Putra Gustia, Raffy (2023) PENERAPAN CUSTOMER RELATIONSHIP MANAGEMENT BANK DANAMON INDONESIA CABANG SERANG. D3 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Current business development drives intense competition among companies. Bank Danamon has undergone transformation to become one of the major banks in Indonesia, but its branch in Serang is facing challenges as its market share has declined. Bank Danamon needs to enhance the implementation and effectiveness of CRM, with a focus on customer relationship management, service, marketing strategies, and understanding customer needs. The objective of this final project is to describe the implementation of CRM at Bank Danamon Serang Branch. This final project is written using a descriptive method with data collection through observation, interviews, and documentation of secondary data. These data collection methods are utilized to gather relevant information and facts for this final project writing. Bank Danamon Serang Branch implements customer relationship management (CRM) using all stages, namely customer identification, understanding customer analysis, personalization development, technology implementation, and performance evaluation. The bank also implements various forms of CRM, such as operational CRM, analytical CRM, collaborative CRM, social collaborative CRM, and cloud-based CRM. However, the implementation of CRM at Bank Danamon Serang Branch has not been carried out optimally, as evidenced by the decline in market share over the past three years. Additionally, there are still negative reviews regarding the implementation of the M-Banking application and communication between Bank Danamon Serang Branch and customers.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Perkembangan bisnis saat ini mendorong persaingan ketat antara perusahaan. Bank Danamon mengalami transformasi menjadi salah satu bank besar di Indonesia, tetapi cabang Bank Danamon di Serang menghadapi kendala market share mengalami penurunan. Bank Danamon perlu meningkatkan penerapan dan efektivitas CRM, dengan fokus pada pengelolaan hubungan pelanggan, pelayanan, strategi pemasaran, dan pemahaman kebutuhan pelanggan. Tujuan dari tugas akhir ini untuk mendeskripsikan penerapan CRM Bank Danamon Cabang Serang. Penulisan tugas akhir ini menggunakan metode deskriptif dengan pengumpulan data melalui observasi, wawancara, dan dokumentasi data sekunder. Metode pengumpulan data tersebut digunakan sebagai pengumpulan informasi dan fakta yang relevan dalam penulisan tugas akhir ini. Bank Danamon Cabang Serang menerapkan manajemen kerelasian pelanggan (CRM) dengan menggunakan semua tahap yaitu, identifikasi nasabah, analisi pemahaman nasabah, pengembangan personalisasi, penerapan teknologi, dan evaluasi kinerja. Bank juga menerapkan berbagai bentuk CRM seperti CRM operasional, analitis, kolaboratif, kolaboratif sosial, dan berbasis cloud. Namun, penerapan CRM Bank Danamon Cabang Serang belum dilaksanakan secara optimal, terbukti dengan adanya penurunan Market share selama tiga tahun terakhir. Selain itu, masih ada ulasan negatif mengenai penerapan aplikasi M-Banking dan komunikasi antara Bank Danamon Cabang Serang dengan nasabah. | |||||||||
| Uncontrolled Keywords: | CRM Implementation, Danamon, Customer Relationship Management. Penerapan CRM, Danamon, Customer Relationship Management | |||||||||
| Subjects: | A General Works > AS Academies and learned societies (General) A General Works > AS Academies and learned societies (General) H Social Sciences > HB Economic Theory |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing |
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| Depositing User: | Mr Raffy Putra Gustia | |||||||||
| Date Deposited: | 02 Oct 2023 16:13 | |||||||||
| Last Modified: | 09 Oct 2023 11:11 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29894 |
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