Penerapan CRM Pada PT. Kalbe Farma

Penerapan Customer Relationship Management (CRM) Pada PT. Kalbe Farma, Tbk

Disusun Oleh : Aris Muzai Kh&irun 'isaul Aiah

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T+K'K 'D-TR FAK-/TA T+K'K -'0+RTA 'DO'+A D+POK 1#!$

DAFTAR 

DAFTAR DAFTAR ISI........................................... ISI.................................................................. .............................................. ....................................... ...................2 ...2 BAB 1 PENDAHULUAN............................. PENDAHULUAN.................................................... .......................................................... ................................... 3 BAB 2 PROFIL PERUSAHAAN........................................ PERUSAHAAN............................................................... .................................... .............4 4 BAB 3 PENERAPAN CRM PT. KALBE FARMA, TBK.....................................13 BAB 4 KESIMPULAN DAN SARAN............................................................... SARAN............................................................... ..28 Referens................................................................................................................2!

2A2 ! P+'DA3-/-A'

!.! /a4ar 2elakan5

Ke"er#$s%$n &$n'($ )$n&$n' )er*s$#$$n +$n )enn'($$n n%$ "$' )er*s$#$$n s$n'$ "er'$n*n' )$+$ (e-$-)*$n )er*s$#$$n *n*( -en'e-"$n'($n +$n -e-e%#$r$ #*"*n'$n $n' "$( +en'$n )$r$ )e%$n''$nn$. Un*( -e-e%#$r$ #*"*n'$n se)er *%$#, -$($ "$n$( )er*s$#$$n -*%$ -e-)er#$($n se(/r )e%$$n$nn$. Kes$+$r$n en$n'  )enn'n$ (*$%$s )e%$$n$n er*s -enn'($ +$r $#*n (e $#*n. D +$%$- )er*s$#$$n  &$s$, $+$%$# )enn' *n*( -e-)r/r$s($n C*s/-er Re%$/ns#) M$n$'e-en 0CRM ($ren$ +$%$- )er*s$#$$n se)er n #*"*n'$n $n' "$( +en'$n *s/-er $$* )e%$n''$n -er*)$($n f$(/r $n' s$n'$ )enn'. Den'$n (/nse) CRM +#$r$)($n )er*s$#$$n -$-)* -e-)er$#$n($n %/$%$s )e%$n''$nn$ *n*( &$n'($ $(* )$n&$n', -en$r( )e%$n''$n  "$r*, +$n -en'e-"$n'($n (*$%$s )e%$$n$nn$. F*n's CRM $n$r$ %$n $+$%$# -e-"er nf/r-$s (e)$+$ )e%$n''$n, +$n -e-)er/%e# *-)$n "$%( +$r )e%$n''$n "er*)$ (e%*#$n, s$r$n, +$n $n''$)$n er#$+$) &$s$ $$* )e%$$n$n $n' e%$# +er-$.Den'$n se-$(n "$n$(n$ &*-%$# )e-$n +$%$- "+$n' $n' s$-$, )ers$n'$n $n$r )er*s$#$$n se&ens se-$(n (e$ se#n''$ s$%$# s$* (*n *n*( *n''*% +$%$- )ers$n'$n er%e$( )$+$ )e%$$n$n $n' er"$( +$n +)er%*($n n/$s *n*( +$)$ -en$r( s-)$ (#*s*sn$ *n*( -e-)er/%e# (e*n''*%$n "ers$n' $$* )$%n' +$( -e-)er$#$n($n )$s$r $n' e%$# +)er/%e#. A$s +$s$r *%$#, Highlight Performance +$r PT. K$%"e F$r-$ T"( $($n +$n$%s$ +$r se' customer relationship management   *n*(  -e%#$ s'nf($nsn$ er#$+$) )er(e-"$n'$n )er*s$#$$n erse"*.

!.1 Tu6uan 1. Un*( -en'e$#* +$n -en'+enf($s %e"# &$*# -en'en$ ($*s%$s CRM

0Customer Relationship Management  er#$+$) )erf/r-$ne )er*s#$$n PT. K$%"e F$r-$ T"(, 2. Men'+enf($s %$n'($#5%$n'($# sr$e' PT. K$%"e F$r-$ T"( $n' "er($$n +en'$n CRM '*n$ *n*( -e-)er#$n($n +$n -enn'($($n e(ssens )er*s$#$$n +  )ers$n'$n n+*sr f$r-$s.

2A2 1 PROF/ P+R-A3AA'

1.! PT. Kalbe Farma, Tbk 

PT. K$%"e F$r-$ T"( 0K$%"e "er+r )$+$ $#*n 1!66. Me%$%* )r/ses )er*-"*#$n /r'$n( +$n )en''$"*n'$n *s$#$ 7 $(*ss, K$%"e e%$# *-"*# +$n "err$nsf/r-$s -en&$+ )ene+$ s/%*s (ese#$$n erne'r$s -e%$%* 4 (e%/-)/( +s *s$#$n$, $* +s /"$ rese) 0(/nr"*s 24, +s )r/+*( (ese#$$n 0(/nr"*s 19, +s n*rs 0(/nr"*s 2!, ser$ +s +sr"*s +$n %/'s( 0(/nr"*s 3:.

;$-"$r 2.1 L/'/ PT. K$%"e F$r-$ T"(  Ds F$r-$s -en$(*) PT Fn*s/% Pr-$< PT Bf$r-$ A+%*#*n'< Inn/'ene K$%"/e# Pe. L+.< +$n PT D$n(/s L$"/r$/res. D$n(/s, $n' &*'$ "ers$*s )er*s$#$$n  )*"%(, -e-%( '$ $n$( *s$#$, $(n= PT He>)#$r- ?$$ L$"/r$/res< PT Bn$n' T/e+&/e< +$n PT S$($ F$r-$ L$"/r$/res. Se+$n'($n )$+$ +s M$($n$n Kese#$$n er+r +$r PT He%/s Ar$ P*r$ +$n PT S$n'#$n' P$r($s$< se+$n'($n Ds Ke-$s$n +$n Dsr"*s er+r +$r PT I'$r ?$$ T"(. 0$n' &*'$ -e-%( +*$ $n$( *s$#$= PT Aes$ P$(  +$n PT In+/'r$*re, +$n PT Ense$% P*er$ Me'$r$+n'. Kee-)$ +s *s$#$ erse"* -en'e%/%$ )/r/f/%/ /"$ rese) +$n /"$ "e"$s $n' (/-)re#ensf, )r/+*(5)r/+*( -n*-$n ener' +$n n*rs, ser$ *s$#$ +sr"*s +$n %/'s( $n' -en&$n'($* %e"# +$r 1.:::.::: /*%e + se%*r*# (e)*%$*$n In+/nes$. D+*(*n' %e"# +$r 16.::: ($r$$n, er-$s*( 2.::: s$%es-$n +$r 1:@ /r$n' s$f  TI, (n K$%"e e%$# *-"*# -en&$+ )ene+$ %$$n$n (ese#$$n er"es$r + In+/nes$, +en'$n (e*n''*%$n (e$#%$n + "+$n' )e-$s$r$n, "r$n+n', +sr"*s, (e*$n'$n ser$ rse +$n )en'e-"$n'$n. K$%"e F$r-$ &*'$ -er*)$($n )er*s$#$$n )r/+*( (ese#$$n )*"%( 

er"es$r + As$ Ten''$r$, +en'$n n%$ ($)$%s$s )$s$r R) @2,1 r%%*n +$n n%$ )en&*$%$n R) 19,! r%%*n + $(#r $#*n 2:1@. Ber(* n $+$%$# s +$n -s PT. K$%"e F$r-$, T"(  0isi : Men&$+ )er*s$#$$n )r/+*( (ese#$$n In+/nes$ er"$( +en'$n s($%$ nern$s/n$% $n'

++*(*n' /%e# n/$s, -ere( $n' (*$, +$n -$n$&e -en $n' )r-$. Misi: Menn'($($n (ese#$$n *n*( (e#+*)$n $n' %e"# "$(. M&44&: The Scientific Pursuit of Health for a Better Life. Se%$n *, se&$( ++r($n )$+$ $#*n 1!66, )en+r K$%"e e%$# -e$rs($n n%$5n%$  )er*s$#$$n $n' (n -en&$+ )e+/-$n +$%$- "ers($) +$n "ern+$( "$' se%*r*# ($r$$n ;r*) K$%"e. Me%$%* )en''$%$n n%$5n%$ *$-$ $n' er*s %es$r +$%$- se&$r$# )er&$%$n$n K$%"e, e%$# +r*-*s($n %-$ n%$ )erser/$n $n' +res-($n )$+$ $#*n 2:1:, $* P$n$ Sr$+#$ K$%"e $n' er+r +$r= 1. 2. 3. 4. @.

