Strategi Komunikasi Customer Service dalam Menangani Keluhan Pelanggan melalui Layanan Customer Care Digital di JNE KCU Bogor

Abstract

Perkembangan teknologi digital mendorong perubahan komunikasi antara perusahaan dan pelanggan, termasuk dalam penanganan keluhan melalui layanan customer care digital. Penelitian ini bertujuan menganalisis strategi komunikasi customer service, proses komunikasi, dan penggunaan media digital dalam layanan customer care digital di JNE KCU Bogor. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Data dianalisis menggunakan model Miles dan Huberman. Hasil penelitian menunjukkan bahwa strategi komunikasi dilakukan melalui penyampaian informasi yang jelas, pembangunan hubungan dengan pelanggan, dan adaptasi komunikasi sesuai karakteristik media digital. Proses komunikasi meliputi pemberian respons awal, klarifikasi, penyampaian solusi, dan umpan balik. Penggunaan media digital memanfaatkan WhatsApp, Instagram, Facebook, X, email, dan sistem ticketing sebagai sarana komunikasi, pengelolaan informasi, dan koordinasi penanganan keluhan.

The development of digital technology has changed communication between companies and customers, including complaint handling through digital customer care services. This study aimed to analyze customer service communication strategies, communication processes, and the use of digital media in digital customer care services at JNE KCU Bogor. A descriptive qualitative approach was employed using interviews, observations, and documentation for data collection. Data were analyzed using the Miles and Huberman model. The findings show that communication strategies include clear information delivery, relationship building with customers, and communication adaptation based on digital media characteristics. The communication process consists of initial responses, clarification, solution delivery, and feedback. Digital media, including WhatsApp, Instagram, Facebook, X, email, and a ticketing system, are used for communication, information management, and complaint-handling coordination.