Problematika Customer Relationship Marketing (Crm) dalam Mempertahankan Loyalitas dengan Perancangan Sop Pelayanan pada Pt. Cahaya Tritunggal Offset
DOI:
https://doi.org/10.55606/juitik.v6i2.2342Keywords:
Customer Loyalty, Customer Relationship Marketing (CRM), IDIC Model, Offset Printing Industry, Standard Operating Procedures (SOP)Abstract
This study discusses the challenges in implementing Customer Relationship Marketing (CRM) to maintain customer loyalty at PT Cahaya Tritunggal Offset, an offset printing company located in Sidoarjo. The main issues identified include undocumented customer data, unsynchronized communication among departments, overlooked customer complaints, and the absence of Standard Operating Procedures (SOPs) for customer service. This research aims to design a service SOP based on the IDIC model (Identify, Differentiate, Interact, Customize) developed by Peppers and Rogers as a solution to these CRM-related problems. The study employed a descriptive qualitative approach using in-depth interviews, observation, and documentation as data collection techniques. The findings reveal that the primary weaknesses lie in the Identify and Interact stages, which are not systematically implemented, resulting in financial losses, production delays, and inconsistent service quality. Meanwhile, the strengths found in the Differentiate and Customize stages still rely heavily on individual staff experience, making them vulnerable to employee turnover. The proposed SOP integrates all four dimensions of the IDIC model into standardized procedures, including customer data recording, service prioritization, structured complaint handling, and service personalization. Through consistent SOP implementation, the company is expected to minimize communication errors, improve operational efficiency, and strengthen customer loyalty in a sustainable manner. This study contributes to the development of marketing management knowledge, particularly in CRM strategies and SOP development for small and medium-sized enterprises (SMEs).
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