Refindra, Brian (2019) Analisis dan Perancangan Perbaikan Layanan Logistik menggunakan Customer Journey Framework pada PT Pos Indonesia (Persero): Studi Kasus Kantor Pos Kebon Rojo Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Fenomena pertumbuhan e-commerce berdampak pada tumbuhnya kebutuhan akan layanan logistik yang disediakan oleh Third Party Logistics (3PL). Layanan logistik memiliki karakteristik intangible yang membuat pelanggan melihat setiap proses sebagai sebuah penilaian. Saat ini perilaku pelanggan berada pada perilaku yang mengutamakan kecepatan layanan, personalisasi, dan tampilan layanan yang menarik. Dari karakteristik jasa dan perilaku pelanggan tersebut, konsep customer experience menjadi penting untuk diperhatikan. PT Pos Indonesia (Persero) merupakan satu-satunya BUMN yang bergerak di industri layanan logistik. Ancaman melalui inovasi dan desain layanan yang diberikan para pesaingnya, membuat perusahaan kehilangan pelanggannya dan menurunkan posisi perusahaan di pasar logistik. Penelitian ini bertujuan menganalisis dan memberikan rekomendasi perbaikan terhadap proses layanan di PT Pos Indonesia (Persero). Studi kasus diambil pada Kantor Pos Kebon Rojo Surabaya untuk memetakan proses layanan yang dimiliki perusahaan. Melalui wawancara mendalam kepada 8 individual consumer yang dibedakan berdasarkan gender, dilakukan eksplorasi pada proses layanan, pengalaman serta emosional yang dialami secara langsung dan dibutuhkan oleh pelanggan. Pengumpulan data dilakukan untuk mendapatkan karakteristik, penilaian layanan, kebutuhan dan ekspektasi setiap pelanggan. Dari 12 proses layanan teridentifikasi, ditemukan 8 proses yang memberikan gangguan baik berupa points fail maupun risk of excessive wait. 8 proses tersebut ditelaah dengan Customer Journey Framework untuk menemukan akar masalah serta menggunakan kerangka milik Oracle untuk menyusun rekomendasi perbaikan. Rekomendasi perbaikan yang dirancang telah divalidasi untuk dapat memperbaiki proses yang memiliki titik gangguan. Penelitian ini akan berkontribusi dengan memberikan perspektif baru dalam menangkap kebutuhan pelanggan kemudian mentransformasinya ke dalam proses layanan logistik di PT Pos Indonesia (Persero).
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The phenomenon of e-commerce growth has an impact on the growing need for logistics services provided by Third Party Logistics (3PL). Logistics services have intangible characteristics, which makes customers see each process as an assessment. Current customer behavior, prioritizing service speed, personalization, and attractive service appearance. From the characteristics of services and customer behavior, the customer experience concept is an important thing to note. PT Pos Indonesia (Persero) is the only BUMN that operates in the logistics service industry. Various threats in the form of innovation and design services provided by its competitors, make company lose its customers and reduce the company's position in the logistics market. This study aims to analyze and provide recommendations for improvements to the service process at PT Pos Indonesia (Persero). Case studies were taken at the Kebon Rojo Surabaya Post Office to map the service processes that the company has. Through in-depth interviews with eight individual consumers that are differentiated by gender, exploration is carried out on service, experience and emotional processes that have been experienced directly and needed by customers. Data collection is done to obtain the characteristics, assessment of services, needs and expectation of each customer. From 12 service processes identified, there were found 8 processes that gave interference both in the form of points fail and risk of excessive wait. These 8 processes were reviewed with Customer Journey Framework to find the root of the problem and use Oracle’s framework to develop the recommendations for improvements. The proposed improvement recommendation has been validated to be able to improve processes that have the point of interference. This research will contribute by providing a new perspective in capturing customer needs and transforming the logistics service process at PT Pos Indonesia (Persero).
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.8 Ref a-1 |
| Uncontrolled Keywords: | Customer Experience, Layanan Logistik, Proses Layanan, PT Pos Indonesia, Third Party Logistics |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5415.52 Consumer complaints. Complaint letters |
| Divisions: | Faculty of Business and Management Technology > Management Technology > (S1) Undergraduate Theses |
| Depositing User: | Brian Refindra |
| Date Deposited: | 08 Apr 2025 06:19 |
| Last Modified: | 08 Apr 2025 06:19 |
| URI: | http://repository.its.ac.id/id/eprint/67313 |
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