MANAGING PREFERRED CUSTOMER RELATIONSHIP IN BANKING INDUSTRY CASE STUDY OF CIMB NIAGA PREFERRED
Even though CIMB Niaga has served preferred customers with the best facilities and the best treatment, customer loyalty is often a problem, as the preferred customers tend to switch easily to another bank. According to Branch Manager of CIMB Niaga West Java III, this problem relates to the perfor...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/53130 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Even though CIMB Niaga has served preferred customers with the best facilities and the best
treatment, customer loyalty is often a problem, as the preferred customers tend to switch
easily to another bank. According to Branch Manager of CIMB Niaga West Java III, this
problem relates to the performance of relationship managers which could not generate
customer engagement as such CIMB Niaga is still not able to increase growth of preferred
customers’ acquisition. To analyze problems that arise in CIMB Niaga, the authors use
internal and external analysis. To analyze the external environment, this study uses PEST,
Five Forces, competitor analysis and consumer analysis approaches. In particular, the author
conducted interview to gain insights from loyal preferred customers perspective. To analyze
the internal environment, this study uses VRIO, STP and Marketing Mix approaches. Based
on the overall analysis findings, this study generated SWOT matrix and identified the root
causes of problem. As the result, the author identified that customer relationship management
(CRM) is the important key to handle preferred customers. This study proposed eight
preferred-CRM strategy as an effort to maintain preferred customer loyalty and increase
preferred customer acquisition. |
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