THE ANALYSIS OF THE STRATEGY OF CUSTOMER SERVICE IN THE FACE OF CUSTOMER COMPLAINTS IN THE PANDEMIC COVID-19

Abstract

Masyarakat Indonesia saat ini tengah menghadapi pandemi covid-19. Kondisi memberikan dampak besar bagi kehidupan serta perekonomian masyarakat. Selain itu banyak lembaga keuangan yang juga terkena dampak dari pandemi covid-19 salah satunya adalah lembaga asuransi syariah. Lembaga asuransi syariah di kota Kediri yang terdampak dari pandemic ini adalah PT. Asuransi Jiwa Syariah Bumiputera Branch Kediri. Dimasa pandemi covid-19 keluhan yang diterima PT. Asuransi Jiwa Syariah Bumiputera Branch  Kediri meningkat dari tahun 2018 dan 2019 terhitung sebanyak 30% nasabah melakukan keluhan, yang di dominasi oleh keluhan mengenai kesulitan pembayaran premi. Penelitian ini bertujuan untuk mengetahui: Strategi customer service PT. Asuransi Jiwa Syariah Bumiputera Branch  Kediri dalam menghadapi keluhan nasabah sebelum dan selama masa pandemic covid-19. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian studi kasus. Pengambilan data dilakukan dengan wawancara, observasi dan dokumentasi. Hasil penelitian menunjukkan strategi yang digunakan adalah (1) permohonan maaf; (2) empati; (3) kecepatan dalam penanganan keluhan; (4) kewajaran atau keadilan dalam memecahkan masalah dan keluhan (5) memberikan kemudahan bagi konsumen untuk menghubungi perusahaan; (6) adanya sistem jemput bola saat nasabah tidak bisa datang ke kantor karena pandemi covid-19; (7) penggunaan media digital untuk sistem pembayaran premi dan pengajuan klaim; (8) restrukturisasi guna pembayaran premi.   Indonesian people are currently facing the COVID-19 pandemic. Conditions have a significant impact on people's lives and the economy. In addition, many financial institutions are also affected by the COVID-19 pandemic, one of which is sharia insurance institutions. The sharia insurance institution in the city of Kediri affected by this pandemic is PT. Bumiputera Sharia Life Insurance, Kediri branch. During the COVID-19 pandemic, the complaints were received by PT. Bumiputera Sharia Life Insurance Kediri branch increased from 2018 and 2019, accounting for 30% of customers making a complaint, which was dominated by complaints about difficulties in paying premiums. This study aims to determine: The customer service strategy of PT. Bumiputera Sharia Life Insurance Kediri branch deals with customer complaints before and during the covid-19 pandemic. This research uses a qualitative approach with the type of case study research. Data collection was done by interview, observation, and documentation. The results showed that the strategies used were (1) apology; (2) empathy; (3) speed in handling complaints; (4) fairness or fairness in solving problems and complaints (5) making it easy for consumers to contact the company; (6) the existence of a ball pick-up system when customers cannot come to the office due to the covid-19 pandemic; (7) use of digital media for premium payment systems and claim submissions; (8) restructuring for premium payment.