S$%n' Per$$ $+$%$# )ere($ +$n$r$ ($- Kes$+$r$n Pen*# $+$%$# +$s$r se$) n+$($n ($- In/$s $+$%$# (*n (e"er#$s%$n ($- Bere($+ *n*( -en&$+ $n' er"$(  S$%n' Keer($$n $+$%$# )$n+*$n #+*) ($-

 N%$5n%$ K$%"e P$n$ Sr$+#$ n -er*)$($n -en$%$s +$s$r *n*( -e-)ers$*($n %e"# +$r 19.::: ($r$$n 'r*) K$%"e, $n' "er$($s + 24 en$s *s$#$ + In+/nes$ +$n L*$r Ne'er. Ber(* n $+$%$# sr*(*r /r'$ns$s 'r*) K$%"e F$r-$.

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1.1 Pr&duk dan 7asa PT. Kalbe Farma, Tbk 

1. O"$ +$n Rese) Be"er$)$ )r/+*( /) K$%"e $+$%$# Br$n$, Cefs/$n, M/r$%, Cerne, Cr$,  Ne*r$%'n, Br/$+e+, Ne*r/$-, He-$)/, +$n CP;.

;$-"$r 2.3 Pr/+*( Rese) PT. K$%"e F$r-$ T"(  2. Pr/+*( Kese#$$n Be"er$)$ )r/+*( /"$ "e"$s K$%"e e%$# -e-%( )$n's$ )$s$r $n' (*$ *n*( $)5 $) (e%$s er$), se)er +$n$r$n$ Pr/-$' + (e%$s er$) /"$ -$$', Ne/ Enr/s/)

+ (e%$s er$) /"$ +$re, K/-> +$n //+s + (e%$s er$) /"$ "$*(, ser$ M>$'r) + (e%$s er$) /"$ f%*. D s$-)n' *, "e"er$)$ )r/+*( K$%"e -e%)* )r/+*(  +en'$n -$nf$$ )reenf er-$s*( )r/+*( -*%$-n +$n $-n C, se)er -ere(  Cere"r/, F$'/n, S$($/n( Ler +$n /n5Ce "$' /r$n' +e$s$, ser$ Cere"r/f/r +$n S$($/n( ABC, s*)%e-en -*%$-n *n*( $n$(5$n$(.

;$-"$r 2.4 Pr/+*( N*rs PT. K$%"e F$r-$ T"(  3. N*rs P$+$ )$s$r )re-*-, K$%"e -en$$r($n M/rn$'$, $(n )r/+*( s*s* "*"*( "$'  "$ +$n $n$(5$n$(, Pren$'en, n*rs se#$ "$' "* #$-% +$n Enr$s/%, )r/+*( se#$ +en'$n ($n+*n'$n $n/(s+$n $n' n''. Un*( se'-en -enen'$#, K$%"e -en$$r($n )r/+*( ee, )r/+*( s*s* "*"*( "$' $n$(5$n$( +$n )r$5re-$&$, ser$ L/$-%, n*rs s*s* "*"*( $n' //( "$' "* #$-% +$n -en*s*. B$' (/ns*-en "er(e"**#$n (#*s*s, )r/+*( D$"e$s/% +$r K$%"e -er*)$($n -$($n$n  )en''$n $n' e)$ "$' )en+er$ +$"ees +en'$n ($n+*n'$n n*rs $n' %en'($) $n' &*'$ -e-"$n* -e-)er$#$n($n ($+$r '*%$ +$r$# $n' s$"%. Se%$n )r/+*(5  )r/+*( + $$s, Ds n &*'$ -en$$r($n "er"$'$ )r/+*( n*rs n/n5s*s*, se)er F"$r, s$&$n sn$( "$r ren+$# ($%/r $n' se#$ +$n en$(, N*re Bene/%, )r/+*(  s-//#e +en'$n ($n+*n'$n (#*s*s )en*r*n (/%esr/% +$n D$, )r/+*( -n*-$n (e$n($n )er$-$ + In+/nes$ +en'$n ($n+*n'$n (/%$'en +$n $n/(s+$n *n*(   )er$$$n (*%.

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4. Dsr"*s +$n L/'s( Us$#$ K$%"e + "+$n' +sr"*s +$n %/'s( +(e%/%$ -e%$%* $n$( )er*s$#$$n +en'$n (e)e-%($n !1,9@, PT Ense$% P*r$ Me'$r$+n' T"(, $n' s$#$-n$ er$$

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-en'/)er$s($n &$rn'$n +sr"*s )r/+*( f$r-$s +en'$n &$n'($*$n er%*$s + In+/nes$. ?$rn'$nn$ $n' %*$s -en$(*) se%*r*# 33 )r/ns + In+/nes$, $n' -en+*(*n' K$%"e +$%$- -e-"er($n %$$n$n (e se%*r*# ne'er, s*$* (e*n''*%$n (/-)ef $n' s'nf($n "$' Perser/$n. Un*( +sr"*s )r/+*( f$r-$s, &$rn'$n erse"* -en&$n'($* #$-)r se%*r*# r*-$# s$(, (%n(, )*s$ (ese#$$n -$s$r$($, f$r-$s +$n /(/ /"$ + In+/nes$. Un*( )r/+*(5)r/+*( (ese#$$n +$n n*rs, +s n -$-)* -en&$n'($* se$r$ +$( %$n's*n' #$-)r se"$n$( s$* &*$ /*%e + se%*r*# In+/nes$. @. L$$n$n Kese#$$n Ense$% -e%$%* $n$( )er*s$#$$nn$, PT M%%en$ D#$r-$ Ins$n, -ene+$($n &$s$  )e%$$n$n (ese#$$n $n' "er(*$%$s +$n er&$n'($*, -e%$%* K%n( Mr$s$n$.

;$-"$r 2.6 Sr*(*r Or'$ns$s PT. K$%"e F$r-$ T"( 

6. B/f$r-$ 9. Per$$$n M$$ Ds Ee C$re "er#$s% -er$# (ner&$ )/sf +en'$n )en&*$%$n ne/ -enn'($ se"es$r 22,!1 +en'$n n%$ R) 29,4 -%$r. Pr/+*(5)r/+*( $n' "er(/nr"*s s'nf($n er#$+$) /$% )en&*$%$n $* R;5C#/%ne, Lens$ Inr$/(*%$r R$ner, +$n  N*rs/n.

