Manajemen Hubungan Pelanggan Melalui Penggunaan Media Digital:(Studi kasus Strategi PT. Indosat Tbk. dalam Pengelolaan Forum Pelanggan Daring Indosat Community (ICITY).

HARISUDIN, Hanif Fauzan, I Gusti Ngurah Putra

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT Development of communication technology through digital media have an impact on changing patterns of communication between corporate and it’s customers, vertical one way communication pattern change into horizontal twoway communication. By using digital media customers become free to access all of information about corporate and free to send their comments about the corporate. So redy or not corporate can’t hide and have to prepare a Customer Relationship Management (CRM) program through interactive digital media interactions, this program used to anticipate bad impacts of digital interaction that could threaten loyalty. Before make digital customer relationship management program, corporate have to ensure that they have become customer oriented corporate that have commitment to focus on efforts to fulfillment the customer needs. This research focus on PT Indosat Tbk because this second largest telecommunications in Indonesia has to have commitment to using digital media in their CRM program to maintain loyalty through customer online forum called "Indosat Community" (ICITY). Management of ICITY interesting tobe focus of this research because it became the first forum that use crowdsourcing platform in Asia Pacific and a first forum for telecommunication customers in Indonesia. In PT Indosat Tbk management structure forum ICITY placed under the Division of Community Management and Group Marketing Communications, because management of forum ICITY seen as a continuation of the marketing communications strategy to answer the complaint, deliver promotions message to customer and to maintain customer loyalty. As a part of corporate strategy forum ICITY management should be guided by the corporate customer strategy, customer relationship goals and capabilities of the corporate to rech the goals. Forum ICITY management must be able to prove the commitment of PT Indosat Tbk to be customer oriented corporate. Because forum ICTY management is the part of PT Indosat Tbk digital CRM to create customer loyalty, so this research will focus on mapping the process of forum ICITY management from planning, execution to evaluation stage. This research use a qualitative approach with case study method. The data in this research will be collected through in-depth interviews with forum ICITY management and the customer who became forum ICITY member, observation of forum ICITY interactions from Oktober 2013 until Maret 2014 and analysis of the company's strategic planning documents. All of data that has been collected then analyzed with theoretical framework about CRM process and customer loyalty. Keywords: customer oriented, customer relationship management, digital media, forum ICITY management, customer loyalty.

Kata Kunci : Public Relations