Define and Optimize the Competitive Advantage Value Using DMADV Approach: A Case Study at PT Telkom Indonesia

The competition among companies in every sector industry has increased rapidly. It makes the company should make any improvement to compete with other competitors, even win the competition. Companies should make the improvement for their stability in industries field\\\\\\\\. One important thing that company should pay attention is dealing with the Competitive Advantage Values (CAV). To compete with others, PT Telkom Indonesia should take one step earlier to maximize their CAV. CAV is one of the big deals in the company to make the customer know about the superior value that Indihome (name/brand of communication service provider) has. In the simple words, by defining CAV, either the customers or company will know in which category their products excel when compared to the similar brands. This issue has guided researcher to implement the DMADV process in order to find the CAV in one of the biggest Information and Communication Technology (ICT) company in Indonesia. There are several CAVs of Indihome, the robust one is the expansion of fiber optic through Indonesia. However, several CAVs need to be integrated to increase customer satisfaction and enhance the company's performances. To integrate it, the best process is by using Scrum Process in their development process.