;$-"$r 2.9 Pr/+*( Kese#$$n M$$

8. Geerner  K$%"e An-$% He$%# Ds/n 0AHD, -er*)$($n SBU + "$$# PT K$%"e F$r-$, T"(. +en'$n "sns /"$ #e$n 0f$r-$s eerner. P/r/f/%/ )r/+*( -e%)* se+$$n f$r-$se( #e$n, fee+ $++e 0-"*#$n )$($n, fee+ s*))%e-en0)e%en'($) )$($n +$n "e"er$)$ )er%en'($)$n (ese#$$n #e$n +$n $%$ +enf($s ern$(.

;$-"$r 2.8 Pr/+*( F$r-$s He$n !. Bsns Inern$s/n$% B+$n' *s$#$ nern$s/n$% K$%"e er*s -er$# )er*-"*#$n $n' -en''e-"r$($n +$%$- "e"er$)$ $#*n er$(#r. T/$% )en+$)$$n e(s)/r -en$)$ R)888,9 -%$r + $#*n 2:1@, *-"*# 11,@ +$r R)9!6,! -%$r + $#*n 2:14. Se%$n )$s$r ASEAN,  )r/+*(5)r/+*( (ese#$$n, n*rs +$n /"$ rese) K$%"e &*'$ +er-$ +en'$n "$( +  "e"er$)$ ne'$r$ %$n + As$ +$n Afr($, $n' -e-%( ($r$(ers( )$s$r $n' ser*)$ +en'$n In+/nes$. Den'$n ($n/r )*s$ + Sn'$)*r$, K$%"e Inern$s/n$%  "er$n''*n' &$$" -en'e%/%$ ($n/r5($n/r $"$n' +$n ($n/r5($n/r )er$(%$n Perser/$n + 1: ne'$r$= Sn'$)*r$, M$%$s$, F%)n$, Gen$-, M$n-$r, T#$%$n+, C$-"/+$, Sr L$n($, N'er$ +$n Afr($ Se%$$n. 1:. K$%"e E5s/re S*s e5/--ere n +#$+r($n K$%"e ;r/*) *n*( -e-*+$#($n )$r$ )e%$n''$nn$ +$%$- -en+$)$($n r$n'($$n )r/+*( n*rs K$%"e. H$n$ +en'$n en$- %$n'($# -*+$#,

)e%$n''$n

+$)$

-en$r,

-ene-*($n,

-e-es$n,

-e-"$$r

+$n

-en+$)$($n )r/+*(5)r/+*( K$%"e. T$( #$n$ *, K$%"e e5S/re &*'$ -e-*n'(n($n  )$r$ )e%$n''$n *n*( "er(/ns*%$s +en'$n $#% n*rs K$%"e -e%$%* f$s%$s %e #$. Pe%$n''$n )*n "er(ese-)$$n *n*( -en+$)$($n "er"$'$ re$r+s -en$r(  +en'$n -en'(* )r/'r$- -e-"ers#) K$%"e, +$n -en'*-)*%($n )/n *n*( se$) r$ns$(s + K$%"e e5S/re.

1." Pen8apaian dan Tekn&l&5i n&rmasi PT. Kalbe Farma, Tbk 

Ber(* n $+$%$# Ce$( Br* TI K$%"e #n''$ $#*n 2:12 = 1. Sse- ne'r$s )en*# SCM. 2. Pener$)$n $)%($s B*sness Ine%%'ene /n +e-$n+ "$' se-*$ )#$( "$( nern$% -$*)*n e(sern$%. 3. Pener$)$n se$-%ess Ener)rse Res/*re P%$nnn' 0ERP + se-*$ $n$( )er*s$#$$n. 4. Pener$)$n sse- CRM $n' efe(f. Ce$( "r* TI $n' +s*s*n ;r*) K$%"e erse"* *(*) (/-)re#ensf, -*%$ +$r sse- S*))% C#$n M$n$'e-en 0SCM erne'r$s #n''$ C*s/-er Re%$/ns#) M$n$'e-en 0CRM. S$%$# s$* )r/e( $n' s*+$# "er&$%$n $+$%$# ne'r$s ($n/r5($n/r  $"$n' +en'$n ($n/r )*s$. S$$ n, s*+$# #$-)r 1:: ($n/r $"$n' erne'r$s (e ($n/r   )*s$. Ce)$n$ )en'er&$$n ne'r$s &$rn'$n $n$r($n/r *, ($ren$ K$%"e s*+$# -en''*n$($n s/%*s $(ses nfr$sr*(*r +$r Cr> Sse-. S/%*s n -*%$ +er$)($n )$+$ 2::: *n*( -en+*(*n' )ener$)$n $)%($s (e*$n'$n + ($n/r )e-$s$r$n +$n )$"r(5  )$"r(n$. Se%$n e$( "r* erse"*, s$$ n &*'$ er+$)$ ren$n$ )en'e-"$n'$n +$n  )r/e( TI $n' se+$n' +%$(*($n /%e# K$%"e, $*= 1. Ine'r$s sse- *n*( %-$ )er*s$#$$n f$r-$s, $(n= PT K$%"e F$r-$ T"(.< PT Fn*s/% Pr-$< PT Bf$r-$ A+%*#*n'< Inn/'ene K$%"/e# Pe. L+.< +$n PT D$n(/s L$"/r$/res. D)r/e(s($n se%es$ )$+$ 2::! 2. M$s*( (e )r/e( ne'r$s sse- TI n +en'$n sse- +sr"*s. D$r'e($n )$+$ 2:1:, se-*$ )er*s$#$$n s*+$# -e-%( sse- TI $n' erne'r$s +en'$n *n +sr"*s. 3. Men'e-"$n'($n %$$n$n )r/*re-en -en&$+ enr$%e+ )r/*re-en. ?$+  )e-"e%$n $($n +ser$'$-($n, +senr$%s$s +$%$- s$* e-)$. 4. Pener$)$n CRM (/r)/r$ se#n''$ -$-)* -e-"er($n nf/r-$s (e)$+$ -$s$r$($ se$r$ (/-)re#ensf, -en'en$ )r/+*( #n''$ s/%*s. Pr/'r$- $n' $( ($%$# )enn', *n*( -en+*(*n' +$n -enn'($($n (ner&$  )en&*$%$nn$, K$%"e -e-"e($% "$'$n )en&*$%$n +en'$n )ers/n$% +'$% $sss$ne 0PDA.

Se($r 2.::: en$'$ s$%es-$n K$%"e, se($r @: s$%es-$n e%$# +"e($% PDA. $%$*)*n nes$s $n' +(e%*$r($n *n*( )en'$+$$n PDA n *(*) -$#$%, $(n -en$)$ R) 1: -%$r,

K$%"e

F$r-$

e$)

