PERANCANGAN SISTEM PENGELOLAAN PELANGGAN BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI PADA PT X

• Main Author: Rahmat Nuryanto, Faisal
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63774
• Institution: Institut Teknologi Bandung

A medium-sized MSME in Bandung engaged in the apparel industry called PT X has been established since 2014, West Java. PT X’s current business strategy is market expansion into the fashion market. Unfortunately, PT X is experiencing challenges in customer relationship management. PT X's customer retention rate stands at 10%, lower than the industry average of 26-35%. Therefore, PT X needs improvement recommendations for customer relationship management strategy. This study aims to develop a customer relationship management strategy based on organizational growth stages. The study begins by identifying the stages of organizational growth which is measured using the ASTRO ITB questionnaire. The result is that PT X is categorized as being in the third stage (expansion) in organizational growth. An identification of marketing focus is conducted through a questionnaire. PT X’s marketing focus is directed towards acquisition. Furthermore, an audit of the customer relationship management was carried out using a customer relationship management audit questionnaire. Data collection and processing shows that "value creation process" aspect should be the prioritized by PT X. Furthermore, analysis shows that the “Value received by the company” sub-aspect should be the focus of improvement. Recommendations for improving the customer relationship management strategy are carried out by segmenting customers using the recency, frequency, monetary (RFM) method. The segment chosen to be the priority is "recent spurge travelers". Recommendations for improving the customer relationship management strategy are developed within the framework of the marketing mix. Limited edition offerings, products customization, channel analysis, relational moderate discounts and engagement-based marketing are the recommendations for improving the customer management system for PT X.