Pengembangan Prototipe Customer Self Service Untuk Layanan Purna Jual Readymix Concrete Dengan Metode Design Thinking

Agung, Hardiyanto (2024) Pengembangan Prototipe Customer Self Service Untuk Layanan Purna Jual Readymix Concrete Dengan Metode Design Thinking. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan industri saat ini memiliki tantangan baru dalam menciptakan layanan kepada customernya. Perusahaan-perusahaan jasa dan produk dituntut membuat suatu sistem layanan komunikasi yang dapat meningkatkan kepuasan pelanggan, customer retention dan nilai perusahaan di mata stakeholder. Dalam proses melakukan improve ataupun menciptakan sistem komunikasi layanan yang dilakukan perusahaan, prosesnya tidak mudah dan bahkan terjadi unoptimal process pada saat pemenuhan permintaan kebutuhan layanan pelanggan dimana masih terjadi waktu respon yang lama, sistem komunikasi dan organisasi customer service bentukan baru yang masih lemah dan memiliki kekurangan jumlah customer service officer dalam menghandle jumlah pelanggan yang semakin banyak. Penelitian dan pengembangan yang dilakukan penulis ini dipilih dengan menggunakan studi kasus di PT. Adhimix RMC Indonesia. PT. Adhimix RMC Indonesia adalah perusahaan Readymix (beton cair) multinasional di bawah Adhimix Group yaitu perusahaan nasional yang bergerak di bidang konstruksi dan beton. Banyak permasalahan yang harus diperbaiki terkait layanan pelanggan. Untuk mengatasi gap komunikasi layanan ini harus diciptakan suatu jembatan komunikasi sehingga layanan komunikasi dan pemenuhan kebutuhan customer dapat meningkat, begitu pula dengan nilai kepuasan pelanggan.
Metode penelitian yang digunakan dalam menciptakan sistem komunikasi baru ini menggunakan metode design thinking. Metode ini digunakan karena alur proses pengembangannya diawali dengan pengamatan kebutuhan dan masalah pada pengguna dari data sekunder dan data primer dengan survey sebanyak 80 orang secara kualitatif dan kuantitatif untuk mendefinisikan masalah sehingga didapatkan solusi terhadap permasalahan yang ada. Metode ini lebih customer centric / user centric dalam menemukan rumusan masalahnya. Metode penelitian dilakukan dengan mengambil sampel kuisioner pelanggan-pelanggan, wawancara tim pemasaran dan manajemen perusahaan, mengidentifikasi kebutuhan/permasalahan (Empathize), mendefinisikan kebutuhan yang penting dari pengguna (Define), mengumpulkan ide-ide alternative (Ideate) dijabarkan dengan membuat selalu pertanyaan HMW (How Might We?) dan dijawab dengan jawaban ide-ide solusi, membuat model solusi (Prototipe), dan kemudian melakukan test atas model tersebut (Test) kepada sejumlah pelanggannya. Dengan hasil kriteria efisiensi, pelanggan sejumlah 76,5% merespon bahwa aplikasi dapat digunakan secara efesien dan sebanyak 45,1% pelanggan merespon sangat puas dengan aplikasi yang dirancang.
Penelitian dan pembuatan model Customer Self Service ini dengan menggunakan metode Design Thinking memiliki hasil akhir berupa prototipe yang bersifat agile yaitu memiliki keuntungan berupa kemudahan, kecepatan proses dalam pengembangan sistem dan kemudahan pengujian dengan pelanggan/usernya tanpa perlu membuat sistem aplikasi secara penuh terlebih dahulu. Hal ini menciptakan keuntungan bagi perusahaan untuk menghasilkan nilai UAT (User Acceptance Test) berupa efisiensi, error, kepuasan, fungsi dan efektif sesuai sasaran kepada usernya tanpa perlu membiayai perubahan aplikasi yang nilai ekonomisnya mahal. Secara teori Customer Self Service atau sering disebut Self Service Technology (SST) memiliki tantangan tersendiri agar teknologi ini berjalan optimal dan dapat diterima oleh pelanggan karena memiliki karakteristik dengan perlu keterlibatan penciptaan nilai bersama oleh pelanggan. Dari hasil penelitian didadapat 10 fungsi layanan mandiri yang dapat memenuhi kebutuhan pelanggan dan menjadi fitur handalan dari aplikasi CSS ini berupa layanan Informasi data order, fungsi penagihan, fungsi lacak pengiriman dan fungsi balas cepat dengan chatbot.
Penelitian dan pengembangan ini bertujuan menciptakan suatu model proses komunikasi bisnis yang optimal dan menghasilkan prototipe berupa sistem web Customer Self Service yang diharapkan mampu dikembangkan menjadi aplikasi untuk meningkatkan nilai lebih perusahaan melalui konektivitas yang positif antara perusahaan dan pelanggan melalui pemenuhan kebutuhan informasi yang bersifat cepat dan akurat. Tujuan lain dalam fungsi akademik sebagai studi Customer Journey bagi peneliti lain dengan menggunakan Self Service Technology.

