Pengembangan Inovasi Artificial Intelligence Terhadap Customer Engagement Platform Menggunakan Metode Design Thinking

Latifah, Aini (2024) Pengembangan Inovasi Artificial Intelligence Terhadap Customer Engagement Platform Menggunakan Metode Design Thinking. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

PT. XYZ merupakan perusahaan Software as a Service (SaaS) penyedia Customer Engagement Platform (CEP) terkait kebutuhan interaksi antara perusahaan dengan pelanggan di saluran WhatsApp. Pada tahun 2022, total pengguna WhatsApp di Indonesia 112 juta, dan terdapat 73 juta unduhan WhatsApp Business, hal ini mendorong banyak perusahaan teknologi untuk membuat sebuah CEP yang menyediakan layanan serupa. Meluasnya penerapan AI dibuktikan dengan 60% perusahaan menerapkan AI pada tahun 2023, menggarisbawahi potensinya sebagai inovasi yang berharga sebagai nilai tambah dalam meningkatkan kepuasan dan retensi pengguna dalam CEP. Penelitian ini menggunakan pendekatan metode Design Thinking dalam kerangka kerja Double Diamond untuk mengidentifikasi peluang-peluang inovasi yang potensial. Data kualitatif dikumpulkan melalui wawancara semi-terstruktur dengan tiga perusahaan yang telah menggunakan CEP PT. XYZ, sementara data kuantitatif diperoleh melalui survei pengujian prototipe kepada 11 responden yang mencakup pelanggan dan calon pelanggan potensial. Temuan penelitian ini mengungkapkan adanya kebutuhan analisis data yang belum terpenuhi secara memadai, yaitu pemahaman yang mendalam untuk evaluasi mengenai efektivitas interaksi pelanggan serta dampaknya terhadap keuntungan kompetitif. Penelitian ini menghasilkan inovasi sebuah diagram yang menggambarkan proses integrasi data, otomatisasi, dan penjadwalan, serta menggabungkan model machine learning untuk menghasilkan rekomendasi dan generative AI untuk menghasilkan konten informasi berdasarkan rekomendasi tersebut. Inovasi ini diimplementasikan dalam lima prototipe antarmuka pengguna (UI) yang berfokus pada penyajian rekomendasi dan wawasan, kemudian dievaluasi menggunakan model Kano dan uji preferensi. Hasil penelitian menunjukkan bahwa fitur “AI Insight” yang menganalisis kebiasaan dan pola data pelanggan untuk memberikan wawasan segmentasi audiens dan rekomendasi aksi, diklasifikasikan sebagai One-dimensional dalam model Kano, menunjukkan bahwa keberadaannya berbanding lurus dengan kepuasan pelanggan. Uji preferensi lebih lanjut menegaskan hal ini, dengan 6 dari 11 responden menyatakan preferensi pelanggan terhadap fitur tersebut, terutama karena wawasan terkait analisis segmentasi dan pola audiens
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PT. XYZ is a Software as a Service (SaaS) company that provides a Customer Engagement Platform (CEP) related to interaction needs between companies and customers on WhatsApp channels. In 2022, the total number of WhatsApp users in Indonesia will be 112 million, and there will be 73 million WhatsApp Business downloads, this has encouraged many technology companies to create a CEP that provides similar services. The widespread adoption of AI is evidenced by 60% of companies implementing AI by 2023, underscoring its potential as a valuable innovation that adds value in increasing user satisfaction and retention in CEP. This research uses a Design Thinking method approach within the Double Diamond framework to identify potential innovation opportunities. Qualitative data was collected through semi-structured interviews with three companies that have used CEP PT. XYZ, while quantitative data was obtained through a prototype testing survey of 11 respondents including customers and potential customers. The findings of this research reveal that there is a need for data analysis that has not been adequately met, namely an in-depth understanding for evaluating the effectiveness of customer interactions and their impact on competitive advantage. This research resulted in the innovation of a diagram that illustrates the process of data integration, automation and scheduling, as well as combining machine learning models to produce recommendations and generative AI to produce information content based on these recommendations. This innovation was implemented in five user interface (UI) prototypes that focused on presenting recommendations and insights, then evaluated using the Kano model and preference tests. The research results show that the "AI Insight" feature, which analyzes customer data habits and patterns to provide audience segmentation insights and action recommendations, is classified as One-dimensional in the Kano model, indicating that its existence is directly proportional to customer satisfaction. A preference test further confirmed this, with 6 out of 11 respondents expressing customer preference for the feature, primarily due to insights related to segmentation analysis and audience patterns

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Customer Engagement, Artificial Intelligence, Design Thinking, WhatsApp
Subjects:	T Technology > T Technology (General) > T56.8 Project Management T Technology > T Technology (General) > T59.7 Human-machine systems.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Aini Latifah
Date Deposited:	22 Jul 2024 01:55
Last Modified:	22 Jul 2024 01:55
URI:	http://repository.its.ac.id/id/eprint/108568

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