PERANCANGAN STRATEGI PENGELOLAAN PELANGGAN BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI UMKM BOSTANI

• Main Author: Reyhan, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/58133
• Institution: Institut Teknologi Bandung

Bostani is a small online groceries company that has been operating in Bandung and Cimahi since 2020. They provide one-stop-groceries shopping with good quality and complete services, but the price is quite expensive compared to other companies. From Bostani’s customer data, their weekly retention rate is small, it is only 23%. Online groceries are supposed to have more than a 50% retention rate weekly because everyone needs groceries at least once a week. From Bostani’s sales data, we can conclude that Bostani’s sales are stagnant in the last 3 months, and since established, they have never gained a profit of more than 12 million rupiahs a month. Currently, Bostani is focused on acquisition strategies, there are no retention strategies that aim to maintain the relationship with their existing customer. This research is conducted to build a customer relationship strategy that aligns with the company’s organizational growth. We should do at least three assessment processes: Organizational growth identification using ASTRO ITB, acquisition and retention strategies indicators, and existing Customer Relationship Management (CRM) implementation using CRM audit questionnaire. After we process the result, the last step is to evaluate the current condition based on literature to know what strategies that fit the current condition of the company. Evaluation results suggest that Bostani needs a retention strategy that can improve the value that customers receive. To fulfill that objective, there will be 2 main programs: loyalty program and increasing profit strategies. With these 2 main programs, the retention rate will increase, and the profits obtained by the company will also increase.