Digital Business Models Evaluation to Improve Customer Experience in A Telecommunication Company

Abstract

The COVID-19 pandemic is a major challenge for the global economy and gave a negative contraction in growth. In contrast to the telecommunications sector, which experienced an increase in demand for communication networks and the internet which results in making competition to provide the best service and maintain customer satisfaction. This research involved an Indonesia Telecommunication Company which is a leading company in the telecommunications industry. The Customer Experience (CX) Satisfaction Measurement report shows the company has not been able to achieve the target in managing customer satisfaction as measured using the Net Promoter Score, especially in wholesale network services. This study evaluates the company's actual business model by carrying out digital transformation in all elements of the business model through an interview process to three sources from the Wholesale and International Services Directorate who are responsible for formulating wholesale business strategies and policies. The evaluation of the business model is carried out using the business model canvas. The benefit of this research is the formulation of a new digital business model for the company, especially the wholesale segment that supports the improvement of CX for wholesale network connectivity services. The proposed business model was validated by the Wholesale and International Services Directorate. CX improvements are carried out by simplifying the company's internal processes, offering new products/services, facilitating service delivery, and increasing the main focus on exploring customer needs. The company can use this proposal as a reference in formulating a wholesale network service transformation strategy.