ANALISIS PENGGUNAAN CHATBOT ARTIFICIAL INTELLIGENCE (AI) BELLA ASSISTANT DALAM MENINGKATKAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DI BNI LIFE INSURANCE

Feronica Helen Anastasya, . (2025) ANALISIS PENGGUNAAN CHATBOT ARTIFICIAL INTELLIGENCE (AI) BELLA ASSISTANT DALAM MENINGKATKAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DI BNI LIFE INSURANCE. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (273kB)
[img] Text
AWAL.pdf
Download (729kB)
[img] Text
BAB 1.pdf
Restricted to Repository UPNVJ Only
Download (317kB)
[img] Text
BAB 2.pdf
Restricted to Repository UPNVJ Only
Download (524kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (302kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (414kB)
[img] Text
BAB 5.pdf
Download (274kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (278kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository UPNVJ Only
Download (230kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (1MB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (16MB)

Abstract

The use of Artificial Intelligence (AI)-based chatbots is increasingly growing in digital services, including in the insurance sector. Bella Assistant, developed by BNI Life Insurance, is designed to help customers access information quickly and efficiently. This research employs a descriptive qualitative method by conducting interviews with three Bella users, analyzed using three key indicators: efficiency, effectiveness, and user satisfaction. The findings show that Bella is responsive and easy to access but still struggles to handle open-ended questions outside its scripted flow. In terms of effectiveness, interactions remain rigid and lack a personal touch. For satisfaction, users feel relatively safe, but the chatbot has yet to create a comfortable and emotionally engaging experience. Additionally, the analysis of strengths and challenges reveals that Bella excels in responsiveness and operational efficiency but faces limitations in natural language processing and inclusivity. Recommendations are proposed to further develop Bella Assistant to support a more human-centered CRM approach and enhance long-term customer loyalty.

Item Type: Thesis (Tugas Akhir)
Additional Information: [No. Panggil : 2210101063] [Pembimbing : Ranila Suciati] [Penguji 1 : Ardhiani Fadila] [Penguji 2 : Tri Siswantini]
Uncontrolled Keywords: Chatbot, CRM, Bella Assistant, AI, BNI Life Insurance
Subjects: A General Works > AI Indexes (General)
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII)
Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII)
Depositing User: FERONICA HELEN ANASTASYA
Date Deposited: 28 Aug 2025 02:09
Last Modified: 28 Aug 2025 02:09
URI: http://repository.upnvj.ac.id/id/eprint/39459

Actions (login required)

View Item View Item