Is Telemarketing Still Relevant in Indonesia’s Digital Era?

When your phone rings and it’s a telemarketing call, how do you really feel? Do you feel excited and interested in the promotion they’re offering? Or do you instantly get anxious and start wondering where they got your number?

With the rise of digital commerce and a clear consumer preference for online marketplaces and chat-based interactions, traditional telemarketing methods are facing major challenges. Today, customers often perceive telemarketing calls as intrusive, pushy, and untrustworthy, which leads to low engagement and potential damage to a brand’s reputation.

This situation forces businesses to question whether telemarketing remains relevant and how it can evolve to meet modern expectations for convenience, responsiveness, and security.

On top of that, Indonesia’s new data privacy law (UU PDP) demands stricter data handling and consent management. Businesses must navigate this environment carefully, redefining their telemarketing strategies to be not only effective and profitable but also compliant and capable of building genuine customer trust.

To understand how consumers in Indonesia truly perceive telemarketing today, we conducted research through AskLumia.

How Indonesian Customers Perceive Telemarketing

AskLumia allows you to research any topic you’re curious about, such as health, lifestyle, business, and more. You can get the answers you need in just a minute. For this topic, we started by asking a simple prompt: “Is telesales still relevant in Indonesia?”

Core Research Findings

Our research provides a comprehensive and nuanced view of the current state of telesales in Indonesia. The findings reveal a clear gap between traditional methods and modern consumer expectations, shaped by digital transformation and new regulatory frameworks.

Indonesian consumers exhibit a strong aversion to traditional telesales, viewing it as the least preferred purchasing channel due to its intrusive and high-pressure nature. They overwhelmingly favor online marketplaces, brand websites, and physical stores that offer convenience, security, and the ability to see products. However, receptiveness to telesales can be improved if the agent is polite and professional, the offer is relevant, and the call is from a trusted brand, indicating that the human element and trust are critical variables.
The telesales industry is also undergoing a significant technological transformation. Companies are adopting AI-powered dialers, CRM systems like Salesforce, and multi-channel communication platforms to improve performance. These tools have been shown to increase conversion rates, reduce call handling times, and enhance customer satisfaction through personalization. Despite these benefits, organizations still struggle with system integration, data consistency, and proper agent training.
Data privacy is a major concern for Indonesian consumers and a focal point of the new UU PDP regulations, which impose strict requirements for data management. While customers demand stronger protection of their personal information, they also expect personalized interactions from sales agents who understand their history. This creates a dual challenge: telesales operations must ensure compliance while still leveraging customer data to deliver relevant, personalized engagement.
Despite scepticism toward cold calls, the telesales industry remains a significant contributor to the economy, especially in Financial Services, IT/Software, and E-commerce. The industry is projected to grow, supported by rising advertising spending and expanding telecommunications infrastructure. However, high agent attrition, poor lead quality, and the need for continuous training remain barriers that must be addressed to ensure long-term success.

Related article: Indonesia’s Online Taxi Customer Preferences

Strategic Recommendations for Telemarketing in Indonesia

With AskLumia, you don’t just get insights, but you also get strategic recommendations to help you take action immediately, enabling your business to move faster and smarter.

These recommendations help transform telesales from a traditional and often unwelcome channel into a relevant, effective, and customer-centric engagement tool that aligns with the realities of Indonesia’s modern market.

1. Move from Cold Calling to a More Friendly Multi-Channel Approach

Transition from traditional cold-calling to an integrated, multi-channel conversational commerce model that aligns with consumer preferences. Leverage WhatsApp, social media messaging, and website chat channels where customers already show strong engagement. This approach allows telesales to become a responsive, trust-building channel rather than an intrusive, outbound-only tool.

2. Improve Operations with a Modern, Connected Tech System

Invest in an integrated technology stack to create a seamless experience for both customers and agents. Use a robust CRM system as the central hub for all interactions, ensuring smooth integration with AI dialers and communication channels. Address integration challenges through proper technical support and change management, enabling consistent, personalized communication.

3. Build Trust Through Strong Data Protection

Develop a data governance framework that prioritizes customer trust. Establish clear protocols for consent management, data encryption, and secure handling to comply with UU PDP. Use customer data ethically and transparently—train agents to reference past interactions respectfully to show that the brand is both trustworthy and attentive.

4. Improve Agent Skills and Lead Quality

Reduce agent turnover and improve outcomes by investing in continuous training. Training should focus on product knowledge, sales techniques, empathy, ethical communication, and data privacy. Improve lead quality using CRM analytics and lead-scoring tools to ensure agents are contacting more receptive prospects.

The Future of Telemarketing in Indonesia’s Digital Market

Despite all the challenges in Indonesia’s digital landscape, telemarketing still has the potential to remain relevant, effective, and customer-centric.

Businesses that succeed today understand that effective telemarketing requires more than just picking up the phone. It requires meeting customers where they already are (WhatsApp, chat, social platforms), investing in technology that empowers agents, and building real trust through transparent data practices.

Businesses need real insights into market dynamics, customer behaviour, and the competitive landscape. They must understand how their target audience perceives telemarketing, which channels drive engagement, how to optimize agent performance, and how to balance compliance with personalization.

The question is no longer whether telemarketing works in Indonesia; it’s whether your business has the insights and strategies needed to make it work for you.

Get real answers to your toughest business questions with AskLumia’s AI-powered research platform. Whether you need to understand your customers’ preferences, uncover market trends, or develop data-driven strategies, AskLumia delivers actionable insights in minutes, not weeks.

Stop guessing. Start acting on insights that matter. Explore AskLumia today and discover how to make your telemarketing efforts more effective, compliant, and customer-centric.