IMPROVING PERFORMANCE OF CUSTOMER RELATIONSHIP MANAGEMENT TO LEVERAGE CUSTOMER LOYALTY (CASE STUDY: MILKY CRM LOYALTY PROGRAM)

• Main Author: Juwita, Zahra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85987
• Institution: Institut Teknologi Bandung

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.