ABSTRACT: The telecommunications sector faces challenges related to low customer satisfaction and high customer churn, which can negatively impact business profitability. Maintaining an excellent customer experience is a challenge to keep a long-lasting relationship and extend customer’s length of stay. This research aims to investigate the pain points and customer needs in correlation to the B2B CX Management to design the right satisfaction and loyalty improvement strategy for SME customers in the digital telco company. Qualitative research analysis is used to identify the root cause of the problem by interviewing 9 SMEs with a diverse representation of professional roles and industries in Indonesia. Furthermore, this research explores two different user personas along the Customer Journey to craft an improved Customer Value Proposition. Findings show that SMEs with higher-role customer entities and relatively bigger companies depend upon relational partnerships and have a necessity for customized products and services. In general, customers need responsive touchpoints to ensure effective communication, stability in service across journeys, and technology adaption to evolve with the dynamics of customer experiences.

KEYWORDS – Customer Experience Management, Customer Value Proposition, Customer Journey, B2B Strategy, Customer Loyalty