Penerapan Omnichannel Untuk Caring Pelanggan Indihome Pada Customer Care Telkom Witel Bandung

Rahayu Adha Putri; Hadi Purnama

doi:10.32509/wacana.v22i1.2770

Penerapan Omnichannel Untuk Caring Pelanggan Indihome Pada Customer Care Telkom Witel Bandung

Rahayu Adha Putri, Hadi Purnama

Abstract

This study aims to find out and describe the application of omnichannel for IndiHome customer caring programs carried out by the customer care unit from a digital public relations perspective, because to build long-term relationships to maintain customer loyalty is Customer Relations which is one of the Public Relations activities. The research uses a qualitative approach with a constructivism paradigm to find meaning in an event or activity through interviews and observation, and the case study method. Based on the results of this study, the implementation of omnichannel by customer care through various digital media, namely telephone, email, Whatsapp, dashboard Omnichannel Communication Assistant, and Online Integrated Notification focuses on building customer engagement and increasing customer loyalty, and refers to the goals set based on the company's customer journey which are integrated. The problems experienced during the customer caring program in the form of telephone rejection, messages not being answered, and invalid customer data. So that the evaluation is carried out by the customer care unit through reports, Net Promoter Score results, and the results of successful complaint handling.

Keywords

Omnichannel; Digital Public Relations; Customer Caring; Customer Care; Integrated

Full Text:

PDF

References

Aldo Joshua. (2020, April 22). Konsep Omnichannel Marketing – Global Business Marketing. Binus University Business School. https://bbs.binus.ac.id/gbm/2020/04/22/konsep-omnichannel-marketing/

Alfina, A., Khoirina, M. M., & Ulya, M. (2021). The Role of Omnichannel and Experiential Marketing to Build Brand Association in ZAP Clinic. Binus Business Review, 12(3), 255–261. https://doi.org/10.21512/bbr.v12i3.6991

Bahri, R. S. (2020). KAJIAN LITERATURE STRATEGI RITEL OMNICHANNEL SEBAGAI PENGEMBANGAN DARI STRATEGI RITEL MULTICHANNEL PADA INDUSTRI RITEL. Journal of Accounting and Business Studies, 5(2).

Barnes, J. G. (2003). Secret of Customer Relationship Management. ANDI.

Carr, C. T. (2021). Computer-mediated communication : a theoretical and practical introduction to online human communication. Rowman & Littlefield.

Creswell, W. , J. (2014). Penelitian Kualitatif dan Desain Riset (3rd ed.). Pustaka Pelajar.

Daymon, C., & Holloway, I. (2011). Qualitative Research Methods in Public Relations and Marketing Communications, Second edition (2nd ed.). Routledge.

Elements of a True Omnichannel Customer Experience. (2020, March 26). Robotsoft Technologies. https://www.robosoftin.com/blog/omnichannel-customer-experience

Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. (2021). Omnichannel customer experience and management: An integrative review and research agenda. Sustainability (Switzerland), 13(5), 1–24. https://doi.org/10.3390/su13052824

Given, L. (2008). The Sage encyclopedia of Qualitative Research Methods.

Hermawan, A. (2021). Saluran Media Digital (Digital Media Channels) yang Efisien dan Efektif bagi Usaha Mikro, Kecil dan Menengah (UMKM) di Provinsi Jawa Timur. WNCEB, 818–827. https://investor.id/business/258530/umkm-sumbang-5725-dalam-pdrb-jawa-timur,

Holtz, Shel. (2002). Public relations on the Net : winning strategies to inform and influence the media, the investment community, the government, the public, and more! (2nd ed.). AMACOM.

Lianardo, S. (2021). Omnichannel Marketing on Integrated Retail Store in Indonesia. Journal of Research on Business and Tourism, 1(2), 148–156. https://doi.org/10.37535/104001220215

Littlejohn, S., & Foss, K. A. (2009). Communication Theory Encyclopedia of. SAGE.

Mita Cheryta, A., & Rudianto. (2022). Strategi Omnichannel sebagai Upaya Peningkatan Trust dan Brand Image Pada Masa Pandemi Covid-19 Kota Surabaya. Jurnal Apresiasi Ekonomi, 10(3), 289–296.

Morissan. (2019). Riset Kualitatif. Prenadamedia group.

Onggo, B. J. (2004). Cyber Public Relations. PT Alex Media Komputindo.

Pahlevi, R. (2022, June 10). Ini Provider Internet yang Paling Banyak Digunakan di Indonesia. Databoks.

Rahmawati, R., & Arifin, R. (2022). New Journey Through Young Customer Experience in Omnichannel Context: The Role of Personalization. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 15(2), 300–311. https://doi.org/10.20473/jmtt.v15i2.36236

Simatupang, B. E., Pasaribu, R. M., Simanjuntak, A., Pasaribu, H. D. S., & Matondang, V. (2021). Kepercayaan Konsumen Memediasi Omnichannel Integration Quality Pada Niat Pembelian Kembali di PT Pegadaian (Persero) Medan. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 3(2), 67–77. https://doi.org/10.47065/ekuitas.v3i2.1057

Sugesti, N. L., Kusniawati, A., Haris, F., & Prabowo, E. (2019). Pengaruh Omni-Channel Marketing Terhadap Minat Beli Konsumen (Suatu Studi pada Produk Tabungan Emas PT. Pegadaian Syariah Cabang Padayungan). Business Management and Enterpreneurship, 1(4), 92–101.

Syakila, R. N., Agung, N., & Ardhoyo, W. (2021). Penerapan Customer Relationship Management pada Crematology Coffee Roasters Saat Pandemi Covid-19. In Jurnal Cyber PR (Vol. 1, Issue 1). https://journal.moestopo.ac.id/index.php/cyberpr

Torossian, R. (2021, February 6). Why omnichannel PR is so important—3 reasons to work it into your strategy - Agility PR Solutions. https://www.agilitypr.com/pr-news/public-relations/why-omnichannel-pr-is-so-important-3-reasons-to-work-it-into-your-strategy/

Yanuardi, A. W., Indah, Y., Wahyudi, W. T., & Nainggolan, B. (2016). Analisis Omnichannel Customer Experience Maturity Di PT. Telekomunikasi Indonesia Maturity Analysis Of Omnichannel Customer Experience A Case Study In Pt. Telekomunikasi Indonesia. Manajemen Indonesia, 16(2), 81–94.

Yin, K. , R. (2018). Studi Kasus Desain & Metode (15th ed.). PT. Rajagrafindo Persada.

Yulianita, N. (2012). Dasar-dasar Public Relations. LPPM UNISBA.

Yulisa, P. A., & Permana, D. (2020). Analysis Effect Of Omni Channel On The Msme’s Performance In Craft Industry Through Customer Experience And Customer Relationship Management. International Humanities and Applied Journal, 3(3), 19–27. https://doi.org/10.22441/ihasj.2020.v3i3.03

DOI: https://doi.org/10.32509/wacana.v22i1.2770