{"id":9926,"date":"2022-10-07T00:00:00","date_gmt":"2022-10-07T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/blog\/cara-pengiriman-pesan-bisnis-membuka-loyalitas-lebih-awal-dalam-siklus-pelanggan\/"},"modified":"2026-04-30T02:51:03","modified_gmt":"2026-04-30T06:51:03","slug":"how-business-messaging-could-unlock-loyalty-earlier-in-the-customer-lifecycle","status":"publish","type":"post","link":"https:\/\/whatsappbusiness.com\/id\/blog\/how-business-messaging-could-unlock-loyalty-earlier-in-the-customer-lifecycle\/","title":{"rendered":"Cara Pengiriman Pesan Bisnis Membuka Loyalitas Lebih Awal dalam Siklus Pelanggan"},"content":{"rendered":"\n<h6 id=\"lebih-dari-dua-puluh-tahun-lalu-penelitian-dari-frederick-reichheld-di-bain-company-mengubah-cara-bisnis-memandang-peran-loyalitas-pelanggan-dalam-mendorong-keberhasilan-bisnis-1\" class=\"wp-block-heading\"><![CDATA[<b>]]> <![CDATA[<i>]]>Lebih dari dua puluh tahun lalu, penelitian dari Frederick Reichheld di Bain &#038; Company mengubah cara bisnis memandang peran loyalitas pelanggan dalam mendorong keberhasilan bisnis.<![CDATA[<\/i>]]> <![CDATA[<\/b>]]> <![CDATA[<sup class=\"wab-note\" data-title=\"The Value of Keeping the Right Customer, Amy Gallo, Harvard Business Review, 2014\">]]>1<![CDATA[<\/sup>]]> <![CDATA[<b>]]> <![CDATA[<i>]]> Saat ini, temuan inti dari penelitian tersebut menjadi bacaan wajib bagi para pemimpin perusahaan yang ingin memanfaatkan basis pelanggan setia. Namun, temuan ini juga berfungsi sebagai pengingat mendesak untuk memprioritaskan saluran dan aktivitas yang membantu mereka mendapatkan dan tetap dekat dengan pelanggan terbaik, seperti pengiriman pesan bisnis.<![CDATA[<\/i>]]> <![CDATA[<\/b>]]><\/h6>\n\n<p class=\"wp-block-paragraph\">Loyalitas pelanggan bisa jadi sulit ditentukan, dan bagi banyak bisnis, dampaknya bahkan <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" data-creative-detail=\"HBR_TheValueOfKeepingTheRightCustomers_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;HBR_TheValueOfKeepingTheRightCustomers_Link&quot;}\">lebih sulit diukur<\/a>. Namun, ketika Frederick Reichheld mempelajari hubungan antara loyalitas dan keberhasilan bisnis melalui riset dasarnya, dia memperoleh poin penting yang sederhana tetapi menarik: Bisnis yang memanfaatkan kekuatan pelanggan setia memiliki potensi untuk mendapatkan penghematan biaya yang nyata.<\/p>\n\n<p class=\"wp-block-paragraph\">Mari kita pahami lebih dalam apa artinya.<\/p>\n\n<h2 id=\"loyalitas-pelanggan-berpotensi-memengaruhi-laba-anda\" class=\"wp-block-heading\"><b>Loyalitas pelanggan berpotensi memengaruhi laba Anda<\/b><\/h2>\n\n<p class=\"wp-block-paragraph\">Bagi Reichheld, loyalitas pelanggan berpotensi memengaruhi keuntungan perusahaan dalam berbagai cara yang terukur. Dari berpotensi menurunkan biaya untuk mendapatkan pelanggan baru (CAC) hingga menyesuaikan investasi dalam aktivitas penjualan dan marketing, risetnya menegaskan bahwa membangun hubungan yang baik dengan pelanggan sangat penting untuk kesuksesan bisnis. Dengan demikian, Reichheld mengartikan nilai loyalitas pelanggan dalam hal praktis, seperti <![CDATA[<a href=\"https:\/\/media.bain.com\/Images\/BB_Prescription_cutting_costs.pdf\" data-creative-detail=\"MediaBrain_PrescriptionForCuttingCosts_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;MediaBrain_PrescriptionForCuttingCosts_Link&quot;}\">]]>pengurangan biaya<![CDATA[<\/a>]]>. Logikanya sangat sederhana: karena pelanggan jangka panjang cenderung berkontribusi dalam peningkatan pendapatan setiap tahun selama mereka tetap setia pada perusahaan, membangun hubungan dengan pelanggan yang ada lebih hemat biaya daripada menarik pelanggan baru.