Implementasi Program Customer Relationship Management (CRM) Pada Showroom Mulya Motor Subang Jawa Barat Tahun 2024

Abstract

The rapid development of the times requires companies to improve the quality of relationships with customers. The automotive industry in Indonesia, which is increasingly competitive, requires continuous innovation as well as efforts to build long-term relationships with customers. The growing number of vehicles and changing customer preferences demand effective strategies in retaining and attracting new customers. In this context, the use of Customer Relationship Management (CRM) through membership cards can be an effective strategy to improve customer satisfaction, retention and loyalty. This study aims to evaluate the design, implementation, and effectiveness of CRM programs using membership cards at Mulya Motor Showroom. The method used is qualitative research with a descriptive approach, which includes analysis of the object of research, description of findings based on data, and detailed research. The results showed that the implementation of CRM through membership cards is effective in increasing customer satisfaction, retention, and loyalty. For optimal results, companies need to consistently promote CRM programs to attract customer attention.