Transformasi Strategi Bisnis Product Centric Menuju Customer Centric BNI Cabang UGM Yogyakarta

Rina Venty Marliana, Samodra Wibawa

2015 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT Increasing competition and demands of the customer banking experience, it makes BNI to changes in business strategy. Changes in business strategy is also supported by failure of BNI to implement the product centric business strategy because it can’t afford to maintain customer loyalty and reduced the number of customers. Policies to change the model of product centric to customer centric set by the center. So, BNI UGM continues to run the policy. In this research, conducted interviews with four informants consisting of employees division of information technology, marketing, human resource management and supervisors in BNI UGM. In addition, observations and questionnaires to 15 customers. It was found that to make the process of transformation to a customer-centric needed readiness, especially in improving the quality of human resources and information technology. To make the process of transformation, there are several steps that must be done to improve existing strategies, sharpen strategy of each business unit, defined as any customer centric models to analyze the support needs to be prepared, communicate customer centric models to all units, the implementation stages of transformation process and then implement the model customer centric. The changes occurred after the transformation process such as: product issued by BNI experience in the development of these features and more segmented. Customers also feel the change in quality of services provided better. Nevertheless, there are still criticisms and suggestions provided by the customer. It’s advisable to: (1) continue to make improvements to information technology. (2) customer service more expedited service so that customers don’t to have long wait because it’ll makes the decline in customer satisfaction on the quality of service . Keywords: product centric, transformation, customer centric

Kata Kunci : Bank dan Perbankan