PERANCANGAN STRATEGI DIGITAL PROACTIVE CUSTOMER SERVICE UNTUK PERBAIKAN PENGALAMAN PELANGGAN PT X

• Main Author: Afifah Baktiar, Alya
• Format: Final Project
• Language: Indonesia
• Subjects: Teknologi kimia industri
• Online Access: https://digilib.itb.ac.id/gdl/view/55742
• Institution: Institut Teknologi Bandung

PT X is a digital logistics service provider based in Indonesia. Unlike many other businesses, during the Covid-19 pandemic, PT X is experiencing an increase in demand as people choose online over offline services. To retain its customers, PT X need to maintain its customer experience because customers can easily shift from one brand to another if their expectations are not met. The problem lies in PT X’s customer service function that currently uses WhatsApp chatbot as its main channel. The error handling in PT X operations is also using a reactive approach instead of proactive. Therefore, a digital strategy for PT X proactive customer service needs to be created. This digital strategy contains 3 stages. Firstly, PT X needs to digitize its customer experience using natural language processing (NLP) based chatbot to let the conversation flow more naturally. PT X also needs to develop an in-app alert to inform customers regarding their packages and whether they face difficulties in delivering the packages. It is also equipped with digital service menu that allows customer to choose the action they will take should they face difficulties in delivering the package. The second stage is the digitalization of PT X operations, which includes the integration of data across the company and enabling data analytics. PT X also needs to develop dashboard and SOP to ease the work of its customer service workforce. Lastly, PT X needs to digitize its organization by providing informative or educational content to its customers and training for its employees regarding the digital initiative that PT X takes, followed by its benefits and implications