Commencing the professional journey at UMC as a Personal Assistant to the President Director, Yuanita Christanti had the privilege of learning directly from the supreme leader of the company. This experience greatly enhanced her ability to assess and understand various issues from a broader perspective.
In this position, she developed a “helicopter view” when encountering challenges, enabling her to comprehend the larger context and make informed decisions for success.
In parallel with the very first launch of the Suzuki Ertiga in 2012, she was promoted to the position of Marketing Manager of UMC Suzuki with the responsibility of leading the introduction of Suzuki Ertiga. During that period, the company made significant organization adjustments, as it was anticipated that Suzuki Ertiga would increase the sales figures.
The automotive industry is highly dynamic and male-dominated; the challenges she faces are limitless as she seeks to constantly adapt, learn, unlearn, maneuver rapidly, and provide innovative and enjoyable experiences to customers.
CIOLook had the opportunity to interact with Yuanita for an exclusive interview. She highlighted her professional tenure while spotlighting the exceptional traits that we believe enable new transformation in the automotive industry.
Let’s delve into the interview excerpts!
Yuanita, tell us about UMC and its mission and vision; how does UMC thrive towards enabling advancements in the dynamic business arena?
United Motors Centre is a group of automotive brands based in East Java, Indonesia. UMC, which was initially formed from the product agents of General Motors, was established in 1952. Since 1981, UMC has been the main dealer for Suzuki in East Java. Over time, UMC has expanded and now operates as an automotive group that represents seven different brands: Suzuki, Hyundai, Wuling, Volkswagen, Audi, Nissan, and Kawasaki.
UMC’s vision is to become the premier automotive dealership network in Indonesia, being the top choice for customers and business partners. As a company striving to have the best automotive dealership network, we are committed to satisfying all stakeholders through:
– High-standard sales and aftersales services
– Continuous employee competency development
– Productive and efficient corporate governance
Moreover, thanks to UMC’s diverse range of automotive brands, we can foster a collaborative mindset and engage in platform sharing. The capability enables us to efficiently apply policies across multiple brands at the same time.
Enlighten us on how you have been impacting the sector through your expertise in the market.
Innovate and Educate as a package is a necessary element in my campaign or marketing activity to differentiate UMC from its peers, with calculated risk while maintaining the customer’s comfort level.
Before the COVID-19 pandemic, we successfully enhanced the brand awareness of UMC Suzuki through various activities that targeted a large audience, particularly in Surabaya and East Java. After the outbreak of the pandemic, we became the first dealer in East Java to regularly organize online Showroom Events in order to boost sales. Additionally, we had the chance to introduce our Digital Showroom as a replacement for our offline showrooms, which we decided to close down in order to reduce operational expenses.
After the COVID-19 pandemic, our primary focus shifted towards transitioning our marketing strategy from multichannel to omnichannel. This change aimed to offer customers a comprehensive and seamless experience by integrating UMC’s diverse marketing channels, both online and offline.
UMC has frequently been a pilot project for Suzuki dealer all over Indonesia in the way UMC handle their marketing campaign. UMC also frequently win the most prestigious award in GIIAS (Gaikindo Indonesia International Auto Show) or IIMS (Indonesia International Motor Show) as the two biggest automotive exhibitions in Indonesia.
Describe in detail the values and the work culture that drives your organization.
Effort, Quality, and Image.
We consistently strive to maintain UMC’s effort, quality, and image in Indonesia, particularly in East Java. Our goal is to ensure that our customers experience maximum comfort and satisfaction. Consistency is maintained by continuously adapting to a dynamic environment, ensuring that the market can clearly understand the message that UMC wants to convey.
Undeniably, technology is playing a significant role in almost every sector. How are you leveraging technological advancements to make your solutions resourceful?
We began by implementing a multichannel marketing strategy, where UMC aims to be present on as many channels as possible in order to adapt to our customers’ needs. Following the COVID-19 pandemic, there was a major increase in digital competition. As a result, our attention shifted towards omnichannel marketing. This approach involved not only utilizing multiple channels but also prioritizing the creation of a seamless experience for our customers through effective integration between these channels.
What, according to you, could be the next significant change in the global marketing industry? How is UMC preparing to be a part of that change?
Shifting in our customers’ journey. UMC should prioritize staying relevant to its target market by understanding the customers’ buying journey and effectively utilizing various resources to enhance and optimize the customer experience.
UMC is now running a Digital Showroom that specializes in identifying and managing digital leads, as well as implementing omnichannel marketing strategies. Our Digital Showroom serves as a “laboratory” where we combine various marketing strategies from both offline and online channels to achieve the most effective results.
Where do you envision yourself to be in the long run, and what are your future goals for UMC?
Based on my experience, I consider myself a marketing technology expert specializing in the automotive industry. My expertise lies in developing customized marketing strategies for various automotive brands, with a particular focus on those within the UMC. I see myself as a skilled communicator who works closely with CEOs and directors to effectively present the progress and advancements in digital marketing so that the business can invest in an optimal budget and accommodate the development of marketing technology.
My future goal for UMC is for the company to serve as an inspiration to similar industries through its innovative use of marketing technology.
What would be your advice to budding leaders who aspire to venture into the marketing industry?
Developing a helicopter mindset is essential for leaders. As the boundaries between divisions and between knowledge have become more seamless, it is crucial to seek fresh perspectives from various viewpoints to achieve the best results.
