Analisis Customer Relationship Management (CRM) Untuk Mening-katkan Kinerja Pada PT Indocell Prima Kota Depok
Abstract
Abstrak. Penelitian ini bertujuan untuk mengevaluasi penerapan Customer Relationship Management (CRM) dalam meningkatkan performa bisnis PT Indocell Prima, sebuah perusahaan yang berfokus pada konstruksi peredam suara yang berlokasi di Kota Depok. Metode yang digunakan dalam penelitian ini adalah kombinasi antara kualitatif dan kuantitatif dengan analisis SWOT sebagai kerangka strategis. Pengumpulan data dilakukan melalui wawancara mendalam dengan 4 narasumber utama, penyebaran kuesioner kepada 45 pelanggan aktif, serta pengkajian dokumentasi internal perusahaan. Temuan penelitian menunjukkan bahwa penerapan sistem CRM telah memberikan pengaruh signifikan terhadap peningkatan tingkat retensi pelanggan sebesar 34%, meningkatkan kepuasan pelanggan dari skor 3,2 menjadi 4,1 (berdasarkan skala Likert 1-5), serta berkontribusi positif terhadap pertumbuhan pendapatan sebesar 28% dalam rentang waktu 18 bulan. Rekomendasi strategis termasuk penerapan platform CRM berbasis cloud, pelatihan untuk tim penjualan, serta pembentukan divisi layanan pelanggan yang khusus.
Kata Kunci: CRM, Performa Bisnis, Peredam Suara.
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