PERANCANGAN PERBAIKAN IMPLEMENTASI MANAJEMEN PENGETAHUAN PADA CUSTOMER RELATIONSHIP MANAGEMENT BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI PT. SEGAR MITRA NUSANTARA

• Main Author: Irfan Wicaksono, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/69950
• Institution: Institut Teknologi Bandung

PT. Segar Mitra Nusantara (Semitra) is a company who run its business in production and distribution of bottled mineral water. Based on company’s sales data, sales performance in semester 1 2022 is below the industry average performance. To answer this problem, this study aims to design a proposal for improving knowledge management on customer relationship program based on growth stage of Semitra. This study was conducted using stage of organizational growth by Andriani et al (2018), customer relationship management business process by Lambert (2009), and knowledge management maturity model by APO (2020). This qualitative study collected the data through interview and questionnaires. The data were validated using triangulation and processed using thematic analysis. In this study, identification of maturity in customer relationship management process, organizational growth stage, maturity of knowledge management in customer relationship management was carried out and evaluate those three components in making proposed improvement design. The findings showed Semitra’s organizational stage is expansion, 10 out of 12 customer relationship management process were carried out with developing customer segmentation criteria and identifying opportunities with the account were process with the lowest score compared to other process. Semitra’s knowledge management process is at level 2 (initiation) with learning and innovation and knowledge process having the lowest score compared to other components. It is recommended for Semitra make best practice and knowledge be explicit by improving its business process and develop SOPs so that Semitra have a better comprehension about customer characteristics and has process standard.