PROPOSED BUSINESS STRATEGY FOR NEW BUSINESS MODEL TO IMPROVE CUSTOMER ENGAGEMENT (CASE STUDY: PT. BANK TANGGUH)

• Main Author: Perdhana, Adhy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/62865
• Institution: Institut Teknologi Bandung

Digitalization is a process of using information and digital technology to change business processes. The banking sector is one of the industries disrupted by the digitalization process. Innovation in technology is one of the main drivers of competitiveness for Bank Tangguh in various business sectors. At present time there are 3 business issue facing by Bank Tangguh. Disruption of banking services offered by non-financial institutions, current business model can’t provide maximum impact indicated by unchanged market share and the decline of Bank Tangguh’s profit, and the last was suitable business model for Bank Tangguh to serve the existing customer segment. From 4 dimension analysis in the business model navigator approach, the Bank Tangguh's currently business model can be broadly explained that Bank Tangguh as financial services institutions basically functioned according to the same classic banking model template from others financial services across the world. Debtor and saving customer as the main stakeholder, focused on risk management because serves a wider audience, accumulation of banking infrastructure that may over time drain resource, innovation and profitability, and interest income as the main source of income was 4 aspect of the less competitiveness business model analysis. Through new proposed busines model, with the advantage of partnering and having access to an ecosystem of corporate debtor customers in the several industrial sectors, Bank Tangguh has the advantage of quickly collecting, accessing and processing information from customer value chain and partner ecosystem to offer consumer products (mortgages, flexible loans, credit cards etc.) to employee of corporate debtor and the final result was it will increase overall efficiencies and broaden market reach. From the experience possessed by Bank Tangguh and supported by data analytics, a Relationship Manager (RM) could becomes an advisor and facilitator for corporate clients. Benchmarking based on the data collected from clients could be another inroad toward offering enhanced advisory solutions to offer better integrated solutions for Bank Tangguh's corporate clients. Implementation process of the new proposed business model, through prototyping and testing on small scale method rather than a single process as a whole to minimize the risk for whole company. The Design-Propotype-Test process cycle in several iterations before introducing new business model to the market will guarantee each component of the business model innovation tested and improve along the iterations.