, as a trusted customer service provider, is ready to help your company optimize its digital contact center—especially during crucial moments like Eid al-Fitr. Contact us today for the best solution for your business!

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