Penerapan Voice of Customer dalam Meningkatkan Efektivitas Customer Relationship Management
Studi Kasus Tokopedia dan Gojek
DOI:
https://doi.org/10.62951/bridge.v3i3.482Keywords:
Customer Relationship Management (CRM), E-commerce, Gojek, Tokopedia, Voice of Customer (VoC)Abstract
This research analyzes the application of Voice of Customer (VoC) in Customer Relationship Management (CRM) strategies in leading Indonesian digital platforms, namely Tokopedia and Gojek. In the competitive digital era, the company's ability to understand and respond to customer expectations is crucial for maintaining relevance and competitiveness. CRM, as a customer interaction management strategy, is significantly strengthened by VoC, which involves a systematic process to capture customer feedback to understand their expectations and perceptions of products, services, and brands as a whole. Using a qualitative approach and descriptive analytical methods, this study utilizes secondary data from various reliable sources. Empathy Map is used to map the customer experience based on "Think & Feel", "See & Observe", "Say & Do", and "Hear & Listen". Results show both companies commit to VoC for service development, integrating digital channels for feedback, and applying customer-centricity. Tokopedia focuses on shopping experience and product quality with structured, long-term VoC. Gojek emphasizes service timeliness and partner professionalism with direct, adaptive VoC. Consistent VoC enables proactive and predictive CRM. This research contributes to CRM literature in Indonesian digital companies.
Downloads
References
Amalia, W. E., & Zurani, I. (2021). Strategi Customer Relationship Management (CRM) PT. Telkom Wilayah Telekomunikasi Riau Daratan dalam mempertahankan loyalitas pelanggan Indihome. Jurnal Ilmu Administrasi, 9(2), 306–320. http://www.telkom.co.id
Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: Bringing together digital, physical and social realms. Journal of Service Management, 29(5), 776–808. https://doi.org/10.1108/JOSM-04-2018-0113
Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM): People, process and technology. Business Process Management Journal, 9(5), 672–688. https://doi.org/10.1108/14637150310496758
Firmansyah, F., Herdiani, L., & Ginajar, A. (2021). Rancangan Voice of Customer yang efektif sebagai pendukung kegiatan Customer Relationship Management (Studi Kasus: Toyota Auto 2000 Asia Afrika Bandung). Jurnal Teknologi dan Sistem Komputer, 17(4).
Griffin, A., & Hauser, J. R. (1993). The voice of the customer. Marketing Science, 12(1), 1–27. https://doi.org/10.1287/mksc.12.1.1
Kandampully, J., Zhang, T. (Christina), & Bilgihan, A. (2015). Customer loyalty: A review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 27(3), 379–414. https://doi.org/10.1108/IJCHM-03-2014-0151
Kumar, V., Lemon, K. N., & Parasuraman, A. (2006). Managing customers for value: An overview and research agenda. Journal of Service Research, 9(2), 87–94. https://doi.org/10.1177/1094670506293558
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Parvatiyar, A., & Sheth, J. N. (2001). Customer relationship management: Emerging practice, process, and discipline. Journal of Economic and Social Research, 3(2), 1–34.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167–176.
Priyanto, A., Rifqi, M., & Arif, M. (2022). Analisis Voice of Customer dari ulasan pengguna produk smartphone pada online marketplace menggunakan text mining. Informatika: Jurnal Pengembangan IT, 7(1), 1–8. https://doi.org/10.32493/informatika.v7i1.14471
Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The customer relationship management process: Its measurement and impact on performance. Journal of Marketing Research, 41(3), 293–305.
Rembulan, G. D., Wijaya, T., Ruslie, A., Jordy, J., & Sunadynatha, R. A. S. (2020). Mereduksi Voice of Customer pada pengembangan produk alat pembuka tutup galon menggunakan analisis faktor. JIEMS (Journal of Industrial Engineering and Management Systems), 13(2), 103–112. https://doi.org/10.30813/jiems.v13i2.2281
Rust, R. T., & Oliver, R. L. (2000). Should we delight the customer? Journal of the Academy of Marketing Science, 28(1), 86–94.
Stickdorn, M., Hormess, M. E., Lawrence, A., & Schneider, J. (2018). This is service design doing: Applying service design thinking in the real world. O’Reilly Media.
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Widyana, S. F., & Firmansyah, H. (2021). Pengaruh Customer Relationship Management (CRM) terhadap kepuasan pelanggan produk sepatu Converse. Jurnal Ekonomi dan Bisnis, 11(1).
Zahro, N. U., & Prabawani, B. (2018). Pengaruh customer relationship management terhadap loyalitas pelanggan TV kabel di Kecamatan Tembalang melalui kepuasan pelanggan sebagai variabel intervening (Studi pada PT. MNC Sky Vision-Indovision Semarang). Jurnal Ilmu Administrasi Bisnis, 7(2), 117–124.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Bridge : Jurnal Publikasi Sistem Informasi dan Telekomunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
