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1 The A5’s Framework

1. Awareness
At this stage, costumers first find out about a company's brand. The customers recognize
the brand from marketing communication activities, for instance through advertising, the
introduction through this first source is the most superficial influence on the customers.
Second, through community recommendations, this is often more appealing to customers.
Third, through their own experience, generally because they have used a brand before.
Through experience alone is the biggest influence on the customer, Top of mind awareness is
usually sourced customer experience using a particular brand.
In this phase, Telkom could conduct several marketing communication strategies to start
an awareness and gain customer’s attention. In the digitalization era like today, the pace of
information to spread are very rapid. Customer could just sit down in their place and access
specification, price, and any information related to products. Several examples of marketing
strategies that Telkom could make a content creation and the distribution is important every
stage of the customer journey.

2. Appeal
After the Awareness process, the second stage is Appeal. At this stage, costumers are
beginning to be interested in the services of the company's brand. In the Awareness stage, the
costumers think of the brand, then the costumers will make a selection. Brands that are not
attractive will be forgotten and those that are interesting will be considered further.
Although SLI 01017 is an old product, Telkom already has a good image in the
community. Thus, Telkom can utilize this advantage in order to get the public’s attention and
improve Telkom’s SLI 01017 appeal with the customers.

3. Ask
In this third stage, costumers are enthusiastic about a brand, but they want to get more
information before making a purchase. The goal is that they will be more confident in the
brand. Costumers prefer to get information from other parties, especially with the ease of
communication via electronic channels, especially the internet. Asking questions can be done
by chatting via smartphone, via email, even through social media. As a brand company, the
most important thing is that consumers can feel served as much as possible. This stage is the
last step before costumers actually makes a purchase.
 In this phase, decision will be made based on what customers take away from
conversation with others. The product appeal need confirmation from other to allow the path
to continue. This research could be done by them by asking to a friends and family form the
media, and/or directly from the product. In this phase, Telkom needs a strategy in order to
gain the customer trust.

4. Act
This is the stage where brand service personnel play the most important role. This stage
is also the most intensive moment of interaction that occurs between consumers and
companies. This is where a high level of engagement between the brand and the customers
occurs. The interaction is not only limited to information, but has entered the realm of
physical interaction.
The desired customer actions are not limited to purchase actions. After purchasing a
particular brand, customer interact more deeply through consumption and usage as well as
post-purchase services. Brands needs to engage customers and make sure that their total
ownership and usage experience is memorable.
In this phase, Telkom needs to make sure that customers are having a good experience
while using SLI 01017. In a several ways, one of them is by trying to solve a problem that are
often experienced by users, in example a lack of problem. Telkom must be able to minimize
this problem with gain a positive experience and loyal to the brand.

5. Advocate
The last stage is advocate. In this stage there are three levels of consumer loyalty. Level
one if consumers continue to use the brand called retention. Level two if the consumer makes
a repurchase called the repurchase. The highest level is when consumers are willing to risk
their personal reputation to recommend the brand. This stage is called loyalty which is the
same as advocacy.
In this phase, Telkom needs to optimize and do a loyalty program to a customer who
frequently using. This program could be more promotion such as bonus minutes calls, free
broadband phone calls, and advocacy is not only about word of mouth.