THE BASIC FRAMEWORK DESIGN OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) INFORMATION SYSTEM FOCUSED ON CUSTOMER RETENTION PROGRAM AT PT KERETA API (PERSERO)

• Main Author: Ferial Suseno-NIM : 23404047, Kunto
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/8435
• Institution: Institut Teknologi Bandung

Abstract: <br /> <br /> <br /> <br /> <br /> PT Kereta Api (Persero) has experienced the recent tight competition on the transportation service field, it is proved by the decreasing of train service passenger occupancy volume in the last couple of years. This research was conducted to design a basic framework of CRM information system that focused on customer retention program. Hopefully this research could help PT Kereta Api (Persero) in retaining and enhancing the relationship they had made with their customers. <br /> <br /> <br /> <br /> <br /> The first phase of this research is the preface phase, which carried out the research for the background of the problems, defining the problems, defining the purposes of the research, defining the scope of the research and conducting a literature study. On the next phase, data collecting is conducted to support the design of the CRM information system. Also in this phase, Winers (2001) customer retention program model is developed into a new model that will be implemented into the basic framework design of CRM informastion system. The output of this phase is a basic framework of CRM information system designed for PT Kereta Api (Persero) that have five major processes, they are: member registration process, ticketing process, rewards process, report process and proactive service process. <br /> <br /> <br /> <br /> <br /> In the third phase of this research, the analysis of the output of the information system design is conducted. <br /> <br /> <br /> <br /> <br /> Then the next phase is the recommendation phase for the implementation process of the CRM information system in PT Kereta Api (Persero). Within this phase, several factors are recommended to the company for the successful implemetation of the CRM information system, those factors are: the support of top level management and stakeholders, build CRM strategies and goals that wanted to be achieved, understanding the customer, evaluate the readiness of the company, system characteristics, organizational structure redesigned, step by step system implementation and define the timeframe for the implementation process, and also measuring the successful rate of the system regularly. <br /> <br /> <br /> <br /> <br /> The last phase of this research is the conclusion phase which summarize all of the research phase that conducted according to the purposes of the research, also in this phase, a couple of suggestions are given to the company if they are going to conduct a further development of the basic framework of the CRM information system that has been designed within this research. <br />