M., Rizaldi (2023) Rancang Ulang Proses Bisnis Pembuatan Kupon Promo Menggunakan Metodologi Heuristic Redesign Untuk Meningkatkan Customer Centricity (Studi Kasus: Startup OTA XYZ). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Latar Belakang/Konteks: Kemajuan teknologi mendorong sektor bisnis untuk berinovasi dalam meningkatkan keuntungan perusahaan. Persaingan tersebut mendorong startup mengakuisisi pelanggan dengan cepat menggunakan kupon promo sebagai strategi utama. Hal tersebut bertumbuh pesat baik startup layanan jasa, e-commerce hingga Online Travel Agent (OTA). Permasalahan: Namun pada kenyataannya perusahaan startup menghadapi kesulitan dalam proses pembuatan promo dikarenakan kompleksitas proses yang tinggi. Kompleksitas tersebut dikarenakan banyaknya pengaturan logika dan lapisan persetujuan yang harus di lewati. Hal tersebut membuat proses saat ini dirasa menyulitkan dan tidak efektif.
Tujuan: Penelitian tugas akhir ini bertujuan untuk meningkatkan Customer Centricity guna pemenuhan kebutuhan dan kepuasan serta mengurangi aktivitas pemborosan (waste) yang terjadi pada proses pembuatan kupon promo, menghasilkan rancang ulang proses bisnis to-be dan rancangan sistem to-be dengan menekankan pada peningkatan kepuasan pengguna.
Data dan Metode: Perancangan ulang proses bisnis pembuatan kupon promo dilakukan dengan menggunakan pendekatan Heuristic Redesign. Tahapan terbagi menjadi tiga proses utama. Tahap pertama, tahap Innitiate dilakukan penggambaran proses bisnis as-is untuk memperoleh gambaran proses yang terjadi saat ini dan dilakukan analisis, beberapa analisis yang dilakukan yaitu pencarian root cause berdasarkan hasil wawancara dan observasi, lalu dilakukan analisis waste, analisis value adding. Selanjutnya pada tahap kedua yaitu Redesign, tahap ini dilakukan perancangan ulang proses bisnis to-be serta rancangan sistem to-be menggunakan heuristic yang telah ditentukan untuk meningkatkan customer centricity dengan mempertimbangkan hasil analisis pada tahapan sebelumnya. Tahap ketiga merupakan Evaluasi, pada tahapan ini akan dilakukan menggunakan metode kualitatif dengan verifikasi dan validasi dari potential user atau expert judgement.
Hasil: Tugas akhir ini menghasilkan output berupa rancangan proses bisnis to-be Proses Pembuatan Kode Promo dari hasil analisis kondisi as-is saat ini dan wireframe dashboard pembuatan kupon promo yang baru.
Nilai tambah/Manfaat: Output berupa proses bisnis to-be dan wireframe diharapkan dapat menjadi nilai tambah untuk penelitian dan perusahaan. Bagi perusahaan dapat menjadi rekomendasi meningkatkan proses pembuatan kupon promo yang berfokus pada kebutuhan pengguna. Sehingga pengembangan proses pembuatan kupon promo dapat berfokus pada pengguna dan lebih berfokus kepada pengguna dan efektif. Serta untuk penelitian dapat menjadi studi kasus penerapan business process redesign menggunakan heuristic yang berfokus pada customer centricity.
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Context: Advances in technology encourage the business sector to innovate in increasing company profits. This competition encourages startups to acquire customers quickly using promo coupons as the main strategy. This is growing rapidly, both service startups, e- commerce to Online Travel Agents (OTA).
Problem: However, in reality startup companies face difficulties in the process of making promos due to the high complexity of the process. The complexity is due to the many logical arrangements and layers of approval that must be passed. This makes the current process difficult and ineffective.
Objective: This final project research aims to increase Customer Centricity and reduce waste activities that occur in the process of making promo coupons, resulting in a to-be business process redesign and a to-be system design with an emphasis on increasing customer satisfaction.
Method and Data: Redesigning the business process for making promo coupons is carried out using the Heuristic Redesign approach. The stages are divided into three main processes. The first stage, the Initiate stage, depicts the as-is business process to obtain an overview of the current process and analysis is carried out. Some of the analyzes carried out are root cause searches based on the results of interviews and observations, then waste analysis is carried out, value adding analysis is carried out. Furthermore, in the second stage, namely Redesign, this stage is carried out by redesigning the to-be business process and the design of the to-be system using predetermined heuristics to increase customer centricity by considering the results of the analysis in the previous stage. The third stage is Evaluation, at this stage it will be carried out using qualitative methods with verification and validation from potential users or expert judgment.
Expected Results: This final project is expected to produce an output in the form of a to-be business process design from the analysis of current as-is conditions and a mock-up dashboard for making new promo coupons. This output can be a recommendation for companies to improve the process of creating promotional coupons that focus on customer needs.
Results: This final project is expected to produce an output in the form of a to-be business process design from the analysis of the current as-is conditions and the wireframe dashboard for making new promo coupons.
Value added/Benefits: The expected outputs in the form of the to-be business process and wireframe are intended to provide added value to both the research and the company. For the company, it can serve as a recommendation to enhance the process of promo code generation, focusing on user needs. This way, the development of the promo code generation process can prioritize users and be more user-centric and effective. Furthermore, for the research aspect, it can serve as a case study for the implementation of business process redesign using a heuristic approach with a focus on customer centricity.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Heuristic Process Redesign, Customer Centricity, Startup OTA, Kupon Promo, Promo Coupoun |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD58.87 Reengineering (Management) Business process |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | M. Rizaldi |
| Date Deposited: | 26 Jul 2023 03:42 |
| Last Modified: | 26 Jul 2023 03:42 |
| URI: | http://repository.its.ac.id/id/eprint/99421 |
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