IMPROVING CUSTOMER EXPERIENCE MANAGEMENT BY ENABLING INDUSTRY 4.0 TECHNOLOGIES: A CASE STUDY OF BANK ROCKSTAR

• Main Author: Susanto, Dimas
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53514
• Institution: Institut Teknologi Bandung

The adoption of mobile phones in Southeast Asia, especially in Indonesia has increased quite significantly in recent years as well as the number of internet communities in Indonesia has increased rapidly from year to year. These are some of the drivers of economic growth in Indonesia which is expected to become the world’s fourth largest economic bloc. Bank Rockstar realized this opportunity early and lauched two mobile banking platforms, namely B-Gees & B-TS, as an effort to penetrate the Indonesian market further as well as become a pioneer in digital banking services that can be accessed by all levels of society in Indonesia. According to the survey, Indonesia is the country with the largest population that is classified as Underbanked and Unbanked in Southeast Asia. To support its digital services, Rockstar bank carries out a holistic digital transformation to the organization in an effort to become more customer centric and provide a better customer experience to its customers at a lower cost. According to a survey, customer experience is an important factor that determines customer purchasing decisions and they are willing to pay more for greater convenience. Based on a survey conducted by Rockstar Bank in May and June 2020, it was found that the customer experience provided by the Bank has not been able to bring optimal customer satisfaction. Through the analysis conducted, this research finds several internal and external factors that caused this. Some of the internal issues faced include the Customer Experience Management at Bank Rockstar which is relatively Silo and has not been well integrated between business units, operational units and other related units, as well as using a more reactive approach in dealing with customer problems. Meanwhile, external issues include the widespread use of B-TS accounts for mule activities and the lack of reliability of external systems connected to the Rockstar bank digital ecosystem. After doing business solutions analysis, this study recommends that in order to provide a customer experience that results in optimal customer satisfaction, companies need to first recognize their customers well, identify current and future customer needs and problems, after that bring personalized solutions only what customer expected. Furthermore, the implementation of industrial technology 4.0, such as the Big Data Analytics Platform, Artificial Intelligent and Machine Learning, is able to increase the company's capabilities in further recognizing its customers, anticipating their current and future needs and enabling proactive, personalized, and more efficient customer problems handling. In addition, this study recommends the company to establish a special unit, outside the business and operation units, which focuses on delivering value enhancement to customers, in relation to the products and services provided by the company, as a special “gift” that is presented by the company to its customers which is expected could bring a customer experience that could boost customer satisfaction.