-en''*n$($n

)r/'r$-

erse"*

*n*(

-enn'($($n

competitiveness + )$s$r. T*&*$n *$-$ -e-"er($n PDA (e)$+$ s$%es-$n $+$%$# *n*(  -enn'($($n (ner&$ +$n -e-"*$ )e(er&$$n -en&$+ efsen. Se$r$ (ese%*r*#$n nes$s TI $n' +(e%*$r($n K$%"e se"es$r R) 3: -%$r )er $#*n. Den'$n $+$n$ )er$n'($ PDA $n' +"$$ /%e# s$%es-$n -$($ s$%es-$n +$)$ se$r$ %$n's*n' -e%$(*($n /r+er + e-)$ +$n -en's nf/r-$s s/( "$r$n' $n' "s$ +)en*#. ?($ se"e%*-n$ s$%es-$n #$n$ -$-)* -en$-"$n' 1@ 'er$, (n "s$ -en&$n'($* %e"# +$r 2: 'er$. M$nf$$ *$-$ +$r $+$n$ PDA $* (ee)$$n +$%$-e%$(*($n n)* +$$. M$nf$$ %$n $n' s*+$# +r$s$($n $%$*)*n )ener$)$n "$r* s$&$ +%$(*($n $*, -ere($ -$-)* -en$-"$# &$- (er&$, )$%n' +$( s$* &$- se#$r. Arn$, +$%$- se$#*n $+$ $-"$#$n 24: r"* &$- (er&$. Se%$n *, K$%"e "er#$s% -e-$n'($s %$-$ "$r$n' + '*+$n' 0nen/r +$r 18: #$r -en&$+ 11: #$r. ?($ +*%* *$n' -$ + nen/r -en$)$ R) 1,9 r%*n, (n -en*s* #n''$ R) 1 r%*n, %$)/r$n (/ns/%+$s "*%$n$n $n' $$%n$ se%$%* e%$ 1: #$r, (n +)$n'($s #$n$ -en&$+ e-)$ #$r. Se"e%*-n$, %$)/r$n  "$r* "s$ se%es$ )$+$ $n''$% 1: $$* 12 "*%$n "er(*n$. S$$ n +en'$n $+$n$ PDA s*+$# "s$ erse%es$($n )$+$ $n''$% 4. Ine'r$s sse- $n' +%$(*($n erse"* +e$%n$ +#$r$)($n +$)$ -e-"er($n nf/r-$s $n' (/-)re#ensf -en'en$ se-*$ $($s, "$( (e)$+$ -$n$&e-en, (/ns*-en, -$*)*n )rns)$%. Un*( -$n$&e-en, +#$r$)($n $($n ers$& nf/r-$s $n' re$% -e, /n +e-$n+, +$n ses*$ +en'$n (e"**#$n ($)$n )*n +$n + -$n$ )*n. Ren$n$

%$nn$

$n' s*+$# +$'en+$($n $+$%$# -en'e-"$n'($n %$$n$n

 )r/*re-en -en&$+ enr$%e+ )r/*re-en. D-$n$ )e-"e%$n $($n +ser$'$-($n, +senr$%s$s )$+$ s$* e-)$. T*&*$nn$ *n*( )en'#e-$$n. ?($ $($s )e-"e%$n $$*)*n sse-n$ +$)$ +s$*($n, -$($ /%*-e $($n -enn'($. D$n )$+$ $(#rn$,  "$r'$nn' )/er K$%"e se"$'$ 'r*) *s$#$ &*'$ +$)$ -enn'($. Ke-*+$n ren$n$  )ener$)$n CRM (/r)/r$ se#n''$ -$-)* -e-"er($n nf/r-$s (e)$+$ -$s$r$($ se$r$ (/-)re#ensf, -*%$ +$r )r/+*( #n''$ s/%*s. Se%$-$ n, )ener$)$n CRM + K$%"e -$s# +$%$- s($%$ *n*( (e"**#$n (/ns*-en +$n )r/+*( eren*, "e%*- "ersf$ (/r)/r$s.

2A2 " P+'+RAPA' CRM PT. KA/2+ FARMA, T2K 

".! CRM PT. Kalbe Farma, Tbk  S$$ n, PT. K$%"e F$r-$ "er*s$#$ -e-"er($n %$$n$n $n' "ersf$ )ers/n

%$se#n''$

+$)$

-e-"er($n

(e)*$s$n

$n'

n''

)$+$

)e%$n''$nn$,

"$( 

se"$'$ stakeholder -$*)*n shareholder. D$r sn -$($ $($n er)$ value chain $n' (*$ $n$r$ PT. K$%"e F$r-$ +en'$n customer. Pen''*n$$n )%$f/r- C*s/-er Re%$/ns#) M$n$'e-en 0CRM erne'r$s -e-*n'(n($n K$%"e -en&$'$%/$%$s (/ns*-en, -en$r( )e%$n''$n "$r*, +$n -e%$(*($n *)$$5*)$$ r/ss5se%%n' )$+$ )r/+*(5)r/+*( %$n $n' -*n'(n +"**#($n 0er*$-$  )r/+*( n*rs ses*$ +en'$n )referens +$$ )e%$n''$n. CRM K$%"e -e%)*, 1. K$%"e C*s/-er C$re 0)*s$ )e%$$n$n )e%$n''$n, 2. K$%"e N*r/ns H/-e De%er 0&$s$ %$$n$n $n$r, 3. K$%"e e5s/re 0s*s "e%$n&$ /n%ne = e" 7 $))s + e%e)/n se%*%er, ser$ 4. K$%"e F$-% Re$r+ C$r+ $n' +$)$ -e-"$n'*n %/$%$s (/ns*-en. S$%$# s$* CRM $n' +se+$($n /%e# PT. K$%"e F$r-$ $+$%$# +en'$n +"*$($nn$ se"*$# wesite +$n email *n*( )e%$n''$n 0er-$s*( +/(er $n'  "e(er&$s$-$. Den'$n -en''*n$($n f$s%$s wesite +$n email! )e%$n''$n +$)$ +en'$n -*+$# *n*( -en'#*"*n' )#$(  sales *n*( (e)enn'$n )e-"e%$n $n)$ #$r*s -en'e%*$r($n "$$ $n' "$n$(. D$r sn )e%$n''$n s*+$# +-*+$#($n *n*(  -en&$%n #*"*n'$n +en'$n PT. K$%"e F$r-$ +en'$n "$$ $n' -*r$#. D$r ss sales  &*'$ +$)$ -en'//-$s$s )r/ses )en&*$%$n +en'$n se+er#$n$. D$f$r   )e%$n''$n

+$)$

+s-)$n

se$r$

//-$s

+$%$-

+$$"$se

+$n

-e-*+$#($n sales *n*( -en'$(sesn$ +$%$- $(* $n' efsen. D$%$- )ener$)$n CRM, PT. K$%"e F$r-$ %e"# -ene($n($n )$+$ )er*"$#$n (e"&$($n +$n )r/se+*r $n' ++es$n *n*( -enn'($($n sales +$n customer  retention + "er"$'$ )er*s$#$$n. CRM n +$)$ +'*n$($n *n*( -en'+enf($s +/(er -$n$ $n' )r/$(f +en'$n en$'$ )e-$s$r$nn$, -en'($%(*%$s )en+$)$$n  )/ens$% $n' +)er/%e# +$r #*"*n'$n +en'$n )$r$ +/(er erse"*, -en&$%n #*"*n'$n $n' er$ +en'$n )$r$ +/(er $n' -ere(/-en+$s($n /"$n$ (e)$+$  )$sen, -enn'($($n )e-$s$r$n )r/+*( +$n &$s$ $n' +"e% /%e# )e%$n''$n se"e%*-n$ +$n nf/r-$s -en'en$ se'-en$s )$s$r %$nn$. Kes*(ses$n )ener$)$n CRM "*($n er%e$( )$+$ sse- $)%($sn$, -e%$n($n )en'ne'r$s$nn$ +$%$- )r/ses "sns. H$% n "er$r "$#$, "$'$-$n$

