ENHANCING CUSTOMER SATISFACTION IN DIGITAL CONTACT EXPERIENCE CENTER: AN ANALYSIS OF SERVICE QUALITY, A CASE STUDY IN PT. BANK JAYA BERSAMA

• Main Author: Supriady Pasaribu, Jefry
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79944
• Institution: Institut Teknologi Bandung

This research delves into the realm of digital customer service optimization with a focus on enhancing customer satisfaction, particularly through a comprehensive case study at PT. Bank Jaya Bersama. In the rapidly evolving digital age, the imperative for companies to adopt digital strategies in customer service is not just beneficial, but crucial for their survival and growth. Despite the widespread recognition of this trend, a significant disparity exists between the expectations of customers and the actual quality of service provided by financial institutions, especially in their Contact Center services. This discrepancy has surfaced as a pivotal challenge and highlights critical areas that demand improvement to elevate customer satisfaction levels. The study’s methodology is anchored in the principles of Service Quality theory. It encompasses an in-depth case study at PT. Bank Jaya Bersama, which stands as a prominent banking institution in Indonesia. The research was conducted in a structured manner, where data collection was pivotal. To gather comprehensive research data, a series of surveys targeting the bank’s customers were systematically carried out. Additionally, an in-depth analysis of internal documents related to the bank’s service initiatives, especially in the Contact Center division, was undertaken. This approach ensured a holistic understanding of the current state of digital customer service at the bank. The data analysis in this study is a unique blend of the Importance-Performance Analysis (IPA) method and identification and examination of the company's ticket data and post-contact survey results. This combination was strategically chosen to unearth and highlight key factors that contribute significantly to enhancing customer satisfaction in the realm of digital customer services. The IPA method provided a quantitative foundation, while identification and examination of the company’s ticket data and post-contact survey added depth through a detailed understanding of customer perspectives and experiences. The findings of this research are enlightening and reveal that factors such as the speed of response, the quality of communication, and the availability of accurate and relevant information are crucial in improving customer satisfaction in digital customer services. These elements have emerged as increasingly vital for banking institutions in the context of designing and implementing effective digital customer service strategies in today’s technology-driven environment. ii Furthermore, the study delves into the nuances of these factors, discussing how each aspect plays a pivotal role in shaping customer perceptions and satisfaction. It also examines the challenges faced by banks in integrating these elements into their service models and the potential strategies that can be employed to overcome these challenges. In conclusion, this study offers a comprehensive illumination of the critical factors affecting customer satisfaction in Contact Center services within the banking industry. It provides valuable insights for banks and similar financial institutions, emphasizing the need to integrate these key factors into their digital service models. The research strongly advocates for the alignment of digital service strategies with the evolving expectations of customers. This alignment is not only a response to current needs but is also fundamental in shaping future strategies in digital customer engagement. The study’s findings offer a roadmap for banks to enhance their customer service quality, thereby strengthening their competitive position in the digital era.