STRATEGIC PLANNING FOR CUSTOMER EXPERIENCE USING PREDICTIVE ANALYSIS BASED ON CUSTOMER JOURNEY OF INDIHOME PT TELKOM INDONESIA – TR3

• Main Author: Asri Achmad, Shandy
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46418
• Institution: Institut Teknologi Bandung

Telkom Indonesia as one of the biggest telecommunication companies in Indonesia has several main products in broadband services. One of their main products is IndiHome. Indonesia Digital HOME (abbreviated as IndiHome) is a service product from PT Telekomunikasi Indonesia in the form of communication and data service packages. IndiHome was developed in 2014 as the substitutes of Telkom Speedy product that had been changing because of technology and customer demand. IndiHome expected to be the first wave of the revenue generator in Telkom. There is external challenging such as changing customer behavior and high performing Customer Experience (CX) focused industries that seeing customer and business growth. However, in this tight competition, and internal challenges there is a financial performance on a decreasing trend and for Net Promoter Score (NPS) is below best in class benchmark globally. This research aims to find the strategic planning CX for IndiHome that will be impacted as a result of business and revenue. The research is focused on PT Telkom that every year doing Net Promoter Score and Net Emotional Value (NEV) to measuring the loyalty of a firm's customer relationships and customer satisfaction that correlated with revenue growth. The author takes the model from secondary data from NPS and NEV Report from 2014 – 2018 of PT Telkom Indonesia, focused on Telkom Regional 3 West Java and assign relationship and satisfaction dimension and attribute. Using predictive analytics is a method that analyzing current and historical facts to make predictions to determine an accurate strategy and can improve customer experience based on the appropriate level of correlation. From NPS and NEV report the dimensions and attributes are processed by predictive analysis using correlation and regression. The fact-finding that based on that analytics will be a strong correlation attributes that would become the key to strategic planning for a customer experience that in a lining with corporate strategy and validating by using Focus Group Discussion with the unit in charge and interview with current customer and new customer. The strong correlation attribute from this statistical processing is the installation process is long, friendliness of the technician, and ease of accessing points. The author proposed strategic planning for customer experience is from the result from predictive analytics combine with benchmarking with other telco’s company and validating to propose strategic program end-to-end customer journey and integrated to back end system, digitalization and digital ecosystem will be impacted and gave a result business and revenue. Furthermore, IndiHome should leverage the service because of a lot of add on product for added value.