IMPROVING THE MARKETING PROCESS IN EXTRACTIVE INDUSTRY USING SERVICE EXCELLENCE APPROACH : A STUDY IN PT. COALNESIA
Ayu Satya Karuniawati; Asnan Furinto
Institut teknologi Bandung
Abstract
PT Coalnesia is one of the largest coal mining companies in Indonesia, with sales in the domestic market of approximately 60% of total sales and about 70% are supplies for electricity generation needs. At this moment, the government also has 35,000 megawatt power plant development program, which is the potential to increase sales with new customers. The relationship between PT Coalnesia and its customers in the domestic market has been established for decades. However, this does not guarantee that PT Coalnesia is the first choice of its customers. PT Coalnesia needs to set a strategy to differentiate its services from other companies. In this study, the author used a qualitative methode by conducting interviews of 3 customers and 2 internal employees. In addition, the author also did observation during 3 months internship in this company and use secondary data to support this research. As a strategy to evaluate the services of PT Coalnesia, author have used Customer typology using Apostles Model and The Six Pillar of Customer Experience. The result indicates that PT Coalnesia needs to implement a new marketing strategy that prioritizes service. PT Coalnesia can use Service Excellence Method as a reference in providing services to customers.
Keywords: Coal Industry, Indonesia coal market, customer satisfaction, service excellence
Topic: International Symposium of Engineering, Technology, and Health Sciences