RANCANGAN PERBAIKAN MANAJEMEN PENGETAHUAN BAGI PROSES BISNIS CUSTOMER RELATIONSHIP MANAGEMENT SEKOLAH MUSIK X

• Main Author: Christanto, Gabriela
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70761
• Institution: Institut Teknologi Bandung

X Music School is one of the music schools in Indonesia that operates in Jakarta, Bekasi, Serpong and Bali. During 2021 until 2022, it is identified that the total students of X Music School did not increase significantly. This is caused by poor promotion strategy that is made through intuition and not data-driven. It is identified that the condition is caused by lack of understanding in customers characteristics due to poor knowledge sharing and utilization. This is the indication of poor knowledge management in customer relationship management (CRM) business process. To answer this problem, a design for improving knowledge management in X Music School’s CRM business process is carried out. Design for improving the knowlegde management in CRM business process starts with identification of organization life. The process is continued by identification and evaluation of CRM business process and identification and evaluation of knowledge management maturity in CRM. Data is collected through questionairre and in-depth interview. Data processing is carried out by thematic analysis method and validated by data triangulation and member checking method. Based on the data processed, X Music School is currently at the stage 3 of organization life cycle, which is expansion. X Music School have implemented 12 out of 12 CRM business process with the biggest gap maturity at three business processes: segment customer, review customer, and identify customer opportunities. The maturity level of knowledge management in CRM is currently at stage 3, which is expansion, with the biggest gap of maturity at the knowledge process. Thus, X Music School is directed to design an information system for accomodating knowledge management for the 3 business processes, and the improved business processes alongside with it. The information system will help the management to process best practices of the 3 CRM business process, which will results in increase of value delivered to customers and increase business performance.