PROPOSED NEW CLIENT ONBOARDING STRATEGY USING ANALYTICAL HIERARCHY PROCESS (AHP) APPROACH TO INCREASE CLIENT RETENTION RATE : CASE IN PT. XYZ

• Main Author: Chandra Pujayanti, Dwi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/84235
• Institution: Institut Teknologi Bandung

As the FY2024 progresses, PT. XYZ, a CPaaS company, is facing significant challenges in its OTT Messaging Department, having achieved only 28% of its annual revenue target by the end of the second quarter. The increasingly aggressive competitors offering highly competitive services and features along with a strong brand presence have made the company experiencing a decline in client retention. Survey results from clients who have switched to competitors indicate dissatisfaction during the onboarding stage. The study aims to increase PT. XYZ's retention rate by enhancing the client onboarding experience, by reducing the gap between written vs actual client onboarding Service Level Agreement (SLA). This study employs the Analytical Hierarchy Process (AHP) to identify the criteria and sub-criteria that influence the client onboarding process and to evaluate the most effective alternative options to be implemented as a new strategy. The inputs for criteria, sub-criteria and alternatives are from client onboarding internal stakeholder focused group discussion (FGD) supported by company data such as Net Promoter Score (NPS) and Client Survey. The inputs are then structured using Value Focused Thinking (VFT) framework. Pairwise comparison are done with client onboarding internal stakeholder as the pollster. Study results showed workflow optimization as the most critical main criteria (0.54), followed by client experience (0.31), Technical Integration (0.09), and Training & Support (0.06). Comparison between sub-criteria with each alternatives allowed for a clear evaluation of strategic solution, highlighting the combination of SLA revision with onboarding process automation as the most impactful strategy with a weight rank of 0.46. The preference for automation underscores the importance of leveraging technology to streamline processes, reduce onboarding time, and enhance overall client satisfaction. As this study is planned to aid the FY24 target gap, a quick adoption is to be expected for the chosen best solution. It is targeted that by the end of August 2024 the implementation can be done and in parallel for other alternatives are also to be progressed.