-en'ne'r$s($n se-*$ +$$ )e%$n''$n (e +$%$- sse-, se#n''$ -e-)er-*+$#  )er*s$#$$n -en&$+ /$%% *s/-er enr. O%e# ($ren$ *, se"e%*- -e-"$n'*n s/%*s CRM, )er*s$#$$n #$r*s -en'$$%n$ +en'$n -*%$ -e-"$n'*n +$$"$se  )e%$n''$n +$n )er"$($n )r/ses "sns %e$ )ener$)$n sse- Ener)rse Res/*res P%$nnn' 0ERP. Se%$n *, )er*s$#$$n &*'$ #$r*s -en$)($n SDM5n$ ser$ -en'*"$# "*+$$ (er&$ +$n (e"$s$$n. H$% erse"* -en&e%$s($n "$#$ CRM "*($n se"$$s $%% ener, -e%$n($n (/nse) )en'e%/%$$n )e%$n''$n "er+$s$r($n )r/+*( %fe %e. B$' )er*s$#$$n f$r-$s se)er K$%"e F$r-$, -*%$ +$r s$$ se/r$n' "* -e%$#r($n #n''$ s$n' $n$( *-"*# +e$s$, +e$%n$ se-*$ ere($- +$%$+$$"$se )er*s$#$$n. Per*s$#$$n #$r*s -$-)* -e-"$n'*n )/%$ #*"*n'$n  )e%$n''$nn$ +$r f$se (e f$se (e#+*)$n. S$$ n K$%"e F$r-$ -en'ne'r$s($n s/%*s CRM +en'$n #$% %$n, se)er )en&*$%$n, )e-$s$r$n, $%% ener, +$n e"se. H$% erse"* +%$(*($n /%e# K$%"e +($ren$($n se"$'$n "es$r )e%$n''$n K$%"e F$r-$ $+$%$# +sr"*/r. Se+$n'($n *n*( )r/+*( /"$ e#$% 0rese) -$/r$s  "er$s$% %$n's*n' +$r +/(er, $)/e(, +$n r*-$# s$(. D($ren$($n sse- $n'  "er&$%$n +$( "ersf$ %$n's*n' (e en+ *ser, -$($ )en'e-"$n'$n CRM $n' +'*n$($n /%e# K$%"e F$r-$ %e"# (e)$+$ $)%($s )e-$s$r$n $n' -en*n&$n' +$$"$se $)/e(, +/(er, +$n r*-$# s$( + se%*r*# In+/nes$. Un*( -en&$n'($* (/ns*-en $(#r, K$%"e F$r-$

"eren$n$

*n*( 

-ene+$($n K/s B/> + se$) r*-$# s$(. K/s B/> $+$%$# f$s%$s nr$ne ner$(f $n' /n%ne +en'$n K$%"e F$r-$. P$sen $n' en'$# +r$$ + r*-$# s$( +$)$ -en$r nf/r-$s en$n' )en$(, /"$5/"$$n, +$n en$n' K$%"e -e%$%* K/s B/> erse"*. P$+$ (/s erse"*, )$sen &*'$ +$)$ -en+$f$r($n +r -en&$+ $n''/$ (%*" (ese#$$n. Me%$%* K/s B/>, K$%"e F$r-$ "er#$r$) "s$ -en'e$#* (e"**#$n, +$$ "e%, +$n /"$ se)er $)$ $n' +"**#($n -$s$r$($. !. Kalbe 9ebsi4e  &8ial Media

K$%"e -e-%( e"se $n' +$)$ +'*n$($n *n*( )$r$ )e%$n''$n s$(e#/%+er +$n s#$re#/%+er. Se%$n * K$%"e &*'$ -en''*n$($n s/$% -e+$ *n*(  %e"# ner$(f +$n e(ss + +*n$ -$$ $* -en''*n$($n f$e"//(.

;$-"$r 3.1 e"se K$%"e S*-"er = #)=.($%"e./.+

;$-"$r 3.2 Me+$ S/s$% K$%"e S*-"er = #)s=.f$e"//(./-K$%"eF$r-$.T"( 

1. Kalbe +;4&re K$%"e e5s/re $+$%$# s*s "e%$n&$ /n%ne $n' "er*&*$n -e-"er($n

(e-*+$#$n "$' (/ns*-en *n*( -e-"e% )r/+*( n*rs K$%"e -e%$%* %$$n$n  )en'r-$n N*r/n H/-e De%er 0NHD $n)$ +(en$($n "$$. Un*( s$$ n, K$%"e e5s/re -e%$$n )en'r-$n *n*( %$$# ?$($r$ +$n se($rn$. Se%$n *, K$%"e H/-e De%er &*'$ +$)$ +$(ses +en'$n e%e)/n @::88: *n*( %$$n$n  )e-es$n$n +$n )en'$n$r$n "$' se$) )e-"e%$n )r/+*( K$%"e.

;$-"$r 3.3 K$%"e E5S/re S*-"er = #)=.($%"es/re./-

;$-"$r 3.4 K$%"e N*r/n$%s S*-"er = #)=.($%"en*r/n$%s./- 3. Kalbemed (M&bile Apps)

KALBEMED A)) $+$%$# ers -/"%e +$r K$%"e Me+s P/r$% $n' -e-"er($n )er(e-"$n'$n nf/r-$s (%ns *n*( +/(er, -$#$ss$ (e+/(er$n,  )$r$-e+s, +$n )r/fes/n$% -e+s %$nn$. Un*( -en''*n$($n K$%"e-e+, )en''*n$ -en'#$r*s($n *n*( -en&$+ -e-"er s*s e"se ($%"e. Den'$n $+$n$ ($%"e-e+,  )$r$ )e%$n''$n $($n %e"# %/$% ($ren$ %$$n$n $n' n/$f se%$%* +"er($n (e)$+$  )e%$n''$n -en'(* )er(e-"$n'$n $-$n.

;$-"$r 3.@ K$%"e Me+$% S*-"er = #)s=)%$.'//'%e./-s/re$))s+e$%s+J'.($%"e.-e+$%s7#%Jn <. Kalbe Famil= Re>ard Card K$r* K$%"e F$-% Re$r+ C$r+ -er*)$($n s*$* )r/'r$- $n' -er$n'(*%

se%*r*# )e%$n''$n +$%$- 1 ($$n (e%*$r'$ ($%"e. K$r* K$%"e F$-% Re$r+ C$r+ -er*)$($n s$%$# s$* )r/'r$- C*s/-er Re%$/ns#) M$n$'e-en K$%"e ;r/*) er"$r*. C*s/-er +$)$ +en'$n -*+$# -e-)er/%e# $r+ n -e%$%* )e-"e%$n  )r/+*( n*rs K$%"e sen%$ -n-$% R).1@:.:::,5 -e%$%* K$%"e H/-e De%er + @::88:, $$* K$%"e e5S/re, + .($%"es/re./- $$* /(/ er+e($. ;$-"$r 3.6 K$%"e F$-% C$r+

M$nf$$ $$* (e*n*n'$n $n' +)er/%e# *s/-er -e%$%* K$%"e F$-% Re$r+ C$r+ n $*= !. K/ns*-en "s$ -en(-$ -$nf$$ s)es$% se)er )/n re$r+s se$)  )e-"e%$n )r/+*( ($%"e -e%$%* K$%"e e5S/re, K$%"e H/-e De%er $$* /*%e re($n$n K$%"e. K/ns*-en "er(ese-)$$n -en+$)$($n +s(/n (#*s*s, free )r/+*(, 1. $$* )en$$r$n %$nn$ + -er#$n re($n$n K$%"e F$-% $n' er'$"*n' + +$%$- &$rn'$n K$%"e F$-% SPOT. ". Pe-e'$n' K$r* K$%"e F$-% Re$r+ C$r+ $($n "s$ -en(-$  )//n'$n #$r'$ +$n )r/'r$- )r/-/s %$nn$ $n' +$$r($n /%e# r$*s$n -er#$n re($n$n K$%"e. *. Ora8le Kalbe Farma

PT K$%"e F$r-$ -en''*n$($n en+/r Or$%e )$+$ )ener$)$n ERP "$( +$r se' SCM +$n CRM. CRM $n' +se+$($n Or$%e er+r $$s (e%/-)/( $)%($s $n' +r$n$n' *n*( -e-"$n* )er*s$#$$n -en'e%/%$ re%$s +en'$n (/ns*-enn$. A)%($s n -ene+$($n (e-$-)*$n $n$%ss )re+(f er#$+$) +$$5+$$ (/ns*-en $n' )ern$# "err$ns$(s +en'$n )er*s$#$$n.

