BTPN, THE ONE AND ONLY BANK WHICH UNDERSTAND THE NEEDS OF INDONESIAN PENSIONERS

• Main Author: Abdul Gafur, Havie
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47044
• Institution: Institut Teknologi Bandung

Pensioners customers plays an important role on how BTPN develop their unique value proposition (UVP) called Daya that makes them different from other banks. One of Daya Program that designed for pension customer is Health Service. The program is now implemented in more than 191 branches all Indonesia and partnership with Indonesian General Practitioners Association (Perhimpunan Dokter Umum Indonesia). Every month the program served to more than 8,000 pensioners with different symptoms. As many years implementing this, the service need improvement phase on how the databases can be automatically updated in the system. Moreover, BTPN has not optimized the program implementation data. Using those rich of data, the study aims to provide an analysis of data and develop a better improvements or solutions for the program for pensioners. The quantitative and qualitative research for this study were happened previously in the branches and the data retrieval from customers that came to health service. All doctors in the health service recorded all customers’ data and reported to the system. Based on the data, we understand LK Program is actually one of the needs of the pension customers and also from business perspective, there is important to use this program as an acquisition of the new customers, but some of improvements need to be determined. There are several business solutions proposed, which are: (1). Maximize the operational of LK Program; (2). Develop promotive and prevetif program to pension customers (3). Actively promote LK Program, develop agent of change to speed up the implementation of the program, and technology usage maximization.