Articles

Improving Performance of Customer Relationship Management to Leverage Customer Loyalty (Case Study: MILKY CRM Loyalty Program)

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Customer Relationship Management (CRM) plays a crucial role for businesses as technology advances and consumer demands continue to rise. However, CRM implementation faces challenges from both external and internal factors within an organization. Ineffective CRM implementation can lead to customer dissatisfaction, decreased loyalty, reduced profitability, and missed business opportunities. This research aims to improve the MILKY CRM loyalty program by identifying the key root causes and proposing alternative solutions, ultimately determining the best alternative to enhance the program. The methodology includes in-depth interviews and analysis using the Kepner-Tregoe framework, which involves problem analysis, decision analysis, and potential problem analysis. Supported by external and internal analyses such as Porter’s Five Forces, Customer Journey Mapping, and an Integrated CRM Scorecard, the results are then utilized for a SWOT analysis.

The problem analysis identified 21 attributes as the root causes affecting MILKY CRM loyalty program performance. These attributes include Consumer Behaviour Change, Aggressiveness of Competitors, CRM Agency Capability, Healthcare Apps Strategic Partnership, Potential New Segments generated by New Entrants, CRM Differentiation, Strong Brand Reputation, Content Management, Ability Services Program, Customer Engagement, Customer Experience Improvement, Win Back Lapsed Customers, Incomplete metrics tracking on CRM scorecard, Financial Budget Constraints, Personalization Services & Rewards, Digital Acquisition Transition, Segmentation & Tiering Review, Balancing Strategy on Customer Acquisition & Retention, IT System Capabilities, and Human Capability on CRM. In the decision analysis section, alternative solutions were generated through TOWS analysis, and the best alternative was determined using the Analytical Hierarchy Process (AHP) tool. The top chosen strategy, Strategy #2: Optimizing CRM & Organizational Strategies for Enhanced Customer Engagement & Operational Efficiency (W/O Strategies), is recommended for future improvement. Focus areas include communication, resources, technology, and KPI metrics to mitigate potential problems. Overall, this research provides valuable insights and recommendations for enhancing the performance of the MILKY CRM loyalty program, ensuring its effectiveness in meeting customer needs and driving business success.

Developing Persona for Used Car Buyers in Indonesia

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Indonesia used car market is predicted to register a CAGR of about 5.74% in 2027. As there is an increase in the number of Indonesian used car players in the future, in order to remain competitive in the market, developing a buyer persona is one of the most essential solutions. Currently, in Indonesia, persona development in the automotive industry is very limited, due to limited research and digital players in the market. There are approximately 50k auto dealers in Indonesia. However, some of them, mostly SMEs auto dealers, still have limited resources, especially to do some research about market conditions. Therefore, this research could be a reference for automotive businesses to understand customers’ motivations. The data collection used in this study is by using quantitative and qualitative methods. Quantitative methods will be used for buyer persona development by using an online survey questionnaire. There are three variables that will be used in developing buyer persona for used car buyers, such as biographic information, users buying triggers, and consumer behaviors. Cluster analysis will be used to analyze the result of the survey questionnaire in developing the persona. After the persona is developed, then a qualitative method will be used to map the customer journey on the certain personas by using an in-depth interview.