BUSINESS STRATEGY DEVELOPMENT FOR INCREASING CUSTOMER ENGAGEMENT OF A DIGITAL BANK THROUGH GAMIFICATION
One of the most prominent strategy for banks going forward is to go digital. This has been true for the past few years; and within that period, seven digital banks are already established in Indonesia, with another seven in the process of development. Motive is one of the established digital banks i...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/63572 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | One of the most prominent strategy for banks going forward is to go digital. This has been true for the past few years; and within that period, seven digital banks are already established in Indonesia, with another seven in the process of development. Motive is one of the established digital banks in Indonesia. To remain competitive, Motive is trying to develop a strategy to improve the customer engagement experience. One way to better improve customer engagement within a digital service is through gamification, which is something Motive is interested in. The question is now then how should Motive implement gamification which is capable of improving the customer engagement. To answer this question, Motive’s active customers are interviewed in regards to their experiences. These experiences are also compared to Motive management’s view regarding the customer engagement within its brand. Aspects of customer engagement that shows gap between the management’s view and customer’s real experiences should be the basis of gamification for improving customer engagement. Based on analysis done from the interview result, there are two areas of improvement which could help improve customer engagement; which are customer support and customer growth through gamification. These two aspects are both important, because gamification alone cannot connect the gap between the customer’s experience and the Motive management’s view. The purpose of implementing gamification is to make customers more active and sticky to the application, while the purpose of implementing customer support is to reduce the chance of customers to stop using the app by decreasing unpleasant experiences of using Motive. With that, this paper also describes how to implement those two strategies at the time frame of 2 years. |
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