BUILDING CHURN PREVENTION STRATEGY WITH CUSTOMER SUCCESS APPROACH FOR PT.XYZ
PT.XYZ is a state-owned company engaged in telecommunications and communications. Currently, PT XYZ aims to expand its business portfolio to digital products, one of which is the Learning Management System (LMS) product for 3T schools (Disadvantaged, Frontier, and Outermost) which is included in...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/53081 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | PT.XYZ is a state-owned company engaged in telecommunications and communications.
Currently, PT XYZ aims to expand its business portfolio to digital products, one of which is
the Learning Management System (LMS) product for 3T schools (Disadvantaged, Frontier,
and Outermost) which is included in the Software as a Service (SaaS) E-learning product
category. The launch of the LMS product aims to help schools categorized as 3T in the process
of Distance Learning Activities (PJJ) affected by the pandemic due to covid-19 that has been
far-reaching the earth. PT.XYZ also sees that the use of technology will continue to be adapted
to help the teaching and learning process even though the pandemic has ended. The company
offers a one-month free trial program to acquire customers, yet only 16% are interested in and
subscribe to LMS products. Moreover, the company do not know what factors make customer
not interested and turn to churn. This research aims to present a reasonable strategy alternative
to be adopted by PT. XYZ. This study using a mixed-method, namely using a qualitative
approach to find out the success criteria of customer PT.XYZ that has been neglected and needs
to be maintained through depth interview and questionnaire which variable that significantly
and positively influences the success criteria of customer, find out current PT.XYZ strategy
and process to helps customers achieve their success by assessing company capability through
the Capability Maturity Model (CMM) based on 10 laws of customer success, find out external
factors influencing the customer to churn through PEST, Porter's 5 Forces & competitor
analysis. The results will be an input for the author to tailor and recommend the solution. Based
on root cause analysis, the company's ability to monitor, maintain, and manage customer
success has not yet reached the standard. Hence, the aspects that influence the customer to
churn cannot be overcome. Based on the analysis conducted, building customer success is
necessary to solve current problems and to solve problems in the future. |
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