RECOMMENDATION ON IMPLEMENTATION OF CUSTOMER RELATIONSHIP MANAGEMENT VALUE CHAIN'S MODEL PT. XYZ

• Main Author: NOVARISTIAWAN (NIM: 29106414), ERIN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/12070
• Institution: Institut Teknologi Bandung

Business world developments that increasingly advanced have brought a tighter competition. One of the methods to maintaining life-cycle of the company is by having a good relationship with customers. Based on research, maintaining an existing customers is a lot easier than acquiring a new ones.<p>PT. XYZ which is a branch of PT. SRT, Tbk and also as one of Indonesia business information provider is trying to take the existing opportunity and fulfils customer needs quickly and exactly. With big and various number of B2C customers, it is hoped that the existence of Customer Relationship Management will be able to solve the issues, just like the CRM purpose itself which is to get the concept points of bias customers and put it in the application framework.<p>Methods being used on this paper are references study, discussions, depth interview, field information and data gathering not only from the company but also from customers. All of those methods are to ensure the result fit to PT. XYZ's requirement.<p>As a result of this paper, it has successfully develop a CRM value chains model which combined process and internal function, external network to create and send value for the customers to get a profit. The CRM value chains model determined five main-step processes that are Customer Portfolio Analysis, Customer Intimacy, Network Development, Value Proposition Development, and Customer Life-Cycle Retention to develop CRM strategy with four supportive conditions in its implementation that are Leader and Culture, Data and Information Technology (IT), Human Resources, and Process. Finally, with an accurate model in managing customer relationship, the CRM value chain will fulfill PT. XYZ needs and can add up PT. XYZ competitive advantages in order to keep their potential customer from migrating to others. <br /> <br />