PROPOSED IMPROVEMENT DESIGN FOR THE IMPLEMENTATION OF KNOWLEDGE MANAGEMENT IN CUSTOMER RELATIONSHIP MANAGEMENT PROCESS OF PT REKA CIPTA SELERA

• Main Author: Rendra Savira, Kireina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68475
• Institution: Institut Teknologi Bandung

<p align="justify">The fast-food industry is currently growing in an alarming rate, leading to high levels of competition between their players. PT Reka Cipta Selera, also known as Crisbar is a company that provides fast food products in Indonesia since 2017. Aside from issues on an industrial level, Crisbar is also facing an issue where their customer churn rate (30%) is higher than their targeted number (22%), one of the causes being the ineffective utilization of their customers data as knowledge for the company. This research is done by identifying the stage of Crisbar’s organizational growth with data collection method using ASTRO-ITB as a platform, in-depth interviews, and thematic analysis. Furthermore, this research then identified the customer relationship management (CRM) process through in-depth interviews, observations, and thematic analysis as the means for collecting data. This research then continued to evaluate the knowledge management (KM) maturity level for the CRM process using the KM maturity model proposed by the Asian Productivity Organization with Likert scales that are customized based on the context of CRM, then the data are processed by using numerical operation. The results show that Crisbar's organizational growth is in the expansion stage. Crisbar carried out 11 CRM business processes with the lowest score in identification of customer segmentation criteria, customer segmentation, and preparation of segment management team. The maturity of KM in Crisbar's CRM is at the expansion level with the processes category having the largest gap. It is proposed to design a segmentation information system with framework for the application of systems thinking (FAST) methodology, so the CRM process related to segmentation can be more effective and efficient.