STRATEGI PENGOPTIMALISASIAN CUSTOMER RELATIONSHIP MANAGEMENT UNTUK MENINGKATKAN TARGET PENJUALAN DI PT. VC

Abstrak

Penelitian ini bertujuan untuk menganalisis efektivitas penerapan strategi Customer Relationship Management (CRM) dalam mendukung peningkatan penjualan di PT.VC. Metode penelitian yang digunakan adalah deskriptif kuantitatif melalui survei dan observasi. Hasil penelitian menunjukkan bahwa meskipun sebagian besar karyawan memahami konsep dasar CRM, implementasinya belum optimal. Kendala utama meliputi kurangnya pemanfaatan data pelanggan yang relevan, kurangnya pelatihan karyawan, serta penggunaan data lama yang berdampak negatif pada persepsi calon nasabah. Penerapan CRM dinilai membantu menjaga hubungan jangka panjang dengan nasabah, namun efektivitas dalam mempercepat closing penjualan masih rendah. Rekomendasi strategi mencakup peningkatan kompetensi karyawan melalui pelatihan, pemahaman produk yang lebih baik, pemanfaatan media sosial, dan evaluasi strategi secara lebih rutin. Dengan perbaikan ini, diharapkan implementasi CRM dapat lebih maksimal dalam mendukung pencapaian target penjualan.

This study aims to analyze the effectiveness of Customer Relationship Management (CRM) strategy implementation in supporting sales growth at PT. VC. The research method used is quantitative descriptive through surveys and observations. The results of the study indicate that although most employees understand the basic concept of CRM, its implementation is not optimal. The main obstacles include the lack of utilization of relevant customer data, lack of employee training, and the use of old data that has a negative impact on the perception of potential customers. CRM implementation is considered to help maintain long-term relationships with customers, but its effectiveness in accelerating sales closing is still low. Recommended strategies include improving employee competency through training, better product understanding, utilization of social media, and more routine strategy evaluation. With these improvements, it is hoped that CRM implementation can be more optimal in supporting the achievement of sales targets.