ELEVATING SERVICE DESIGN AND CUSTOMER EXPERIENCE: CUSTOMER VALUE PROPOSITION VALIDATION AND DESIGN FOR NEW DIGITAL BANK “ S” IN INDONESIA

• Main Author: Boni Fachius Silalahi, Erlando
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/81702
• Institution: Institut Teknologi Bandung

This thesis explores the elevation of service design and customer experience through the validation and design of Customer Value Propositions (CVPs) for the new digital bank in Indonesia. Utilizing the Jobs-to-Be-Done (JTBD) framework, the research employs both qualitative and quantitative methods. The research addresses business challenges related to refining hygiene and distinctive CVPs to effectively meet the needs of target customers and identifying differentiated opportunities in new markets. Using the Digital Value Framework (DVF), offerings are grouped in a prioritization matrix with monetization markers to address business issues. The study focuses on Bank J's transformation into a digital bank, emphasizing the importance of delivering quality banking services quickly, efficiently, and securely. The strategic goals include: 1. Delivering a Credit-led Profitable Strategy: Prioritizing profitability through sustainable user growth and engagement. 2. Laser-focused Digital-led Service: Providing a clear, well-defined value proposition and addressing key customer problems through prioritized JTBD. 3. Going Above and Beyond Expectations: Offering unique differentiators layered on top of basic banking features expected by young Indonesians. The findings from this study contribute to understanding the strategic approaches banks in Indonesia can adopt to gain a competitive edge in the digital banking landscape. The research provides valuable insights for banking institutions in Indonesia on effectively integrating digital strategies into their business and marketing practices to attract and retain customers. Moreover, it sheds light on the advantages of digitalization in expanding banking products and shaping competition policies. This thesis aims to provide a comprehensive framework for digital banking in Indonesia, highlighting the strategic importance of integrating business strategy and marketing to achieve a competitive advantage in the digital era. Digital banking has become essential to Indonesia's financial industry, offering convenient and efficient solutions to customers. Banking institutions in Indonesia need to understand the strategic framework required to gain a competitive advantage in the digital banking landscape.