<![CDATA[<sup class=\"wab-note\" data-title=\"Prescription for cutting costs, Fred Reichheld, Bain &#038; Company, 2001\">]]>2<![CDATA[<\/sup>]]><\/p>\n\n<h2 id=\"namun-bagaimana-anda-benar-benar-mengukurnya-agar-bisa-mengetahui-langkah-selanjutnya\" class=\"wp-block-heading\"><b>Namun, bagaimana Anda benar-benar mengukurnya agar bisa mengetahui langkah selanjutnya?<\/b><\/h2>\n\n<p class=\"wp-block-paragraph\">Kerja sama Reichheld dengan Bain mengubah loyalitas pelanggan menjadi pendorong potensial untuk mendorong pertumbuhan bisnis. Namun, agar konsep ini bermanfaat, bisnis memerlukan cara sistematis untuk mengukur dan mengelolanya. Itulah sebabnya, pada tahun 2003, Reichheld membagikan visinya tentang sesuatu yang disebut \u201c<a href=\"https:\/\/hbr.org\/2003\/12\/the-one-number-you-need-to-grow\" data-creative-detail=\"HBR_TheOneNumberYouNeedToGrow_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;HBR_TheOneNumberYouNeedToGrow_Link&quot;}\">Net Promoter Score<\/a>\u201d (NPS). Dengan NPS, bisnis bisa menilai seberapa besar kemungkinan seseorang merekomendasikan perusahaan ke teman atau kolega.<sup class=\"wab-note\" data-title=\"The One Number You Need to Grow, Frederick Reichheld, Harvard Business Review, 2003\">3<\/sup> Dengan menggabungkan penilaian NPS, bisnis bisa mengidentifikasi jumlah &#8220;promotor bersih&#8221; yang dimiliki bisnis, serta peluang untuk perbaikan.<\/p>\n\n<p class=\"wp-block-paragraph\">Namun, bagi Reichheld, hanya mengandalkan kekuatan loyalitas pelanggan dalam konsep saja tidaklah cukup. Data harus diterima dan dioperasikan di seluruh organisasi agar berguna, mulai dari penjualan ke marketing, dan seterusnya. Khususnya untuk tim marketing, Reichheld menyarankan pengalokasian kembali investasi marketing dengan mengurutkan kampanye akuisisi pelanggan berdasarkan apakah kampanye tersebut menghasilkan prospek yang sesuai dengan profil pelanggan ideal atau tidak. Pada tahun 2000, dia melakukan observasi tentang evolusi loyalitas pelanggan di dunia digital yang mencatat bahwa para pemimpin bisnis di masa depan <a href=\"https:\/\/hbr.org\/2000\/07\/e-loyalty-your-secret-weapon-on-the-web\" data-creative-detail=\"HBR_ELoyaltyYourSecretWeaponOnTheWeb_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;HBR_ELoyaltyYourSecretWeaponOnTheWeb_Link&quot;}\">kemungkinan besar akan semakin bergantung pada aktivitas loyalitas pelanggan<\/a> untuk mendorong keberhasilan bisnis. \u201c[M]engakuisisi pelanggan di Internet sangatlah mahal, dan kecuali pelanggan tersebut tetap setia dan melakukan banyak pembelian berulang selama bertahun-tahun, keuntungan akan tetap sulit dicapai,\u201d katanya.<sup class=\"wab-note\" data-title=\"E-Loyalty: Your Secret Weapon on the Web, Frederick Reichheld, Harvard Business Review, 2000\">4<\/sup> Reichheld tidak tahu betapa tepatnya pernyataan tersebut.<\/p>\n\n<h2 id=\"mengapa-kunci-untuk-mendapatkan-loyalitas-pelanggan-adalah-perpesanan-bisnis\" class=\"wp-block-heading\"><b>Mengapa kunci untuk mendapatkan loyalitas pelanggan adalah perpesanan bisnis<\/b><\/h2>\n\n<p class=\"wp-block-paragraph\">Riset Reichheld mengangkat loyalitas pelanggan untuk bisnis lebih dari dua puluh tahun yang lalu. Saat ini, seni dan ilmu memupuk serta memanfaatkan pelanggan yang bahagia telah berkembang menjadi beberapa fungsi pelanggan yang saling terkait seperti layanan pelanggan dan perawatan pelanggan, yang sering kali tercakup dalam \u201c<a