Implementasi Customer Relationship Management (CRM) Dalam Mempertahankan dan Meningkatkan Jumlah Nasabah Di BSI KCP Sawahlunto

Abstract

Sejumlah isu telah mendorong penelitian ini, termasuk persaingan teknis di antara bank lain, pelatihan CRM yang tidak memadai dan kesadaran staf tentang signifikansinya, dan penerapan CRM yang kurang ideal. Tim peneliti di BSI KCP Sawahlunto berangkat untuk menemukan dan menganalisis dampak CRM terhadap pertumbuhan basis klien dan tingkat retensi perusahaan. Tim peneliti di PT. BSI KCP Sawahlunto menggunakan pendekatan deskriptif kualitatif berdasarkan observasi di tempat untuk menyusun data terkait isu. Metode yang digunakan untuk mengumpulkan data untuk penelitian ini meliputi studi dokumen, wawancara, dan observasi. Namun, metode analisis data penelitian ini menggabungkan orang, proses, dan teknologi tiga pilar yang menjadi dasar penerapan Manajemen Hubungan Pelanggan (CRM) yang sukses. Menurut penelitian yang dilakukan di PT. BSI KCP Sawahlunto, ada tiga faktor utama yang memengaruhi penerapan Manajemen Hubungan Pelanggan (CRM) dalam hal meningkatkan dan mempertahankan jumlah pelanggan. Pertama, orang-orang yang terlibat, khususnya karyawan yang ramah dan bertanggung jawab, memainkan peran penting. Kedua, proses yang mencakup identifikasi, pembedaan, interaksi, dan personalisasi layanan sangatlah penting. Terakhir, teknologi seperti aplikasi "Byond by BSI" dan mobile banking berperan penting dalam meningkatkan efisiensi dan kesederhanaan layanan.

A number of issues have prompted this study, including technical rivalry amongst other banks, inadequate CRM training and staff awareness of its significance, and less-than-ideal CRM deployment. The research team at BSI KCP Sawahlunto set out to discover and analyze the impact of CRM on the company's client base growth and retention rates. The research team at PT. BSI KCP Sawahlunto employed a qualitative descriptive approach based on on-site observation to compile issue-related data. The methods employed to gather data for this study include document studies, interviews, and observation. However, this study's data analysis method incorporates people, process, and technology—the three pillars upon which a successful Customer Relationship Management (CRM) deployment rests. According to the study conducted at PT. BSI KCP Sawahlunto, there are three main factors that impact the implementation of Customer Relationship Management (CRM) in terms of increasing and maintaining customer numbers. Firstly, the people involved, specifically the friendly and responsible employees, play a significant role. Secondly, the process, which includes identifying, differentiating, interacting with, and personalizing services, is crucial. Lastly, technology, such as the "Byond by BSI" application and mobile banking, plays a significant role in improving efficiency and simplicity of service