PERANCANGAN MODEL SALES FORCE AUTOMATION (SFA) DALAM RANGKA MENUNJANG CUSTOMER RELATIONSHIP MANAGEMENT (CRM) STUDI KASUS PADA PT POS INDONESIA (Persero)

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ABSTRACT: Representing a strategy to retain customer, Customer Relationship Management (CRM) is started by developing knowledge about customer. Sales and marketing department hold an important role in applying CRM. Sales and marketing process can be constructively conducted using Sales Force Automation (SFA). SFA is designed to assist sales force in attracting and retaining customer, lessening administration time, employing account management, and the most important, delivering advantage to sales activity. PT Pos Indonesia (hereinafter will be referred as PT POS) proposed CRM implementation in the Annual Plan of 2004. The main problem of CRM implementation in this company is that there is no adequate model to manage customer database as base of  the implementation. The objective of this paper is to identify data flow and design Sales Force Automation (SFA) model and application to support the implementation of CRM in PT POS.  The proposed SFA model and application can be adopted as a standard model to manage customer. This model is able to identify valuable customer of PT POS and integrate data, which is needed to develop knowledge about customer. Therefore, it is better for PT POS to implement SFA in getting better re-source exploiting, and as base of CRM implementation. PT POS is also required to formulate integrated CRM program involving Marketing, SFA, and Customer Service. It is also recommended to PT POS to improve account officer status become the sales representative in charge to sales performance of its representative  offices.
Keywords: Customer Relationship Management, Customer Database,  Management Information System, Sales Force Automation
Penulis: Akhmad Yunani
Kode Jurnal: jpmanajemendd060052
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