PERANCANGAN PERBAIKAN PENENTUAN TIPOLOGI PELANGGAN UNTUK MENGELOLA PROFITABILITAS PELANGGAN

• Main Author: Kennard Wibowo, Christopher
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71092
• Institution: Institut Teknologi Bandung

The natural extract chemical industry is highly competitive and PT X is constantly adapting to fulfill customer needs. However, to maintain its position in this dynamic market, it's crucial for PT X to have a clear understanding of its customers. Currently, PT X's customer typology approach is done manually and doesn't easily adapt to changing customer needs. This makes it difficult for the company to make quick, informed decisions. The research aims to address these challenges by creating a new customer typology model that captures changes in customer characteristics, and an information system prototype that supports customer relationship management decision-making. The research is designed to create an information system that will help PT X in its customer relationship management. The system will use a methodology called "Framework for Application of System Thinking (FAST)" and the RFM model with modifications as the research model. The customer typology will be determined using data mining techniques, specifically clustering, with the K-means algorithm. The customer group will be prioritized with customer lifetime value (CLV) and a strategy for customer relationship management will be determined. The prototype of the information system will be validated with stakeholders from PT X. The research resulted in 8 customer typology groups that are ranked according to its targeting priority, which are northern America champion, international potential loyalist, northern America recent, international recent, local recent, international hibernating, northern America lost, and local hibernating. The result of this customer typology process will be mapped into a prototype of an information system-based website as the research output.