BUSINESS PROCESS IMPROVEMENT TO INCREASE ORDER RATE AT ROOT BRIDGE TECHNOLOGY LTD

• Main Author: Hilmy Widyarto, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79367
• Institution: Institut Teknologi Bandung

By August 2020, Ula's customers had reached 6,000 spreads across six cities. But unfortunately, the number of customers is not matched by the increasing retention rate. Based on an analysis of the purchase history of customers, it was found that 62% of customers did not make regular orders through Ula. To get better understand the problem, the root-cause was identified, namely through an analysis of the customers complaint survey in June 2020. Customer’s complaints were grouped based on 7 elements of the marketing mix. It was found that the highest number of complaints was found in the "process" element, namely the service delivery business process. It is concluded that the root of the problem is the absence of business process improvements in service delivery. The study began with customers data collection through observation and semi-structured interviews. The customer’s data is used to identify the customer persona and map the customer journey map to get an overview of the partner's experience in using Ula services. Furthermore, the service delivery business process is mapped using the Process Classification Framework to get Ula's activities in delivering services. Moreover, the service blueprint is mapped to determine the interaction between partners and Ula. Then, identify potential failure factors and select problem mitigation priorities with FMEA. There are five failure factors found, sales rarely make visits, stock of ordered goods is not available, customers have difficulty using the application, minimum order quantity is too large, and goods received are damaged or not by the order. Therefore, suggestions for improvements were made, namely scheduling sales visits, finding spare suppliers, making guide features in the application, designing sales mechanisms in different quantities, and designing barcode systems.