Strategi Pengembangan Aplikasi Cloud Contact Center Menggunakan Design Thinking

Bawono, Arisalsabila Wahyu (2024) Strategi Pengembangan Aplikasi Cloud Contact Center Menggunakan Design Thinking. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6032211167-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2026. Download (34MB) | Request a copy

Abstract

Penelitian ini mengeksplorasi peran penting contact/call center (CC) dalam pengalaman pelanggan dan dampaknya pada loyalitas pelanggan di era digital global. Omni Communication Assistant (OCA) adalah salah satu platform digital CC berbasis cloud PT XYZ yang saat ini digunakan baik internal maupun eksternal perusahaan. Pengembangan aplikasi terus dilakukan demi memenuhi kebutuhan user pada platform CC. Adaptasi perusahaan menggunakan platform CC yang masih berkembang merupakan tantangan tersendiri karena terdapat kebutuhan yang belum tersedia pada aplikasi OCA. Dalam konteks ini, pendekatan design thinking digunakan untuk identifikasi kebutuhan pengguna dalam aplikasi OCA agar lebih efektif untuk menentukan pengembangan aplikasi berdasarkan kebutuhan dari user. Dari hasil in-depth interview dengan responden, penulis menemukan beberapa kendala dan kebutuhan pengguna dalam pengoprasian aplikasi yang ada pada saat ini. Adapun temuan permasalahan utama pada aplikasi OCA berdasarkan persona yaitu supervisor memerlukan mekanisme untuk mendistribusikan interaksi yang masuk ke agen berdasarkan segmentasi pelanggan, keyword, dan saluran komunikasi; Agen perlu mengirim pesan tindak lanjut kepada pelanggan melalui saluran lain jika pesan awal masuk melalui WhatsApp karena batasan sesi WhatsApp; Pelanggan saat ini mengungkapkan kebutuhan untuk akses real-time ke informasi tiket aktif melalui dashboard terpisah. Penelitian ini difokuskan kepada kebutuhan berdasarkan prioritzation matrix yang mana penulis melakukan brainstorming dengan UI/UX designer, product manager, dan developer, hasil dari penelitian yang didapat adalah rekomendasi perancangan customer dashboard untuk memenuhi temuan kebutuhan pengguna dalam membagikan progress perkembangan atas tiket aduan. Ide kemudian dikemas dalam bentuk protoype dan diujikan menggunakan usability testing dengan rata-rata usability score adalah 93.
=================================================================================================================================
This research explores the crucial role of the contact/call center (CC) in customer experience and its impact on customer loyalty in the global digital era. The Omni Communication Assistant (OCA) is one of PT XYZ's cloud-based digital CC platforms that is currently used both internally and externally by the company. The development of applications continues to be carried out to meet user needs on the CC platform. The company's adaptation to using the still-developing CC platform presents its own challenges as there are needs that are not yet available in the OCA application. In this context, a design thinking approach is used to identify user needs in the OCA application to be more effective in determining application development based on user needs. From in-depth interviews with respondents, the author found several obstacles and user needs in operating the existing application. The main findings of the problems in the OCA application based on the persona are as follows: Supervisors need a mechanism to distribute incoming interactions to agents based on customer segmentation, keywords, and communication channels; Agents need to send follow-up messages to customers through other channels if the initial message comes in via WhatsApp due to WhatsApp session limitations; Customers currently express the need for real-time access to active ticket information through a separate dashboard. This research is focused on needs based on the prioritization matrix, in which the author brainstormed with a UI/UX designer, product manager, and developer. The result of the research is a recommendation for a customer dashboard design to meet the user needs findings in sharing the progress of complaint tickets. The idea is then packaged in a prototype form and tested using usability testing, with an average usability score of 93.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Design Thinking, Cloud Contact Center, Unified Communication., Customer Experience, Ticketing management
Subjects:	T Technology > T Technology (General) > T385 Visualization--Technique T Technology > T Technology (General) > T58.6 Management information systems T Technology > T Technology (General) > T58.8 Productivity. Efficiency
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Arisalsabila Wahyu Bawono
Date Deposited:	22 Feb 2024 02:42
Last Modified:	22 Feb 2024 02:42
URI:	http://repository.its.ac.id/id/eprint/107665

Actions (login required)

View Item