How ASRI Increased Inbound Engagement by 500% Across Its Malls
Multiple WhatsApp numbers across malls nationwide meant fragmented data and low customer engagement.
Interview with
Nadia Pratama
Head of Customer Experience
1.5x
increase in customer satisfaction (CSAT)
500%
more engagement in inbound customer chat
24/7
availability across every mall
Higher loyalty
activation across malls nationwide
About ASRI (Agung Sedayu Group)
ASRI manages customer relationships across a nationwide mall network. A shopper may interact with different malls, campaigns, and loyalty programs, but the service team needs a connected view of those conversations to keep each interaction relevant.
In this case, the focus is the contact experience across malls: how shoppers reach ASRI, how their conversations are recorded, and how those contacts support loyalty activity in more than one location.
The Challenge
Before Cekat.AI, ASRI managed multiple WhatsApp numbers across malls nationwide, resulting in fragmented databases, inefficient loyalty touchpoints, and low customer engagement.
Separate WhatsApp numbers meant a conversation at one mall did not naturally inform the next. Customer records and loyalty touchpoints were scattered, making follow-up harder to coordinate and limiting the value of inbound engagement.
“We had conversations coming in from many malls, but the customer context stayed in separate places.”
Cekat.AI Solutions for ASRI (Agung Sedayu Group)
The approach for ASRI (Agung Sedayu Group) combines several connected workflows, from the first conversation through team follow-up.
“The important change was having one place to continue a conversation, whichever mall a customer contacted first.”
Bring every mall conversation into one WhatsApp channel
Consolidating mall conversations into a single AI-powered contact channel gives the team a shared starting point for inquiries and service. A common entry point also makes it easier to establish who is responsible for the next response instead of leaving a message with a particular outlet.
Keep customer context connected between locations
Centralized conversation data lets the team see customer context across touchpoints instead of working from isolated mall-level records. The record of earlier inquiries becomes useful when a visitor returns through another campaign or asks about a different mall.
Turn follow-up into a coordinated loyalty workflow
Marketing automation supports more relevant follow-ups and loyalty messages without requiring each mall to manage the entire workflow manually. The team can plan a consistent follow-up sequence while still using the information gathered from each customer conversation.
Results
The following outcomes reflect the figures recorded in the client's case-study material. Their scope follows the available data.
1.5x increase in customer satisfaction (CSAT). The reported CSAT lift indicates that a more connected service journey translated into a better customer experience. This gives the team a clearer indication that service improvements are being felt by customers, not just reflected in internal processes.
“When the contact history is connected, our team has a much clearer starting point for serving returning visitors.”
500% more engagement in inbound customer chat. Inbound chat engagement increased as customers had a clearer, more consistent channel to reach the business. The increase matters because those conversations can now be followed as part of one customer relationship rather than counted as isolated messages.
24/7 availability across every mall. The shared channel can receive and assist inquiries beyond individual mall operating hours. Availability does not mean every case is resolved automatically; it means incoming questions have an entry point whenever a visitor sends them.
Higher loyalty activation across malls nationwide. Centralized context makes loyalty activation easier to coordinate across locations; the source does not specify a numeric lift for this outcome. The reported direction is positive, although the case material does not break the effect down into a numerical loyalty rate.
