Analisis Strategi Customer Relationship Management untuk Meningkatkan Loyalitas Pelanggan dalam Pembelian Suku Cadang Pada PT Trakindo Utama Cabang BSD

Abstract

The intense competition within the industrial sector drives companies to be more proactive in creating innovations and continuously designing strategies to maintain their position in the market. This action is also implemented by one of the heavy equipment companies in Indonesia, namely PT Trakindo Utama. The company must have an effective customer relationship management strategy to enhance customer loyalty, thereby improving relationships with customers and retaining existing ones. This research aims to determine whether the implementation of customer relationship management strategies effectively enhances customer relationships, retains customers, and increases loyalty. The methodology used in this research employs a qualitative approach, involving data collection techniques such as observation, interviews with employees from the Sales division and the Parts Counter sub-division of PT Trakindo Utama's BSD Branch, who have direct and intensive communication with customers, as well as documentation. Therefore, the data obtained are accurate based on sources within the company related to the research. Through observations and interviews, it can be seen that the customer relationship management strategies implemented by the company have been effective in improving and maintaining customer relationships and increasing customer loyalty by offering loyalty programs, such as excellent and solution-oriented services, providing incentives, annual contracts, membership rewards, and conducting evaluations based on customer assessments.