Database marketing berbasis customer relationship management untuk membantu PT. XYZ memperoleh pelanggan baru dan mempertahankan pelanggan lama

Monica, Agnes (2005) Database marketing berbasis customer relationship management untuk membantu PT. XYZ memperoleh pelanggan baru dan mempertahankan pelanggan lama. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

The internet related businesses such as internet provider, the dotcom companies, et cetera has been a very competitive business area. As one among many internet provider, the XYZ Co. must have strategies to survive in this competitive world. The company must increase their quality and service to attract new customers and to preserve their current customers. Customer Relationship Management (CRM) is a strategy that puts the customers within the heart of the organization. With this strategy, whatever the customers' needs become the main focus of the company. This marketing information strategy will help the XYZ Co. in its keeping current customers and attracting new ones. The XYZ Co. had tried to apply the CRM in its marketing information system. Unfortunately this system had not worked to its maximum capacity due to the lack of information about the customers. The marketing department has only general data about the customers such as name, address, and phone number. Such datas are inadequte to understand, to fullfill, and to satisfy the need of the customers. The marketing department needs to have more intricate data about the customers. The marketing department responsible to know about the kind of products the customers use, what kind of business type they have, their hardware status, the numbers of their documents (MoU, contracts), their reference, and complaints. When the marketing department knows about such things, they can go straight to the point of fulfilling the customers' desire: the kind of internet products that will fit for their business, the kind of products that they like most, the ones they dislike. These kind of datas will also support a more effective promotion. It will also help in searching and renewing their documents, and their hardware status. The application of the CRM will help the marketing department in completing its main mission, that is to satisfy the need of the customers, to get new customers and to increase the number of the customers.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing information system, customer relationship management, marketing database
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:02
Last Modified: 26 Jun 2015 08:02
URI: http://repository.wima.ac.id/id/eprint/2559

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