Abstract :

The need for internet connectivity use has grown to the point that it can be considered a primary need that cannot be separated from the support of many needs and sectors of life. This momentum has attracted InterHome as one of the providers of fixed broadband Internet Service Providers (ISP) to meet these needs. As a result, the value of the engagement rate, which increased significantly in 2021 compared to the previous year but this thing is inversely proportional to the InterHome brand’s sentiment, which fluctuated every month in 2021 and, on average, rarely reached the point where the brand sentiment became an illustration of the context behind the interaction. In this study, using external and internal analysis in the analysis of the business environment, it is obtained an overview of the significant competitive industry contained in the SWOT analysis. As a follow-up to the problems faced by InterHome, the author proposes a customer journey using the 5 A’s Customer Journey Path guidelines from Marketing 5.0 by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan to obtain a portrait of the existing and expected conditions by InterHome customers. While the company has made various attempts to date, there is still a lack of investigation into what customers need and desire on each journey. Therefore, this study aims to increase customer retention in line with increasing positive brand sentiments and reach the target using a customer journey approach. The combination of quantitative and qualitative is used in this study, where quantitative data brings a breadth of research, and qualitative data allows depth. As a result of the study, the proposed customer journey can be described at the 5 A’s stages, providing a clear view of the improvement initiatives that could be a solution for each stage and helping companies align around common goals. The detailed mapping of the proposed customer journey is divided into six key points, including common customer activities that explain what InterHome consumers typically do when they decide to subscribe to InterHome. Furthermore, customer needs and desires represent what customers will seek to be captured by the brand at every stage of its journey. The point where the consumer interacts with the brand is described as the touchpoint in the customer journey. Business goals and Key Performance Indicators (KPIs) are measurable values ​​that will measure the company’s performance and success in achieving business goals and in line with the implementation of data-based marketing.

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Keywords :

Business Environment Analysis, Customer Journey Path, Fixed Broadband., Internet Service Provider

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