CUSTOMER RELATIONS MANAGEMENT AS A COMMUNICATION STRATEGY MANTAINING X-FRESH JAKARTA CUSTOMER LOYALTY
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Abstract
Along with technology development, competition in the business world is increasing and expanding, so business actors must be ready to compete and be able to develop and adapt, including X-Fresh MSMEs. This research identifies Customer Relationship Management (CRM) strategies implemented by X-Fresh in building customer loyalty. The method used in this research is descriptive qualitative through interviews. The results showed that the implementation of the CRM strategy by X-Fresh uses the theoretical concept of value chain, including human, process and technology/IT data. The CRM communication strategy implemented by X-Fresh in advertising, sales promotion, direct marketing and personal selling is done through direct interaction with the on-site sales department and telemarketing.
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