Analisis Manajemen Risiko Akuisisi Pelanggan Inbound B2B pada Layanan Corporate Training

Abstract

Proses akuisisi pelanggan inbound B2B pada layanan corporate training Dibimbing.id memiliki berbagai risiko yang dapat memengaruhi efektivitas akuisisi pelanggan. Penelitian ini bertujuan untuk menganalisis risiko pada proses akuisisi pelanggan inbound B2B layanan corporate training Dibimbing.id serta merumuskan strategi mitigasinya berdasarkan ISO 31000:2018. Penelitian menggunakan pendekatan kualitatif melalui observasi, async interview dan kuesioner. Hasil penelitian menunjukkan bahwa risiko pada proses akuisisi pelanggan inbound B2B didominasi oleh faktor proses dan sumber daya manusia. Risiko dengan tingkat eksposur tertinggi berada pada tahap attract dan close, yang berkaitan dengan kualitas leads, efektivitas engagement klien, dan keberhasilan closing pelanggan. Strategi mitigasi yang direkomendasikan berfokus pada penguatan proses internal melalui standardisasi operasional, optimasi targeting, peningkatan pengelolaan leads, assessment kebutuhan klien, komunikasi dan follow-up, serta peningkatan kesesuaian mentor dengan kebutuhan klien. Penelitian ini diharapkan dapat mendukung pengelolaan risiko akuisisi pelanggan yang lebih sistematis dan efektif.

The inbound B2B customer acquisition process of Dibimbing.id's corporate training service is exposed to various risks that may affect the effectiveness of customer acquisition. This study aims to analyze the risks in the inbound B2B customer acquisition process of Dibimbing.id's corporate training service and formulate mitigation strategies based on ISO 31000:2018. This study employed a qualitative approach through observation, async interview, and questionnaires. The results indicate that risks in the inbound B2B customer acquisition process are predominantly driven by process-related and human resource factors. The highest-risk exposures were identified in the attract and close stages, particularly those associated with lead quality, client engagement effectiveness, and customer closing success. The recommended mitigation strategies focus on strengthening internal processes through operational standardization, targeting optimization, improved lead management, client needs assessment, structured communication and follow-up, as well as enhancing mentor suitability to meet client needs. This study is expected to support a more systematic and effective customer acquisition risk management process.