Digital-Based Customer Service Development Strategy in the Business Development Division of Merchant Marine in Indonesia

This study examines the digital-based customer service development strategies implemented by the Business Development Division of STIP Jakarta, a leading maritime institution in Indonesia. The background of this research is driven by the gap in the utilization of digital technologies to enhance customer service quality in the higher education maritime sector, particularly in the context of adapting to the evolving needs of customers. The main focus of this research is to explore how digital tools such as web-based platforms, AI-powered chatbots, WhatsApp customer service, zoom meetings, and Google Forms for satisfaction surveys are used to improve communication efficiency, responsiveness, and overall customer satisfaction. The research employs a descriptive analysis method with a qualitative approach, which includes interviews with service management staff and direct observations of the digital tools' implementation. The findings show that these digital tools have enabled more efficient communication, increased responsiveness, and improved the overall customer experience. The use of Zoom meetings, in particular, proved to be highly effective in engaging customers with low digital literacy, ensuring that they can fully benefit from the services offered. This study concludes that the strategic integration of digital technologies significantly contributes to customer loyalty, service quality, and business growth.