Kata kunci : Customer, Design Thinking, Self Service Technology, Readymix Concrete, Customer Journey
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Current industrial developments have new challenges in creating services for customers. Service and product companies are required to create a communication service system that can increase customer satisfaction, customer retention and company value in the eyes of stakeholders. In the process of improving or creating a service communication system carried out by the company, the process is not easy and there is even an unoptimal process when fulfilling customer service requests where there is still a long response time, the communication system and the newly formed customer service organization are still weak and have shortcomings. the number of customer service officers in handling an increasing number of customers. The research and development carried out by this author was selected using case studies at PT. Adhimix RMC Indonesia. PT. Adhimix RMC Indonesia is a multinational Readymix (liquid concrete) company under the Adhimix Group, which is a national company engaged in the construction and concrete sector. There are many problems that need to be fixed regarding customer service. To overcome this service communication gap, a communication bridge must be created so that communication services and meeting customer needs can increase, as well as the value of customer satisfaction.
The research method used in creating this new communication system uses the design thinking method. This method is used because the development process flow begins with observing the needs and problems of users from secondary data and primary data with a survey of 80 people qualitatively and quantitatively to define the problem so that a solution to the existing problem is obtained. This method is more customer centric / user centric in finding the problem formulation. The research method was carried out by taking samples from customer questionnaires, interviewing the marketing team and company management, identifying needs/problems (Empathize), defining important user needs (Define), collecting alternative ideas (Ideate) and explaining them by always asking HMW questions. (How Might We?) and answered with solution ideas, created a solution model (Prototype), and then tested the model (Test) with a number of customers. With the efficiency criteria results, 76.5% of customers responded that the application could be used efficiently and 45.1% of customers responded that they were very satisfied with the designed application.
Research and creation of this Customer Self Service model using the Design Thinking method has the final result in the form of an agile prototype, which has the advantage of convenience, speed of process in system development and ease of testing with customers/users without the need to create a full application system first. This creates advantages for companies to produce UAT (User Acceptance Test) values in the form of efficiency, error, satisfaction, function and effectiveness according to targets for their users without the need to finance application changes that have expensive economic value. In theory, Customer Self Service or often called Self Service Technology (SST) has its own challenges so that this technology runs optimally and can be accepted by customers because it has characteristics that require the involvement of mutual value creation by customers. From the research results, it was found that 10 self-service functions can meet customer needs and become reliable features of this CSS application in the form of order data information services, billing functions, delivery tracking functions and fast reply functions with chatbots.
This research and development aims to create an optimal business communication process model and produce a prototype in the form of a Customer Self Service web system which is expected to be able to be developed into an application to increase the company's added value through positive connectivity between the company and customers by fulfilling information needs that are fast and accurate. . Another objective in the academic function is to study Customer Journey for other researchers using Self Service Technology.

Keywords: Customer, Design Thinking, Self Service Technology, Readymix Concrete, Customer Journey

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Customer, Design Thinking, Self Service Technology, Readymix Concrete, Customer Journey. Pelanggan, Teknologi Layanan Mandiri, Pengalaman Pelanggan
Subjects:	H Social Sciences > HB Economic Theory > HB615 Entrepreneurship. H Social Sciences > HB Economic Theory > HB801 Consumer behavior. T Technology > T Technology (General) > T58.6 Management information systems T Technology > TA Engineering (General). Civil engineering (General) T Technology > TA Engineering (General). Civil engineering (General) > TA681 Concrete construction T Technology > TS Manufactures T Technology > TS Manufactures > TS157.5 Production scheduling
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 78201-System And Technology Innovation
Depositing User:	agung hardiyanto
Date Deposited:	06 Aug 2024 04:37
Last Modified:	06 Aug 2024 04:37
URI:	http://repository.its.ac.id/id/eprint/113952

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