STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT DALAM PROSES RETENSI PELANGGAN INDIBIZ DI TELKOM REGIONAL 1 SUMATERA

SIBERO, KEVIN KRISTIANTA and Mahriani, Retna and Priambodo, Galih (2025) STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT DALAM PROSES RETENSI PELANGGAN INDIBIZ DI TELKOM REGIONAL 1 SUMATERA. Undergraduate thesis, Sriwijaya University.

	Image RAMA_70201_07031282126064_cover.jpg - Cover Image Available under License Creative Commons Public Domain Dedication. Download (484kB)
	Text RAMA_70201_07031282126064.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (3MB) | Request a copy
	Text RAMA_70201_07031282126064_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (15MB) | Request a copy
	Text RAMA_70201_07031282126064_0009126007_0031088904_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (2MB)
	Text RAMA_70201_07031282126064_0009126007_0031088904_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (412kB) | Request a copy
	Text RAMA_70201_07031282126064_0009126007_0031088904_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (278kB) | Request a copy
	Text RAMA_70201_07031282126064_0009126007_0031088904_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (372kB) | Request a copy
	Text RAMA_70201_07031282126064_0009126007_0031088904_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (488kB) | Request a copy
	Text RAMA_70201_07031282126064_0009126007_0031088904_06.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (184kB) | Request a copy
	Text RAMA_70201_07031282126064_0009126007_0031088904_07_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (171kB) | Request a copy
	Text RAMA_70201_07031282126064_0009126007_0031088904_08_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy

Abstract

This study aimed to explore the Customer Relationship Management (CRM) strategy implemented by Telkom Regional 1 Sumatera in retaining customers of the Indibiz product, and to describe how the strategy was carried out in dealing with customers who were likely to discontinue their subscriptions. The research was motivated by a high number of customer churns and suboptimal coordination in managing customer complaints. A qualitative approach was employed, with the Customer Care of Telkom Regional 1 Sumatera as the unit of analysis. Data were collected through in-depth interviews, observations, and document analysis. The IDIC CRM model (Identify, Differentiate, Interact, Customize) by Peppers and Rogers was used as an analytical framework to understand the workflow and strategies applied. The findings revealed that the customer retention process was conducted gradually and systematically, beginning with data collection and customer classification, followed by direct interaction to explore the reasons behind customer discontinuation, and culminating in the provision of tailored solutions based on customer needs. However, several challenges were also identified, such as the suboptimal process of updating customer data and the crucial role of strong inter-unit synergy in ensuring an effective retention process. In addition, external factors such as limited purchasing power and customers’ tendency to switch to other service providers also influenced the implementation of the retention strategy.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Customer Relationship Management, Retensi Pelanggan, Model CRM IDIC, Telkom, Indibiz
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HE Transportation and Communications > HE7601-8700.9 Telecommunication industry. Telegraph H Social Sciences > HE Transportation and Communications > HE7601-8700.9 Telecommunication industry. Telegraph > HE7631.B757 Telecomunication-Technological innovations, Broadbans communication systems, Internet industry
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Kevin Kristianta Sibero
Date Deposited:	25 Jul 2025 03:52
Last Modified:	25 Jul 2025 03:52
URI:	http://repository.unsri.ac.id/id/eprint/180520

Actions (login required)

View Item