href=\"https:\/\/www.forbes.com\/sites\/cognizant\/2022\/02\/03\/experience-goes-enterprise-wide-compliments-of-cx\/?sh=2d0023f0325b\" data-creative-detail=\"Forbes_ExperienceGoesEnterprise_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;Forbes_ExperienceGoesEnterprise_Link&quot;}\">pengalaman pelanggan<\/a>\u201d. <a href=\"https:\/\/www.gartner.com\/en\/information-technology\/glossary\/customer-experience\" data-creative-detail=\"Gartner_CustomerExperience_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;Gartner_CustomerExperience_Link&quot;}\">Gartner mendefinisikan pengalaman pelanggan<\/a> atau \u201cCX\u201d sebagai persepsi pelanggan atau perasaan terkait yang dipicu oleh efek satu kali atau agregat dari \u201cinteraksi dengan karyawan, sistem, saluran, atau produk pemasok.\u201d Dengan definisi ini, kita bisa menempatkan aktivitas loyalitas pelanggan pada titik akhir pengalaman pelanggan yang diinginkan, seperti yang ditunjukkan di bawah ini.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-765\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-842x340.png\" alt=\"Tabel pengalaman pelanggan\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">Tahap loyalitas adalah tujuan akhir \u2014 tampaknya di mana bisnis ingin berakhir setelah mereka melakukan yang benar untuk pelanggan mereka di seluruh siklus hidup dan di seluruh area fungsional seperti perawatan dan layanan pelanggan.<\/p>\n\n<p class=\"wp-block-paragraph\">Masalahnya? Diperlukan waktu yang sangat lama untuk mencapai tahap loyalitas. Menunggu untuk mengevaluasi kinerja pada saat-saat terakhir berpotensi memunculkan banyak titik buta dan peluang yang terlewatkan selama ini.<\/p>\n\n<p class=\"wp-block-paragraph\">Dalam konteks siklus pelanggan modern, yang menurut segala sumber informasi lebih kompetitif dan kompleks dibandingkan sebelumnya, bisnis perusahaan tidak bisa menunggu untuk berinteraksi dengan orang-orang yang bisa menjadi pelanggan paling setia. Mereka harus memiliki cara untuk berinteraksi dengan pelanggan jauh lebih awal dalam perjalanan menuju loyalitas, terutama di hari-hari awal perjalanan. Ini berarti berinteraksi selama penemuan dan pertimbangan.<\/p>\n\n<h2 id=\"di-situlah-solusi-perpesanan-bisnis-hadir\" class=\"wp-block-heading\"><b>Di situlah solusi perpesanan bisnis hadir<\/b><\/h2>\n\n<p class=\"wp-block-paragraph\">Pengiriman pesan bisnis memberikan solusi untuk terhubung dengan pelanggan di setiap tahap siklus pelanggan, mulai penemuan hingga setelah pembelian. Dengan begitu, bisnis akan mampu menilai dan menerapkan solusi layanan pelanggan dengan potensi kecepatan dan kecekatan yang lebih baik dibandingkan sebelumnya. Selain itu, dengan memanfaatkan solusi pengiriman pesan bisnis untuk mendukung setiap tahap pengalaman pelanggan, area fungsional dalam bisnis Anda bisa memanfaatkan pengiriman pesan dengan lebih mudah untuk membangun basis pelanggan setia.<\/p>\n\n<h4 id=\"penemuan\" class=\"wp-block-heading\"><b> <i>Penemuan<\/i> <\/b><\/h4>\n\n<p class=\"wp-block-paragraph\">Gunakan touchpoint di seluruh saluran digital dan seluruh proses pembelian multi-tahap untuk mendapatkan persetujuan ikut serta dalam berkirim pesan sejak awal. Jadikan kepedulian sebagai ciri tahap penemuan dengan menyediakan jawaban atas pertanyaan umum terkait pembelian dan pertimbangan dengan cara yang tidak mendesak.<\/p>\n\n<h4 id=\"pertimbangan\" class=\"wp-block-heading\"><b> <i>Pertimbangan<\/i> <\/b><\/h4>\n\n<p class=\"wp-block-paragraph\">Tunjukkan kepada prospek bahwa berkirim pesan adalah interaksi yang berkualitas tinggi dan personal pada tahap ini. Tampilkan konten yang dipersonalisasi sesuai dengan perilaku penelusuran mereka dan berikan cara mudah untuk menghubungi departemen layanan pelanggan Anda melalui alur obrolan otomatis.