Penerapan Customer Relationship Management di Industri Konstruksi Studi Pada PT Adhimix Precast Indonesia

ELVI FADILAH, Iin Mayasari, Dr.,M.M.,Msi.

2016 | Tesis | S2 MANAJEMEN (MM) JAKARTA

PT Adhimix Precast Indonesia adalah salah satu perusahaan yang bergerak di industri konstruksi sebagai penyedia beton siap pakai dan beton pracetak bagi proyek-proyek infrastruktur baik proyek pemerintah maupun swasta, yang merupakan mitra Business to Business (B2B) dari semua perusahaan jasa konstruksi, konsultan dan pemilik proyek, yang memberikan kontribusi utama sebesar 80% dan sisanya adalah dari retail atau pelanggan perorangan. Dengan semakin ketatnya persaingan di industri ini, diperlukan sebuah cara dan sistem dalam mengelola hubungan dengan pelanggan khususnya mitra B2B, melalui penerapan Customer Relationship Management (CRM). Penerapan CRM ini akan dilakukan dengan mengacu pada dimensi-dimensi CRM yang terdiri dari 4 elemen implementasi yaitu, key customer focus, CRM organization, knowledge management dan technology base CRM (Sin, Tse dan Yim, 2005). Penelitian ini memfokuskan pada upaya penerapan keempat dimensi CRM tersebut dalam rangka membina, mempertahankan hubungan yang baik dengan pelanggan, agar terus menjadi mitra utama perusahaan dan pada akhirnya terjadi customer lifetime value. Penelitian ini dilakukan dengan melakukan wawancara terhadap penerapan keempat elemen CRM melalui enam narasumber, yang terdiri atas direksi, para manajer dan kepala unit operasi, yang terlibat langsung dan memiliki pemahaman tentang penerapan dimensi CRM, yang digunakan untuk mengevaluasi terhadap penerapan CRM di perusahaan. Wawancara dilakukan dengan menggunakan pertanyaan terstruktur tentang penerapan CRM melalui empat dimensi CRM. Hasil wawancara dianalisa secara deskriptif untuk mendapatkan informasi sebenarnya tentang penerapan CRM di PT Adhimix Precast Indonesia. Berdasarkan hasil wawancara terhadap keenam nara sumber terdapat kesamaan pendapat tentang pentingnya penerapan CRM sebagai suatu cara menjaga dan mempertahankan hubungan yang baik dengan pelanggan, khususnya pelanggan B2B, namun belum terjadi komitmen secara menyeluruh terhadap penerapan key customer focus dalam penyampaian produk dan layanan kepada pelanggan. Struktur organisasi yang masih perlu dilengkapi dan disempurnakan agar benar-benar berorientasi pada pelayanan pelanggan, sistem penilaian karyawan yang berbasis pada persfektif pelanggan yang masih sekedar ada saja, knowledge management yang masih belum optimal dengan keterlibatan seluruh organisasi dalam mengutamakan pelayanan pelanggan dan sistem teknologi berbasis technology base CRM yang masih menghadapi kendala baik dalam penyiapan sarannya maupun dalam upaya penerapannya Berdasarkan penelitian dan pembahasan yang telah dilakukan, disarankan kepada PT Adhimix Precast Indonesia untuk lebih berkomitmen dalam penerapan CRM saat ini melalui penerapan keempat dimensi CRM secara menyeluruh.

PT Adhimix Precast Indonesia is one of the companies engaged in the construction industry as a provider of ready-mix concrete and precast concrete for infrastructure projects, for government projects and private sector, which is a partner of Business to Business (B2B) on all construction companies, consultants and owners project, which provides a major contribution by 80% and the rest is from the retail or individual customers. With increasing competition, this industry will require a method and system to manage relationships with customers, mainly B2B partners, through the implementation of Customer Relationship Management (CRM). The implementation of this CRM will be made with reference to the dimensions of CRM consists of four elements, namely implementation, key customer focus, CRM organization, knowledge management and technology base CRM (Sin,Tse and Yim, 2005). This research focused on the implementation of the CRM with four dimensions in order to foster and maintain a good relationship with the customer, in order to continue to be a major partner companies and ultimately happen customer lifetime value. This research was conducted through interviews with four elements of CRM implementation through six interviewees, consisting of directors, managers and heads of operating units, which are directly involved and have an understanding of the dimensions of CRM application, which will be used to evaluate the implementation of CRM in the enterprise. Interviews were conducted using structured questions about the CRM application through four dimensions of CRM. The interviews were analyzed descriptively to obtain exact information about the implementation of CRM in PT Adhimix Precast Indonesia. Based on the results of interviews with six interviewees there was common ground on the importance of the implementation of CRM as a means of keeping and maintaining good relationships with customers, especially B2B customers, but it has not happened yet committed fully to the implementation of key customer focus in the delivery of products and services to customers, structure organizations that still need to be completed and perfected in order to really oriented to customer service, system of employee assessment based on the perspective of the customer who still just exists, knowledge management is still not optimal with the involvement of the entire organization in prioritizing customer service and technology systems-based technology base CRM still face obstacles both in the preparation of her advice as well as in implementation efforts Based on the research and discussion that has been done, it is recommended to PT Adhimix Precast Indonesia to be more committed in the implementation of the current CRM through the application of the four dimensions of CRM as a whole.

Kata Kunci : : key customer focus, customer relationship management, technology based CRM.