RETENTION STRATEGY ANALYSIS OF FLEXY TRENDY

• Main Author: EDALTIEN (NIM : 29107316); Pembimbing : Dr. Ir. Mustika Sufiati Purwanegara, M.Sc, NANCY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16647
• Institution: Institut Teknologi Bandung

The existence of new service providers in telecommunication, who focused on free wireless access based on CDMA, seems to lead the competition among the player is getting tough. It is believe that a company likes PT. Telekomunikasi, Tbk through one of their product Flexi Trendy should face the high defect of user from one operator to another that reached 11.02%. The customer behavior that tends to left and moved to another provider can cause the bad financial performances of the previous company. The retention program is part of the Relationship Marketing, which has been implemented by almost all the company in the world. <br /> <br /> <br /> The rapid movement can be decrease by the effective implementation of the retention strategy. This issue strives the CDMA operator to make serious efforts of customer retention in order to keep the customer from moving to the other operators. It is believe that, when the retention implemented, the customer will get some value from it. This step will make the customer feel convenient and stay. Beside, the satisfaction and loyalty of the customer will be maintained. Tariffs are tending to be complicated including dimension such as product type, service type, and reward in the strategy of Flexi Trendy’s retention. <br /> <br /> <br /> In this Final Project, the collected data are from FGD with the Flexi Trendy customer and analysis of sales, revenue, and churn rate in 2007 and 2008. The FGD has been implemented to get further information of customer satisfaction and loyalty in one last year. Respondents shared their thoughts and opinions of the services that have been given during using the service provider. <br /> <br /> <br /> The result of the research showing that positive responds came up by the retention program of Flexi Trendy during one year before (2007-2008). It showed that there were increasing value of the customer satisfaction index and 24% growth of Flexi Trendy market <br /> <br /> <br /> share in December 2008 (compared by November 2008). The Final Project also tries to provide retention strategy design, which can be applied by TELKOM and expected, could increase productivity of the company. The formulation of the concept was based on the external analysis of the competitor and trend in market telecommunication presently.