CUSTOMER RELATIONSHIP MANAGEMENT TO RETAIN EXISTING CUSTOMERS USING DIGITAL CUSTOMER EXPERIENCE APPROACH: DEVELOPING A MOBILE APPLICATION FOR NINJA ACADEMY

• Main Author: Hibaturrahman, Affan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46861
• Institution: Institut Teknologi Bandung

Ninja Xpress is a Courier, Express, and Parcel (CEP) logistics company that has been operating in Indonesia since March 2015. It has focused its target market towards MSME sellers since early 2019. Previously in March 2018, the Marketing Acquistion team of Ninja Xpress has created a retention program called OASIS that is targeted towards MSME sellers. OASIS is a business class event that has the objective to acquire high-volume shippers by providing classes related to online business to the MSME sellers. However, these OASIS events had only be able to generate only low acquisition numbers and proved to have a dissatisfactory users’ retention rate. Thus, the Marketing Acquisition team created a new loyalty program that has numerous features and benefits called Ninja Academy. Since its inception, existing Ninja Xpress sellers had only been able to book the Ninja Academy features through offline means. Based on the findings, 53% of Ninja Academy users wanted the program to be digitalized through either a mobile-based or web-based application platform, and there had been discussions within the team to create a holistic digital platform in order to increase Ninja Xpress’ MSME online sellers’ retention rate. Thus, the development of the online platform is highly needed in order to increase and maintain Ninja Academy’s users’ retention rate, ease and simplify the usage of the program, and attract new MSME shippers to use Ninja Xpress due to the availability and benefits of the program that is specifically tailored towards MSME businesses. In order to develop the application platform, it is suggested that a mobile-based application to be made, as smartphones are more widely used in Indonesia compared to laptop or desktop. On the other hand, in order to retain users, the Six Pillars of Customer Experience Excellence tool is needed to provide the best delivery possible towards Ninja Academy users. In addition to that, a customer relationship management strategy is as well needed to be implemented as it would help to manage relationships between the company and the customer, with the overall goal of customer loyalty and long-term profitability.