Personalization of BNI Mobile Banking to Increase Customer Experience
| Main Authors: | Shabrina, Tia; School of Business and Management, Institut Teknologi Bandung, Nasution, Reza Ashari; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4393 |
Daftar Isi:
- The financial institution in Indonesia is facing several challenges regarding the digital era. The financial institution must be able to compete with the business model and services that are carried out by fintech startups by implement more agile automation and operational efficiency, as well as develop new digital business models. BNI develops its digital business model by continuously improving the quality of services, supported by a reliable and integrated system and digital applications through a platform developed by personalizing products or services to better meet each customer’s need also to enhance customer experience, transactions, and sales. BNI realizes that personalization is one of supporting development factors that can attract new customers and maintain existing customers. This research aim is to identify the current customer preferences about personalization on platforms, to find out the best personalization that applicable and to determine the best marketing strategy for BNI Mobile Banking. These three research objectives have been met by using qualitative data analysis which includes focus group discussion, in-depth interview, secondary data analysis, internal analysis, and external analysis. The findings revealed there are five preferences for platform personalization and one preference for personalized marketing. All the preferences have been evaluated and turned into mock-up design which titled: list form, new section “based on your recent transaction”, summary report, customer level, special event, and personalized advertisement. These findings provide several suggestions for BNI for their future platform development and business development. Keywords: BNI Mobile Banking, Personalization, Digital Platform, Customer Preferences, Marketing Strategy.