EVALUATION OF CUSTOMER LIFETIME VALUE IN UTILIZING GEOGRAPHICAL INFORMATION SYSTEM (GIS) TECHNOLOGY SOLUTION (CASE STUDY: PT. ESRI INDONESIA)

• Main Author: Rizka Keumala, Soraya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/52028
• Institution: Institut Teknologi Bandung

Esri Indonesia is an information technology-based Geographical Information System (GIS) technology solutions provider. Esri Indonesia clients ranges from various institutions, including ministries/government agencies in Indonesia. The solutions offered include software, and services. Due to its Business-to-Business (B2B) business model, Esri Indonesia relies heavily on the continuity of companies whose customers continue to use the GIS solutions provided by Esri Indonesia in annual maintenance fees and new consulting services. Customer Lifetime Value (CLV) is calculated by the purchase amount and frequency of the customers. This study focuses on 3 Indonesian customers that have different levels of needs for GIS solutions, which affect the number of purchases so that the CLV is also different. Customer C’s high CLV is influenced by an Enterprise Agreement signed in the first year. Enterprise Agreement consists of the solution implementation roadmap for 3 years, along with the budget expense agreed for this development. This study also provides recommendations Enterprise Agreements and solution bundles designed based on an analysis of the core needs and purchasing patterns of each customer.