CUSTOMER RELATIONSHIP MANAGEMENT SEBAGAI STRATEGI PENINGKATAN CROSS-SELLING PRODUK WISATA DWI DAYA

Abstrak

This thesis was written to identify strategies that need to be done based on customer desires. This was done due to a change of approach to product customer approach. One marketing strategy is the customer's CRM approach. In implementing the CRM strategy, companies need to identify the contribution of the customer in terms of frequency, average monetary and proportions. This is done to measure the level of customer loyalty. This research carried out on 14 existing corporate customers. The use of the method in this study is qualitative. Data were collected from the archives held by the company. The data obtained were processed using descriptive methods, and classified each indicator by weighting method based approach normal distribution methods. The findings of this study are: (1) there is a significant difference between the monthly transaction or pattern between the 14 koporat existing customers, both in terms of frequency, average monetary and proportions, (2) Based on the descriptive analysis it is known that the majority of the transaction or product product purchased by the customer is an international ticket Bank Settlement Plan (BSP), (3) Based on the descriptive analysis it is known that the majority of corporate customers Dwidaya branch PT Pacific Place has a moderate level of loyalty, amounting to 57.14%. While 28.57% had a high level of loyalty and 14.29% are customers who are not loyal., (4) cross-selling strategy can be applied to the customer in moderate level and high level, this is due to multiple entry in buying tiket at this era.