SERVICE BLUEPRINT FOR A FINANCIAL SERVICES NON-BANK INDUSTRIES USING DIGITAL CUSTOMER EXPERIENCE JOURNEY APPROACH: A STUDY ON MANDIRI UTAMA FINANCE

• Main Author: Effendi Gunawan, Cicelia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71926
• Institution: Institut Teknologi Bandung

The need for digital experience penetrated our daily lives and enabled by payments and other financial services, is shifting consumer experience. The company digitalizes their services to satisfy customers and gain a competitive advantage. The challenge in the financial services industry is customer retention because of the regulation and characteristics of the product. Mandiri Utama Finance (MUF) is a financing company that provides consumer leasing and financing. MUF created a product called MUF First to increase customer retention. MUF has high-performance media, but the product's performance could have been better. In terms of this issue, the author does the analyses using a purchase funnel and a fishbone diagram to find the root cause of the issue. The analysis found that the cause is a decrease in customer experience because of low touchpoints. The research method will use a quantitative descriptive and data collection will use a survey method. The author uses a persona canvas and a customer journey map to understand the customer perspective and decision-making journey better. There will be three persona canvases and a customer journey represented by three personas: customer acquisition, customer retention, and customer loyalty. The persona canvas illustrates each persona's characteristics starting from demography, psychography, and digital behavior. The customer journey map illustrates the pre-purchase, purchase, and post-purchase stages in the leasing experience. Personas symbolize the different experiences from customer perspectives. Based on the analysis, most personas still consider purchasing and repurchasing leasing. The customer journey map describes pain points in the experience for mostly all personas. In the pre-purchase stage, the customer is interested, but it decreases in the purchase and post-purchase stages. The customer feels dissatisfied with the experience and creates negative perspectives towards the product. After knowing the customer's point of view from the analysis, the author suggests a service blueprint and strategy to improve customer experience and perspective about leasing.