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All Journal Bridge: Jurnal Publikasi Sistem Informasi dan Telekomunikasi
Nabiel Muhammad Al Ghazali
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Computer Science & IT

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Penerapan Voice of Customer dalam Meningkatkan Efektivitas Customer Relationship Management: Studi Kasus Tokopedia dan Gojek Nabiel Muhammad Al Ghazali; Muhammad Mahendra; Muharman Lubis
Bridge : Jurnal Publikasi Sistem Informasi dan Telekomunikasi Vol. 3 No. 3 (2025): Bridge: Jurnal Publikasi Sistem Informasi dan Telekomunikasi
Publisher : Asosiasi Riset Teknik Elektro dan Informatika Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/bridge.v3i3.482

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.
Co-Authors Muhammad Mahendra Muharman Lubis