IMPROVING TWO-WAY INTERACTION IN CSS (CUSTOMER SELF SERVICE) USING AHP (ANALYTICAL HIERARCHY PROCESS) AT PT ADHIMIX PRECAST INDONESIA

• Main Author: Prabu Mutawakkil, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/74608
• Institution: Institut Teknologi Bandung

Digitalization in Industry 4.0 has become essential in business activities. Covid-19 Pandemic forces most business firms to accelerate digital adoption including the construction industry. The impact of the pandemic has resulted in a physical distancing policy that makes business activities must be performed remotely by utilizing technology. Before the pandemic, PT Adhimix Precast Indonesia had already launched an online customer service platform called CSS (Customer Self-Service). CSS uses SST (Self-Service Technology) to let customers perform their service independently without any direct involvement by the staff. Based on this advantage, CSS should be the main feature for Adhimix to perform the transaction. However, CSS was underperformed and underutilized in the pandemic era, where it prospected to be Adhimix’s primary advantage. The reason itself was that CSS lacked a two-way sense of interaction. CSS failed to deliver their intentions because it focused on communicating one way and neglected the customer’s involvement in order requests. For bridging between the user and system to communicate, this research used HCI (Human-Computer Interaction) as guidance. This research is focused on the design preferences that are based on HCI. Customers’ design preferences should be known to examine their characteristics and desires for using digital products. After collecting customers’ characteristics and desires, this research offered multiple alternatives for a new feature that might be added in CSS. The method to obtain a new feature in this customer service platform is using AHP (Analytical Hierarchy Process) because it minimizes inconsistencies while considering the new features.