[ABSTRAK
Industri telekomunikasi di Indonesia telah menjadi sangat kompetitif. Tiga operator terbesar telekomunikasi telah menguasai 90% pangsa pasar telekomunikasi di Indonesia. PT XL Axiata Tbk, operator terbesar kedua dari sisi pangsa pasar, telah menciptakan customer service berbasis digital melalui Twitter yang disebut XLCare. Dalam era digital ini, kepuasan pelanggan telah menjadi sangat penting dikarenakan arus informasi yang sangat cepat menyebar ke banyak pihak dalam dunia digital. Pada tahun 2014, performa XL Axiata berada di bawah Indosat dan Telkomsel dari sisi jumlah promotor di dunia digital. Untuk memahami kondisi ini dan juga untuk mengukur tingkat kepuasan pelanggan, survey elektronik untuk mengukur kualitas layanan dan akhirnya mengukur tingkat loyalitas pelanggan. Berdasarkan analisa, beberapa rekomendasi akan diajukan untuk memperbaiki proses dalam bisnis.
ABSTRACT
The telecommunication industry in Indonesia has been so competitive nowadays. Threebig local operators have owned 90% of total telecommunication market share in Indonesia.PT Telkomsel Tbk, PT XL Axiata Tbk, and PT Indosat Tbk are competing each other bydelivering great products and services towards to their customers, particularly the digitalservices. This condition may occur due the expansion of social media usage in Indonesia.One of the key service that plays a critical part to support the business growth is thecustomer service team. PT. XL Axiata Tbk, currently the 2nd largest telecommunicationoperators in terms of market share, has developed a digital-based customer service throughTwitter channel which is called @XLCare. In this digital era, the customer satisfaction hasbecome so crucial due to the viral marketing that can be reached in a very short timethrough the electronic word of mouth. In 2014, the performance of the PT XL Axiata Tbkis below PT Indosat Tbk and PT Telkomsel Tbk in terms of numbers of buzzers. Tounderstand this condition and also to measure the customer satisfcation, electronic servicequality survey will be conducted to measure the loyalty variables. Based on analysis,several recommendations will be proposed to improve the business process, The telecommunication industry in Indonesia has been so competitive nowadays. Threebig local operators have owned 90% of total telecommunication market share in Indonesia.PT Telkomsel Tbk, PT XL Axiata Tbk, and PT Indosat Tbk are competing each other bydelivering great products and services towards to their customers, particularly the digitalservices. This condition may occur due the expansion of social media usage in Indonesia.One of the key service that plays a critical part to support the business growth is thecustomer service team. PT. XL Axiata Tbk, currently the 2nd largest telecommunicationoperators in terms of market share, has developed a digital-based customer service throughTwitter channel which is called @XLCare. In this digital era, the customer satisfaction hasbecome so crucial due to the viral marketing that can be reached in a very short timethrough the electronic word of mouth. In 2014, the performance of the PT XL Axiata Tbkis below PT Indosat Tbk and PT Telkomsel Tbk in terms of numbers of buzzers. Tounderstand this condition and also to measure the customer satisfcation, electronic servicequality survey will be conducted to measure the loyalty variables. Based on analysis,several recommendations will be proposed to improve the business process] |
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