MENINGKATKAN KESETIAAN PELANGGAN LEWAT CUSTOMER RELATIONSHIP MANAGEMENT

Abstract

The maximization of customer satisfaction nowadays cannot
be fulfill only by price strategy and product quality. Some
new approaches can be implemented as a solution. One of
these approaches is Customer Relationship Management
(CRM). CRM used by company to increase customer
satisfaction and loyalty by giving easier information
accessibility and create a new relationship which is more
intense and more personal, also to build customer’s trust
through added more services to the customer. This idea is
well-applied because it supported by information technology
which can help in storing and classifying the information (data
warehousing), or to track and get the data in details:economic,
demography, lifestyle, physiography, and more interactive
elements of the customer. Commonly, if CRM is well-applied,
the information (data) of customer interaction will be recorded
in details. Hence, this approach will assist the company in
developing more ideas in order to give products and services
which are more suitable to the customer’s needs, and the
most important is to fulfill the customer’s satisfaction.
Key word: Customer Relationship Management,
customers satisfaction, customers loyalty