An Effort to Measure Customer Relationship Performance in Indonesia's Fintech Industry

TL;DR

This paper investigates how social media and social network analysis can be used to measure customer relationship performance in Indonesia's fintech industry, focusing on sentiment and network activity.

Contribution

It explores the application of social network analysis and sentiment analysis to evaluate customer relationship management performance in Indonesian fintech companies.

Findings

Twitter conversation analysis reveals customer sentiment trends.

Network properties correlate with customer engagement levels.

Insights support strategic decision-making in fintech marketing.

Abstract

The availability of social media simplifies the companies-customers relationship. An effort to engage customers in conversation networks using social media is called Social Customer Relationship Management (SCRM). Social Network Analysis helps to understand network characteristics and how active the conversation network on social media. Calculating its network properties is beneficial for measuring customer relationship performance. Financial Technology, a new emerging industry that provides digital-based financial services utilize social media to interact with its customers. Measuring SCRM performance is needed in order to stay competitive among others. Therefore, we aim to explore the SCRM performance of the Indonesia Fintech company. In terms of discovering the market majority thought in conversation networks, we perform sentiment analysis by classifying into positive and negative opinion. As case studies, we investigate Twitter conversations about GoPay, OVO, Dana, and LinkAja during the observation period from 1st October until 1st November 2019. The result of this research is beneficial for business intelligence purposes especially in managing relationships with customers.