ANALYSIS OF CUSTOMER CO-CREATION ACTIVITY THROUGH SOCIAL MEDIA AT PT. TELKOMSEL, TBK.: THE DIFFERENCES BETWEEN SUCCESSFUL AND UNSUCCESSFUL CO-CREATED PROGRAMS
The term of co-creation activity has changed the way customer’s interact with the company as well as company manage the return on value for the customer. Since customer are became an active partner for company, they contribute to program created together with the firm. Over the past few years, Socia...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/78787 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The term of co-creation activity has changed the way customer’s interact with the company as well as company manage the return on value for the customer. Since customer are became an active partner for company, they contribute to program created together with the firm. Over the past few years, Social Customer Relationship Management (Social-CRM) together with its implementation in the social network era has been implemented in several public sector in order to support the strategy of increased customer orientation (Malthouse; Haenlein; Skiera; Wege; & Zhang, 2013).
However, the implementation process in the business field, specifically in the telecommunication sectors in developing country, yet to be explored. This research conducted by using the case study of PT Telkomsel Tbk., one of the Indonesian Telecommunication Company. This research analyze the phenomenon of co-creation in the service-based company and utilize the using Social-CRM for the company.
This research aims to fulfill the research gap on how company led the idea from co-creation activity to be implemented as program and analyze the impact from the process afterwards. Moreover the process of co-creation activity will be also analyze in this research regarding to the result of the program implementation.
Lastly, this research will contribute for a better understanding of Social-CRM implementation in order to manage the customer co-creation in the business telco sector. |
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