CUSTOMER RELATIONSHIP MANAGEMENT DESIGN BASED ON THE ORGANIZATIONAL GROWTH STAGES FOR PT SURYA DATA INFOKREASI

• Main Author: Sippy Prisetyo, Evelyn
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79377
• Institution: Institut Teknologi Bandung

PT Surya Data Infokreasi (PT SDI) is one of the small scale creative economic SMEs that focuses on the field of application development for the business players in the garment industry. PT SDI ran to a significant sales decrease post the COVID-19 pandemic and for the past five months, the sales growth of PT SDI is stagnant. To solve this problem, PT SDI needs a marketing strategy, especially the appropriate customer strategy that leads to customer relationship management to ensure a good relationship with customers and create customer retention. The marketing strategy direction is determined by understanding the overall current organisational condition of PT SDI and identifying the organization growth stages. The general purpose of this research is to design a customer relationship management for PT SDI based on the organisational growth stages. The method used in this research is qualitative. Data gathering was conducted from the interview and online questionnaire along with thematic analysis technique to process the data. The research flow starts with organization growth stages identification, customer acquisition/retention strategy identification, customer relationship management audit, customer relationship management design aim, and customer relationship management design. As an organization, PT SDI is currently in the growth stage and still focusing on customer acquisition strategy. Stagnancy in the sales growth shows that PT SDI needs to grow to the expansion stage with a focus on customer acquisition and retention. Customer relationship management audit shows that the information management process needs to be recovered, especially in the integrated internal system of the customer database. Therefore, improvement design is made as a solution towards a better customer database in the current state of PT SDI.