Research Paper
Year: 2022 | Month: July | Volume: 9 | Issue: 7 | Pages: 347-354
DOI: https://doi.org/10.52403/ijrr.20220739
Analysis of the Implementation of Customer Relationship Management (CRM) At PT XYZ During the Covid-19 Pandemic
Cirus Syando Debataraja1, Endang Sulistya Rini2, Sugiharto Pujangkoro2
1,2Master of Management Study Program on Postgraduate School of University of Sumatera Utara.
Corresponding Author: Cirus Syando Debataraja
ABSTRACT
Customer Relationship Management (CRM) is a tool used in marketing to help improve relationships between companies and customers, where CRM can maintain customer loyalty so that later it is expected to affect helping companies increase revenue from the company. In the use of CRM by PT XYZ sales, various problems experienced by the sales were found. This study aims to see whether there is an influence of these various problems on the smooth work of the sales of PT. XYZ. This study uses the questionnaire method as a pre-survey to explore problems, so it was found 12 types of problems experienced by salespeople in the use of CRM. To determine the effect of these 12 problems on the smooth work of the sales of PT. XYZ, the researchers chose a qualitative approach, using the in-depth interview method on all sales of PT. XYZ for data collection. The results of the study indicate that there are 12 problems experienced by salespeople when using CRM for smooth work, where these problems can be grouped into 3 categories, namely problems in terms of features, functions and technicalities. From this research, the sales of PT. XYZ also provides various solutions to these problems so it is hoped that CRM can be maximized in helping sales to increase customer loyalty so that later it will have an impact on increasing revenue from PT. XYZ.
Keywords: Customer Relationship Management, CRM, relationship management, customer loyalty, smooth working..
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