RANCANGAN SISTEM ANALITIKAL CRM UNTUK SHOWROOM FAZA SINDANGLAYA77 MOTOR

Authors

  • Elfrida Mariyetta Hutasoit Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa-Prodi Manajemen
  • Sandra Sunanto Harapan Bangsa Business School
  • Agus Gunawan Harapan Bangsa Business School

DOI:

https://doi.org/10.61769/jabs.v2i1.201

Abstract

ABSTRACT

Motorcycle is the most favourite transportation choice for most Bandung citizen, in particular for the middle-low economy-class segment. Faza Sindanglaya77 Motor Showroom is one of the player in providing second-hand motorcycle. Based on their observation, during two years period (2012 – 2014), there were 68 new showrooms in the neighbourhood which serve the same segment. The thought competition force Faza Sindanglaya77 Motor to have a computer-based system that can support its’ employees in approaching its customers proactively. The employees should know who and when should be contacted, which kind of motorcycle’s type should be offered, and how to interact with the customers, with the goal to trigger them to make repeated purchasing. The challenging question is what kind of Analytical Customer Relationship Management System needed. Qualitative approach, by the use of triangulation method, is used. Business Challenge Bundle and Data Flow Diagram were used in analyzing the data. The Analytical CRM system is divided into 3 main activities, namely: Customer Valuation, Customer Segmenting and Proffiling, Customer Personalization. The personalization can be implemented after the company make the customer mapping, analyze the costomer selling pattern and create personalized marketing system that match with the customer preferences. The system help the employees by providing information about customer valuation based on customer preferences, such as motorcycle type, brand, and price; by analyzing customer behaviour such as the potential level of the customer, the contribution profit from the customers, and their behaviour in choosing the payment method; and finally by providing customer recommendation system that trigger the customer to recommend his/her relatives in buying motorcycle through Faza Sindanglaya 77.

Keywords: Analytical CRM, Customer Valuation, Customer Segmenting and Proffiling, Customer Personalization

Author Biographies

Elfrida Mariyetta Hutasoit, Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa-Prodi Manajemen

Departemen Manajemen - Secretary and Administration staff

Sandra Sunanto, Harapan Bangsa Business School

Program Studi Pasca Sarjana, Magister Manajemen Universitas Katolik Parahyangan

Agus Gunawan, Harapan Bangsa Business School

Program Studi Pasca Sarjana, Magister Manajemen Universitas Katolik Parahyangan

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Published

2017-09-02

Issue

Vol. 2 No. 1 (2017)

Section

Articles

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