".1 Analisis Penerapan CRM pada PT. Kalbe Farma, Tbk  An$%ss $n' )er$-$ +%$(*($n "er+$s$r($n e/r Fr$ns B*%e 02::!=4 $n'

-e-"$' C*s/-er Re%$/ns#) M$n$'e-en (e +$%$- "e"er$)$ )e +en'$n ($r$(ers(  +/-n$n )$+$ se$) )e, $* Sr$e' CRM, O)er$s/n$% CRM, O)er$s/n$% CRM,

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-en$(*) )r/ses //-$s$s $n' erne'r$s +$r (ese%*r*#$n )r/ses "sns, se)er //-$s$s )e-$s$r$n, +$n )e%$$n$n. S$%$# s$* )ener$)$n CRM )$+$ PT. K$%"e F$r-$, T"( $n' er-$s*( +$%$- ($e'/r /)er$s/n$% CRM +$%$- "en*( //-$s

 )e-$s$r$n +$n )en&*$%$n $+$%$# +$%$- "en*( K$%"e e"se +$n S/$% Me+$, ser$ K$%"e "#Store. Se%$n * $utritions Home %eliver& 0NHD $n' erse+$ +$%$- "e*(  e"se +$n +$)$ +$(ses +en'$n e%e)/n @::88: *n*( %$$n$n )e-es$n$n +$n  )en'$n$r$n "$' se$) )e-"e%$n )r/+*( K$%"e, -er*)$($n ($e'/r O)er$s/n$% CRM +$%$- "en*( //-$s )e%$$n$n. ".  Analytical  CRM An$%($% CRM +(en$% se"$'$ "$( /ffe )er*s$#$$n. K/-)/nen CRM n  "er)er$n +$%$- -e-$#$- (e"**#$n )e%$n''$n. An$%($% CRM "er)er$n +$%$-e%$(s$n$($n $n$%ss )e%$n''$n +$n )$s$r, se)er $n$%ss ren+ )$s$r +$n $n$%ss (e"**#$n +$n )er%$(* )e%$n''$n. D$$ $n' +'*n$($n )$+$ CRM $n$%( $+$%$# +$$ $n' "er$s$% +$r CRM /)er$s/n$%. S$%$# s$* )ener$)$n CRM )$+$ PT. K$%"e F$r-$, T"( $n' er-$s*( +$%$- ($e'/r An$%$% CRM $* $+$n$ )ener$)$n ERP "$(  +$r se' SCM +$n CRM +en'$n -en''*n$($n Or$%e. Den'$n -en''*n$($n Or$%e *n*( -en'$*r ERP +$r se' CRM, K$%"e F$r-$ er"$n* *n*( -en'e%/%$ re%$s +en'$n (/ns*-enn$. A)%($s n -ene+$($n (e-$-)*$n $n$%ss )re+(f er#$+$) +$$5+$$ (/ns*-en $n' )ern$# "err$ns$(s +en'$n )er*s$#$$n. Se#n''$ +en'$n $+$n$ )er"$($n -e%$%* )en$$$n ERP, -$($ +$$"$se (/ns*-en +$r se'$%$ "en*(   )en&*$%$n +$)$ +s-)$n +$n +'*n$($n *n*( -e%#$ ($r$(ers( )e%$n''$n ser$ -en'$n$%s$ )e%$n''$n )/ens$% $$* -ere%$s($n +$$ (/ns*-en *n*( *&*$n sr$e' $$* $(s. <. K&lab&rasi CRM

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en$'$

)e-$s$r$nn$,

-en'($%(*%$s )en+$)$$n )/ens$% $n' +)er/%e# +$r #*"*n'$n +en'$n )$r$ +/(er  erse"*, -en&$%n #*"*n'$n $n' er$ +en'$n )$r$ +/(er $n' -ere(/-en+$s($n /"$n$ (e)$+$ )$sen, -enn'($($n )e-$s$r$n )r/+*( +$n &$s$ $n' +"e% /%e#  )e%$n''$n se"e%*-n$ +$n nf/r-$s -en'en$ se'-en$s )$s$r %$nn$. "." Manaa4 Penerapan CRM pada PT. Kalbe Farma, Tbk  Ber(* n $+$%$# -$nf$$ $n' +)er/%e# PT. K$%"e F$r-$, T"( +en'$n $+$n$ )ener$)$n

CRM. 1. Menn'($($n %/$%$s )e%$n''$n 2. Men+/n'(r$( )en&*$%$n +$n -enn'($($n )e-$s$r$n 3. Me-"er($n (e-*+$#$n *)+$e )r/+*( )$+$ )e%$n''$n 0$'en, $)/(, r*-$# s$(, +/(er +$n )en''*n$ $(#r 4. Den'$n CRM, PT. K$%"e F$r-$, T"( -$-)* -en'+enf($s +/(er -$n$ $n'  )r/$(f +en'$n en$'$ )e-$s$rn$, -en'($%(*%$s )en+$)$$n )/ens$% $n' +)er/%e# +$r #*"*n'$nn$ +en'$n )$r$ +/(er erse"*, -en&$%n #*"*n'$n $n' %e"# er$ +en'$n )$r$ +/(er $n' -ere(/-en+$s($n /"$n$ (e)$+$ )$sen. @. Men'e$#* nf/r-$s -en'en$ se'-en$s )$s$r %$nn$ 6. Men'*r$n' "$$ /)er$s/n$%, +-$n$ )er*s$#$$n -$-)* "er(/-*n($s +en'$n  )e%$n''$nn$ -e%$%* e"se $$* e-$%, #$% n "er$r "$#$ (ese%*r*#$n *s$#$ $n' +%$(*($n "*($n #$n$ *n*( -e-"+( $r'e eren* e$) &*'$ ($ren$  "$$n$ s$n'$ -*r$# +$n res)/n %e"# e)$, O/-$s$s )r/ses )en&*$%$n /%e#  )#$( sales! ser$ s*re (ner&$ - se$r$ real time /%e# )#$( -$n$&e-en. 9. Me-)ere)$ )r/ses %$$n$n +$n -e-"er($n (e-*+$#$n "$'$n s$%es, -$r(en' +$n sere )ers/nne% +en'$n nf/r-$s )e%$n''$n $n' %e"# "$( +$n %en'($). 8. Me-)ere)$ )r/ses "sns, se#n''$ )#$( -$n$&e-en +$)$ -enes*$($n $%*r   )r/ses )en&*$%$n (e +$%$- sse- *n*( -en'*r$n' "/%ene( se#n''$ +)er/%e#  )er(r$$n )en+$)$$n +$n s(%*s )en&*$%$n $n' %e"# e)$. ".< Dampak Aplikasi CRM

Se$r$ *-*- )en''*n$$n Customer Relationship Management 0CRM +$%$- n+*sr -$n*f$(*r +$n &$s$ $n' -e-%( +$-)$( $)$"%$ -$-)* -ener$)($n $)%($s +$%$ )en''*n$$n Customer Relationship Management 0 CRM  se$r$ e)$ $n$r$ %$n $*= 1. Menn'($($n L$"$ Per*s$#$$n +en'$n $r$ -en''*n$($n #*"*n'$n $n' s*+$# $+$ $n$r$ )er*s$#$$n +$n )e%$n''$n *n*( -e%$(*($n )en&*$%$n up#selling   +$n cross#  selling , $n' )$+$ $(* "ers$-$$n &*'$ -enn'($($n (e*n*n'$n )er*s$#$$n -e%$%* +enf($s, )en$r($n, +$n )e-e%#$r$$n )e%$n''$n er"$(. 2. Men)$($n )e%$$n$n $n' -e-*$s($n -en''*n$($n nf/r-$s $n' erne'r$s. Den'$n -en''*n$($n nf/r-$s )e%$n''$n $n' %e"# "$( +$%$- -en*(*) (e"**#$n )e%$n''$n, +$)$ -en'#e-$ $(* )e%$n''$n +$n -en'*r$n' fr*s$s . 3. Men$-)%($n (/nssens, )r/se+*r +$n )r/ses s$%*r$n &$$"$n. Den'$n -enn'($n$ s$%*r$n #*"*n'$n )e%$n''$n, "$n$( )e(er&$ )*%$ $n' er$(*) +$%$r$ns$(s )en&*$%$n. T$n)$ *(*r$n $$* (/-)%e(s$s )er*s$#$$n #$r*s -e-)er"$(  )r/ses +$n (/nssens )r/se+*r$% +$%$- )en'e%/%$$n $(*n$n +$n )en&*$%$n D$r '$ +$-)$( erse"* -$-)* ++enf($s )$+$ PT. K$%"e F$r-$ T"( $n' e%$# -ener$)($n Customer Relationship Management 0 CRM  +$n$r$n$ !.

