MANAGING PREFERRED CUSTOMER RELATIONSHIP IN BANKING INDUSTRY CASE STUDY OF CIMB NIAGA PREFERRED

• Main Author: Fionita, Jeslyn
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53130
• Institution: Institut Teknologi Bandung

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.