People Innovation Excellence

Willem Najoan

Willem Najoan
Head of Driver Analitycs at Grab ID
– Professional with expertise in Marketing, Customer Relationship Management (CRM), Customer
Lifecycle Management (CLM), Customer Loyalty Management, Customer Touch Point and related
– Years of experience in CRM, CLM and Customer Loyalty Management in three of Indonesia’s
biggest Telecommunication operator
– Experience in developed, launched and maintain successful program
– An achiever, fast learner and easy to adapt in new environment
Specialties: Customer Focus, Marketing, Customer Management Database, CRM, Retention, Loyalty
programs, Churn reduction, Revenue increasing using CRM tools, Campaign Management System
Head of Driver Analytics at Grab
November 2017 – Present
(CRM & CE) Division Head Customer Lifecycle Management – Program Operation at Indosat
January 2013 – Present
– Responsible for increasing customer lifetime and revenue using customer profile & behavior,
targeted marketing campaign, up sell and cross sell.
– Ongoing project : Mass loyalty program (Point based program), partnership program, customer
database enrichment and monetizing
– Number of staff : 9 people
Division Head CEO Office at Indosat Ooredoo
October 2016 – November 2017 (1 year 2 months)
Sr. Manager Retention & Loyalty – Customer Lifecycle Management at Bakrie Telecom
May 2009 – December 2012 (3 years 8 months)
– To lead Customer Lifecycle Green Segment and Customer Loyalty team with the objective :
– Increasing customer revenue through micro segmentation campaign programs
– Reducing churn rate by using data mining to create offer campaign directly to customer
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– Increasing customer loyalty with the Esia brand by giving more value such as merchant discount,
special treatment on event, privilege, etc
– To conduct data analysis to gain new perspective of customer overall behavior
Key Achievements :
– Manage to increase customers revenue from segment
– Succeed to maintain segment churn level
– Secured company investment with new business model when acquired Campaign Management
– Project manager in acquiring and integrating Convergys Dynamic Decision Solution (CDDS) as
Campaign Management System in Bakrie Telecom
– Develop Campaign Management System in Bakrie Telecom which enabling full automation
marketing offers to customers through SMS, email, IVR outbound, social media, web offer, etc
– Develop and design customer segment based on customer value
– Develop social media as marketing and communication tools by maximizing Esia’s Twitter (58,314
followers), Facebook (121,149 members) – till date
– Develop and launch HAPESIAGA program in August, 2007 with ACE Insurance as partner. The
first mobile phone lost insurance in Indonesia
– Awarded for Best Retention Program from OnMobile India (partner company in retention program
– Create many joint promotion programs special for Esia user with various merchant partner (malls,
restaurant, café, waterpark, movies, etc)
Manager Segment – Customer Lifecycle Management at PT. XL Axiata Tbk
October 2008 – April 2009 (7 months)
– Together with team developed new department called Customer Lifecycle Management. The
objectives of this new department is to conduct test programs with various approach/offers to
increase usage and reduce churn
– To conduct data analysis of all consumer behavior data and developed program to increase
– Create and developing usage increasing program
– Create and developing program on churn management base on data analysis
Manager Retention & Loyalty – Postpaid & Prepaid at PT Excelcomindo Pratama
August 2007 – September 2008 (1 year 2 months)
Key Responsibilities:
– To conduct data analysis of all consumer behavior data and developing anti churn strategies.
– Create and developing anti churn programs base on data analysis.
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– Create and developing loyalty program using internal resources (telephony offer) or third party
– Developed and launched XL Poin Hadiah, a major loyalty program base on point collection and
– Transferred to Postpaid team, responsible to develop breakthrough marketing and retention
program for XL Postpaid (June 08)
– Developed programs to increase usage on Postpaid customer base on retention program dan
Key Achievements :
– Develop and launched new loyalty program XL Poin Hadiah, a point reward program for XL’s
customers. KPI for this program is to increase customer lifetime. Task include : budgeting,
promotion, marketing communication, building website, prizes, raffle drawing, etc
– Create and develop many customer lifecycle program with objective to increase customers lifetime
and usage
– Manage to maintain churn level in targeted level
Sr. Account Executive
February 2005 – August 2007 (2 years 7 months)
Key Responsibilities:
– To achieve company sales target.
– To build a good relationship with advertising agency and advertiser in order for selling TV
commercial spot and sponsorship.
– Create a new form of cross selling activities between TV programs and off air event to get more
benefit for company and advantages for partners.
– To conduct data analysis of TV rating and other research to developing new programs or events
– Major client : Dentsu Indonesia (XL, Toyota, GarudaFood, etc)
Key Achievements :
– Top two highest ad-sales achiever in two consecutive years
– Created many bundling program (on air, off air and event) in order to achieve company target
and program awareness such as : Nickelodeon Walk For Fun (annual fun walk for children),
Nickelodeon Screen (weekly children gathering in malls)
Account Executive
March 2003 – February 2005 (2 years)
Adsales for TV program specialized on kids program (Japanese animation series)

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