Skripsi

STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT DALAM PROSES RETENSI PELANGGAN INDIBIZ DI TELKOM REGIONAL 1 SUMATERA

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Penilaian

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This study aimed to explore the Customer Relationship Management (CRM) strategy implemented by Telkom Regional 1 Sumatera in retaining customers of the Indibiz product, and to describe how the strategy was carried out in dealing with customers who were likely to discontinue their subscriptions. The research was motivated by a high number of customer churns and suboptimal coordination in managing customer complaints. A qualitative approach was employed, with the Customer Care of Telkom Regional 1 Sumatera as the unit of analysis. Data were collected through in-depth interviews, observations, and document analysis. The IDIC CRM model (Identify, Differentiate, Interact, Customize) by Peppers and Rogers was used as an analytical framework to understand the workflow and strategies applied. The findings revealed that the customer retention process was conducted gradually and systematically, beginning with data collection and customer classification, followed by direct interaction to explore the reasons behind customer discontinuation, and culminating in the provision of tailored solutions based on customer needs. However, several challenges were also identified, such as the suboptimal process of updating customer data and the crucial role of strong inter-unit synergy in ensuring an effective retention process. In addition, external factors such as limited purchasing power and customers’ tendency to switch to other service providers also influenced the implementation of the retention strategy.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507004613	T180520	T1805202025	Central Library (REFERENCE)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1805202025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2025

Collation

xvi, 175 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.812 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Hubungan pelanggan
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

Other version/related

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