PERANCANGAN SISTEM PENGELOLAAN PELANGGAN PT BOIMA JAYA INSPEKTINDO

• Main Author: Jovania Pardede, Anggi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83550
• Institution: Institut Teknologi Bandung

PT Boima Jaya Inspektindo (BOIMA) is a business-to-business (B2B) company focused on testing and inspecting work equipment to ensure occupational safety and health (K3) in accordance with regulations from the Ministry of Manpower. Based on the company's transaction data as of June 2024, PT BOIMA has not reached its sales target, with a current achievement of IDR 22.55 million from a target of IDR 50 million. This is due to marketing strategies and customer management practices that are not aligned with the needs of the company and its customers. Therefore, designing a suitable customer management system is necessary for PT BOIMA to achieve its sales targets. The direction for designing the CRM is determined through the identification of the company's existing conditions. This process includes identifying the stage of organizational growth using ASTRO ITB, aligning the growth stage with the conceptual model of marketing strategy, identifying the focus of customer management strategy, using framework to audit the CRM performance, and identifying segmenting, targeting, and positioning (STP). Furthermore, RFM analysis using the k-means method is conducted to determine customer clustering. The identification results indicate that the design of PT BOIMA's CRM is directed towards improving the data storage system, which can support the determination of PT BOIMA's acquisition strategy. The proposed CRM design includes creating a prototype database and data entry system that the company can use to input and store data. The stored data will then be processed based on metric indicators and the company's information needs into a dashboard. This CRM prototype is intended to assist the company in storing customer data and as a tool for designing acquisition strategies that align with the company's conditions.