PT.

PLN (Persero)
Wilayah Jawa Timur

PLN in the Era of Disruption:

On Becoming a Customer-Centric Company

@yuswohady
 #1
Digital
Economy

#3 #2
Renewable Electricity Smart
Revolution Mobility
Market

#4
Competitor
Attack
 #1
Digital
Economy
 The Long Decline of General Electric

Sumber: CNN, 2017

DIGITAL VORTEX
From Physical to Digital
Experience Value
The Power of Sharing Economy

VS
 The More Digital, The More Energy Efficient
“Smarter cars, smarter homes and smarter appliances will all impact on the demand for energy”.
-World Economic Forum, 2016-

Sumber: PwC, 2016

 #2
Smart
Mobility
 Smart Mobility

Reduce the number of internal combustion engine (ICE)

Electric Vehicles (EV) cars. An extra 100m battery electric vehicles could lower oil
demand by around 1.4 Mb/d.

Increase efficiency and so reduce energy demand. If AVs

Autonomous Vehicles (AV) are 25% more fuel efficient, 100m autonomous ICE cars
could lower oil demand by 0.4 Mb/d

On its own doesn’t affect energy demand, it simply increases

the intensity with which vehicles are used. But if combined
Car Sharing with a new technology, it can act to amplify the effect of this
technology since more miles are travelled using this
technology and less using conventional cars.

Reduces the number of vehicle miles driven by raising the

Ride Pooling number of occupants per vehicle. A 10% fall in vehicle miles
lowers oil demand by 2.5 Mb/d.
The Future of Electric Vehicle
The Future of Electric Vehicle
 The Future of Electric Vehicle
The cost of batteries has declined from about $1,000 per kilowatt-hour (kWh) in 2010 to below $300 in
2015, dramatically lowering the cost of EVs and enabling lower-cost models such as the Nissan Leaf or
the Tesla Model 3. -World Economic Forum, 2017-

Sumber: World Economic Forum, 2017

The End of Internal Combustion Engine
Ride Sharing – Zip Car Case
 #3
Renewable
Revolution
 The Rise of Renewable Energy
Transisi terus menerus dalam fuel mix, dimana kecenderungan share penggunaan energi primer
(energi fosil) akan menurun sedangkan share penggunaan energi terbarukan akan meningkat sampai
dengan tahun 2035.

Sumber: BP, 2017

Storage Battery Revolution
 Residential Solar PV System Cost

Source: PwC, 2016

 “Projected Levelized Cost
($/MWh) of Solar, Wind, Gas,
and Coal Generation”

Source: Deloitte, 2017

 #4
Competitor
Attack
Competitor Review
From Power Plant to Distribution
 Attack of the Independet Power Producer

Source: PwC, 2016

What PLN Should
Do?
Kini saatnya
menghimpun
kekuatan
On Become a Customer-Centric Company
Product
Owner

ENERGY PRODUCTION POWER GENERATION EPC, TRANSMISSION HOME OR BUSINESS

& DISTRIBUTION ETC
• Integrated coal • Power generation • Feasibility study, • Fiber optic
solution (mining, development engineering design, connectivity
blending, shipping, • Power generation engineering • Customer data
storage) services estimation, bidding analytic
• Geothermal power • Operation and document • Triple play Product
supply maintenance • Reenginering (telephone, tv Portofolio
• Gas storage (LNG & services • Power failure cable, internet)
CNG) • Asset management investigation • Utility monitoring
• Energy storage • Power quality system
(battery, CNG) • Study services: • Hybrid energy
master plan & integration
power system
analysis

RAM KAM Delivery

Residential Account Marketing Key Account Marketing Channel

Customer
Residential Business Industry Portofolio
 TM & TR are the Biggest Segment
PLN Must Develop Special Program

Selama ini, PLN telah melatih timnya untuk berjualan di segmen korporat besar (TT). Namun, segmen TM dan TR pun
tak kalah besar.

• Tegangan TT ialah 30 KV–150 KV

• Dengan tegangan tinggi, umumnya TT
dikhususkan untuk melayani segmen premium
Tegangan yang membutuhkan daya besar
Tinggi (TT)
• Segmen ini telah menghasilkan Rp 13T
• Segmen ini dilayani dengan pendekatan farmer
Rp 13T
approach (long-term relationship)
Farmer Approach
• Tegangan TM ialah 6 KV–30 KV (KAM)
• TM dikhususkan untuk melayani segmen
menengah yang membutuhkan daya yang tidak
Tegangan
terlalu besar. Segmen ini menghasilkan Rp 75T
Menengah
(TM) • Segmen ini bisa dilayani dengan pendekatan Rp 75T
hunter approach untuk menghasilkan omset
secara cepat

• Tegangan TR ialah 40 VOLT–1000 VOLT

• TR dikhususkan untuk melayani rumah tangga Hunter Approach
atau segmen bisnis kecil-menengah yang
Tegangan membutuhkan daya yang tidak terlalu besar. Rp 123T (RAM)
Rendah (TR) Segmen ini menghasilkan Rp 123T
• Segmen ini bisa dilayani dengan pendekatan
hunter approach untuk menghasilkan omset
secara cepat
Sales Core Competencies for Modern Selling

Competencies RAM Competencies KAM

1. Attitude Grooming and Business Ettiquete (GBE)

2. Plan Sales/Marketing Plan (SP) Account Plan (AP)

3. Market Intelligence Market/Competitor Intelligence (CI) Business Intelligence (BI)

4. Market Deepening Territory Management (TM) Probing Technique (PT)

5. Winning the Sales Personal Selling (PS) Designing Solution (DS)

6. End-to-End Solution Sales Promotion & Up/Cross Selling (US) Business Proposal (BP)

7. Sales Leadership Salesforce Management (SM) Project Management (PM)

Customer Relationship Management

8. Service Customer Service (CS)
(CRM)

9. Intrapreneurship Entrepreneurship Mindset (EM)

 Disjatim Case
KAM Process

Probing and Problem

Business
Customer Mapping and Sales
KAM Introduction Proposal
Intelligence Proposed Presentation
Development
Solution

KAM 1 KAM 2 KAM 3 KAM 4 KAM 5

 Disjatim Case
The Role of KAM

Roles Descriptions
• Mengetahui produk & layanan
2 • Mau dan mampu melakukan consumer research
• Memiliki kemampuan analitis
Account manager • Memiliki pengetahuan dan kemampuan penjualan
Product Specialist
• Interpersonal skill
• Kemampuan mengelola proyek dan kepemimpinan tim
• Mampu memetakan solusi untuk pelanggan korporat
2 2 • Mengetahui produk dan layanan PLN secara detail
Product specialist • Mampu mengembangkan skema proyek untuk pelanggan
Operation & Service KAM
secara customized
• Memiliki kemampuan untuk menyusun proposal bisnis

• Mengetahui produk dan layanan PLN secara detail

3 Operation & Service • Memiliki pengetahuan dan kemampuan customer support
• Terampil dalam kerja tim
CorpU Team
• Mengetahui produk dan layanan PLN
• Mau dan mampu melakukan consumer research
CorpU Team • Mampu menganalisis
• Mampu memonitoring dan review
Thank You