PROPOSAL FOR INTERNAL BUSINESS PROCESS IMPROVEMENT OF WHAT'S UP CAFE BANDUNG BASED ON CUSTOMER EXPERIENCE

• Main Author: MOOY CLARA SITUMORANG NIM 14414025, SANTA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30806
• Institution: Institut Teknologi Bandung

What’s Up Café is a business that operates in the Food and Beverage industry. It adopts the franchise business model which has been operating in Bandung for two years. The franchising business model ensures every What’s Up Cafe chapter to deliver their products and services based on the franchisor’s standard. Unfortunately, the sales target of What’s Up Café Bandung has rarely been achieved which puts the franchise in the lowest position in terms of profit compared to the other 10 What’s Up Café chapter. <br /> <br /> Preliminary study shows that the cause of What’s Up Café Bandung’s low sales target are the insignificant number of consumers traffic. It is supported with the fact that majority of people that has been to the café decided not to repeat purchase. After a more thorough research through distributing preliminary questionnaires, it has been discovered that most customers have encountered negative experiences in response of What’s Up Café Bandung’s products and services. The unsatisfactory experiences are related with the 3 most corresponding marketing mix which are, product, process, and physical evidence. <br /> <br /> Internal process business has a great impact in consumer interaction. Hence, the purpose of this research is to develop a solution for What’s Up Cafe Bandung’s internal business process in order to enhance positive customer experience in the café. To achieve the target, customer experience mapping using Customer Journey Map (CJM) are applied in order to identify Moment of Truth and the existing business process mapping. The relation between business process and consumers activity in CJM are outlined on service blueprint. The purpose is to identify failure points or the fail service process which could cause a potential disappointment and uncomfortable interaction between consumers and the business. Mitigation are being practiced for potential problems that could be classified as a priority. The priorities are determined based on the level of urgency, the business’ abilities, future consideration, and the profit level increase when a potential problem has been solved. As a result, potential problems that are prioritized comes with the solution in 8 Moment of Truth, which are the consumer interaction with the café’s information, consumer review, waiters, facilities, menu book, products, service process, and café’s atmosphere. The improvement process that has been proposed consists of frontstage process, backstage process, support process, as well as an addition control process. Each process comes with a success indicator in order for the company to observe the favorable outcome of the refinement process. The business need to focus on increasing their service standard that are related with the 8 Moment of Truth that has been listed to be able to provide an improved consumer experienced for customers.