JRSSEM 2022, Vol. 01, No. 11, 1851 – 1857

E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494

DOI : 10.36418/jrssem.v1i11.197 https://jrssem.publikasiindonesia.id/index.php/jrssem/index

CUSTOMER RELATIONSHIP MANAGEMENT PT

AGRAPANA WUKIR PANCA

Diana ari suryaningsih*

Universitas Islam Kediri

e-mail: agrapanawukirpancasatu@gmail.com

*Correspondence: agrapanawukirpancasatu@gmail.com

Submitted: 28 May 2022, Revised: 05 June 2022, Accepted: 15 June 2022

Abstract. Customer Relationship Management (CRM) is a process in building and improving

company and customer relationships with the aim of increasing customer loyalty to purchases. This

research uses the documentation method. The documentation method is a source of data in the

form of sources from images or videos, works, and written things that can provide information.

Based on the research results, PT Agrapana Wukir Panca is a company whose legalization status is

still in the form of a Trade Unit, therefore Customer Relationship Management is needed. Customer

Relationship Management itself is a process in improving or building relationships between

companies and customers, to instill customer loyalty in making purchases. The component

frameworks for Customer Relationship Management are operational CRM, analytical CRM, and

collaborative CRM. The conclusion of this study is that Customer Relationship Management (CRM)

has a framework of components and approaches that companies can take to maintain and develop

customer relationships. And has benefits including: Encouraging customer loyalty, reducing costs,

increasing operational efficiency, increasing time to market, and increasing revenue.

Keywords: customer relationship management (CRM); loyalty; costs.

Diana ari suryaningsih | 1852

DOI : 10.36418/jrssem.v1i11.197 https://jrssem.publikasiindonesia.id/index.php/jrssem/index

INTRODUCTION

The increasingly fierce level of business

competition has caused many companies

to no longer focus their marketing activities

solely on disbursing new buyers, but

instead on efforts to maintain and increase

the loyalty of old customers. One of the

marketing strategies to maintain customer

loyalty is to implement customer

relationship management (CRM) to build

good relationships with their customers.

We cannot deny that consumer

satisfaction is one of the main focuses of

entrepreneurs and market players when

offering a product. Consumer satisfaction is

an important factor in creating loyalty by

being satisfied with a product, then

consumers will automatically come back to

buy and consume the product (Imasari &

Nursalin, 2011). Without maintaining their

loyalty and without a good relationship

between the customer and the company, it

is certain that the marketing that is being

carried out is not working optimally and the

wheels of the business being run have not

succeeded in winning the market

competition which is increasingly crowded.

Therefore, a company needs this Customer

Relationship Management (CRM) strategy

to maintain its business glory in the long

term.

Customer Relationship Management

(CRM) can be applied in any company. In its

implementation, CRM can be applied to

any company whose operations can be

supported by technological sophistication.

CRM technology is used to support

marketing campaigns and to handle

requests for information from consumers,

solve problems and resolve consumer

complaints (Guerola-Navarro et al., 2021).

The application of CRM is also expected to

be able to make customers loyal to the

company so that the relationship that

occurs is not only a relationship between

sellers and buyers, but rather leads to a

partner relationship (Sitohang, 2019). The

benefits that can be obtained if the

company succeeds in creating strong

relationships with customers and

maintaining them is that the company can

reduce marketing costs so that in the end it

will increase profits for the company. Loyal

customers will be a source of word-of-

mouth by recommending their experiences

with products and services received to

others (Wardiyanti & Haribowo, 2019).

From the description above, the author

is interested in writing an article with the

title "Customer Relationship Management

(CRM) PT Agrapana Wukir Panca".

METHODS

The research method used in this study

is a documentation method. According to

(Hanson et al., 2011) the documentation

method is a source of data in the form of

sources from images or videos, works, and

written things that can provide information.

Although in the past the documentation

method was rarely considered, nowadays

the documentation method is an important

and inseparable part of the qualitative

approach. Qualitative is an approach in

researching natural objects, namely the

researcher becomes the key instrument,

the data collection technique is carried out

in a combined manner, and places more

emphasis on generalization (Schwartz et al.,

2014). A qualitative approach is defined as

1853 | Customer Relationship Management PT Agrapana Wukir Panca

an approach that focuses on a deeper

understanding of a research problem

formulation (Bornmann et al., 2011).

Meanwhile, the data collection

technique is carried out by analyzing

various types of documents, be it books,

reports, or journals through searches using

Google Scholar. The search for obtaining

various sources of information uses several

writing formats, namely the covid-19

pandemic, the role of communication

technology, and distance learning.

RESULTS AND DISCUSSION

Profile of PT Agrapana Wukir Panca

PT Agrapana Wukir Panca has been one

of the most trusted manufacturers since

2015, at that time its legalization status was

still in the form of a Trade Unit. And

continues to grow until now, and is one of

the SMEs engaged in the procurement

(production) of food and distribution which

is located in Blitar, East Java, Indonesia. The

products will often be found in shops, mini

markets and grocery supermarkets, mainly

in the East Java area.

Agrapana Wukir Panca or better known

as AWP was founded in 2015, initially

named UD, Wukir Panca which later

evolved into PT. Agrapanan Wukir Panca

which transformed into a Total Food

Solution company starting from the

production and processing of raw materials

to become products available in the

market.

Understanding Customer Relationship

Management (CRM)

Customer Relationship Management

(CRM) is a process of obtaining,

maintaining and improving profitable

relationships with customers in order to

create value and customer satisfaction and

maximize company profits related to

competitive advantage and pay attention

to product quality so that customers can

achieve excellent satisfaction (Ibrahim et al.,

2021). Customer Relationship Management

(CRM) recognizes customers as the core of

the business and that a company's success

depends on effectively managing customer

relationships (Zahro & Prabawani, 2018).

