Customer Value Creation and Delivery with Lucida Gloria Utamidewi - VP Head of Loyalty Management Indosat Ooredoo Hutchison

Guest Lecture Documentation

Friday, 29 September 2023, FEB UGM, especially the Customer Value Creation and Delivery Class, invited a guest lecturer, Mrs. Lucida Gloria Utamidewi as VP-Head of Loyalty Management from Indosat Ooredoo Hutchison. 

Mrs. Lucida presented three main topics related to the telecommunications industry:

1. What is customer value creation?

2. How to create customer value?

3. How to convey customer value?

Customer value is a value that comes from the customer's perspective, a process for creating "value" that is considered important for customers through the products and services offered by the company. The function of customer value itself is to build customer loyalty which has an impact on company growth and profits as well as building strong customer relations. Customer value can also be a competitive advantage for a company.

Mrs. Lucida said that several stages that can be done to create customer value. First, customer value can be created through ideas which are then supported by data analysis obtained from market research. Customer value does not have to be generated through new products or services, but can also be generated from developing and improving the value of existing products and services.

Creating customer value is indeed a difficult process to do. However, the biggest challenge that companies often face is how can they convey customer value in the products and services offered to consumers and attract consumer attention?

According to Mrs. Lucida, there are four stages in conveying customer value to customers. The four stages are as follows.

1. Planning

This stage includes media plans and strategies that the company will carry out to convey customer value to customers. In planning, companies can carry out segmentation analysis, market targets, and positioning of the products and services offered. It is important to remember that different segmentations and target markets require different approaches to delivering value.

2. Execution

This process is the core stage of the value delivery process. There are five stages in execution, namely awareness, appeal, ask, act, and advocate. Mrs. Lucida also provided tips and tricks in the execution stage. First, companies are advised to use language that is easy for customers to understand and is not complicated. For some regions, regional languages ​​may be a competitive advantage in execution even though it requires a lot of effort. Second, in conveying customer value, companies are not advised to use methods that disturb customer comfort. Third, communication within the team must be two-way. This means that communication within the team tasked with delivering customer value must listen to input from team members and customer complaints (if any).

3. Monitoring

The process of delivering customer value needs to be monitored so that progress and the ongoing process remain on track.

4. Analysis

The next stage of the customer value delivery process is an analysis of data obtained from customer responses to the customer value provided by the company and the delivery process. The results of the analysis function to assess and find out whether the customer value provided is what customers need and to assess the effectiveness of the customer value delivery process. The results of the analysis can also function as a matrix to assess whether improvements are needed in the process of delivering customer value or not.