1. Presentation – User 906
ANALYSIS TO DEVELOP THE QUALITY OF EXISTING CUSTOMER MEASUREMENT TO CREATE CUSTOMER RETENTION USING THE SIX PILLARS OF CUSTOMER EXPERIENCE: STUDY IN PT. ANANDHA SYARIAH  
ADRY ANANDHA ABDI
ABS – 693
SBM ITB

2. Business Issue Exploration Business Solution
Outline
Introduction
Business Issue Exploration
Business Solution

3. Introduction

4. Background
Data From OJK (2017)

5. Company Profile Established on 29 November 2012
Subsidiary company from one of the biggest State-owned enterprises of Indonesia (BUMN)
The first Sharia-based Financing Guarantee in Indonesia

6. Business Issues
PT. Anandha Syariah must be able to continue to maintain and develop the number of existing customers
Develop The Quality of Existing Customer Measurement
The measurement from : customer satisfaction, customer engagement and customer dissatisfaction

7. Research Question
How to measure the existing customer experience in PT. Anandha Syariah?
How to develop the marketing strategy to create customer retention using six pillars of customer experience?

8. Create Customer Retention
Research Objective
Analyse the development of existing customer measurement in PT. Anandha Syariah
Develop marketing strategy using the six pillars of customer experience
Create Customer Retention
Questionnaire

9. Business Issue Exploration

10. Conceptual Framework

11. EXTERNAL ANALYSIS Government Support
Assets of Islamic Bank Rp 401,45 Trillion and Islamic Business Units Rp 123,4 (November 2017, OJK)
Online System Marketing and Automation System
Understanding from Indonesian people

12. INTERNAL ANALYSIS

13. Product Kafalah Guarantee Bank:
One of sharia-based Suretyship’s products that provide guarantee to The Bank Issuing Bank Guarantee/Obligee/Makful Lahu regarding the capability of Principal/Makful Anhu in fulfilling the obligations in accordance with the main agreement between Principal and Obligee.

14. Branch Office and Marketing Office
Place
Branch Office and Marketing Office
Located in 12 Capital Cities and 3 Big Cities

15. Price
The Rate
Ujroh: Fee in Sharia terms

16. Promotion
Indonesia Sharia Economic Festival 2018 initiated by Bank Indonesia
Content from The company Website: (News and Event)

17. Process
Anandha Syariah has been established cooperation with various banks
Starting from government banks, state-owned companies, private sector, to BPDs spread from Aceh to Papua

18. People Marketing & Product Development Division
Anandha Syariah employees must be able to create positive atmosphere with always friendly, polite, neat and able to work accordingly with assignments
Anandha Syariah employees is dominated by undergraduate graduates in the holding company

19. Physical Evidence
Headquarter Office: Jakarta
3 Branch Offices: Jakarta 1, Jakarta 2 and Bandung
13 Sharia Marketing Office: All big cities Indonesia

20. SWOT Analysis
The shareholders commit to develop Islamic Credit Financing Guarantee
The total number of branch and marketing office of Anandha Syariah
The level of understanding of the Indonesian people in the field of economics and Islamic banking
Infrastructure of Information Technology
Dewan Syariah Nasional Majelis Ulama briefed the Islamic Banking and Financial Institution to use the service of Sharia Financing Guarantee
The limited number of Sharia Financing Guarantee Company in Indonesia
Competition with Jamkrindo (Persero), Jamkrida with insurance company that also have potential to grab the sharia market
Lack of OJK Regulation

21. 1. Relationship Marketing
THEMATIC FRAMEWORK
1. Relationship Marketing
Effort of Anandha Syariah to attract customers and improve relationships with customers

22. 2. Customer Value THEMATIC FRAMEWORK
The difference between Anandha customer total value and customer total cost

23. 3. Customer Satisfaction
THEMATIC FRAMEWORK
3. Customer Satisfaction
Satisfaction from Anandha Syariah to their B2B customer to open more activity in the future business relationship

24. THEMATIC FRAMEWORK
4. Customer Retention
Form of “Loyalty”

25. 5. Six Pillars of Customer Experience
THEMATIC FRAMEWORK
5. Six Pillars of Customer Experience
*Source from: KPMG (Klynveld Main Goerdeler), 2017

26. Data Collection
> Correspondent: 14 Companies with total 93 submission
> Distributed in Branch Office and Sharia Marketing Office: 16

27. Data Collection
Filled by 3 different level roles

28. Data Collection First Part: Represent with the profile of B2B Customer
Total: 6 questions
1. The type of your company?
2. How many years have you / your company used Anandha Syariah service?
3. How many times do you / your company used Anandha Syariah service per year?
4. What do you know about Anandha Syariah?
5. Which Anandha Syariah Service Products have you / your company most used?
6. What are the most considerations of you / your company choosing to use Anandha Syariah service?

29. Data Collection
Second Part: Each of the theory has 6 questions that represent the concept of the six pillar of customer experience
The scoring system using Likert scale

30. Relationship Marketing
Questionnaire Result
Relationship Marketing

31. Questionnaire Result
Customer Value

32. Customer Satisfaction
Questionnaire Result
Customer Satisfaction

33. Questionnaire Result
Customer Retention

34. Questionnaire Result
Roles in the Decision Making Unit: Decision Makers

35. Questionnaire Result
Roles in the Decision Making Unit: Influencers

36. Questionnaire Result
Roles in the Decision Making Unit: Users

37. Questionnaire Result
The summary from Decision Making Unit

38. Business Solution

39. Business Solution (1st Part)
Solution for Relationship Marketing aspect
Create the corporation event
Focus on Syariah Society Gathering
Solution for Customer Value aspect
Reward for customer branch office
Invites all customer to participate in the social event

40. Business Solution (1st Part)
Solution for Customer Satisfaction aspect
Create call center service
Solution for Customer Retention aspect
Award for the loyal customer
Integrated IT System

41. Business Solution (2nd Part)
The Six Pillar of Customer Experience
1. Personalization
Integrate the data and tracking feedback
2. Integrity
Always inform the achievement and benefit of Anandha Syariah
Create the positive atmosphere

42. Business Solution (2nd Part)
The Six Pillar of Customer Experience
3. Time and Effort
Give alternative options
4. Resolution
Group in the community chat application

43. Business Solution (2nd Part)
The Six Pillar of Customer Experience
5. Expectations
Share the important information during the business process by the internal committee activities
6. Empathy
Act more than business colleague to customer
Create the fuzzy files (Emotional Effect)

44. QUALITY IS NEVER AN ACCIDENT
QUALITY IS NEVER AN ACCIDENT. IT IS ALWAYS THE RESULT OF INTELLIGENT EFFORT
- John Ruskin

45. THANK YOU!