STRATEGIC ACTION PLAN TO IMPROVE ONLINE CUSTOMER EXPERIENCE BASED ON ONLINE CUSTOMER JOURNEY: A CASE OF BUMI AKI RESTAURANT

• Main Author: NAWANG SURI/ 29115606, DEWANTI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26549
• Institution: Institut Teknologi Bandung

<br /> <br /> Customer-to-customer interaction through social media become one of popular activities and also creating opportunity for firms. Many businesses began using social media as a marketing channel, especially for businesses whose targeted digital generation Y as their target market. One of the companies that start to recognize the change of marketing pattern to generation Y is Bumi Aki restaurant. The main target market of Bumi Aki restaurant is those at 24-60 years old, which resembles the large portion of Generation Y. Bumi Aki restaurant has no specific strategy to utilize their online tools, the performance of online marketing does not give expected performance to business. <br /> <br /> Follows the one of company mission to give high quality service, Bumi Aki restaurant needs to design online platform well to create a good experience based on customer journey on any platforms. The research initially conducted by analyzing the online marketing plan and its actual situation of Bumi Aki Restaurant by conducting interview with the management, existing customer which use online media, analysis secondary data and distributing questionnaire. <br /> <br /> The result of this research reveals there is some GAP between online marketing plan and its actual. Some potential segment is not reached, the touchpoints which preferred by customer does not utilized by Bumi Aki management. Bumi Aki restaurant has three brand-owned touchpoints, Author find only Instagram that give customer good experience with delighted score. <br /> <br /> According to this result, Author suggest Bumi Aki restaurant need to re-target the market, creating specific marketing goals, objectives and key performance indicator to avoid mistakes on deciding the strategy. The most effective touchpoints are Instagram, Google business, WhatsApp and website. Online customer journey created based on customer preference from the survey. Strategic action plan created to improve online customer experience based on online customer journey using content marketing but all of strategy must be in-line with offline situation. <br />