EVALUATING FACTORS AFFECTING THE EFFECTIVENESS OF CUSTOMER SERVICE TRAINING PROGRAMS: A STUDY OF IOH OUTLETS IN JAKARTA

• Main Author: Talitha Nada, Vania
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83102
• Institution: Institut Teknologi Bandung

The telecommunications sector in Indonesia is growing rapidly, with increased internet adoption and intense competition. Customer service plays a critical role in the telecommunications sector, where quality interactions can significantly influence customer satisfaction and loyalty. IOH has experienced rapid growth, leading to an expanded customer base and increasingly diverse customer needs. However, a significant challenge is ensuring that customer service representatives possess the necessary skills and knowledge to meet the diverse needs of customers effectively, resulting in a gap between expected and actual performance at IOH outlets. Despite regular training programs, there are discrepancies in service quality, which can negatively impact customer experience. This study aims to evaluate the current training programs at IOH and identify areas for improvement to enhance the overall effectiveness of customer service. This involves assessing various factors of the training, including content, methodology, schedule, and facilities provided. The methodology adopted for this research includes a mixed-methods approach. Data was collected through surveys distributed to 49 customer service representatives at IOH outlets in Jakarta and analyze This research assesses training content, methods, schedules, facilities, and overall effectiveness, using a quantitative approach by surveying 49 customer service representatives at nine IOH outlets in Jakarta. Data analysis is conducted using spearman rank correlation, revealing that these factors significantly influence training effectiveness. Improved training content to be more relevant with the needs of representatives on complaint handling and application training, implement the diverse and interactive methods, well-structured quarterly schedules, and utilize the high-quality facilities can enhance the effectiveness of training. These strategies will enhance the competency and confidence of customer service representatives, ultimately improving customer satisfaction. Future research should explore personalized training and broader geographic coverage to deepen understanding and effectiveness.