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

Hanif Yusmy Kartono (), Muh. Asdar and Indrianty Sudirman
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Hanif Yusmy Kartono: Hasanuddin University
Muh. Asdar: Hasanuddin University
Indrianty Sudirman: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 2281-2292 from Springer

Abstract: 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.

Keywords: CRM; Marketing Strategy; Retention Customer (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-758-8_182

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