The Implementation of Customer Relationship Management and Service Excellent in Improving Customer Satisfaction

Abstract

The tight competition and regulation complicate banking in Indonesia to show its market strength. Customer satisfaction is the most important thing in the trading business. To improve the satisfaction of banking customers, banks should develop their business strategies through Customer Relationship Management (CRM) and improve their service excellences. The implementation of CRM and service excellence provides access to the banking world to be more proactive towards technology that makes it easier for companies to increase customer retention by using customer feedback. This study aims to determine the effect of CRM and service excellence on customer satisfaction. The research method used is a quantitative approach with descriptive and verification methods. The data used is primary data obtained from surveys, interviews, and questionnaires. The results of this study indicate that the application of CRM and service excellence has influences as an effort to improve customer satisfaction proven by series of strategic CRM processes, operational CRM, analytical CRM and service excellence cultures that are friendly, sincere and kinship.