Penggunaan fase customer life cycle dalam customer relationship management pada bagian marketing oleh pt. ardendi jaya sentosa – serpong

Dinasutanto, Fuay (2012) Penggunaan fase customer life cycle dalam customer relationship management pada bagian marketing oleh pt. ardendi jaya sentosa – serpong. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dengan banyaknya perusahaan yang menjual komponen otomotif membuat bisnis tersebut menjadi sangat ketat. Perusahaan komponen otomotif saat ini tidak dapat fokus hanya pada harga maupun kualitas produk, melainkan kualitas pelayanan yang diberikan perusahaan untuk mendorong orang untuk membeli kembali, baik produk maupun jasa dari suatu perusahaan. Salah satu perusahaan yang bergerak di bidang manufaktur dan distribusi komponen otomotif yang handal (mutu dan delivery), efisien (biaya), dan jaringan yang luas (kemudahan) dalam mendukung pelanggan dan mitra kerja perusahaan adalah PT. Ardendi Jaya Sentosa. Mengingat customer merupakan pengaruh besar dalam marketing, perusahaan menggunakan Customer Relationship Management dalam upaya membina hubungan baik dengan para pelanggan, yang dikaitkan dengan konsep customer life cycle. Tujuan akhir dari hubungan baik dengan pelanggan adalah untuk mendapatkan keuntungan bagi perusahaan. Dari hasil Praktek Kerja Magang ini, Penulis menyimpulkan bahwa departemen marketing PT. Ardendi Jaya Sentosa menggunakan fase customer life cycle, yaitu acquiring new customer (customer acquisition) dimana perusahaan ketika mencari pelanggan baru yang sesuai dengan prosedur perusahaan, yaitu perusahaan yang memiliki potensi menjadi pelanggan; retaining existing customers (customer retention) disini perusahaan mempertahankan pelanggan yang ada dengan beberapa kegiatan yang dilakukan oleh perusahaan, antara lain kunjungan ke dealer dan makan malam dalam pengenalan produk baru; untuk fase developing customer value (customer development) disini perusahaan memberikan informasi mengenai produk, harga dan lainya kepada pelanggan yang memiliki potensi pembelian produk secara besar. Fase customer life cycle ini sebagai upaya menjalin hubungan jangka panjang dengan para pelanggan, dan menjadikan para pelanggan menjadi pelanggan yang loyal. Dengan itu maka tercapailah tujuan dari Customer Relationship Management yang bertujuan untuk memcapai kepuasan pelanggan dan peningkatan penjualan produk yang dimiliki perusahaan. Dalam peningkatan penjualan pun, ada baiknya jika perusahaan melakukan kunjungan rutin ke dealer yang dimiliki oleh perusahaan yang bertujuan untuk lebih dekat dengan pelanggan. / With so many companies selling automotive parts to make the business has become very tight. Automotive component companies are currently unable to focus only on price and quality products, but the quality of services provided by the company to encourage people to buy again, both products and services of a company. One of the companies engaged in the manufacture and distribution of automotive components that are reliable (quality and delivery), efficiency (cost), and an extensive network (ease) in support of customers and partners the company is PT. Ardendi Jaya Sentosa. Given the customer is a major influence in the marketing, companies use Customer Relationship Management in an effort to establish good relations with its customers, which is associated with the concept of customer life cycle. The ultimate goal of a good relationship with customers is to earn profits for the company. Practice of the Internship, the authors concluded that the marketing department of PT. Ardendi Jaya Sentosa using customer life cycle phase, which is acquiring new customers (customer acquisition) where the company when looking for new customers in accordance with company procedures, ie companies that have the potential to become customers; retaining existing customers (customer retention) here the company retain existing customers with some of the activities undertaken by the company, including a visit to the dealer and dinner in the introduction of new products; for developing phase of customer value (customer development) companies here provide information about products, prices and other customers who have the potential purchase of the product. Customer life cycle phase is an attempt to establish long term relationships with customers, and make the customer into a loyal customer. With that it achieved the purpose of Customer Relationship Management is aimed at striking customer satisfaction and increased sales of products owned company. In any increase in sales, it helps if the company make regular visits to the dealer that is owned by a company that aims to get closer to customers.

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