REDESIGN CUSTOMER RELATIONSHIP STRATEGY BASED ON 4.0 MARKETING STUDY CASE: PT KRAKATAU DAYA LISTRIK

• Main Author: Agrahadi, Henry
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34057
• Institution: Institut Teknologi Bandung

In recent years, PT Krakatau Daya Listrik (PT KDL) as the only energy provider in Krakatau Industrial Estate, has many complaint referred to how they handling the customers. There is a threat from several tenant in the form of independent electricity development or even insist to bypass the electricity supply from state-owned provider. Unfortunately, to handling this situation, PT KDL believed it’s only a matter of price and reluctantly developed Customer Relationship Strategy for enhance customer loyalty in Krakatau Industrial Estate particularly, and attract nonconsumer outside the area generally. This research intentionally develops the Customer Relationship Strategy framework align with 4.0 technology, which aims to support captive energy business in orientating its strategic system in pre-implementation stage and support corporate business strategy to enhance customer satisfaction and loyalty, also to adapts rapidly in facing the era of service 4.0. To explore about the business situation, this study breakdown the external and internal current condition simultaneously. To find the problems, this study proposed Customer Voice Report Analysis, Customer Satisfaction Survey Analysis, Customer Experience Analysis, and construct six factor that measuring the reason of numbers of complaint using qualitative methodology with semi-structured interview based on theme and analyze to find the best Strategy framework which align with customer wants and needs and adapt fully in service 4.0. The study shows the responsiveness and integrated information to customers which seems always be the gap occurred in Customer Satisfaction Index never been closed. The customers really agreed with the KDL's proposed plan to build an integration based platform which can predict their wants and needs and make them feels important by the service it delivered. Customers also feel this clear of information also ease them to do business. This study also make recommendation for company to invest in developing the framework and start to implement Service 4.0 Technology.