Abstract

Customer Relationship Management suatu solusi yang menerapkan investasi teknologi informasi masa kini, perusahaan dapat memahami siapa pelanggan, apa yang mereka butuhkan, sehingga perusahaan dapat mempertahankan pelanggan yang setia. Tujuan penelitian menggambarkan mengenai Indosat Ooredoo menciptakan sebuah program/produk mendapatkan customer baru (new suscribre), cara Indosat Ooredoo memperluas hubungannya dalam jangka panjang dan jangka pendek, cara Indosat Ooredoo dalam mengukur cara kerja CRM sehingga terciptanya customer value. Konsep yang digunakan adalah konsep Customer Relationship Management dari Fandy Tjiptono. Landasan penelitian ini berpijak pada konsep customer relationship management yang mengacu kepada strategi dan pelanggan. Penelitian ini dilakukan menggunakan metode studi kasus dengan pendekatan kualitatif dan paradigma konstruktivistik, adapun teknik pengumpulan data yang dilakukan dalam penelitian ini adalah wawancara mendalam dan observasi partisipatif.Berdasarkan hasil penelitian diperoleh simpulan: pertama, Indosat ooredoo menciptakan sebuah program/produk untuk mendapatkan customer baru (new subscriber) melalui identifikasi kebutuhan pelanggan, media informasi dan promosi, analisa kompetitor, pemantauan data komsumsi, dan evaluasi purnabeli. Kedua, Membangun hubungan dengan pelanggan dalam jangka panjang dan jangka pendek dengan pendekatan emosi pelanggan, kualitas pelayanan, kepuasaan pelanggan, loyalitas pelanggan, dan retensi pelanggan. Ketiga, Mengukur cara kerja CRM  untuk terciptanya customer value dengan Komunikasi dan profiling pelanggan, memahami kebutuhan pelanggan, dan mengembangkan potensi pelanggan dari database.


Customer Relationship Management is a solution that applies information technology investments today, companies can understand who customers are, what they need, so that the company can maintain loyal customers. The research objective describes Indosat Ooredoo creating a program / product to get new customers (new customers), the way Indosat Ooredoo extends its relationship in the long term and short term, the way Indosat Ooredoo measures how CRM works to create customer value. The concept used is the concept of Customer Relationship Management from Fandy Tjiptono. The foundation of this research rests on the concept of customer relationship management which refers to strategies and customers. This research was conducted using a case study method with a qualitative approach and constructivist paradigm, while the data collection techniques carried out in this study were in-depth interviews and participatory observation. Based on the results of the study, the following conclusions were drawn: first, Indosat Ooredoo created a program / product to get new subscribers through identification of customer needs, media information and promotion, competitor analysis, monitoring consumer data, and post-sale evaluation. Second, building relationships with customers in the long and short term with the customer's emotional approach, service quality, customer satisfaction, customer loyalty, and customer retention. Third, Measure the way CRM works to create customer value by communicating and profiling customers, understanding customer needs, and developing potential customers from the database.