ABSTRAKSI: CRM (Customer Relationship Management) merupakan sekumpulan strategi, proses dan teknologi yang berfungsi memperkuat hubungan perusahaan dengan customer di setiap siklus, mulai dari marketing, sales hingga post-sales service. CRM memliki fokus untuk meraih keseimbangan yang optimum antara investasi perusahaan dengan pemenuhan kebutuhan customer untuk menghasilkan keuntungan yang maksimal.
Mobile customer relationship management (mCRM) merupakan sebuah implementasi CRM yang menggunakan mobile device sebagai medianya. Perkembangan yang luar biasa di dunia mobile menyebabkan mCRM menjadi media yang cukup diperhitungkan saat ini dalam mengimplementasikan CRM. Proses komunikasi yang berlangsung dalam interaksi di dunia mobile berbeda dengan proses komunikasi yang dilakukan dalam media lainnya.
Tugas akhir ini akan membahas tentang implementasi mCRM pada unit Prime Customer PT Telkom. Implementasi mCRM ini diharapkan dapat meningkatkan kualitas hubungan perusahaan dengan customer sekaligus berpengaruh signifikan dalam meningkatkan keuntungan perusahaan dengan cara meningkatkan efisiensi dari proses bisnis CRM PT Telkom.
Kata Kunci : CRM, mCRM, mobile device, customer.ABSTRACT: CRM (Customer Relationship Management) is a set of strategy, process and technology that aims to achieve optimum relationship between Customer and Company in every cycle start from marketing, sales, to post-sales service. CRM Focus is to achieve an optimum balance between corporate investments and the fulfilling of the customer needs in order to generate the maximum profit.
Mobile Customer Relationship Management (mCRM) is CRM implementation that uses mobile device as the media. An advancement in mobile technology made mCRM to become a potential media to implement CRM system. Thus the Communication process in mobile device is differ from the other media
Schierholz method is a structured method that can be used to mobilize CRM. This method is a synthesis from other existing methods which cover all aspects in Business Engineering Framework and with special characteristic that can guard the mobilization process always align with company’s goal.
This final assignment is about implementing mCRM in Prime Customer PT Telkom using Schierholz method. This implementation is aiming to increase relationship quality between company and the customer and also give some significant effect to increase company’s profit especially in increasing the effectivity and the efficiency of Telkom’s CRM business process.
Keyword: CRM, mCRM, mobile device, Custumer