STUDY IN PT. ANANDHA SYARIAH

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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

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Outline

▸ Introduction

▸ Business Issue Exploration

▸ Business Solution

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Introduction

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Background

D at a F ro m O JK ( 20 17 )

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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

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Business Issues

• Develop The Quality of Existing Customer Measurement

• The measurement from 2013- 2017: customer satisfaction, customer engagement and customer dissatisfaction

• PT. Anandha Syariah must be able to continue to

maintain and develop the number of existing customers

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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?

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Research Objective

Develop marketing strategy using the six pillars of

customer experience Analyse the

development of existing customer measurement in

PT. Anandha Syariah

Questionnaire Create

Customer

Retention

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Business Issue

Exploration

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Framework

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EXTERNAL ANALYSIS

▸ Government Support

▸ Assets of Islamic Bank Rp 401,45 Trillion and Islamic

Business Units Rp 123,4 (November

2017, OJK)

▸ Understanding from

Indonesian people

▸ Online System

Marketing and

Automation

System

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INTERNAL ANALYSIS

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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.

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Place

▸ Branch Office and Marketing Office

▸ Located in 12 Capital Cities and 3

Big Cities

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Price

▸ The Rate

▸ Ujroh: Fee in Sharia terms

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Promotion

 Indonesia Sharia

Economic Festival 2018 initiated by Bank

Indonesia

 Content from The

company Website: (News

and Event)

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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

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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

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Physical Evidence

▸ Headquarter Office: Jakarta

▸ 3 Branch Offices: Jakarta 1, Jakarta 2 and Bandung

▸ 13 Sharia Marketing Office: All big

cities Indonesia

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SWOT Analysis

• The shareholders commit to develop Islamic Credit

Financing Guarantee

• The total number of branch and marketing office of Anandha Syariah

• 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

• The level of understanding of the Indonesian people in the field of economics

and Islamic banking

• Infrastructure of Information Technology

• Competition with Jamkrindo (Persero), Jamkrida with insurance

company that also have potential to grab the sharia

market

• Lack of OJK

Regulation

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THEMATIC FRAMEWORK

1. Relationship Marketing

▸ Effort of Anandha Syariah to attract customers

and improve relationships with customers

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THEMATIC FRAMEWORK

2. Customer Value

▸ The difference between Anandha customer

total value and customer total cost

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THEMATIC FRAMEWORK

3. Customer Satisfaction

▸ Satisfaction from Anandha Syariah to their B2B

customer to open more activity in the future business

relationship

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THEMATIC FRAMEWORK

4. Customer Retention

▸ Form of “Loyalty”

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THEMATIC FRAMEWORK

5. Six Pillars of Customer Experience

*Source from: KPMG (Klynveld Main Goerdeler), 2017

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Data Collection

> Correspondent: 14 Companies with total 93 submission

> Distributed in Branch Office and Sharia Marketing Office: 16

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Data Collection

▸ Filled by 3 different level roles

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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?

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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

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Questionnaire Result

▸ Relationship Marketing

Empathy Expectations Resolution Time and Effort Integrity Personalization

7.6 7.65 7.7 7.75 7.8 7.85 7.9 7.95 8 8.05 8.1

Instansi Pemerintah

Perbankan BUMN-D/Anak BUMN Perbankan Swasta Nasional

Non Perbankan BUMN/Anak BUMN

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Questionnaire Result

▸ Customer Value

7.5 7.6 7.7 7.8 7.9 8 8.1

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Questionnaire Result

▸ Customer Satisfaction

7.5 7.6 7.7 7.8 7.9 8 8.1

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Questionnaire Result

▸ Customer Retention

7.6 7.65 7.7 7.75 7.8 7.85 7.9 7.95 8 8.05 8.1

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Questionnaire Result

▸ Roles in the Decision Making Unit: Decision Makers

7.5 7.6 7.7 7.8 7.9 8 8.1

Relationship Marketing Column2

Customer Satisfaction Customer Retention

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Questionnaire Result

▸ Roles in the Decision Making Unit: Influencers

7.6 7.65 7.7 7.75 7.8 7.85 7.9 7.95 8 8.05

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Questionnaire Result

▸ Roles in the Decision Making Unit: Users

7.3 7.4 7.5 7.6 7.7 7.8 7.9 8 8.1 8.2

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Questionnaire Result

▸ The summary from Decision Making Unit

7.75 7.8 7.85 7.9 7.95 8 8.05

Branch Manager Manager

Staff

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Business

Solution

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Business Solution (1

^st

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

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Business Solution (1

^st

Part)

Solution for Customer Satisfaction aspect

▸ Create call center service

Solution for Customer Retention aspect

▸ Award for the loyal customer

▸ Integrated IT System

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Business Solution (2

^nd

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

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Business Solution (2

^nd

Part)

▸ The Six Pillar of Customer Experience

3. Time and Effort

 Give alternative options 4. Resolution

 Group in the community chat application

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Business Solution (2

^nd