Improving Performance of Customer Relationship Management to Leverage Customer Loyalty (Case Study: MILKY CRM Loyalty Program)
Journal Title: International Journal of Current Science Research and Review - Year 2024, Vol 7, Issue 07
Abstract
Customer Relationship Management (CRM) plays a crucial role for businesses as technology advances and consumer demands continue to rise. However, CRM implementation faces challenges from both external and internal factors within an organization. Ineffective CRM implementation can lead to customer dissatisfaction, decreased loyalty, reduced profitability, and missed business opportunities. This research aims to improve the MILKY CRM loyalty program by identifying the key root causes and proposing alternative solutions, ultimately determining the best alternative to enhance the program. The methodology includes in-depth interviews and analysis using the Kepner-Tregoe framework, which involves problem analysis, decision analysis, and potential problem analysis. Supported by external and internal analyses such as Porter’s Five Forces, Customer Journey Mapping, and an Integrated CRM Scorecard, the results are then utilized for a SWOT analysis. The problem analysis identified 21 attributes as the root causes affecting MILKY CRM loyalty program performance. These attributes include Consumer Behaviour Change, Aggressiveness of Competitors, CRM Agency Capability, Healthcare Apps Strategic Partnership, Potential New Segments generated by New Entrants, CRM Differentiation, Strong Brand Reputation, Content Management, Ability Services Program, Customer Engagement, Customer Experience Improvement, Win Back Lapsed Customers, Incomplete metrics tracking on CRM scorecard, Financial Budget Constraints, Personalization Services & Rewards, Digital Acquisition Transition, Segmentation & Tiering Review, Balancing Strategy on Customer Acquisition & Retention, IT System Capabilities, and Human Capability on CRM. In the decision analysis section, alternative solutions were generated through TOWS analysis, and the best alternative was determined using the Analytical Hierarchy Process (AHP) tool. The top chosen strategy, Strategy #2: Optimizing CRM & Organizational Strategies for Enhanced Customer Engagement & Operational Efficiency (W/O Strategies), is recommended for future improvement. Focus areas include communication, resources, technology, and KPI metrics to mitigate potential problems. Overall, this research provides valuable insights and recommendations for enhancing the performance of the MILKY CRM loyalty program, ensuring its effectiveness in meeting customer needs and driving business success.
Authors and Affiliations
Zahra Juwita, S. Gz, Prof. Dr. Ir. Utomo Sarjono Putro, M. Eng.
Keywords
Related Articles
- EP ID EP741247
- DOI 10.47191/ijcsrr/V7-i7-94
- Views 42
- Downloads 0
Analysis of Basic Needs Factors Affecting the Academic Success of Affirmation Students: A Case Study at Jenderal Soedirman University
This study examines the factors influencing the academic success of ADIK Papua affirmation students, particularly at Jenderal Soedirman University, using Maslow’s Hierarchy of Needs Theory. The research aims to understan...
Influence of Leverage, Profitability, and Price Share to Return Share in Manufacturing Companies on the IDX with Company Value as Intervening Variables
There is fluctuation stock return value company manufacturers listed on the Indonesian Stock Exchange (BEI) from 2015 to 2019. Research This aim For test And analyze impact from various factor like Price Shares, Leverag...
Effects of Fresh Azolla microphylla Supplementation on Pelleted Basal Diet to Local Muscovy Duck Breed Production Performances
The study was aimed to evaluate the effect of feeding fresh Azolla microphylla on pelleted basal feed on the Local muscovy duck breed production performances. The research was done for 2 months August to September 2023,...
The Effect of Information Quality, System Quality and Organizational Capability on the Implementation of HMIS at Regional public hospital Pambalah Batung, Hulu Sungai Utara Regency
The Hospital Management Information System (HMIS) is an integral part of overall hospital services and has even become one of the main joints in daily activities. Evaluation of HMIS implementation is carried out because...
Bullying and Cyberbullying: Aspects and Dimensions
Bullying is a global, social phenomenon that has taken on alarming proportions, especially in recent decades, and seriously threatens the smooth psycho-emotional and social development of children and adolescents, as it...