<\/p>\n\n<h4 id=\"beli\" class=\"wp-block-heading\"><b> <i>Beli<\/i> <\/b><\/h4>\n\n<p class=\"wp-block-paragraph\">Gunakan pengiriman pesan untuk membagikan informasi pembelian dan tunjukkan kepada pembeli cara memaksimalkan barang dan jasa baru serta terhubung dengan sumber daya dukungan dengan mudah.<\/p>\n\n<h4 id=\"pasca-penjualan\" class=\"wp-block-heading\"><b> <i>Pasca-penjualan<\/i> <\/b><\/h4>\n\n<p class=\"wp-block-paragraph\">Manfaatkan pesan untuk melanjutkan percakapan dan memastikan kepuasan pelanggan. Kirimkan pesan proaktif untuk berterima kasih kepada pelanggan atas pembelian mereka dan mengarahkan mereka ke sumber daya yang mereka minta secara real time.<\/p>\n\n<h4 id=\"melampaui\" class=\"wp-block-heading\"><b> <i>Melampaui<\/i> <\/b><\/h4>\n\n<p class=\"wp-block-paragraph\">Gunakan pengiriman pesan untuk mengukur seberapa besar kemungkinan pembeli Anda merekomendasikan situs web, produk, atau layanan Anda kepada orang lain. Masukkan data ke dalam manajer hubungan pelanggan (CRM) Anda atau perangkat lunak pengalaman pelanggan lainnya.<\/p>\n\n<h2 id=\"melampaui-pengukuran-end-state-dengan-perpesanan-bisnis\" class=\"wp-block-heading\"><b>Melampaui pengukuran end-state dengan perpesanan bisnis<\/b><\/h2>\n\n<p class=\"wp-block-paragraph\">Reichheld jauh melampaui zamannya: Risetnya menunjukkan bahwa bisnis yang memanfaatkan kekuatan pelanggan setia memiliki potensi untuk mendapatkan penghematan biaya nyata, mulai dari penjualan dan aktivitas marketing hingga retensi dan lainnya. Namun, hal ini hanya bisa dilakukan jika bisnis berinteraksi dengan pelanggan mereka secara rutin dan melalui alat penilaian seperti NPS dan KPI kepuasan lainnya.<\/p>\n\n<p class=\"wp-block-paragraph\">Namun, dalam lanskap bisnis yang cepat dan kompetitif saat ini, hal ini mungkin tidak cukup. Untuk mendorong keberhasilan dan angka pendapatan yang diincar banyak perusahaan, bisnis harus mengabaikan pengukuran loyalitas pada tahap akhir dan mulai mengumpulkan interaksi dan masukan jauh lebih awal dalam siklus pelanggan. Untungnya, solusi pesan bisnis yang tepat memiliki potensi untuk melakukan persis seperti itu, dan dengan cara yang melengkapi aktivitas yang membentuk perjalanan pembeli modern.<\/p>\n\n<p class=\"wp-block-paragraph\">Siap melihat bagaimana perpesanan bisa mengubah upaya layanan pelanggan Anda secara terperinci? Klik <a href=\"https:\/\/whatsappbusiness.com\/id\/learn-more\/\" data-creative-detail=\"BusinessWhatsApp_LearnMore_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;BusinessWhatsApp_LearnMore_Link&quot;}\">di sini<\/a> untuk mempelajari selengkapnya.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Seni memupuk pelanggan setia membutuhkan lebih dari sekadar NPS. Lihat cara Anda bisa membuka keberhasilan layanan pelanggan dengan perpesanan bisnis.<\/p>\n","protected":false},"author":23,"featured_media":9927,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[283],"tags":[],"class_list":["post-9926","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pelanggan"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Kunci untuk Membuka Loyalitas Pelanggan Adalah Berkirim Pesan Bisnis | WhatsApp for Business<\/title>\n<meta name=\"description\" content=\"Seni memupuk pelanggan setia membutuhkan lebih dari sekadar NPS. 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