Visual Communication Design-Based Service Strategy for Rattan MSME: Customer Journey and Digital Touchpoints at CV RR International

Abstract

This study identifies the causes of declining purchases at CV RR International and designs a domestic market strategy through a visual communication design-oriented service design approach. The study used a qualitative case study strategy in Cirebon Regency, supported by literature review, field observation, interviews, questionnaires, and documentation. Interviews were conducted with the Director and Head of Production, while the questionnaire involved 28 potential domestic furniture customers, with several open-ended items receiving 26 to 27 responses. The data were analyzed using 5 Why Root Cause Analysis, SWOT analysis, customer journey mapping, Instagram visual communication analysis, and WhatsApp service blueprinting. The results show that the decline in purchases was caused not only by weakening export demand, but also by the company's dependence on foreign buyers, lack of structured domestic market strategy, weak digital branding, absence of a systematic product catalog, and unstandardized customer response flow. Documentation and observation data show that the company has strong production capability, product diversity, and export experience, including shipment planning and international invoice documentation. However, these production strengths had not yet been translated into customer-facing digital service evidence. The proposed strategy positions Instagram as a visual branding and awareness-building touchpoint, while WhatsApp functions as a consultation, ordering, warranty, and after-sales service touchpoint. This study contributes a service design framework for rattan MSMEs by integrating root cause analysis, strategic positioning, visual communication design, and customer experience-based digital touchpoints.