About Sagala Group
Sagala Group is a food and beverage (F&B) company operating under a cloud kitchen business model without dine-in restaurants. As a result, nearly 100% of its transactions occur on online platforms such as GrabFood and GoFood. Sagala Group currently operates across 62 branches throughout Jabodetabek, Semarang, Yogyakarta, Malang, Surabaya, and Bali. A unique aspect of Sagala Group’s model is that a single kitchen can house up to 14–15 different brands simultaneously, making daily operations and customer complaint management significantly more complex than standard F&B businesses.
Business Challenges
Before partnering with Mekari Qontak, customer complaints from all 62 branches and over a dozen brands were funneled to a single customer service team and handled manually using standard WhatsApp Business accounts. The team operated without chatbots, formal reporting tools, or structured performance visibility. The primary challenges included:
- Unscalable monitoring. Supervisors had to monitor individual agent performance and chat distribution one by one, lacking historical data access to guide performance evaluations.
- Unmeasured agent workloads. Straightforward inquiries, such as store operating hours or branch locations, had to be answered manually by agents. This consumed valuable time and energy that could have been dedicated to more complex customer issues.
- Lack of a centralized platform. Customer inquiries faced the risk of being overlooked or left unanswered, presenting a significant vulnerability for a business completely reliant on online platforms and digital reputation.
Mekari Qontak as a Solution
Sagala Group chose Mekari Qontak as its customer engagement platform to address two key areas: visibility for supervisors and efficiency for agents. Operating on a 24-hour schedule split across three 8-hour shifts, all complaints from every branch are now managed within a single, centralized platform.
Chatbots for repetitive inquiries
Standard questions regarding store opening hours, branch addresses, and menu details are now fully handled by a chatbot. Agents are no longer weighed down by tasks that can be automated, allowing them to focus on issues requiring direct human intervention.
Real-time reporting for informed supervision
Yudit Febry Irianto, CRM Associate at Sagala Group, can now monitor agent performance both in real-time and through historical logs, such as tracking who has responded, how long it took, and whether the response met the established SLA. Daily reports are distributed to the team for ongoing evaluation. Utilizing this data, Sagala Group regularly reviews weekly complaint trends to pinpoint operational vulnerabilities, identifying whether specific menus, brands, or branches require immediate adjustments.
“The greatest value we experience with Mekari Qontak centers around visibility and operational control.” — Yudit Febry Irianto, CRM Associate, Sagala Group
Results
The implementation of Mekari Qontak has delivered a meaningful impact on the daily operations and customer experiences managed by Sagala Group’s customer service team.
2.49-minute response time, well below the 5-minute target
Based on analytics extracted from the Mekari Qontak dashboard, Sagala Group’s average response time sits at 2.49 minutes, performing twice as fast as their internal 5-minute SLA target.
40-minute handling time and a 4.5 out of 5 CSAT score
The average handling time for resolving complaints is currently 40 minutes, comfortably under the 60-minute target. Additionally, the team achieved an average customer satisfaction (CSAT) score of 4.5 out of 5, reflecting a consistent and standardized quality of service made possible by the visibility provided by Mekari Qontak.
Comprehensive and integrated data visibility
Before using Mekari Qontak, historical complaint data were scattered and difficult to trace. Today, all customer interaction records are organized within the Mekari Qontak dashboard, remaining accessible at any time to support faster, more informed operational decisions.
Sagala Group on Mekari Qontak
“A CRM platform like Mekari Qontak is highly essential for the F&B industry. The overall customer experience is heavily influenced by the speed and quality of our response to their issues. With Mekari Qontak, our communication has become far more consistent and much easier to monitor.” — Yudit Febry Irianto, CRM Associate, Sagala Group
