ANALISIS PENERAPAN CUSTOMER RELATIONSHIP MANAGEMENT PADA PT DAWAM LESTARI JAYA
Muhammad Dary Rafif, Slamet Santoso Sarwono, MBA., Ph.D,
2023 | Tesis | S2 MANAJEMEN (MM) JAKARTA
PT Dawam Lestari Jaya is
a hygiene distributor company selling cleaning soap, wipes, cleaning machines,
and other supporting products. PT Dawam Lestari Jaya has a customer target:
business-to-business (B2B) that known to have intense competition. Every company
is required to be able to provide quality service in order to achieve customer
satisfaction so that it can win the competition. With competition with
competitors, efforts to implement customer relationship management makes it
very important in every company. This research used in-depth interviews to
determine the efforts to implement PT Dawam Lestari Jaya’s customer
relationship management for business customers. The application of CRM proposed
by Kotler and Keller (2016) that includes four dimension: personalizing
marketing, customer empowerment, customer reviews and recommendations, and
customer complaints. Eight informants were involved in this study, with two
types of informants, namely three informants from companies and five from
business customers. Interviews were conducted with these two types of
informants in order to find out the extent to which the company has implemented
CRM. The research results show that the implementation of customer relationship
management by PT Dawam Lestari Jaya aims to retain existing customers by
providing the best quality service to its business customers.
Kata Kunci : customer relationship management, personalized marketing, customer empowerment, customer reviews and recommendation, customer complaints