PROPOSED B2B MARKETING ENHANCEMENT STRATEGY USING ARTIFICIAL INTELLIGENCE-BASED CUSTOMER RELATIONSHIP MANAGEMENT (CRM) FOR INDONESIA STOCK EXCHANGE
The capital market industry is one of the most data-driven sectors of the economy. Investors now rely on financial market data to help them choose wise investments, and financial market data has never been more valuable. In 2019, The Indonesia Stock Exchange (IDX) formed the Data Service division...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/68458 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The capital market industry is one of the most data-driven sectors of the economy. Investors
now rely on financial market data to help them choose wise investments, and financial market
data has never been more valuable. In 2019, The Indonesia Stock Exchange (IDX) formed the
Data Service division and has included Market Data License Products as one of their revenue
streams and provides businesses with reliable and accurate market data. The number of IDX
Data customers significantly increased because of the rising demand for market data from both
local and foreign businesses. However, this makes IDX Data Service Sales and Marketing staff
overwhelmed in carrying out daily operations, such as customer service, managing customer
data, and administrative documents. In addition, IDX must also be responsive in obtaining
information related to market data such as what customers want and be able to market their
products to the right target customers. IDX Data Service are keen to invest in technology to
help them resolve their sales and marketing issues and Artificial Intelligence based Customer
Relationship Management System or AI based CRM is one of the technologies that can be
utilized by IDX. There is an increasing trend regarding the use of AI to conduct operations,
decision making, and make better marketing strategies in various B2C and B2B industries.
This study aims to evaluate the task fit of AI based CRM system implementation in IDX Data
Service and IDX resources viability to adopt such systems for the implementation to be
successful. An internal have been carried out using the Fit and Viability model by conducting
in depth semi-structured interviews with 4 respondents from IDX internal team. This study then
finished by proposing best option of AI based CRM implementation approach for IDX.
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