Abstract
Customer Relationship Management or CRM is a new approach to managing relationships between organizations and customers. In the era of the new order, especially during the current Covid-19 pandemic, digitizing public service functions carried out by the General Bureau of LIPI will play an important role in supporting the smooth running of the organization's operations. Customer satisfaction is highly dependent on the service process provided by executing service functions. In order for public service functions to run properly, it is necessary to carry out analysis in exploiting customer data in order to create increased value for the organization and customers by using Value Chain model analysis. Furthermore, to describe the implementation of CRM in public service functions, the implementation of the model applied is to use Payne's five-process model. This model describes the five core processes in CRM, namely the strategy development process, the value creation process, the multichannel integration process, the performance appraisal process and the information management process. The strategy for implementing this model is used so that the results obtained can run as expected. That way, customer satisfaction will be a top priority in implementing CRM in the general service function at LIPI.
Highlights
Customer Relationship Management atau CRM merupakan sebuah pendekatan baru dalam mengelola hubungan antara organisasi dan para pelanggan
CRM is a new approach to managing relationships between organizations and customers
by the General Bureau of Lembaga Ilmu Pengetahuan Indonesia (LIPI) will play an important role in supporting the smooth running of the organization's operations
Summary
Pengembangan Proses CRM Aktivitas bisnis saat ini lebih berorientasi pada konsumen atau pelanggan (customer oriented) bukan pada produknya (product oriented). Dalam mendukung fungsi layanan umum pada era tatanan baru pasca pandemic Covid-19 khususnya untuk Pelayanan dalam Pemerintahan, pelaksanaan proses fungsi layanan umum dilaksanakan dengan berbasis IT atau Penggunaan sistem informasi, dan Pengembangan Proses CRM yang dilakukan dapat membantu organisasi untuk memahami keinginan dan kebutuhan pelanggan secara cepat dan tepat. Proses analisis dilakukan dengan melakukan primary stages analysis dan Supporting Condition analysis, hal ini digunakan untuk membantu dalam mengkombinasi antara kebutuhan layanan dari pelanggan dengan percepatan layanan yang dilaksanakan oleh para pelaksana fungsi layanan. Implementasi model CRM pada fungsi layanan umum menggunakan pendekatan Payne’s five-process model, model tersebut diintegrasikan dalam sebuah sistem teknologi informasi yang telah dikembangkan, Strategi ini diimplementasikan pada sebuah fungsi layanan umum agar dapat berjalan sesuai dengan yang diharapkan dan sesuai tagline Biro Umum “Dekat, Cepat, Tepat “. Dengan konsep sesuai dengan era tatanan baru, pelaksanaan fungsi layanan umum diharapkan dapat berjalan sesuai dengan yang direncanakan dan memiliki keberlanjutan di masa yang akan datang
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