PT Perusahaan Gas Negara - Marketing Solution – New Version
Company: PT Perusahaan Gas Negara, Tbk.
Company Description: PGN is More Than Just
a Utility Company The leading company on Transmission & Distribution Natural Gas in Indonesia, and the biggest natural gas infrastructure owner in Southeast Asia for the last 5 years,.
Nomination Category: New Product & Service Awards Categories
Nomination Sub Category: Marketing Solution – New Version
Nomination Title: PT Perusahaan Gas Negara, Tbk, More Than Just a Utility Company
Which will you submit for your nomination in this category, a video of up to five (5) minutes in length, explaining the features, functions, benefits, and results to date of the nominated new or new-version product or service, OR a written essay of up to 650 words describing the same? (Choose one): An essay/case study of up to 650 words
Indonesia has experienced extraordinary shifting in the last decade to meet the needs of energy for residential area. This shifting occurs because there has been a change in the national energy supply source which was predominantly sourced from petroleum, which has now turned into natural gas-based. This is driven by the national interest to balance energy fulfillment patterns, namely imported energy sources and domestic energy sources
PGN as the largest company in the natural gas industry in Indonesia has a big role to play in this transformation. Changes in marketing methods have also been made to accelerate these changes, one of which is by digitizing and also changing the way to communicate with society and customers.
Through Digital Marketing, PGN introduces the benefits of using natural gas after switching from fuel oil. The chosen method was to use Social Media (Facebook and Instagram), also to use YouTube Ads and ads on the Google Display Network. This change marks a major change in how PGN's marketing works, which have been conventionally marketed for more than 50 years.
A new thing done by PGN is developing the gas network for residential customers. In just 5 years, the number of residential customers grew 200% and operational areas also grew by 25% compared to the conditions in 2014. Now PGN operates in more than 53 cities with a gas network of more than 9,200 Kilometers
The achieved response by this new marketing method is an increase in the Customer Satisfaction Index and Net Promoting Score compared to 2018. The growth of Facebook posts impression grew more than 540% compared to conditions at the beginning of the year, and the impression of Instagram posts grew significantly to more than 6800% compared conditions at the beginning of the year.
This is done by carrying out several new ways to communicate with the audience and followers. Social Media PGN with the account name PGN 360 posts benefits that can be utilized from natural gas in residential and business areas. Also, to increase interaction, quizzes and give away activities are carried out routinely. To increase popularity on Facebook and Instagram, we collaborate with celebrities to do some paid promotes. At the end of the year, we experiment with a short story approach, which is happening in Indonesia. As a result, the achieved responses were positive and has increased the engagement of PGN 360.
PGN also strengthens PGN Contact Center as the frontline communication media for customers, prospective customers and non-customers in reaching PGN to report issues and demand services. There are several features in the PGN Contact Center, namely reports for emergencies, reports of customer interruptions and complaints, gas bill information, stages of gas subscription, Gasnet service information and other services.
PGN provides a new solution for businesses located in areas where gas networks are not available, with one of PGN's products, namely GasLink. We serve international chain restaurants including the famous fast food restaurant, McDonald's. More than that, GasLink is an extension of PGN to provide energy and savings for the food souvenirs industry in several cities in Indonesia. Thus, business growth is also given to MSMEs and tangible economic impacts.