PEMETAAN PROSES BISNIS SALES UNTUK MENDUKUNG PENINGKATAN AKUISISI PELANGGAN PADA PT. ANDALAN TAMA WAHANA (ATW)

• Main Author: Naufal Muharam, Athar
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72548
• Institution: Institut Teknologi Bandung

PT. Andalan Tama Wahana is a logistics company with a Business-to-Business (B2B) business model. The company only serves mid-mile logistics activities, which include deliveries between warehouses or business operation points. In 2021, ATW experienced a decrease in revenue from around IDR 14-16 billion in 2019 to IDR 9-12 billion. According to interviews, Covid-19 was a contributing factor to the decrease in ATW's revenue due to the decline in business process activities from ATW's customers. To counter the decrease in revenue, ATW attempted to increase its revenue by acquiring more customers. Customer acquisition became the main strategy because 80.62% of ATW's revenue came from four customer companies. This situation caused ATW to depend on the business process activities of these four companies. However, the sales performance of the sales division did not show good results, with only a 12% conversion rate from potential customers to customers. Therefore, this research was conducted with the aim of designing a proposal to improve the sales business process of PT. Andalan Tama Wahana, so that it can increase the effectiveness of the sales business process. This research was conducted using the Business Process Mapping Improving Customer Satisfaction methodology from Jacka & Keller. The research began by mapping the customer journey as the trigger for the process, identifying the process name, sequencing it based on the customer journey flow, and completing it with the processes in the Process Classification Framework (PCF) framework. Gap identification was then done by comparing the current process map with the processes in the PCF. The results of the mapping were then used to identify the actors for each process using the RASCI method, and the process map was visualized using a swimlane diagram. This research successfully identified 7 level 1 business processes and 144 business processes that make up the entire sales process of ATW. The proposed business process was created from 94 business processes out of the 109 PCF-identified processes that ATW did not yet have.