Customer Relationship Management (CRM) Strategy in an Effort to Maintain Customer Loyalty in Telkomsel Palu Branch

Building and maintaining good relationships with customers is one way to maintain the survival of the company. Customer Relationship Management is a disciplined approach to developing and maintaining profitable customer relationships. One thing that can be done to maintain customer loyalty and increase profits is to improve the quality of service through the concept of CRM strategy. Therefore, the purpose of this study is to determine the CRM strategy carried out by Telkomsel Branch Palu in an effort to maintain customer loyalty. This study is qualitative in nature using data collection techniques by conducting observations and in-depth interviews with four informants who have been selected through purposive sampling techniques, namely SPV Mobile Consumer, CX Commander, priority customers and regular customers of Telkomsel Branch Palu. The results of the study obtained are that Telkomsel Branch Palu has implemented a CRM strategy through the Telkomsel Prestige Loyalty program. Telkomsel Prestige is a loyalty program for Telkomsel and Indihome priority customers. In running the loyalty program, Telkomsel Branch Palu carries out a form of Marketing Communication, especially in the Public Relations aspect as a form of communication that focuses on building and maintaining good relationships and the company's image. In addition, Telkomsel Branch Palu also carries out several stages in the CRM strategy, namely 1) Customer Identification by collecting customer data and can be accessed on the Telkomsel database portal. 2) Differentiate Customer, Telkomsel groups its customers into two categories, namely regular customers and priority customers and priority customers have membership levels ranging from Gold-Diamond. The goal is to focus more on interactions with customers who are considered to provide many benefits. 3) Interact with Customers by actively interacting with customers such as providing information media or special reports, making routine visits for Birthdays, Exchange Points, Hard Complain, special visits and creating loyalty activities for priority customers. 4) Customize some Aspects, namely by making adjustments to priority customers and regular customers such as making special visits on big days, giving greetings, participating in enlivening or welcoming special days by making decorations in the service room