Huda, Puji Choirul (2019) Perancangan CRM Scorecard Untuk Pengukuran Kinerja Hubungan Pelanggan Pada Perusahaan Alat Kesehatan. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Latar Belakang: Manajemen hubungan pelanggan (MHP) telah menjadi topik penting hanya dalam waktu dua dekade. Banyak perusahaan yang telah mengadopsi MHP sebagai inti bisnisnya karena dirasa dapat meningkatkan profit. Namun aktualnya hanya 30% dari seluruh implementasi saja yang berhasil. Maka dari itu dibutuhkan pengukuran kinerja kegiatan manajemen hubungan pelanggan.
Permasalahan: Salah satu perusahaan yang mengimplementasikan MHP dalam bisnisnya adalah Perusahaan alat kesehatan yang bergerak penjualan dan pelayanan alat kesehatan. Pada beberapa tahun terakhir, perusahaan mengalami penurunan penjualan. Hal ini menimbulkan pertanyaan akan kinerja implementasi MHP dalam perusahaan.
Tujuan: Oleh karena itu, penelitian tugas akhir ini bertujuan untuk merancang kerangka kerja yang dapat mengukur kinerja hubungan pelanggan dan memberikan rekomendasi kepada komponen perusahaan mana yang perlu diperbaiki.
Metode: Metode CRM Scorecard yang digagas oleh Hyung-Su Kim dan Young-Gul Kim dipilih untuk menjawab masalah tersebut. Metode ini menggunakan Balanced Scorecard sebagai dasar pengembangannya dan memiliki 4 perspektif utama yaitu: Performa Organisasi, Pelanggan, Proses, dan Infrastruktur. Penelitian ini pertama-tama merancang CRM Scorecard yang sesuai untuk perusahaan sebelum menggunakannya untuk mengukur kinerja CRM.
Manfaat: Penelitian ini dapat mengukur kinerja perusahaan menggunakan komponen-komponen yang ada dalam CRM Scorecard yang telah dirancang. Juga hasil akhir penelitian tugas akhir ini adalah berupa buku Tugas Akhir dan jurnal mahasiswa ITS.
Hasil: Hasil dari penelitian ini adalah kinerja MHP perusahaan sudah cukup namun masih butuh perbaikan pada komponen Profitability, Customer equity, Customer satisfaction, Customer value, Information technology (IT), Employee satisfaction, Organization alignment, dan Partnership serta memberikan rekomendasi perbaikan komponen-komponen tersebut.
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Background: Customer relationship management (CRM) has become an important topic in just two months. Many companies have increased MHP as the core business because they feel they can increase profits. But in fact only 30% of all implementations are successful. Therefore a performance measurement is needed.
Problems: One of the companies that implements MHP in its business is a medical device company that is engaged in the sale and service of medical devices. In recent years, the company has a trend of decreasing sales. This raises questions about the success of CRM implementation in the company.
Objective: Therefore, this final project research aims to design a framework that can measure the performance of company’s customer relationship and give recommendation to which component need to be repaired.
Method: The CRM scorecard method initiated by Hyung-Su Kim and Young-Gul Kim was chosen to answer the problem. This method uses the Balanced Scorecard as the basis of its development and has 4 main perspectives, namely: Organizational Performance, Customers, Process, and Infrastructure. This research first designs CRM Scorecard that is fit for the company before using it to measure CRM performance.
Benefits: This research measure company performance using the components in the CRM Scorecard that have been designed accordingly. Also the final results of this final project are Final Assignment books and ITS student journal.
Results: The company's CRM performance is sufficient but still need improvement in the components of Profitability, customer equity, customer satisfaction, customer value, information technology (IT), employee satisfaction, organizational harmony, and partnerships while providing recommendations regarding the repair of the components.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSSI 658.812 Hud p-1 2019 |
| Uncontrolled Keywords: | Customer Relationship Management, CRM Scorecard, Performance Measurement, Analytic Hierarchy Process (AHP) |
| Subjects: | T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | Faculty of Information and Communication Technology > Information Systems > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Puji Choirul Huda |
| Date Deposited: | 03 May 2024 07:09 |
| Last Modified: | 03 May 2024 07:09 |
| URI: | http://repository.its.ac.id/id/eprint/64396 |
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