 Performance Highlight 

D en'$# (/n+s *s$#$ $n' -en$n$n' )$+$ $#*n 2:1@, PT K$%"e F$r-$ T"( 0K$%"e $$* Perser/$n -e-"*(*($n #$s% $n' *(*) )/sf. Pen&*$%$n  "ers# *-"*# 3,: -en&$+ R)19.889 -%$r, -en*n&*(($n (ner&$ $n' /)-$% $%$*)*n +)en'$r*# )e%e-$#$n (/n+s e(/n/-. Ds O"$ Rese) K$%"e -en'$%$- )en*r*n$n )en&*$%$n se"es$r :,8 -en&$+ R)4.2!3 -%$r. Ds Pr/+*(  Kese#$$n +$n Ds N*rs "er#$s% -e-)er$#$n($n (ner&$ $n' )/sf, -$sn'5 -$sn' se"es$r 4,! -en&$+ R)3.:66 -%$r, +$n 11,6 -en&$+ R)@.114 -%$r. A+$)*n )en&*$%$n ne/ Ds Dsr"*s +$n L/'s(, $n' er*$-$ -e-"*(*($n  )en&*$%$n )r/+*( )rns)$% )#$( (e'$, -en*r*n se"es$r 2,2 -en&$+ R)@.414 -%$r. Den'$n +e-($n, se$r$ (/ns/%+$s, )en&*$%$n ne/ Perser/$n *-"*# 3,: -en&$+ R)19.889 -%$r. Per*-"*#$n n "*($n $n)$ +$s$r, -e%$n($n er+$)$ /)-$s n/$s $n' +%$(*($n "er+$s$r($n &$rn'$n CRM +$%$- -en*s*n sr$e' *n*( -e-en$n'($n competitiveness  +$n  survive +en'$# )e%e-$#$n (/n+s e(/n/- '%/"$%. 1.

Customer Service Satisfication

Ber"$'$ n/$s %$$n$n er*s +rns *n*( -en+*(*n' )er(e-"$n'$n "sns Perser/$n +$n -e-$nf$$($n (e-$&*$n e(n/%/' nf/r-$s. H$% n + $n$r$n$ +%$(*($n

+en'$n -en'#$+r($n /(/ n*rs online +$n %$$n$n $)%($s moile  *n*( -e-"er($n (en$-$n$n "$' (/ns*-en. Se%$n&*n$, *n*( -en'#$+$) )e%*$n' )$s$r '%/"$% +$n -en$-"* er$ M$s$r$($ E(/n/- ASEAN, K$%"e &*'$ er*s -en''$%$(($n e(s)$ns  )en&*$%$n nern$s/n$%, (#*s*sn$ + %$$# As$ Ten''$r$ ser$ N'er$ +$n Afr($ Se%$$n. ;$-"$r 3.9 L$)/r$n L$"$5R*' PT. K$%"e F$r-$ T"( 02:1152:1@

;$-"$r 3.8 ;r$f( Pen&*$%$n Ne/ +$n L$"$ Br*/ 02:1152:1@

D$%$- "e"er$)$ $#*n er$(#r, &$rn'$n +sr"*s fs( K$%"e e%$# +%en'($) +en'$n n/$s #$s% se"*$# sr$e' CRM Perser/$n + "+$n' )er+$'$n'$n e%e(r/n(. Me%$%* "er"$'$ ns$f, (e#$+r$n ($- + +*n$ +'$% er*s -er$#  )en$)$$n )/sf +en'$n )enn'($$n &*-%$# )e%$n''$n se$. D en'$# "er%$n&*n$ (e+$()$s$n + )$s$r +*n$, er+$)$ $n+$5$n+$  )/sf "$#$ )er*-"*#$n e(/n/- In+/nes$ -*%$ s$"%, ++*(*n' /%e# efe(   )/sf +$r )enn'($$n )en'e%*$r$n nfr$sr*(*r. N$-*n +e-($n, In+/nes$ e$) #$r*s -en'$-$ )/ens rs(/ $n' +$)$ -"*% $("$ +efs ner$$ ne'$r$,  &$*#n$ #$r'$#$r'$ (/-/+$s +$n -en'*$n$ -$$ *$n' D/%%$r A.S. D $#*n 2:16, ($- $($n er*s -e-)er(*$ )/r/f/%/ *s$#$ K$%"e -e%$%* n/$s + "+$n'  )r/+*(, )r/ses +$n "sns. Se%$n *, ($- &*'$ $($n se$r$ $(f -en$r )e%*$n'  )/ens (/%$"/r$s se"$'$ s$%$# s$* )en+e($$n *n*( -er$# )er*-"*#$n *s$#$. Sr$e' ;/ ;%/"$% K$%"e $($n -$(n nensf, $n' &*'$ -e%)* *)$$ *n*(  -e-)er(*$ &$rn'$n +/-es( +$n re'/n$% K$%"e. 3.

rgani!ation Efectivity

D "e"er$)$ $#*n er$(#r, PT. K$%"e F$r-$ T"( e%$# -ene%es$($n )r/ses (/ns/%+$s K/-e N/-n$s +$n K/-e Re-*ner$s -en&$+ s$* en$s, ser$ -en$)($n res *'$s +$n $n''*n' &$$" "$' K/-e N/-n$s +$n Re-*ner$s $n' "$r*.

".

Prospecting  

Se(/r (ese#$$n -$s# "er$+$ )$+$ $#$) $$% +$r (*r$ )er*-"*#$nn$. Pen'e%*$r$n (ese#$$n )er ($)$ In+/nes$ -$s# ern''$% +"$n+n'($n ne'$r$5 ne'$r$ "er(e-"$n' %$nn$, ser$ -er*)$($n s$%$# s$* $n' eren+$# + +*n$. Infr$sr*(*r (ese#$$n &*'$ -$s# ern''$% +$%$- "er"$'$ n+($/r, se)er &*-%$# e-)$ +*r r*-$# s$(, &*-%$# en$'$ +/(er, ser$ &*-%$# en$'$ )er$$. D$%$n+*sr /"$ rese), )r/'r$- ?KN e%$# -en&$+ )en+/r/n' *$-$ -enn'($n$  )er-n$$n $($n )r/+*( 'ener( $n)$ -ere(, -en'n'$ )r/'r$- n er*$-$ -en''*n$($n /"$5/"$ 'ener(. Ke +e)$n, )$n's$ )$s$r )r/+*( 'ener( $n)$ -ere(  $($n er*s *-"*# + )$s$r /"$ rese) In+/nes$. P$s$r (ese#$$n &*'$ ++*(*n' /%e# sr*(*r +e-/'r$f In+/nes$. Menn'($n$ (es$+$r$n $($n (ese#$$n +$n (en$($n  )en+$)$$n +$r se'-en (e%$s -enen'$# $n' er*s *-"*#, e%$# -enn'($($n  )er-n$$n $($n %$$n$n (ese#$$n %$n + %*$r $n' e%$# +se+$($n -e%$%* s(e-$

?KN. Se'-en (e%$s -enen'$# n $($n -en+/r/n' )enn'($$n )en'e%*$r$n (/ns*-en *n*( )r/+*(5)r/+*( n*rs +$n s*)%e-en -$($n$n.

