Customer Relationship Management (Crm) As A Marketing Strategy to Improve Retention at PT. Semen Tonasa

DOI

10.2991/978-94-6463-758-8_182How to use a DOI?

Keywords

CRM; Marketing Strategy; Retention Customer

Abstract

Study This aiming for know: 1) how effectiveness implementation Management Connection Customer (CRM) as a marketing strategy For increase retention customers at PT. Semen Tonasa; 2) Factors that influence effectiveness implementation Management Connection Customer (CRM) as a marketing strategy For increase retention customers at PT. Semen Tonasa. Research This use type study qualitative with approach descriptive analytical. Object in study This is PT. Semen Tonasa, while subject in study This taken from PT. Semen Tonasa environment with using purposive sampling technique. The data collection technique used in study this, among other interviews, observations, questionnaires, and documentation. Data organization and analysis techniques in study This done with three stages, including data condensation, data presentation, and drawing conclusions. Research results This show that: 1) Implementation of CRM at PT. Semen Tonasa increase connection customer through real-time data access, communication fast, and analysis needs. The “ Customer First Training “ training strengthens management relationship. Although There is challenge in synchronize data, integration CRM system improves efficiency, distribution, and trust customers, as well as support more marketing strategies appropriate targets; 2) Internal factors such as strong brands and relationships good customers play a big role. The success of CRM strategy in increase loyalty and satisfaction customer depends on ability company utilise internal strength, such as source Power humans and technology, for face competition in the cement industry.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hanif Yusmy Kartono
AU  - Muh. Asdar
AU  - Indrianty Sudirman
PY  - 2025
DA  - 2025/07/30
TI  - Customer Relationship Management (Crm) As A Marketing Strategy to Improve Retention at PT. Semen Tonasa
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 2281
EP  - 2292
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_182
DO  - 10.2991/978-94-6463-758-8_182
ID  - Kartono2025
ER  -