By: Maharani Eka Pratiwi

BTPN Wow! Agent

 MARKET
OBSERVATION

BTPN Wow! Agent BTPN Wow! Agent

Bekasi Kabupaten Bekasi Kota
(Ibu Elvira S – Toko Elsa) (Ibu Lili N – Lili Online)

PERSPECTIVES
BTPN Wow! Agent as Nasabah as
BTPN’s Customer BTPN Wow!’s Customer
 Interaction between BTPN Head Absorption process between
Office with the Agent still very BTPN Head Office with the
BTPN Wow! minimal. Agent still very minimal.

Agent as Agent only knows one sales to

communicate with
Very few programs to improve
CE and uneven in all regions
BTPN’s
Customer Interaction Absorption

Vigor Dedication BTPNWow’s Agent

Vigor level of BTPNWow’s dedication is still very
Agent still very low. low.
They become a passive agent They think the program and prices
after ± 2 years because the program, that BTPN offers is less competitive
incentives, and policies is not as good with other competitor such as
as before. And also Caused by BTPN’s “agen pulsa” and another program
lack of appreciation and attention to such as Agen46
every agent

4 Dimensions of Customer Engagement (Patterson et al, 2006)

taken from a journal entitled “Analisis Strategi Customer Engagement terhadap Loyalitas pada PT Nasmoco Magelang” by Wiranti & Nugraha (2017)
http://eprints.blog.undip.ac.id/2017/01/03/analisis-strategi-customer-engagement-terhadap-loyalitas-pada-pt-nasmoco-magelang/
 Interaction between Absorption process
Nasabah with the Agent is between Nasabah with the
Nasabah as not good enough. Agent still very minimal.

BTPN Wow!’s Agent can’t explain and Agent’s skill to handle

Customer
convincing Nasabah about Nasabah complain is still not
BTPN Wow! program and good enough and the result
benefit clearly Nasabah is not happy
Interaction Absorption

Vigor Dedication
Vigor level of Nasabah Nasabah dedication is still
still very low. very low.

Caused they got less The sense of belonging for

benefit and flexibility BTPNWow! hasn’t been built
by using BTPNWow! to its full potential cause the
account agent isn’t giving them
recognition/etc

4 Dimensions of Customer Engagement (Patterson et al, 2006)

taken from a journal entitled “Analisis Strategi Customer Engagement terhadap Loyalitas pada PT Nasmoco Magelang” by Wiranti & Nugraha (2017)
http://eprints.blog.undip.ac.id/2017/01/03/analisis-strategi-customer-engagement-terhadap-loyalitas-pada-pt-nasmoco-magelang/
 ROI Training
Durasi Pelatihan 8 Jam
Perkiraan jumlah peserta 50
Jangka waktu penghitungan keuntungan 12 bulan
Biaya-biaya

IMPROVEMENT
Desain dan Pengembangan Rp 7.000.000
Administrasi (ATK) Rp 1.000.000
Material (venue, decoration, module, viewer, etc) Rp 10.000.000

SUGGESTIONS Fakultatif (trainer & fasilitator)

Fasilitas (snack, lunch, games)
Peserta (training kit, certificate, participation bonus)
Rp 2.500.000
Rp 5.000.000
Rp 5.000.000
Evaluasi Rp 2.000.000
Conduct a training program for BTPN Wow!’s Total Biaya Rp 32.500.000
Agent about service excellence and business Keuntungan
Produktivitas (new nasabah, gain transaction) Rp 90.000.000
development Penghematan Rp 10.000.000
Pendapatan Rp -
Increase “saldo” limit for agent so they could Total Keuntungan Rp 100.000.000
serve customers more optimally Return Of Investment* 307%
Jangka waktu pengembalian biaya** 4 bulan

Increase social media engagement, so agent

could receive every program updates and
also using it as an effective promotion media
*ROI (%) = (Rp 100.000.000 / Rp 32.500.000) x 100 = 307%
** Rp 100.000.000 / 12 = Rp 8.300.000 (keuntungan
bulanan), maka jangka waktu pengembalian adalah: Rp
32.500.000 / 8.300.000 = 3,91 bulan (dibulatkan menjadi 4
bulan).
Produktivitas diukur dari: 1 agen dapat 12 nasabah baru dengan rata2 tabungan