DESIGNING A CUSTOMER RELATIONSHIP MANAGEMENT STRATEGY BASED ON THE ORGANIZATIONAL GROWTH STAGE OF E-COMMERCE X

• Main Author: Tiffani Tjandra, Vania
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72086
• Institution: Institut Teknologi Bandung

The e-commerce industry is a developing industry today, especially after the pandemic. One of the most leading e-commerce in Indonesia is E-Commerce X. Currently, E-Commerce X is experiencing customer retention problems where only 8.2% of the 184 customers who filled out a survey conducted by E-Commerce X chose E-Commerce X as the main preference for online shopping. This problem indicates that the Customer Relationship Management (CRM) strategy implemented by E-Commerce X is not optimal. The purpose of this research is to refine E-Commerce X’s CRM strategy to improve customer retention. This research employs qualitative methods including interviews and literature reviews. The interview was conducted with E-Commerce X CRM Manager as the resource person to identify the company's needs based on the organization's growth stage, marketing focus, segmenting, targeting, positioning (STP) of the company, as well as the company's current CRM strategy. Based on the interview results, it is known that E-Commerce X is currently at the growth stage of collaboration, customer retention marketing focus, and focus on improving CRM strategy on the value creation process in accordance with the company's STP. The consumer decision journey approach is used to identify value for customers and analyze improvements to CRM strategies relevant to that value. Based on the results of the analysis, improvements were designed for notification strategies, e-mail marketing, and customer loyalty program for E-Commerce X. Improvement designs were done by comparing the strategies implemented with the relevant literature as best practices.