Building Churn Prevention Strategy with Customer Success Approach for PT.XYZ
| Main Authors: | Arfidh, Muhammad; School of Business and Management, Institut Teknologi Bandung, Nasution, Reza Ashari; School of Business and Management, Institut Teknologi Bandung |
|---|---|
| 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/4406 |
Daftar Isi:
- PT.XYZ is a state-owned company engaged in telecommunications and communications. Currently, PT XYZ aims to expand its business portfolio to digital products, one of which is the Learning Management System (LMS) product for 3T schools (Disadvantaged, Frontier, and Outermost) which is included in the Software as a Service (SaaS) E-learning product category. The launch of the LMS product aims to help schools categorized as 3T in the process of Distance Learning Activities (PJJ) affected by the pandemic due to covid-19 that has been far-reaching the earth. PT.XYZ also sees that the use of technology will continue to be adapted to help the teaching and learning process even though the pandemic has ended. The company offers a one-month free trial program to acquire customers, yet only 16% are interested in and subscribe to LMS products. Moreover, the company do not know what factors make customer not interested and turn to churn. This research aims to present a reasonable strategy alternative to be adopted by PT. XYZ. This study using a mixed-method, namely using a qualitative approach to find out the success criteria of customer PT.XYZ that has been neglected and needs to be maintained through depth interview and questionnaire which variable that significantly and positively influences the success criteria of customer, find out current PT.XYZ strategy and process to helps customers achieve their success by assessing company capability through the Capability Maturity Model (CMM) based on 10 laws of customer success, find out external factors influencing the customer to churn through PEST, Porter's 5 Forces & competitor analysis. The results will be an input for the author to tailor and recommend the solution. Based on root cause analysis, the company's ability to monitor, maintain, and manage customer success has not yet reached the standard. Hence, the aspects that influence the customer to churn cannot be overcome. Based on the analysis conducted, building customer success is necessary to solve current problems and to solve problems in the future. Keywords: E-Learning, LMS, Customer Success, Marketing, Strategic Management.