IMPROVING PROGRAM CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TO INCREASE CUSTOMER SATISFACTION BANK JABAR BANTEN CABANG UTAMA BANDUNG

• Main Author: ILHAM NUGRAHA (NIM : 29107379); Pembimbing Akademik : Ir. Evo S. Hariandja, MM, MUHAMMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16569
• Institution: Institut Teknologi Bandung

Challenges that face the business world have grown harder and become more complicated, especially in the banking industry where the competition is growing rapidly. Many banks that decide to merge complicate the competition. Banks should figure out how to build customer loyalty, instead of out searching for new costumer. Customer satisfaction always identified by the quality of the product produced, in banking this indicator could be seen through the interest rate that the bank offered. Costumer would tend to choose a bank based on the high value of the interest rate that the bank offers. Therefore, nowadays, to achieve customer satisfaction, the bank not only needs to fulfill their needs and wants, but also their expectations. <br /> <br /> <br /> This problem could be solved by measuring the customer’s satisfaction rate towards the Bank Jabar Banten, a West Java banking company, service using CARTER model as the dimension for customer’s satisfaction rate. Using the model, we could evaluate the productivity of the customer service division in creating a future value through service standard improvements. This final thesis is focusing on the planning of Bank Jabar Banten’s Customer Relationship Management improvement program. The first step of this thesis is to carry out a survey of customer’s satisfaction that will be the reference for the customer relationship management program design. Next is to analyze the survey result then make a priority program based on the biggest gap value.The study yield a customer relationship program plan that will be applied in Bank Jabar Banten. The program application is hoped to increase customer’s satisfaction in service, to increase customer loyalty, to increase market share with word of mouth system. <br /> <br /> <br /> CRM Implementation is started from the role and responsibility of the top management, and then continued by employees training as an effort to improve human resources quality, and last, the application of proposed programs like build call service and customer service database. Through the CRM program, improvement in service will always be done for customer’s satisfaction.