Jakarta, INTI - Amid increasingly digital and dynamic customer behavior, service quality has become one of the key factors in building customer loyalty and strengthening brand value. This remains a major focus for XLSMART as the company continues its ongoing customer experience (CX) transformation.
The company’s success in winning the Contact Center Service Excellence Award (CCSEA) 2026 serves as clear proof of that commitment. Speaking to Marketing.co.id, XLSMART Chief Customer Experience Officer Sukaca Purwokardjono said the award is not merely an achievement, but also a validation of the company’s customer service strategy.
“We are certainly proud and grateful for this recognition. For us, the award represents appreciation for the company’s commitment to delivering customer service that is excellent, relevant, and continuously adapts to customer needs,” said Sukaca.
According to him, the award also serves as a challenge for the company to maintain and further improve its service quality in the future. This is not the first time XLSMART has received such recognition, demonstrating that enhancing customer experience has become a long-term commitment for the company.
AI and Omni-Channel Services Drive Faster Customer Experience
Sukaca further explained that XLSMART’s customer service transformation has evolved from a traditional call center into an integrated omni-channel contact center. The company continues to strengthen its digital channels while developing AI-based systems, predictive analytics, and real-time dashboards to provide customers with faster, more accurate, and more consistent experiences.
The transformation is driven by four main pillars: Reduce, Attract, Incubate, and Deflect. Through the Reduce pillar, XLSMART applies a proactive approach before complaints arise and provides self-service facilities via web and mobile applications, enabling customers to resolve issues independently. Meanwhile, through the Attract pillar, the company continuously develops digital service channels to ensure customers can access services more easily and quickly.
Under the Incubate pillar, the company focuses on ensuring customers receive comfortable and satisfying experiences through digital channels. Meanwhile, the Deflect pillar optimizes digital services, self-service features, and AI bots to address customer needs in a faster, more accurate, and more human-centered way.
“Our current innovation focus is the implementation of AI technology for both customer service and contact center operations,” Sukaca explained.
In addition to AI, XLSMART is also developing a closed-loop system to ensure customer complaints can be resolved quickly and with high quality. The company actively carries out human resource development programs to continuously improve the capabilities of its contact center agents.
Interestingly, the culture of serving customers is not solely assigned to the contact center division. Through the company value “Customer at Heart,” all employees are encouraged to embrace a customer-centric mindset across every line of work.
Human Empathy Remains Essential in the AI Era
Looking ahead, XLSMART has prepared four key strategies to maintain its service quality and achievements: implementing AI technology, simplifying service processes and closed-loop solutions, developing human resources, and strengthening a customer service culture across all employees.
Sukaca believes the customer service industry is evolving rapidly and becoming increasingly focused on customer experience. Contact centers are no longer merely complaint-handling hubs, but have evolved into experience centers that play an important role in building customer loyalty and strengthening corporate brands.
“Technologies such as AI, automation, and data analytics are crucial in creating faster, more personalized, and more efficient services. However, human empathy remains a key differentiator that technology cannot fully replace,” he concluded.
Conclusion
XLSMART’s customer experience transformation highlights how AI, automation, and digital channels are reshaping the future of customer service. By combining advanced technology with a strong customer-centric culture and human empathy, the company aims to strengthen customer loyalty while delivering faster, smarter, and more personalized services in the digital era.
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