Implementasi Standar Alur Kerja Telemarketing untuk Meningkatkan Responsivitas Layanan: Studi Kasus Perusahaan Teknologi Kesehatan
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Muhammad Raffi Nafa Praditya
*
Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya,
Indonesia
- Ratih Mukti Azhar Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
Abstract
Service responsiveness is an important indicator of service quality, yet weak standardization of telemarketing workflows can lead to inconsistent customer handling and slow responses. This study aims to examine the implementation of telemarketing workflow standards at PT Inovasi Teknologi Solusindo, analyze their impact on service responsiveness, and identify obstacles in their execution. A descriptive qualitative case study was employed, using participatory observation, in-depth interviews with four informants, and documentation, complemented by data from the Zoho Bigin CRM dashboard. The results show that a structured seven-stage workflow supports consistent lead management: of 4,351 subscribers, 89.5% originated from WhatsApp, and in May 2026 the company recorded 449 leads, of which 20 became marketing qualified leads (4.5%) and 3 became sales qualified leads (15.0% of MQLs). Client testimonials indicate that product information was delivered clearly and in line with client needs. The main obstacles were uneven staff understanding of the procedures and the absence of a periodic performance evaluation mechanism. The study recommends structured training and a performance monitoring system, including response-time recording, to sustain the implementation of the workflow standards.
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