TRANSFORMASI PENGELOLAAN PELANGGAN DI DAPOER ZOIS MELALUI CUSTOMER ACQUISITION, MAKING THE RIGHT OFFER, DAN OPERATIONAL CRM TOOLS
DOI:
https://doi.org/10.31004/joecy.v6i2.14455Keywords:
Customer Relationship Management (CRM), Customer Acquisition, Making The Right Offer, Operational CRM Tools, Loyalitas PelangganAbstract
Dalam persaingan bisnis kuliner yang semakin kompetitif, pengelolaan hubungan pelanggan menjadi faktor penting untuk meningkatkan kepuasan dan loyalitas pelanggan. Artikel ini membahas mengenai transformasi pengelolaan pelanggan di Dapoer Zois melalui penerapan Customer Relationship Management (CRM) yang berfokus pada customer acquisition, making the right offer, dan operational CRM tools. Customer acquisition dilakukan untuk menarik pelanggan baru melalui strategi pemasaran yang efektif dan terarah. Making the right offer bertujuan memberikan penawaran yang sesuai dengan kebutuhan dan preferensi pelanggan berdasarkan data yang tersedia. Sementara itu, operational CRM tools digunakan untuk mengotomatisasi proses pemasaran, penjualan, dan layanan pelanggan sehingga meningkatkan efisiensi operasional dan kualitas pelayanan. Hasil pembahasan menunjukkan bahwa penerapan ketiga aspek tersebut mampu meningkatkan pemahaman Dapoer Zois terhadap perilaku pelanggan, mengoptimalkan kegiatan promosi, mempercepat pemenuhan kebutuhan pelanggan, serta memberikan pengalaman yang lebih baik kepada pelanggan. Dengan demikian, implementasi CRM yang terintegrasi dapat mendukung peningkatan kepuasan pelanggan, memperkuat loyalitas, dan mendorong pertumbuhan bisnis Dapoer Zois secara berkelanjutan.
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