B2B CRM strategy design guiding principle: Study case of det-urgent company
List of Authors
  • Akmallya Fadhilah , Arfenia Nita

Keyword
  • Business-to-Business; Customer Relationship Management; Fast Moving Consumer Goods; Strategy Design

Abstract
  • Det-Urgent company wants to assess CRM B2B strategy in Det-Urgent’s approach to B2B at their early stage before selling their products. In this research the CRM strategy is being designed, and the outcome of the research is to find out the most suitable CRM implementation design strategy for Det-Urgent. Starts by examining previous studies that had applied the CRM strategy with a theoretical basis for the literature review to support and act as the basis for making the right design concept, then small surveys and interviews were used as a mix method, which are qualitative and quantitative. Finally, the study concludes with conclusions and recommendations. The result is a CRM design guideline that is most suitable for Det-Urgent in dealing with its customers from the results of the 4 stages that have been carried out. For the recommendations, this CRM design can still be developed by continuing research to implement Operational and Analytical CRM, because here the researcher only carries out the strategic CRM stage. And the results found are applied at an early stage, but when the company starts to grow it needs to be adjusted so that there are improvements.

Reference
  • 1. Ata, & Toker, A. (2012). The effect of customer relationship management adoption in business-to-business markets.
    2. Buttle, F., & Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. Routledge.
    3. Dale, W. R. (2006). Developing new business strategies in B2B markets by combining CRM concepts and online databases.
    4. Davenport. (2001). How Do They Know Their Customers So Well?
    5. Peppers, D., & Rogers, M. (2016). Managing Customer Experience and Relationships: A Strategic Framework. Wiley.
    6. Reinartz, W., & Kumar, V. (2018). Customer Relationship Management: Concept, Strategy, and Tools. Springer Berlin Heidelberg.
    7. Rigby, D. K., & Ledingham, D. (2004). CRM done right. Harvard Business Review, 82(11), 118–129.
    8. Spekman, R. E., & Carraway, R. (2006). Making the transition to collaborative buyer-seller relationships: An emerging framework. Industrial Marketing Management, 35(1), 10–19.