Component Framework Customer

Relationship Management (CRM)

According to Dyantina et al. (2012) the

component framework of Customer

Relationship Management (CRM) is as

follows:

1. Operational CRM.

Operational CRM is known as 's

front office . This component plays a

role in interaction with customers.

Operational CRM includes an

integrated automation process of all

business processes, such as marketing

and service automation. One

application of CRM which is included in

the operational CRM category is in the

form of a web application. A company

provides services to customers with

web applications.

2. CRM analytics.

CRM analytics is known as the back

office of the company. This component

plays a role in carrying out customer

and market analysis, such as market

trend analysis and analysis of customer

needs and behavior. The data used

comes from operational CRM.

3. Collaborative CRM

Diana ari suryaningsih | 1854

Components Collaborative include

e-mail, personalized, publishing, e-

communities, and the like designed for

interaction between customers and the

company. The main goal is to provide

added value and expand customer

loyalty to other customers who are still

not at the level of customer loyalty.

Collaborative CRM also includes an

understanding or awareness that loyal

customers can be magnets for other

customers.

Dimensions Customer Relationship

Management (CRM)

According to (Widyana & Firmansyah,

2021) there are four dimensions that make

up Customer Relationship Management

(CRM) in research, namely:

1. Technology that supports CRM. A

system will never run properly without

a database. Likewise with CRM.

Database is the core of Customer

Relationship Management (CRM).

Information obtained from customers

in the form of interactions with the

company and future prospects will be

very useful, including information

obtained from customer orders,

information about support provided,

customer requests, complaints, reviews,

and surveys that have been given.

2. The skills, abilities, and attitudes of

people who manage CRM. The most

responsible for running CRM is HR in

the company. Tasked with identifying

which customers will be served, the

ability of employees to run CRM well in

order to get maximum results.

3. Enterprise processes to access and

interact with their customers and satisfy

each other. The company's processes

for accessing and interacting with

customers to satisfaction. The

processes in Customer Relationship

Management (CRM) at least master and

use information resources, materials,

people, and technology as clearly as

possible to create products and services

that can satisfy customers and design

products and services that meet

customer demands properly and

correctly and compete with

competitors.

4. Knowledge and insight, understanding

current and future customer demands.

Develop strategies, processes, and

structures that enable the company to

meet customer demands.

Approach Customer Relationship

Management (CRM)

According to (Adriana & Ciputro, 2013)

there are three approaches that companies

can take to maintain and develop customer

relationships, namely:

1. Financial benefits (financial or economic

benefits)

This approach to building a value

relationship with customers is to

provide financial or economic benefits.

This can be in the form of cost savings

incurred by customers, giving special

discounts at certain times, vouchers,

lower prices, promos or other economic

benefits.

2. Social benefits (Social benefits)

These social benefits help business

entities to improve relationships by

studying customer needs and wants

and even providing something

personal or individual (personalization).

1855 | Customer Relationship Management PT Agrapana Wukir Panca

Social benefit is a second-level

relational benefit where service

providers do not only use price

incentives, but seek an effort to build

social bonds between service providers

and customers.

3. Structural ties

Structural ties are building

profitable long-term relationships with

customers by providing structural ties

to make it easier for customers to

transact with the company. With this

structural bond, it means that the

business entity is trying to help the

customer to always provide the

necessary information so that the

customer feels valued and is more

satisfied with the business entity.

Benefits Customer Relationship

Management (CRM)

According to (Lee & Chang, 2017) there

are five benefits of Customer Relationship

Management (CRM), namely:

1. Encouraging customer loyalty

CRM applications enable

companies to provide information from

all points of contact with customers,

either via the web, call center, or

through marketing and service staff in

the field. The consistency and

accessibility of this information allows

for better sales and service with

important information about that

customer.

2. Reducing costs

With sales and customer service

capabilities, there are costs that can be

reduced. For example in utilizing web

technology. CRM applications also

allow sales or services at a lower cost in

a specific and focused marketing

program scheme. Aimed at the right

customer and at the right time.

3. Improve operational efficiency

Automating sales and service

processes can reduce the risk of

declining service quality and reduce

cash flow. The use of web and call

centers will reduce bureaucratic barriers

and costs and administrative processes

that may arise.

4. Improved time to market

CRM applications allow us to bring

products to market faster with better

customer information, customer

purchasing trend data, and integration

with ERP applications for better

planning purposes. With the ability to

sell on the web, geographical time

constraints, until the availability of data

sources can be removed to accelerate

the sale of these products.

5. Revenue increase

CRM applications provide

information to increase the company's

revenue and profits. With a CRM

application, companies can make sales

and services through the website so that

there are opportunities from global

sales without the need to provide

special efforts to support these sales

and services.

CONCLUSIONS

PT Agrapana Wukir Panca is a company

whose legalization status is still in the form

Diana ari suryaningsih                                                                                                          | 1856 
of  a  Trade  Unit,  therefore  Customer 
Relationship Management (CRM) is needed. 
Customer Relationship Management (CRM) 
itself is a process in improving or building 
relationships  between  companies  and 
customers,  to  instill  customer  loyalty 
towards  purchases.  The  component 
framework  for  Customer  Relationship 
Management  (CRM)  is  operational  CRM, 
analytical  CRM,  and  collaborative  CRM. 
While the approaches that companies can 
take to maintain and develop relationships 
with  customers,  namely:  financial  benefits 
(financial  or  economic  benefits),  social 
benefits (social benefits), and structural ties 
(structural ties). Then, the benefits obtained 
from  Customer  Relationship  Management 
(CRM)  include:  Encouraging  customer 
loyalty,  reducing  costs,  increasing 
operational  efficiency,  increasing  time  to 
market, and increasing revenue. 
 
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