This research is related to one telecommunication company in Indonesia facing a declining market share. The objectives are to identify the root causes of declining customer satisfaction, understand its impact on market share, and propose strategies to enhance customer experiences and regain market share. The research methodology is a mixed-method approach, combining quantitative and qualitative analysis. The findings reveal that network, product, and channel are critical factors influencing declining customer satisfaction. Price emerges as the primary dissatisfaction source. The study also found non-related customer experiences factors such as advocacy, brand reputation, and situational condition that impact the market share. The research recommends using scenario matrix 2x2, the network advantage and market position to create a strategy to regain market share. These strategies suggest the company conduct a pre-emptive defence strategy by increasing network quality and avoiding lowering the price. Future research opportunities include verifying the relationship model between customer experiences and non-related factors.

As one of Indonesia’s state-owned enterprises, Telkom Indonesia (Telkom) provides telecommunications networks and services. For its enterprise segment, Telkom is implementing the go-to-market strategy called the New Go-to-market-alignment (NGTMA) strategy. In this strategy, Telkom’s subsidiaries with a specific license, strategic relationship, or single solution can directly approach and manage a contract with Corporate Customers. In addition, Telkom Enterprise has a role in collaborating with the subsidiaries to approach corporate customers to explore potential projects. Looking at the revenue performance for the enterprise segment, there was a decline in the growth rate of the NGTMA revenue from 2021 to 2022. This paper aims to evaluate the implementation of the NGTMA and formulate approaches for improvement. The evaluation focuses on the framework of the NGTMA, which are market, relationship and delivery model, products/services, and external partners. This research conducted qualitative research methodology through in-depth interviews involving thirteen interviewees. This research proposed the approaches to improving the implementation of the NGTMA scheme, such as emphasizing the importance of organizational culture, training, performance evaluation, vendor management, policy alignment, financial support, technological transformation, and monitoring and evaluation.

Telkom Corp, a state-owned provider of telecommunications services in Indonesia, developed the digital learning platform/ Corporate Open Online Course (COOC) known as myDigiLearn. This system combines a learning management system (LMS) with a Learning Experience Platform (LXP) for businesses. It provides each corporation with exclusive access to high-quality digital content. myDigiLearn offers the tremendous commercial potential to provide learning and development courses in the B2B Sales Market as the sole COOC in Indonesia. But while running the business, the management encountered various issues. Given these numerous challenges, myDigiLearn must revisit marketing strategies that must be improved if the business advances. The study analysis will concentrate on analysing and suggesting a new marketing strategy to improve the B2B sales market and create brand awareness in the service business of myDigiLearn as the e-learning course. To examine the problem's scenario, the VRIO, SWOT and Five Porter Forces models will all be used. The following stage will use the TOWS Matrix and STPDB as strategic formulation. The 4P and IMC of the marketing mix will then be utilized for the strategic execution by myDigiLearn. By stepping up marketing initiatives, myDigiLearn may better position itself in the market by standing out from rivals, highlighting its distinctive value offering and growing brand recognition.