;$-"$r 3.! ;r$f( Per*-"*#$n N%$ P$s$r +$n Per*-"*#$n P$s$r  D In+/nes$, )ere)$$n )en''*n$$n $n''$r$n $($n -e-"er($n +$-)$(   )/sf "$' )er*-"*#$n e(/n/- $#*n 2:16. Ines$s + "+$n' nfr$sr*(*r e%$# -*%$ "er'*%r +$n -en+/r/n' )ere(/n/-$n. Pe-ern$# &*'$ e%$# -en'*-*-($n  "e"er$)$ )$(e s-*%*s se&$( "*%$n Se)e-"er 2:1@ '*n$ -enn'($($n (e)$s$n *s$#$, $n' )$+$ $(#rn$ $($n -en$r( %e"# "$n$( nes$s (e In+/nes$. D+*(*n' /%e# "es$rn$ )/)*%$s +$n *-"*#n$ "$ss (e%$s -enen'$#, In+/nes$ $($n er*s -en$$r($n )/ens )er*-"*#$n "$' )$s$r (ese#$$n +$n f$r-$s. D$r $s)e( n%$#, )er$n$n sr$e' CRM #$r*s -e-$n($n )er$n$nn$ '*n$ -en+$)$($n *s/-er "$r* *n*( -en'$(*ss )r/s)e( $$* (ese-)$$n $n' erse+$. #.

Op4imasi Asset Management 

K$%"e er*s -e-)er$#$n($n )/ssn$ se"$'$ )e-$n er+e)$n + )$s$r /"$ rese) In+/nes$. Me%$%* Ds O"$ Rese), Perser/$n -en$$r($n r$'$- )r/+*(  $n' (/-)re#ensf *n*( se%*r*# (e%/-)/( se'-en, -en$(*) /"$ 'ener( $n)$ -ere( *n*( se'-en -enen'$# (e "$$#, #n''$ /"$ 'ener( "er-ere( +$n /"$ %sens "$' se'-en -enen'$# (e $$s $n' er*s "er(e-"$n'. T- )e-$s$r$n +$r Ds n er+r +$r 2.@:: en$'$ )en&*$%$n $n' -er*)$($n - )e-$s$r$n er"es$r 

+ In+/nes$, $n' e%$# -en&$+ s$%$# s$* (e*n''*%$n "ers$n' Ds O"$ Rese) se%$-$ "er$#*n5$#*n. Se%$n *, Ds n &*'$ ++*(*n' /%e# s$%$# s$* &$rn'$n +sr"*s er%*$s + In+/nes$, $n' -e%$$n r*-$# r*-$# s$(, $)/( +$n /(/ /"$ + se%*r*# (e)*%$*$n n*s$n$r$. P$+$ +$s$rn$, PT. K$%"e F$r-$ T"( e%$# -e-%( $sse "er*)$ )en'*$s$ )$s$r f$r-$s In+/nes$, e$) $n$n'$nn$ $+$%$# PT. K$%"e F$r-$ T"( "er'er$( + "+$n' *s$#$ +en'$n -$r'n $n' re%$f (e% se#n''$ (e-$-)*$n reens er#$+$) )e%$n''$n )er%* +(e%/%$ +en'$n "$( +en'$n sr$e' /)er$s/n$% $n' "$s -$-)* -e-"er($n *s/-er s$sf$/n +$r se' #$r'$ +$n (*$%$s.

2A2 < K+MP-/A' DA' ARA'

<.! Kesimpulan

D$%$- %n'(*n'$n "sns $n' (/-)ef s$$ n, (e"er#$s%$n )er*s$#$$n se-$(n er'$n*n' )$+$ (e-$-)*$n *n*( -en'e%/%$ #*"*n'$n +en'$n )e%$n''$n 0CRM $n' -e-"er+$$($n )en'e-"$n'$n +$n )e%$(s$n$$n sr$e' $n' %e"# efsen +$n efe(f $n'  "erf/(*s

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-en'$%/($s($n nes$s "es$r + "+$n' e(n/%/' CRM se"$'$ s$r$n$ *n*( -e-en*# CRM se$r$ efe(f +$n efsen erse"*. D$%$- *%s$n n, CRM "er)er$n se$r$ -$sf +$n +$)$ +-$nf$$($n +$%$- )r/ses )r/s)e(s +$n sr$e' (eer%"$$n )e%$n''$n *n*(  (e-$&*$n +$n (e-$)*$n +$$ s$n' PT. K$%"e F$r-$ T"(.

<.1 aran

Ber(* n $+$%$# s$r$n +$%$- "en*( sr$e' )enn'($$n *n*( PT. K$%"e F$r-$, T"(  +$%$- )ener$)$n CRM. 1. Me-)er(*$ 'ualit& assurance, -ener$)($n )ood Corporate )overnance +$n $n''*n' &$$" s/s$% (/r)/r$s er*$-$ *n*( randing  er#$+$) *s/-er *n*(  (esn$-"*n'$n )er*-"*#$n "sns. 2. Men'e-"$n'($n )e--)n +$n s*-"er +$$ $n' (/-)een 3. Menn'($($n efe(f$s )e-$s$r$n +$n )en&*$%$n $n' erne'r$s +en'$n -e-$#$- )er*"$#$n )er%$(* (/ns*-en, se'-en )$s$r, s$%*r$n (/-*n($s +$n +sr"*s 4. Men$$ +$n -e-)er(*$ ser$ -en'ne'r$s($n )/r/f/%/ +$n sr*(*r "sns *n*(  -enn'($($n )er*-"*#$n +$n -ene+$($n s/%*s (ese#$$n $n' erne'r$s -e%$%* n/$s "sns, )r/+*( +$n )r/ses er-$s*( -er'er +$n $(*ss. @. Me-)er(*$ K$%"e )o )loal   +en'$n -en'e-"$n'($n )loal Brand   -e%$%* (er&$ s$-$ +en'$n -r$ %/($% ser$ ++*(*n' /%e# se%*r*# (e(*$$n *n "sns K$%"e ;r/*) 6. Men'e%/%$ s*-"er +$$ se$r$ /)-$% *n*( -enn'($($n Return on "'uit& 0ROE +$n $r*s ($s /)er$s/n$%.

Reerensi

1. M$s#+ ;#$r")//r, M%$+ K/*#e($n, S$#$r ?$-s#+. %eveloping a Measurement   Model for "valuating CRM "ffectiveness *+n service#ased industries. ?/*rn$% /f  A-er$n Sene 2:12<809=29:5296 2. M#$e% R/+r'*e, R/"er M. Peers/n. The role of social CRM and its potential  impact on lead generation in usiness#to#usiness marketing . In+ersene P*"%s#ers. 3. #)=+.($%"e./.+NesPressRe%e$se$"+411ID1!2!L$"$5Bers#5In+($f5 T$#*n52:115Menn'($5Se($r5138.$s)> 4. #)=.($%"es/re./@. #)=.($%"e./.+ 6. I+rs ;$*$-$ S. 2::@. Relationship Marketing  +$n Pe-$nf$$$n Te(n/%/' Inf/r-$s D$%$- Customer

Relationship

Management Un*(

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