PROPOSED CUSTOMER RETENTION STRATEGY FOR OVO (PT VISIONET INTERNASIONAL)

• Main Author: Shofiyah Nasution, Ghina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46605
• Institution: Institut Teknologi Bandung

PT Visionet Internasional is a fin-tech startup that builds a digital platform through OVO app in aiming to simplify life by providing amazing rewards and deals through merchant partners, simple payment and smart financial services. E-wallet apps owned by fin-tech company have increased in this year. Cashback becomes a powerful marketing strategy to attract users using e-wallet app as payment methods. Beside the promotion, is equally important to understand and analyze the users’ thoughts regarding their preference in mobile payment, especially in OVO app. OVO wants to improve the existing customer experience and strengthen its position among the competitors. To solve the problems, there are several framework assesments done to observe. The framework build is PESTLE analysis by observation, Web-based analysis by generating the data from similarweb.com, VRIO analysis by observation and interview, Competitor Analysis by observation, Net Promoter Score (NPS) by conducting questionnaire to 127 respondents, alliance management by observation, and diamond strategy by observation. The result of Net Promoter Score is 3%, and it shows that OVO needs to improve customer retention through the customer journey. The lowest score is on OVO promotions while the highest score is on in top up experience. It could be concluded that most of the users thought that the promotions of OVO is not competitive as other competitors. Author encourages marketing strategies by using Diamond Strategy to improve OVO current condition and to give big picture of OVO condition and proposed business strategy that will beneficial for OVO furthermore. Through the analysis, it is found out that in order to increase customer retention, OVO is recommended to pursue strategies by building partnership with transportation company for daily use-case, e-commerce, bill payment merchant instead of P2M (Pay to Merchant).