Communication, Innovation, and Technology for Customer Service Development in the Digital Era

This study aims to analyze how mobile telecommunications companies in Bandung implement communication strategies, innovation, and technology to enhance customer service in the digital era. The research adopts Computer-Mediated Communication (CMC) theory and Service-Dominant Logic (Vargo & Lusch, 2004) as its analytical framework. A qualitative approach was employed through participant observation, in-depth interviews, and literature review. The informants consisted of 17 customer service agents from three GraPARI Telkomsel branches in Bandung, selected using purposive sampling techniques. The findings reveal that the company applies personalized communication strategies through digital channels and integrates technologies such as chatbots and CRM systems to increase service efficiency. Despite the significant role of technology, the empathetic presence of human agents remains essential in maintaining the quality of customer interactions. In conclusion, the collaboration between technology and humans is key to delivering valuable and adaptive service experiences in the digital era.