IMPROVEMENT OF KNOWLEDGE MANAGEMENT IN CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS BASED ON ORGANIZATIONAL GROWTH STAGE

• Main Author: Devi Santika, Tiara
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79608
• Institution: Institut Teknologi Bandung

The growth of last mile delivery logistics business has increased very rapidly. Unfortunately, the efficiency value of Indonesian logistics industry is considered low with a cost variation of 25-30% compared to other developing countries which are below 5%. PT Paxel Algorita Unggul or Paxel is a technology-based last mile delivery provider in Indonesia that was founded in 2017. Paxel has competitive advantage of cold chain infrastructure and sameday delivery, so it is widely used by food and beverage MSME players. However, Paxel's customer churn rate is still quite high at 30-40% from target in 20%. Therefore, this study aims to provide a solution by evaluating and proposing knowledge management improvements in the customer relationship management system based on the growth stage of the Paxel. The research was conducted using the organizational growth stage model by Andriani et al (2018), customer management process model by Lambert (2009), and knowledge management maturity model by APO (2020). Data was collected through qualitative manner from in-depth interviews, questionnaires, and documents or literature review by following the principle of triangulation. Data processing was carried out using thematic analysis and numerical operations. The results of the study show that Paxel’s growth is in the expansion stage. Paxel performs 11 customer management processes with the lowest score in reviewing and identifying opportunities of customer account process. The maturity of Paxel’s knowledge management in customer relationship management system is at the refinement level with the largest gap from ideal condition in knowledge process category. This research gives recommendation for Paxel to develop a dashboard that monitors performance and customer behaviour so the operational processes, especially in branch management, are more effective and efficient.