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