Winadi, Achmad Ilham (2024) Penerapan Customer Relationship Management Pada PT. Jasa Raharja Putera Cabang Serang. D3 thesis, UNTIRTA.

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Abstract

ABSTRACT IMPLEMENTATION OF CUSTOMER RELATIONSHIP MANAGEMENT IN PT. JASA RAHARJA PUTERA BRANCH SERANG In the current era, there are many companies that make innovations in their products and services. This is done to get customer satisfaction. The way to get customer satisfaction is by implementing Customer Relationship Management. The purpose of preparing this final project is to find out how the application of CRM and the barriers to the application of CRM in PT Jasa Raharja Putera Serang Branch. The writing method used is descriptive method. The type of data collected is primary data obtained by conducting interviews with employees of Business Division II and also making observations. While secondary data obtained by collecting data on PT Jasa Raharja Putera Serang Branch, data on CRM and data on the use of Ezurance Smart Customer application. The results of the final project show that the implementation of CRM at PT Jasa Raharja Putera Serang Branch has three main important factors for the implementation of customer relationship management, namely people, process and technology. There are also three stages of implementing customer relationship management, namely acquiring new customers, increasing the value of customers, and retaining existing customers. In addition, at PT Jasa Raharja Putera Serang Branch, there are two barriers to the implementation of customer relationship management, namely internal barriers and external barriers. There are parts that are less than optimal in the application of CRM at PT Jasa Raharja Putera Serang Branch, namely in the human part and increasing the value of customers. Then, the barriers from company employees who do not get special training and customers who are not ready for the presence of Ezurance Smart Customer application. Keywords: Customer Relationship Management, PT. Jasa Raharja Putera.

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