Strategi indosat mempertahankan pelanggan melalui program customer relationship management: studi kasus customer relations di sales area Tasikmalaya

Hasri, Novrianti (2018) Strategi indosat mempertahankan pelanggan melalui program customer relationship management: studi kasus customer relations di sales area Tasikmalaya. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Customer Relationship Management merupakan suatu solusi yang relevan dalam penerapan investasi teknologi informasi di masa kini, perusahaan selayaknya dapat memahami siapa pelanggan, apa yang mereka butuhkan, sehingga perusahaan dapat mempertahankan pelanggan yang setia. Prinsip dari CRM terletak pada kemauan bisnis dalam meningkatkan loyalitas, dan kepuasaan pelanggan. Tujuan penelitian adalah untuk menggambarkan mengenai Indosat Ooredoo menciptakan sebuah program/produk untuk mendapatkan customer baru (new suscribre), gambaran mengenai cara Indosat Ooredoo dalam memperluas hubungannya dalam jangka panjang dan jangka pendek, dan gambaran mengenai cara Indosat Ooredoo dalam mengukur cara kerja CRM sehingga terciptanya customer value. Konsep yang digunakan adalah konsep Customer Relationship Management dari Fandy Tjiptono. Landasan penelitian ini berpijak pada konsep customer relationship management yang mengacu kepada strategi dan pelanggan. Penelitian ini dilakukan menggunakan metode studi kasus dengan pendekatan kualitatif dan paradigma konstruktivistik, adapun teknik pengumpulan data yang dilakukan dalam penelitian ini adalah wawancara mendalam dan observasi partisipatif. Berdasarkan hasil penelitian diperoleh simpulan: pertama, Indosat ooredoo menciptakan sebuah program/produk untuk mendapatkan customer baru (new subscriber) melalui identifikasi kebutuhan pelanggan, media informasi dan promosi, analisa kompetitor, pemantauan data komsumsi, dan evaluasi purnabeli. Kedua, Membangun hubungan dengan pelanggan dalam jangka panjang dan jangka pendek dengan pendekatan emosi pelanggan, kualitas pelayanan, kepuasaan pelanggan, loyalitas pelanggan, dan retensi pelanggan. Ketiga, Mengukur cara kerja CRM untuk terciptanya customer value dengan Komunikasi dan profiling pelanggan, memahami kebutuhan pelanggan, dan mengembangkan potensi pelanggan dari database. Customer Relationship Management is a relevant solution in the application of information technology investment in the present, companies should be able to understand who the customers are, what they need, so that the company can keep loyal customers. The principle of CRM lies in the business's willingness to increase loyalty, and customer satisfaction. The purpose of the research is to describe Indosat Ooredoo creating a program / product to get new customers, a description of how Indosat Ooredoo extends its relationship in the long term and short term, and illustrates how Indosat Ooredoo measures how CRM works to create customer value. The concept is the concept of Customer Relationship Management from Fandy Tjiptono. The foundation of this research rests on the concept of customer relationship management that refers to strategy and customers. This research was conducted using case study method with the qualitative approach and constructivist paradigm, while the data collection technique conducted in this research is an in-depth interview and participant observation. Based on the research results obtained the conclusion: first, Indosat Ooredoo creating a program/product to get new subscriber through identification of customer needs, media information and promotion, competitor analysis, monitoring data consumption, and evaluation of after consumption. Second, Build long-term and short-term customer relationships with customer emotional approach, service quality, customer satisfaction, customer loyalty, and customer retention. Third, Measure the way CRM works for customer value creation with Communication and customer profiling, understand customer needs, and develop potential customers from databases.

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