PERANCANGAN STRATEGI PENGELOLAAN PELANGGAN CV DIPO MULYO

• Main Author: Andinnesa, Chalista
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75495
• Institution: Institut Teknologi Bandung

CV Dipo Mulyo is a company engaged in book publishing and printing. One of the products published and sold in the Business to Business (B2B) market is the Dino Kids products, which is an educational book package for Early Childhood Education. In the past three years, the sales of Dino Kids have been stagnant within a certain range and have declined since 2020. After further investigation, it was found that the company has lost many customers and has been unable to acquire new customers. Therefore, a customer management strategy needs to be designed to retain customers according to the needs of CV Dipo Mulyo. This research begins with an assessment of the implementation of the company's saat ini customer management strategy through a comprehensive customer management strategy audit, focusing on two key variables: strategy development process and value creation process. Then, the company's STP (Segmenting, Targeting, and Positioning) is identified to determine the target customer segments. Once the target segments are known, customer groups are segmented based on profitability and loyalty, value proposition is identified using the Value Proposition Canvas (VPC), and customer product knowledge is obtained. The customer management strategy to be designed will consist of acquisition and retention strategies. Therefore, an identification of the strategies that the company has implemented for customer promotion, acquisition, and retention needs to be carried out. The data collected will be processed and used as a basis for designing the customer management strategy. From the assessment of the customer management strategy audit, it is found that the value creation component of the customer management strategy needs to be developed. Therefore, the direction of the customer management strategy development for CV Dipo Mulyo is focused on the value creation process to support customer acquisition and retention strategies according to the company's STP. Based on this direction, the customer management strategy designed for the acquisition strategy is the promotion through product feature explanation videos, while the customer management strategy for the retention strategy is a loyalty program in the form of a discount program. With these two proposed designs, it is expected to increase the acquisition and retention rates of CV Dipo Mulyo's customers, thereby increasing the company's sales and profits.