Amid an increasingly competitive digital landscape, brands’ approaches to reaching audiences continue to evolve. While brands previously focused on increasing exposure through one-way campaigns, many are now actively building communities. Through communities, brands can create emotional connections, foster two-way conversations, and deliver more relevant and sustainable interactions with their audiences. This approach forms the foundation of the collaboration between customer experience and digital business services provider transcosmos Indonesia (TCID) and one of Indonesia’s largest FMCG companies in developing a comprehensive digital culinary platform complete with a community ecosystem for food and recipe enthusiasts.

As the FMCG company’s strategic digital partner, TCID plays a role in designing and implementing a data-driven community engagement strategy that integrates Customer Data Platform (CDP) and Customer Engagement Platform (CEP) technologies. Through this approach, the FMCG company’s culinary digital platform no longer serves merely as a one-way recipe content channel, but has evolved into a dynamic interaction space that encourages active user participation.

According to the “State of the CDP 2024” report, around 91% of CDP users consider the technology essential in creating relevant, real-time data-driven customer experiences, while 79% of companies achieved ROI within less than 12 months after implementing a CDP.

Vice President Director of transcosmos Indonesia, Ardi Sudarto, stated, “In today’s digital era, communities are no longer just audiences, but have become an important part of brand growth. Communities managed through the right community engagement approach can evolve into ecosystems that provide tangible value for both brands and their members.”

In building the community ecosystem within the digital culinary platform, CDP and CEP help TCID better understand the behavior and preferences of community members. Customer Data Platform (CDP) technology enables the collection and integration of member data from various sources, which is then processed to identify preferences, interaction patterns, and specific interests of each member. Through the Customer Engagement Platform (CEP), the data is then utilized to design more relevant and personalized communication strategies and engagement activities, ranging from personalized content delivery to more targeted campaign management.

The implementation of this technology has proven highly effective in developing a community ecosystem focused on member contributions to content creation. Through various thematic user-generated content (UGC) campaigns, members are encouraged to share their recipe creations as part of their interactions within the platform. During the third quarter of last year, recipe content uploaded by members increased by 45% compared to the previous period. This contribution not only enriched the platform’s content but also strengthened members’ attachment to the community platform.

In addition, TCID introduced a feature within the digital platform that provides community members with access to information channels involving professional nutritionists. Through this feature, members can gain educational insights related to food composition, nutrition, and healthy lifestyles tailored to their individual preferences and needs. This approach delivers a more relevant experience for all members.

Beyond digital activities, this community engagement strategy has also been expanded through various offline events held in several cities across Indonesia. These activities include cooking classes and culinary inspiration-sharing sessions involving community members directly. Such initiatives not only strengthen connections among members but also create a more tangible community experience.

This integrated community engagement approach has contributed to the overall growth of the platform. The number of new members in Q3 2025 increased by as much as 149%. The platform’s digital activity also showed positive trends, with website traffic increasing by 31% and nearly 10% returning visitors. On the application side, the Monthly Active Member (MAM) rate remained stable at 77%, reflecting sustainable member engagement and continued audience involvement.

In addition to focusing on engagement, TCID also addresses brands’ needs to strengthen customer loyalty. This is realized through a loyalty points program as part of technological innovation and through rewards for loyal customers as a tangible form of appreciation.

Furthermore, the impact of the overall strategy is also reflected in business performance. E-commerce transaction conversions increased by 30%, demonstrating that communities no longer function solely as interaction channels but also as drivers of business value.

“The strength of a community engagement strategy lies in balancing technology utilization with the human touch. In practice, we combine the power of data, digital platforms, and teams that understand community behavior dynamics. This combination of people and technology is what differentiates TCID in helping brands build active, healthy, and sustainable communities,” Ardi added.

transcosmos Indonesia is a customer experience and digital business services provider and a subsidiary of transcosmos Inc., a Japan-based company established in 1966. transcosmos Indonesia delivers integrated services to support various aspects of clients’ businesses, including CX technology. For more information, please visit the transcosmos Indonesia website, Instagram, and LinkedIn pages.

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About transcosmos Indonesia

Founded in 2013, transcosmos Indonesia operates in digital business services, customer experience, and business process outsourcing (BPO). With more than 4,000 employees across three locations in Indonesia — Jakarta, Semarang, and Yogyakarta — transcosmos Indonesia is trusted by clients across various industries, including e-commerce, retail, telecommunications, banking, and insurance. The company provides a wide range of services, including contact center operations, digital marketing, e-commerce support, data entry, IT support, and more.

About transcosmos Inc.

Since 1966, transcosmos Inc. has combined skilled human resources with the latest technology to deliver valuable services that enhance clients’ competitive advantages. Today, transcosmos supports clients’ business processes with a focus on increasing sales and optimizing costs through 181 offices across 35 countries. With the majority of its operations based in Asia, transcosmos continues to improve operational efficiency in supporting clients. In line with the growth of the global e-commerce market, transcosmos provides comprehensive global e-commerce services to help clients deliver outstanding products and services to consumers in 46 countries worldwide. transcosmos aspires to become clients’ “Global Digital Transformation Partner,” supporting their transformation through digital technology and responding to dynamic business environments. Visit: transcosmos Inc.