IMPROVEMENT FOR 3600 MARKETING COMMUNICATION STRATEGY USING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) APPROACH TO INCREASE DIGITAL BANKING PLATFORM UTILIZATION : A CASE OF KOPRA IN PT. BANK MANDIRI (PERSERO), TBK
The Covid-19 had caused significant change and transformation for the society around the world. ”New normal” as guidance for people around the world resulting new way of activities, including banking activities. During and post Covid-19 pandemic, especially since 2020 and beyond, the use of digital...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/75991 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The Covid-19 had caused significant change and transformation for the society around the world. ”New normal” as guidance for people around the world resulting new way of activities, including banking activities. During and post Covid-19 pandemic, especially since 2020 and beyond, the use of digital platform for many activities becomes common phenomenon. Banking industry answers the need of digital transaction from their customers by developing digital transaction platform, for retail (personal) and wholesale (business & commercial) segments.
The development of digital banking becomes cost and opportunity for banking industry. Bank Mandiri proactively responds the opportunity by developing its digital platform especially for wholesale segment named ”Kopra by Mandiri” (hereinafter shall be referred to as Kopra). The digital platform provides financial solutions for wholesale segment customers and strengths collaboration between Mandiri Group members. Commercial Banking customers, as part of wholesale segment, supported or not by loan facilities, are also the main target of Kopra.
Even if the rich benefit and features of Kopra to support their financial transaction needs, Commercial Banking customers with its special characteristics are challenging matter for Bank Mandiri. The maximal usage or full utilization, as indicated by number of registration, of Kopra is a main issue to be resolved. The author construct root cause analysis to find the possible reasons or perspectives from the customers about digital banking. Customer Relationship Management (CRM) is the concept and approach to elaborate two main concepts, customer experience and customer-perceived value toward Kopra. Starting form the elaboration, the author proposes improvement for existing 3600 marketing communication strategy to overcome the problem of Kopra’s utilization that is still below expectation, so that the utilization rate as indicated by number of customers registration will increase and be sustainable. Thus Kopra as a preferred digital banking platform could be achieved.
The primary data collection for this research is using quantitative and qualitative research methods, meanwhile the secondary data will be collected from internal data/reports, organization website, and related articles, journal, books, and periodicals. With the collected data and informations, this research will conduct analysis on marketing strategies aspect. The research also uses Customer Relationship Management (CRM), customer experience, and customer-perceived value to construct some improvements for current 3600 marketing communication strategy.
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