Proceedings of the Third International Conference Administration Science, ICAS 2021, September 15 2021, Bandung, Indonesia

Research Article

Proposed Acquisition and Customer Management Strategy For Titiktemu.Co.Id As An Online Consultation Marketplace Platform In Indonesia

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  • @INPROCEEDINGS{10.4108/eai.15-9-2021.2315195,
        author={Aisyah  Humaerah and Sonny  Rustiadi},
        title={Proposed Acquisition and Customer Management Strategy For Titiktemu.Co.Id As An Online Consultation Marketplace Platform In Indonesia},
        proceedings={Proceedings of the Third International Conference Administration Science, ICAS 2021, September 15 2021, Bandung, Indonesia},
        publisher={EAI},
        proceedings_a={ICAS},
        year={2022},
        month={1},
        keywords={online consultation customer journey sales funnelling marketing mix},
        doi={10.4108/eai.15-9-2021.2315195}
    }
    
  • Aisyah Humaerah
    Sonny Rustiadi
    Year: 2022
    Proposed Acquisition and Customer Management Strategy For Titiktemu.Co.Id As An Online Consultation Marketplace Platform In Indonesia
    ICAS
    EAI
    DOI: 10.4108/eai.15-9-2021.2315195
Aisyah Humaerah1,*, Sonny Rustiadi1
  • 1: School of Business and Management, Institute Technology Bandung, Indonesia
*Contact email: aisyah-humaerah@sbm-itb.ac.id

Abstract

Millennials are well-adapted technology users in their daily lives, values, life experiences, motivations, and purchasing behaviour in general (Moreno, Lafuente, Carreom, & Moreno, 2015). They are shopping for fun, seeking knowledge, freedom, problems breakout, and fantasy embodiment (Babin, Darden, & Griffin, 1994). As a marketplace for online consultation, the research objective is to analyse customers' characteristics and implementation plan for acquire and manage customers for titiktemu.co.id. Eighteen potential customers are the samples with qualitative methods. This research analyses STP, customer persona, marketing mix, competitor, and USP analysis. Furthermore, it formulated in strategy of customer journey, sales funnelling, and marketing mix. The acquisition strategies are Instagram content, online advertising, website, consultant rules, responsiveness, and collaboration. Furthermore, the retention strategies are formulated for systematic consultation, convenience, group chat, recommendation, and ease of booking and payment. There are consistency service standards and brand recalls for the new revenue and referral strategies.