PENGGUNAAN STRATEGI OMNICHANNEL CUSTOMER EXPERIENCE DALAM MEMAKSIMALKAN PENGALAMAN KONSUMEN DAN KEUNTUNGAN DALAM PERUSAHAAN BERBASIS JASA

Abstract

Recent technological developments have encouraged companies to expand their business through a variety of different purchasing channels. The current trending business model is the omnichannel model, where companies integrate their operations and services through all their sales channels. Omnichannel aims to make it easier for customers to find information, manage data, and make decisions. The omnichannel strategy in gold savings products is designed to adjust to consumer conditions in the industrial era 4.0. However, there is still no measurement made of the performance of Omnichannel Customer Experience for Service-Based Companies, so it is unclear whether the Omnichannel strategy has reached the optimal level. This research aims to measure the level of maturity of Omnichannel Customer Experience implementation of Service-Based Companies based on various aspects in the Omnichannel Maturity Model, using the assessment method by experts. The results of this study are expected to provide valuable insights for apprenticeship companies to Japan, helping them optimise the use of omnichannel customer experience strategies, increase customer satisfaction, and achieve greater profits in a competitive business environment. Through the analysis and assessment of various aspects of Omnichannel, it can be concluded that Service-Based Companies already have the initial capability for channel integration and consistency in providing customer experience. However, to achieve a higher level of Omnichannel, improvements are needed especially in the use of data analytics to gain insights that can be drawn from consumer activities. In addition, regular evaluation of Omnichannel performance needs to be done to ensure that companies continue to make improvements and refine their customer experience