Analysis Of Optimizing CUstomer Relationship Management at PT Dthree Sukses Mulia

Abstract

This research aims to understand the optimization of the CRM (Customer Relationship Management) system implementation by PT Dthree Sukses Mulia Tasikmalaya, the challenges faced during the CRM implementation process, and the efforts made to overcome these challenges. The method used is a descriptive qualitative approach, with data collected through both offline and online interviews and observations involving the Data Analyst and CRM Coordinator. As a result, the information obtained from the sources is highly concrete and specific to the company. The research findings indicate that the CRM optimization at PT Dthree Sukses Mulia Tasikmalaya is in line with the theoretical framework used as a reference. To address the challenges, PT Dthree Sukses Mulia enhances its customer relationship management system through process-oriented approaches, human resource development, and the use of technology. The strategies implemented include brand promotion through digital campaigns, collaborations with influencers, the use of digital CRM for personalized services, and special approaches to maintaining and increasing customer loyalty. The conclusion of this study shows that the CRM optimization conducted by PT Dthree Sukses Mulia Tasikmalaya has been successfully implemented, as it aligns with the referenced theoretical framework.

Keyword: customer relationship management, CRM, consumer loyalty