ANALISIS PENGARUH OMNICHANNEL UNTUK LAYANAN PUBLIK

Abstract

Innovation in the world of technology, especially in the field of information and communication, is happening very quickly, including in the field of public service contact centers. One of the driving factors is the growing and improving penetration and number of internet users. This has brought changes to communication patterns where there is a tendency to use social media instead of using cell phones, which was originally a private domain but has now become a public and business area. Various parties, including the government and the private sector, are taking advantage of this trend to improve their services, from conveying information to marketing a product, making the communication process smoother, they use omnichannel which allows users to communicate using various social media channels and is done in real time. With omnichannel technology that uses data science methods, all communication via the internet, including relevant social media and voice content, can be combined into one communication channel, namely Customer Relationship Management (CRM). With omnichannel services, the communication process and public services, both conveying information, marketing products and handling complaints, are more efficient and easier. Not only that, the government and private sector in their services can quickly analyze issues developing in society so that anticipatory steps can also be taken immediately as a solution. Thus, the existence of omnichannel can improve the response of the government or private sector in responding to and serving the public.   Keywords: data science, omnichannel technology, Customer Relationship Management (CRM), social media, public services, communication channels, analysis