Path: TopS2-ThesesBusiness Administration-SBM2008

REKOMENDASI STRATEGI OPERASI UNTUK MENINGKATKAN LENGTH OF STAY PELANGGAN PADA PCMD (PREFERRED CUSTOMER MANAGEMENT DEPARTMENT) PROVIDER X REGIONAL JAWA BARAT

OPERATION STRATEGY RECOMMENDATION TO INCREASE SUBSCRIBERS' LENGTH OF STAY IN PCMD (PREFERRED CUSTOMER MANAGEMENT DEPARTMENT) PROVIDER WEST JAVA REGION

Master Theses from JBPTITBPP / 2017-09-27 15:30:46
Oleh : ASTI ASTARI PUTRI (NIM: 29106410) , S2 - Business Administration
Dibuat : 2008, dengan 6 file

Keyword : strategi operasi, sumber daya, pelanggan, rekomendasi

Preferred Customer Management Department (PCMD), sebagai divisi baru yang dibentuk oleh Provider X pada tahun 2006, memiliki tugas utama, yaitu : mengelola pelanggan Provider X Priority, komunitas produk S, dan T untuk pelanggan prabayar kartuAs. Dari hasil observasi terhadap performa PCMD, diperoleh data bahwa faktor Length of Stay pelanggan di Provider X Regional Jawa Barat masih belum memenuhi target dikarenakan adanya peningkatan jumlah persentase peralihan pelanggan (churn rate).

Berdasarkan survei yang telah dilakukan oleh salah seorang peneliti sebelumnya, akan dibutuhkan analisis sejauh mana PCMD telah mempertemukan kemampuan dan sumber dayanya dalam memenuhi persyaratan pasar. Hasil penelitian ini diharapkan dapat memberikan rekomendasi untuk meningkatkan performa PCMD Regional Jawa Barat dengan membuat pelanggan Provider X bertahan lebih lama menggunakan produknya.

Untuk merumuskan rekomendasi strategi operasi PCMD, dilakukan observasi pendahuluan melalui program Internship, pengumpulan data melalui proses wawancara, dan dipadukan dengan data sekunder dan studi literatur.

Dari hasil analisis penelitian sebelumnya (Regia: 2007), kebutuhan pelanggan yang diwakili oleh anggota komunitas adalah kualitas proses dan sikap layanan pelanggan Provider X Jawa Barat, kemudahan akses pelanggan terhadap layanan PCMD, kemudahan dalam partisipasi event, dan fasilitas bagi anggota komunitas. Faktor‐faktor yang menjadi performance objectives adalah kualitas, kecepatan proses, keandalan, fleksibilitas, biaya, dan style / personalisasi, sehingga diperoleh area keputusan strategis yang terdiri dari kapasitas, supply network, proses teknologi, serta pengembangan dan organisasi.

Rekomendasi dari setiap area keputusan strategis tersebut dituangkan dalam sebuah rencana implementasi sesuai prioritasnya, terbagi dalam timeline reguler dan project, dengan menggunakan model implementation levers dan strategic leadership.

Deskripsi Alternatif :

Preferred Customer Management Department (PCMD), as a new division established by Provider X in 2006, has several main objectives: managing Provider X Priority customers, S product community, and T for the prepaid kartuAs. From the PCMD performance observation, it shows that customer's Length of Stay factor in Telkomsel West Java Region has been beneath its target. The main reason was the increasing of customer's churn rate to other telecommunication operators.

Based on the previous survey done by one of the researcher, it needs to analyze PCMD's effort of matching their capabilities and resources to the market requirements. Hopefully, this report could give recommendation to increase PCMD's West Java Region performance in the meaning of Provider X 's customer could use Provider X 's products longer and becoming loyal.

In line to formulate the operations strategy to be recommended to PCMD, the preobservation has done using an Internship program, data gathering through interviews, and combined with secondary data and literature study.

From the previous research analysis (Regia: 2007), customer's requirement which represented by community member, was the quality of process and service attitude to Provider X's customer West Java region, customer accessibility to PCMD's services, easiness of event participation, and community member facility. Related factors which stands for performance objectives was the quality, process speed, reliability, flexibility, cost, and style / personalization. It came to the orifice of strategic decision areas, which consist of capacity, supply network, technology processes, and development and organization.

The recommendation from each strategic decision area was presented to an implementation plan according to its priority, divided by regular timeline and project based, and using the model of implementation levers and strategic leadership.


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