UNLOCKING LOYALTY BEYOND CONNECTIVITY: A CUSTOMER-CENTRIC APPROACH THROUGH B2B CUSTOMER EXPERIENCE MANAGEMENT IN THE DIGITAL TELCO COMPANY

• Main Author: Karamina Alifah, Shafira
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83363
• Institution: Institut Teknologi Bandung

One of the most concerning problems facing the telecommunications sector is poor service experiences. The telco sector faces challenges related to low customer satisfaction and high customer churn, which can negatively impact business profitability. This research aims to investigate the pain points and customer needs in correlation to the B2B CX Management to design the right satisfaction and loyalty improvement strategy for SME customers in the digital telco company. Qualitative research analysis is used to identify the root cause of the problem by interviewing 9 SMEs as representation of various professional roles and industries in Indonesia. Content analysis is carried out to classify the insights obtained on customer needs and pain points using Nvivo application. Based on the research conducted, it is found that interpersonal skills such as the ability to build relationships, the agility in responding to customers and the communication skills, are generally needed by customers. Meanwhile, the pain points focuses more on the service quality which is perceived as not good and not fast enough. These pain points and customer needs show that there are gaps in every B2B CXM dimensions including the relationship control, customer entity, customer journey, touchpoint control and the dynamics of customer experience. Furthermore, this research explores two different user personas, categorized as the High Value Customers and the Regular Customers. Findings show that SMEs with higher-role customer entities, relatively bigger companies will be more likely to depend upon relational partnerships and have a necessity for customized products and services. While in general, regular customers need responsive touchpoints to ensure effective communication and technology adaptation to evolve with the dynamics of customer experiences.