DMA Indonesia: How Bluebird's marketing took flight with omnichannel strategies

As a 50-year-old company, the Bluebird Group has seen its fair share of trends. Today, its message goes well beyond mobility as it aims to bringing happiness to customers by offering engaging and personalised mobility experiences, while gaining the badge of honour when it comes to their trust.

In a conversation with MARKETING-INTERACTIVE, Yustiar Rizawan, head of digital and marketing communications at Bluebird Group, shared building customer relationships that make customers feel recognised, valued, and understood is crucial in the growth of the company and in driving repeat purchases, and advocacy.

Rizawan, who leads the company’s transition into an adaptive transportation technology firm says that as a firm which has been around for as long as it has, Bluebirds has been on a mission to evolve with their customers’ needs.

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One route taken is through omnichannel marketing, given that customers today have different journeys that they undertake. Messaging and communicating with them through their preferred platform has been crucial in the brand providing optimal customer service, explained Rizawan.

“We ensure consistency at each stage of the journey, starting pre-purchase, purchase, and post-purchase stages to manage customer expectations and quickly adapt if there is a gap between those expectations and the actual experience,” he said.

The group delivers an omnichannel strategy called 3M (Multi-Channel, Multi-Product, Multi-Payment), enabling customers to easily choose their preferred channel to order, explore various mobility service options, and use various types of payment methods. With the 3M omnichannel strategy, the group is able to acquire new users and retain loyal customers by offering personalised services and options, without forcing them to adapt to something unfamiliar.

Overcoming integration woes

But of course, no integration and transformation is without its own set of challenges. For the Bluebird group, this presented itself through teething issues when it came to big data and integration of platforms. But through persistence and communication, the team is making advancements.

Today, detailed reports and data-driven insights play a crucial role in shaping the group’s omnichannel messaging strategies. Customer behavior is analysed from various channels to understand how customers interact at each and every touchpoint. This then further drives the customer down the purchase funnel.

“This helps us choose the right channels and communications to engage our customers effectively. We collect and analyse customer feedback through reviews, social media, and surveys to refine our strategies and address customer concerns proactively, thereby enhancing the overall customer experience,” he added.

To ensure that its operations and resources are effective, Rizawan and the teams at Bluebird ensure a thorough plan is created to leverage the right tools and expertise, and focus on user adoption and data quality. Integrating multiple messaging channels was also essential om delivering superior CRM, facilitating faster and more relevant customer interactions, he explained.

“By leveraging comprehensive customer behavior data and automating workflows, we enhance the overall customer experience, ultimately fostering long-term loyalty and satisfaction,” he said. 

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