PERANCANGAN STRATEGI PENGELOLAAN PELANGGAN DI PT X

• Main Author: Nabilla Sarah Azzahra, Fathia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83803
• Institution: Institut Teknologi Bandung

PT X is a fruit import company located in Bandung, established in 2019. According to the Deputy Director of PT X, the main source of PT X's gross sales comes from sales to Business-to-Business (B2B) customers. PT X is currently focused on maximizing company profits. However, there was a significant decline in revenue in 2023, which showed a considerable decrease compared to revenues in 2021 and 2022. Upon further investigation, PT X's customer churn rate reached 48%. Given the high customer churn rate, limited resources, and tight market competition, PT X requires an appropriate customer management strategy, specifically focusing on retention strategies. This research aims to design a customer management strategy as one of the strategies that the company can use to maintain and grow its business. This research employs a combination of qualitative methods using unstructured interviews and observations, and quantitative methods using questionnaires and PT X’s 2023 customer transaction data. The proposed customer management strategy design process is carried out by evaluating the audit of the existing customer management strategy. The results showed that PT X needs to concentrate on the information management process component, particularly in managing customer information. Therefore, customer information data processing is conducted by performing customer clustering and designing customer management strategies based on the 4P marketing mix. To ensure the sustainability of the customer data processing process, a customer data processing system design is also carried out based on the data processing conducted in this study, which can help PT X in processing customer data. The results of the research indicate that PT X needs to focus on improving customer relationships with 53 customers in the Platinum cluster, who are the most valuable customers. The customer management strategy is designed through the 4P marketing mix method, with the product strategy being to focus on offering products frequently purchased by the most valuable customers, the location strategy recommended is to prioritize the most valuable customers within a 0-20 km radius of PT X, the pricing strategy offered is to provide discounts based on customer types, and the promotion strategy used is to utilize WhatsApp Business to use the catalog and location features, as well as scheduling messages so that the most valuable customers receive offers tailored to the purchasing patterns of each cluster. PT X can also utilize the designed customer data processing system.