Evaluasi Strategi Customer Relationship Management pada PT.Cipta TPI

Indra, Wakhid Slamet Ciptono, ph.D,

2011 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk mengetahui dan menjelaskan evaluasi strategi customer relationship management pada perusahaan. Penelitian ini menganalisis perilaku dari 4 dimensi customer relationship management, yaitu fokus pada pelanggan utama, organisasi CRM, manajemen ilmu pengetahuan dan teknologi berbasiskan CRM. Pengujian dilakukan pada sumber daya manusia yang berkaitan dengan customer relationship management, yaitu divisi commercial & customer service, divisi information technology dan divisi sales & marketing. Penelitian dilakukan terhadap 29 responden yang terdiri dari 20 di divisi sales & marketing, 5 di divisi client service dan 4 di divisi information technology. Pemilihan sampel dilakukan dengan metode purposive sampling, teknik analisis yang digunakan menganalisis data adalah analisa faktoral dan statistic deskriptif. Dari analisis yang dilakukan ditemukan hasil bahwa penerapan strategi yang berjalan dapat menjadikan bukan saja perusahaan mendapatkan, meningkatkan dan mempertahankan pelanggan, tetapi juga akan menjadikan pelanggan loyal terhadap perusahaan. Selanjutnya dapat mempertahankan keberlangsungan bisnis perusahaan. Perusahaan dapat menganalisis seperti apakah CRM yang berjalan saat ini, dapat dilihat dari perilaku dimensi dari customer relationship management akan memberikan penilaian berdasarkan empat dimensi yaitu fokus pelanggan utama, organisasi CRM, manajemen ilmu pengetahuan dan teknologi berbasis CRM.

This study aims to determine and explain the evaluation strategy at the company's customer relationship management. This study analyzes the behavior of the 4 dimensions of customer relationship management, which focus on key customers, CRM organization, knowledge management and technology-based CRM. Tests carried out on human resources related to customer relationship management, namely commercial & customer service division, division information technology and sales & marketing division. Research conducted on 29 respondents consisting of 20 in sales & marketing division, 5 in the client service division and 4 in the division of information technology. The sample selection was conducted using purposive sampling, analytical techniques used to analyze data is factor analysis and descriptive statistics. From the results of the analysis conducted found that the implementation of strategies that go to make not only the company gets, increase and retain customers, but also will make customers loyal to the company. Furthermore, to maintain continuity of business enterprise, Companies can analyze what kind of CRM that runs today can be seen from the behavior of the dimensions of customer relationship management will provide an assessment based on four main dimensions of customer focus, CRM organization, knowledge management and CRM-based technology. Companies must improve on its customer relationships, it is necessary to constantly monitor their behavior and internal processes. The purpose of this research prove what areas need to be improved and at the right again so that the CRM aspects of the company can run better.

Kata Kunci : relasi pelanggan, mengukur performa, manajemen pengetahuan