IMPROVING PERFORMANCE OF CUSTOMER RELATIONSHIP MANAGEMENT TO LEVERAGE CUSTOMER LOYALTY (CASE STUDY: MILKY CRM LOYALTY PROGRAM)
In the current era, Customer Relationship Management (CRM) plays a crucial role for businesses as technology advances and consumer demands continue to rise. However, there are challenges associated with CRM implementation, from both external and internal factors within an organization. Therefo...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/85987 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In the current era, Customer Relationship Management (CRM) plays a crucial role
for businesses as technology advances and consumer demands continue to rise.
However, there are challenges associated with CRM implementation, from both
external and internal factors within an organization. Therefore, it is essential to
maintain strong CRM performance. Through this research aimed at improving the
CRM program, there is an opportunity to enhance the MILKY CRM loyalty
program. This will enable the company to effectively adapt to changing market
dynamics and maintain a competitive edge.
The research objective is to identify the key root cause and alternative solutions, as
well as determine the best alternative to improve the MILKY CRM Loyalty
Program. The research methodology includes in-depth interviews and analysis
using the Kepner-Tregoe framework, which involves problem analysis, decision
analysis, and potential problem analysis. Problem analysis is supported by external
and internal analyses, such as Porter's Five Forces, Customer Journey Mapping, and
an Integrated CRM Scorecard. The results of the analysis are then used to conduct
a SWOT analysis.
From the problem analysis section showed that there are 4 attributes that contribute
as root cause factors on MILKY CRM loyalty program performance. The attributes
are Market & Customer Dynamics, Customer Centric Initiatives, CRM System &
Process Capabilities, and Financial & Operational Constraint. In the decision
analysis section, alternative solutions are generated through TOWS analysis, and
the best alternative solution is determined using the Analytical Hierarchy Process
(AHP) tool. The top chosen strategy is Strategy #2: Optimizing CRM &
Organizational Strategies for Enhance Customer Engagement & Operational
Efficiency (W/O Strategies). Recommendations for future improvement are focus
on communication, resources, technology, and KPI metrics to mitigate potential
problems that may arise. |
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