TRANSFORMATION BUSINESS TOWARDS CUSTOMER CENTRIC: CASE STUDY OF PT ADIRA DINAMIKA MULTI FINANCE (ADMF) TBK

Mustafa, Andrea Juliana and Willy, Abdillah (2021) TRANSFORMATION BUSINESS TOWARDS CUSTOMER CENTRIC: CASE STUDY OF PT ADIRA DINAMIKA MULTI FINANCE (ADMF) TBK. Asian Journal of Information and Communications, 13 (2). pp. 55-80. ISSN 1742-0911

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Abstract

Entering the era of Industrial Revolution 4.0, most of multi-finance companies are worried about the presence of new players and competitors, such as e-commerce (start-ups) and financial technology (FinTech) companies whose developments are considered quite disruptive. This is a strong reason why conventional multi-finance companies, including ADMF, are reconstructing their strategy to face these new competitors in finance industry. One of the new strategies adopted by ADMF is to transform its business model from dealer centric to customer centric. Through this transformation, ADMF hopes to improve their performance, market share, strengthen their competitive advantage, provide the best service to improve customer experience, customer engagement, and increase efficiency and effectiveness in every company’s business operations. This research explored business transformation process towards customer centric of ADMF which has been starting since 2016 until now. The writers used Adapted Business Transformation Framework Methodology by Allaoui et al. (2019) and Strategy- Evaluating by Thompson et al. (2018) in order to analyze the gap between the plan and implementation process of transformation. The next step is to identify the constraints that caused the occurrence of gaps using the concept of Elements of Customer-Centric and Value-Based Business Model Framework by Hämäläinen (2014) and also Organizational Barriers to Customer Centric that has been introduced by Shah et al. on 2006. The results of the analysis of gaps and constraints will be served as a guide in determining recommendations for efforts that can be implemented by the management of ADMF, so that the transformation process will run more effectively and efficiently.

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