CUSTOMER RELATIONSHIP MANAGEMENT SUPPORTING MULTI CHANNEL

• Main Author: SADIKIN (NIM 23505019), CHANDRA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7492
• Institution: Institut Teknologi Bandung

At the moment, more and more enterprises realize the importance of the CRM (Customer Relationship Management) that roles in the business to gain the customers and to retain the customers. Customers are considered as the main focus and the center of company achievement. The purpose of CRM process done by the company is to increase satisfaction or value to the customer, so the existing customers are still customers and prospective customers will be customers. <br /> <br /> <br /> <br /> The relationship between company and customers is related to the use of channel. The channel as a bridge to communicate between the company and the customers is called channel or customer touchpoint. In CRM, the variaty of the used communication media is called multi channel. Multi channel means serving the customer’s need by using the variety of channel as the customer wants, so that the customer feels easier in doing business process with the company. <br /> <br /> <br /> <br /> In reality, the customer wants to contact and be contacted by the company by using many different touchpoints. The choice of the touchpoint as a communication media from and to the company may depend on many things. As the customers want to choose among the channels, the company should be able to serve and use proper channel while communicating with the customers, so the customer’s satisfaction increase. <br /> <br /> <br /> <br /> In this thesis there will be discussed about collaborative CRM bridging the communication between the company and the customers and this thesis will also discover the connection between the touchpoint chosen by customers and the customer’s backgrounds. The chosen customer’s backgrounds are the age of the customer, the used product, and the subscription duration. <br /> <br /> <br /> <br /> By using survey to the customers and remarking the customers’ background, a model can be created for the inbound contact model or the outbound contact model which use independent variables and dependent variable that show the relationships between the customers’ backgrounds and the channel they choose. Every relationship among those variables is tested by hypotheses which are proven by stastistical formula. Because the data is nominal, so the used statistical formula are chi-square and contingency coeficient. <br /> <br /> <br /> <br /> The calculated value of chi-square will be compared to the chi-square reference so it can be firmed which hypothesis is accepted. The contingency coeficient is calculated to firm the relationship between two variables. Value almost one means the relationship between those variables is getting tighter or more positive. <br /> <br /> <br /> <br /> In this thesis, it is concluded that in PT Centrin Online Tbk organization, most respondents prefer to using telephone as a touchpoint to contact and to be contacted by the organization. Some customer’s backgrounds have a positive relationship with the choosing of the touchpoints, and some customer’s background have no relationship with the choosing of the touchpoints. <br /> <br /> <br /> <br /> From the thesis result, the survey concludes that there is one new channel SMS (Short Message Services) that can be applied for planning and development of the channels in organization. This can be applied for the inbound contact and outbound contact also. <br /> <br /> <br /> <br /> Every relationship from and to customers needs to be written in a centralized data base so the choosen channel for the same customer can be done automatically according to the data. By using this data, the choosing channel to contact other customers or prospective customers can be adapted to their backgrounds. Every channel that is already available or planned to be developed should be integrated one another. The purpose is to make customers feel easier so the communication between the company and the customers will conduct better. The final purposes are increasing customer value and incrasing the customer satisfaction. <br />