PERANCANGAN STRATEGI PENGELOLAAN PELANGGAN PRODUK ES KRISTAL UNIT USAHA A PT X

• Main Author: Shafira, Fleichia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/73657
• Institution: Institut Teknologi Bandung

Business unit A one of the business units under PT X that is engaged in the field of ice manufacturing industry and have a working area of Bandung City and its surroundings. Business unit A offers two type of product, which is crystal ice and block ice. In 2023, business unit A procures a new line of crystal ice production machine, thus experience a surge rise in daily production capacity from 32 tons to 70 tons. According to the preliminary study based on B2B customer historical transaction data in 2022, it was found that 37.67% of the total customers has churned. For this reason, business unit A won’t be able achieve the revised sales target of 70 tons. Therefore, a suitable customer relationship management (CRM) design is needed to help the company retain and acquire customers so that the target can be achieved. To determine the direction of CRM development, an assessment of the company's initial conditions is carried out by utilizing the CRM comprehensive audit framework, STP (segmenting, targeting, positioning) identification, and customer clustering based on RFM (recency, frequency, monetary) variables through k-means method. The results of the assessment show that the channel integration process should be prioritized for CRM development and the focused customer segments are agent and restaurant. By examining the behavior of the two focus customer segments, it was determined that acquisition and retention strategies would be carried out based on the company’s STP. Based on the determined direction, a proposed improvements to the marketing mix strategy and CRM were designed. It was suggested that the focused customers should be retained and acquired based on distance as well as suggested appropriate promotional content in regards to the marketing mix strategy. Meanwhile, method as a solutions for improving channel integration process aspects that have the highest relative importance scores are recommended.