STUDI IMPLEMENTASI PROGRAM BIG DATA ANALYTICS UNTUK CUSTOMER RELATIONSHIP MANAGEMENT DI PT. TELEKOMUNIKASI INDONESIA Tbk TAHUN 2015

S. SUSATYO MARTONO, Dr. Iin Mayasari, M.M., M.Si

2017 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Pengelolaan pelanggan atau Customer Relationship Management (CRM) adalah salah satu hal yang paling diperhatikan oleh perusahaan. Alasannya adalah saat ini setiap perusahaan diharuskan melakukan retensi pelanggannya sebagai bentuk inisiatif bisnis yang konkrit dan berorientasi terhadap keuntungan perusahaan secara jangka panjang. Dengan melakukan retensi pelanggan di industri yang memiliki tingkat kompetisi yang tinggi, perusahaan akan diuntungkan karena biaya untuk akuisisi baru jauh lebih mahal daripada biaya mempertahankan pelanggan. Di satu sisi dengan makin pesatnya perkembangan teknologi informasi, makin berkembang pula ekosistem pengguna perangkat untuk komunikasi/ informasi mobile berbasis data internet. Pertumbuhan perangkat mobile dan data internet diikuti pula dengan perkembangan volume dan jenis data yang makin berkembang secara signifikan di industri daring yang pada akhirnya menimbulkan semacam ledakan informasi. Big Data merupakan salah satu solusi manajemen data informasi yang memecahkan masalah keterbatasan media penyimpanan/database yang bersifat pasif. PT. Telekomunikasi Indonesia Tbk. (TELKOM) dengan basis pelanggan yang besar di industri fixed broadband menghadapi tantangan besar untuk mengatasi angka churn pelanggan yang mencapai 9% di wilayah Jabodetabek dan Banten. Untuk mengatasi hal tersebut, TELKOM melakukan inovasi menggunakan Big Data Analytics untuk membangun model prediktif meretensi pelanggan di tujuh proses yaitu targeting management, customer information management, product/service customization, expansion management, referrals management, termination management dan winback management. Menggunakan metode kualitatif, penelitian ini mengambil data dari narasumber yang secara langsung membangun metode Big Data Analytics untuk CRM dan juga mengawal implementasinya. Hasil implementasi program ini di tahun 2015 menunjukkan hasil yang memuaskan dengan angka pelanggan yang berhasil diretensi sebesar 62.675 pelanggan atau senilai Rp 22,5 miliar, selain itu cost efficiency yang didapat sebesar Rp 14,3 miliar dan Rp 2,61 miliar dari hasil add-on layanan pelanggan untuk tahun 2015. Aplikasi metode/program ini terbukti menciptakan value creation yang lebih baik untuk TELKOM dalam industri fixed broadband. Keywords: Customer Relationship Management, Big Data Analytics, churn, predictive model, targeting management, customer information management, product/ service customization, expansion management, referrals management, termination management dan winback management, cost efficiency, value creation.

Customer Relationship Management (CRM) is one of the most cared for by the company. The reason is currently every company must do retention to its customers as a concrete business initiative and oriented to be better long term corporate profits. By implementing customer retention in industry that has high level of competition, companies will gain benefit because of the cost of acquisitions is higher than the cost of maintaining customers. On the other hand, the speed of information technology development makes the ecosystem of communication mobile device using internet is also growing. The growth of mobile device and internet data followed by growth of volume, data variety in cyberspace that eventually cause a kind of information explosion. Until it emerged a method to manage the information explosion, known as the term Big Data. Big Data is one of the data information management solution that solves the problem of storage media limitations. PT. Telekomunikasi Indonesia Tbk. (TELKOM) with big base of customers in fixed broadband industry face the huge challenges to overcome customer churn rate at 9 percent in areas of Jabodetabek and Banten. To overcome this issue, TELKOM implements innovation using Big Data Analytics to construct a predictive model to maintain customers in term of seven processes such as targeting management, customer information management, product/ service customization, expansion management, referrals management, termination management and win back management. Using qualitative method, this research gathered data from informants that directly built and were actively involved in developing a method of Big Data Analytics for CRM and escort its implementation. The result of the this program in 2015 showed satisfactory results with the customers who successfully retained is 62.675 subscriber (worth for IDR 22.5 billion), cost efficiency worth for IDR 14.3 billion and added on worth for IDR 2.61 billion in 2015. The application of this program has been proven to create better value creation for TELKOM in the fixed broadband industry. Keywords: Customer Relationship Management, Big Data Analytics, churn, predictive model, targeting management, customer information management, product/ service customization, expansion management, referrals management, termination management and win back management, cost efficiency, value creation.

Kata Kunci : Customer Relationship Management, Big Data Analytics, churn, predictive model, targeting management, customer information management, product/ service customization, expansion management, referrals management, termination management dan winback management