IMPROVING SALES PERSONS PRODUCTIVITY OF MICRO PERSONAL LOAN: A CASE STUDY OF OPEN SPACE BANK

• Main Author: Purnomosidhi, Bramastra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47490
• Institution: Institut Teknologi Bandung

The Open Space Bank is one of prominent bank in Indonesia, this bank only use sales person to distribute personal loan, however not all sales person reach monthly target, in some cases in the peak season with half interest rate, there is several sales person that not reach monthly target, as a result accumulating sales person performance affecting this bank performance to distribute personal loan. Current customer acquisition strategy is depending on in house presentation or meeting potential loan applicant, however this method unable engage all employee in the working space, only small group employee will attend the presentation. Contacting potential target market directly through personal message is highly effective to engage loan applicant, however this practice prohibited by Indonesia financial services authority (OJK) regulation. The Objective of the research is to find how to improve personal loan sales conducted by sales person and to find the suitable marketing strategy to improve personal loan sales. The approach of this research using the five A’s model, industry archetypes analysis, 5 core characteristics agile bank analysis as a purpose to gather deeper understanding how personal loan customer behavior, what kind service that need to improve and which channel that able to engage personal loan the most. To do so, the data collection using questionnaire form and deliver to selected person that suit with personal loan target market criteria only. The qualitative data collecting using interview & observation will generate insight of personal loan customer behavior. In this research found the only channel to apply personal loan is sales person, in contras majority of available channel unable to reach sales person, but it providing information about personal loan. As a result fewer channel that able to reach sales person made sales person is not optimize to engage loan applicant. The channel management is the solution, to made customer easier reaching sales person using digital channel, this digital channel increased sales person ability to engage loan applicant and increased loan generated each months.