Customer relation management of financial service provider for people entrepreneurship credit sustainability in Indonesia

Abstract

This study provides an analysis of customer relationship management implementation in small-medium enterprises. The focus on micro small medium enterprises (MSMEs) is a part of Sustainable Development Goals (SDGs), especially promoting inclusive and sustainable economic growth and increasing employment opportunities. The banks have a role in supporting the attainment of SDGs. One of the roles in strengthening the excellent relationship with the banks’ consumers, especially for the consumers categorized as the borrowers of People Entrepreneurship Credits. The research aims to highlight the critical elements of customer relationship management of banks to maintain customer retention due to the intense financial providers, both bank service and non-bank service. Customer relationship management elements address key customer focus, customer relationship management organization, knowledge management, and technology-based customer relationship management. The research method used in an in-depth interview is based on customer relationship management elements using the managers who are in charge of the customer relationship management departments. The study finds that the customer relationship elements are essential to support banks’ ability as the service providers in managing their customers.