Analisis Customer Journey Mapping untuk Meningkatkan Customer Experience pada Home Charging Service PT PLN (Persero)

Septiana, Hikmah (2026) Analisis Customer Journey Mapping untuk Meningkatkan Customer Experience pada Home Charging Service PT PLN (Persero). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The energy transition and growth of the Electric Vehicle (EV) ecosystem in Indonesia have driven PT PLN (Persero) to provide the Home Charging Service (HCS). Despite offering convenience, the implementation of HCS still encounters operational obstacles that affect the customer experience. This study aims to analyze and map the customer journey, identify touchpoints and pain points, and formulate strategic recommendations to enhance customer experience in PT PLN (Persero)'s Home Charging Service. This study adopted a descriptive qualitative approach. Primary data were gathered through semi-structured interviews with five key informants who use HCS in the UP3 Sukabumi area, selected via purposive sampling. Secondary data were obtained from official PLN documentation (SOP, Electricity Purchase Agreements, Board of Directors Regulations, and technical guidelines). Data analysis followed the Miles and Huberman model (data reduction, data display, and conclusion drawing), with data validity ensured through source and technique triangulation. The findings are mapped into five Customer Journey Mapping (CJM) stages: awareness, consideration, decision, retention, and advocacy: 1. Awareness & Consideration: EV dealerships serve as the dominant primary touchpoint for building initial awareness. Customers are motivated to use HCS due to cost efficiency and convenience. 2. Decision: Identified as the critical touchpoint with the most significant pain points, including installation delays due to stockouts of 7,700 VA kWh meters/MCBs, unauthorized extra fee requests by field technicians for non-standard installations, and limited user understanding of digital payment Virtual Account options. 3. Retention & Advocacy: Customers expressed high satisfaction regarding daily home charging convenience. However, the 30% night discount incentive was underutilized due to misaligned operating hours and safety concerns during sleep. Overall experience remains positive, driving voluntary word-of-mouth advocacy. Based on the gap analysis, five strategic recommendations for a future state journey were formulated: (1) optimizing supply chain management for stock assurance and SLA compliance (≤3×24 hours); (2) enhancing technician ethics governance through Digital Sign-off and transparent installation scope education; (3) expanding payment gateway access on PLN Mobile; (4) conducting "Safe Overnight Charging" education campaigns and upgrading charging status notifications; and (5) strengthening omnichannel marketing partnerships with EV dealers. Keywords: Customer Journey Mapping, Customer Experience, Home Charging Service, PT PLN (Persero), Electric Vehicle

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Customer Journey Mapping, Customer Experience, Home Charging Service, PT PLN (Persero), Electric Vehicle
Subjects:	Marketing Management (Manajemen Pemasaran) > Branding (Marketing) Customer Satisfaction Marketing Management (Manajemen Pemasaran) Service Quality Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Hikmah Septiana
Date Deposited:	17 Sep 2026 09:36
Last Modified:	17 Sep 2026 09:36
URI:	https://repository.bakrie.ac.id/id/eprint/14824

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