B2B Segmentation of Coal Buyers Using RFM Analysis and Ethnography at PT XYZ
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Abstract
This study investigates market volatility and latent churn risks in Indonesia’s B2B coal sector at PT XYZ amid fluctuating global commodity prices and Indonesia Stock Exchange (IDX) regulations. Using a sequential explanatory mixed-methods approach, RFM modeling of 500 invoices from 59 corporate buyers (2023–2024) identified nine behavioral segments. Validating the Pareto principle, only 11.8% of clients qualified as Strategic Key Buyers, ensuring monetary stability. Comparative analysis revealed six high-value buyers experiencing severe latent churn, where transaction frequency plummeted despite high historical value (e.g., Buyer B040 dropping from 333 to 113). Ethnographic interviews with the commercial team identified four primary pain points driving relationship decay: uncompetitive domestic pricing, global ESG compliance pressures, maritime logistics bottlenecks causing vessel demurrage, and coal blending quality deviations. Despite increased sales volume, PT XYZ suffered a 27% revenue decline in 2024 due to crashing global prices. To optimize retention, an integrative 8Ps marketing mix framework is developed. Key recommendations include an IoT-enabled CRM early warning system for maritime tracking and deploying dedicated Senior Account Managers for strategic clusters. This proactive framework mitigates latent churn, securing long-term contractual compliance.
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