Perancangan sistem pengukuran kinerja crm PT. Merpati Nusantara Airlines berdasarkan metode crm scorecard

DETAIL KOLEKSI

Perancangan sistem pengukuran kinerja crm PT. Merpati Nusantara Airlines berdasarkan metode crm scorecard

Oleh : Anton Nugroho

Info Katalog

Penerbit : FTI - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2006

Pembimbing 1 : Dadang Surjasa

Subyek : Measurement;Multidisciplinary design optimization

Kata Kunci : design, performance, system, scorecard, method, determining measurement, relationship, transportatio

Status Posting : Published

Status : Tidak Lengkap

File Repositori

No.	Nama File	Hal.
1.	2006_TA_STI_06302193_Halaman-Judul.pdf	23
2.	2006_TA_STI_06302193_Lembar-Pengesahan.pdf	3
3.	2006_TA_STI_06302193_Bab-1_Pendahuluan.pdf	6
4.	2006_TA_STI_06302193_Bab-2_Tinjauan-Pustaka.pdf
5.	2006_TA_STI_06302193_Bab-3_Metodologi-Penelitian.pdf
6.	2006_TA_STI_06302193_Bab-4_Pengumpulan-Data.pdf
7.	2006_TA_STI_06302193_Bab-5_Perancangan.pdf
8.	2006_TA_STI_06302193_Bab-6_Pengukuran-Kinerja.pdf
9.	2006_TA_STI_06302193_Bab-7_Analisa-Model.pdf
10.	2006_TA_STI_06302193_Bab-8_Usulan-Strategi.pdf
11.	2006_TA_STI_06302193_Bab-9_Kesimpulan-dan-Saran.pdf
12.	2006_TA_STI_06302193_Daftar-Pustaka.pdf	2
13.	2006_TA_STI_06302193_Lampiran.pdf

Abstrak
Abstract

P PT. Merpati Nusantara Airlines merupakan salah satu perusahaan yang bergerak dalam bidang jasa transportasi penerbangan. Dalam menarik , membangun dan menjaga hubungan dengan pelanggannya, PT. Merpati Nusantara Airlines telah menerapkan Customer Relationship Management (CRM) dalam strategi bisnisnya. Namun hingga saat ini Merpati belum memiliki sistem pengukuran kinerja CRM yang komperhensif dan menyeluruh untuk mengetahui sejauhmana kinerja dari penerapan strategi CRM tersebut. Berdasarkan permasalahan tersebut maka penelitian ini bertujuan untuk: merancang sistem pengukuran kinerja CRM berdasarkan metode CRM Scorecard, melakukan pengukuran kinerja CRM PT. Merpati Nusantara Airlines serta menganalisa hasil pengukuran kinerja CRM. Selain itu penelitian ini juga memberikan usulan strategis bagi PT. Merpati Nusantara Airlines guna meningkatkan kinerja CRM dimasa mendatang.CRM Scorecard memodifikasi keempat perspektif Balanced Scorecard yaitufinancial, customer, internal business process, dan learning and growth menjadi customer value, customer satisfaction, customer interaction dan customer knowledge sehingga diperoleh suatu model yang dapat digunakan untuk mengevaluasi kinerja CRM.Tahap awal perancangan model CRM Scorecard adalah dengan menerjemahkanvisi, misi dan strategi perusahaan kedalam empat perspektif CRM Scorecard yaitu Customer Value, Customer Satisfaction, Customer Interaction dan Customer Knowledge. Kemudian dilakukan penentuan tujuan strategis setiap perspektif, penentuan measurements serta target yang ingin dicapai perusahaan. Setelah itu disusun strategy map, faktor pendorong kinerja dan hubungan sebab akibat.Pembobotan untuk masing-masing tujuan strategis ditentukan dengan metodepairwise comparisons. Pengukuran nilai kinerja PT. Merpati Nusantara Airlines didapat dengan mengalikan bobot untuk masing-masing tujuan strategis dengan nilai yang didapat.Berdasarkan model CRM Scorecard, maka didapat nilai kinerja PT. Merpati Nusantara Airlines untuk masing-masing perspektif adalah, 1 yang berarti sangat tidak baik untuk perspektif Customer Value, 1,74 yang berarti tidak baik untuk perspektif Customer Satisfaction, 3,76 yang berarti baik untuk perspektif Customer Interaction dan 1,65 yang berarti tidak baik untuk perspektif Customer Knowledge. Sehingga nilai kinerja secara keseluruhan pada PT. Merpati Nusantara Ailrines adalah sebesar 2,04 yang berarti belum cukup baik.Dengan adanya sistem pengukuran kinerja CRM di PT. Merpati Nusantara Airlines,diharapkan perusahaan dapat lebih terfokus terhadap arah dan tujuan perusahaan gunameningkatkan kinerja CRM perusahaan dimasa mendatang.

P PT. Merpati Nusantara Airlines is one of the companies in the field of air transportation service. In drawing, developing, and taking care of his customer relations, PT. Merpati Nusantara Airlines have applied Customer Relationship Management (CRM) in his business strategy. But till now Merpati doesn\'t have any measurement system of CRM performance which is comprehensive and totally to know how far the CRM strategy have applied. Base on that problem, this research aim to: designing system measurement of performance of CRM using CRM scorecard, doing measurement of performance of CRM PT. Merpati Nusantara Airlines and also analysing result of measurement performance of CRM. Beside that, this research also gives strategic proposal for PT. Merpati Nusantara Airlines to improve performance of CRM in the future.CRM scorecard have modified four perspective balanced scorecard that is financial,customer, internal process business, and growth and learning become customer value, customer satisfaction, customer interaction and of customer knowledge to get a model which is able to be used to evaluate performance of CRM.In early stage designing of CRM Scorecard model is by translating the vision, mission, and company\'s strategy into four perspective CRM scorecard that is Customer Value, Customer Satisfaction, Customer Interaction and Customer Knowledge. And then determining the strategic purpose from each perspective , determining measurement and also goals which wish to be reached by company. After that, we can continue to design strategy map, impeller factor of perfonnance and causality.Weight of each strategic purpose determined with pairwise comparisons method.PT. Merpati Nusantara Airlines performance measurement score obtained from weight each strategic indicator multiplied by score four perspectives.Based on the CRM scorecard model, the performance score for each perspective PT. Merpati Nusatara Airlines, are 1 means very bad for customer value perspective, 1,74 means bad for customer satisfaction perspective, 3,76 means good for customer interaction perspective and 1,65 means bad for customer knowledge perspective. So, totally performance score for PT. Merpati Nusantara Airlines is equal to 2,04, it\'s means have not good enough yet.With existence of system measurement of performance of CRM in PT. MerpatiNusantara Airlines, expected company earn more focus to company target and direction to improve the company CRM performance in the future.