Data analysis is crucial for companies because the results are needed to make business decisions.
In the era of the industrial revolution 4.0, several companies and agencies are aware of the importance of data. Indirectly, this encourages companies and agencies to apply technology-based data processing to make corporate decisions, known as “Data-Driven Decision Making.”
Zulhans R. Maharoesman, Head of Business Intelligence Center of Excellence at GoTo Financial – Go-Pay, as a guest lecturer on Thursday, 10/11/2022, at the SBM ITB Auditorium, told the importance of data for companies in the era of the industrial revolution 4.0. Zulhans shared his experience and application in the Gojek application.
As GoTo’s Business Intelligence, Zulhan said that since its inception until now, Gojek has the principle that corporate decision-making must be based on customer data. Because “Data is Our Voice of Customer.” Therefore, taking into account the customer algorithm and the level of satisfaction of Gojek service users, every feature choice by the user must always be considered to provide the best service for all application users.
“Data analysis helps us increase customer satisfaction levels and support business decision-making strategies,” said Zulhans R. Maharoesman.
When it was first established, Gojek was a Call Center service connecting customers and partner drivers. In the system, customers will contact Gojek to order Go-ride or Go-car services. Next, the Call Center will offer several drivers willing to pick up the customer. However, Gojek has spread its wings over time to provide various services to satisfy its customers.
Along with the increasing number of new services and the skyrocketing number of Gojek application users, the Gojek data is also increasingly varied. Not wanting to disappoint customers, Gojek optimizes the data for later analysis and becomes a reference in making company decisions.
Every data obtained by Gojek is guaranteed to be confidential. A small example of Gojek’s data is customer satisfaction using Go-ride, Go-car, Go-food services, etc. When we, as customers, give one star to Gojek’s service, Gojek will review and try to improve its performance.
Another example is when Gojek wants to promote its services. Gojek will display the promotion to customers who often use the feature or service according to the customer’s algorithm so that the promotion reaches its target market.
At the end of the lecture, Zulhans concluded that data is an important asset to help businesses optimize their performance. Companies can also use data analytics to make better business decisions and help analyze trends and customer satisfaction, leading to new and better products and services.
