Jurnal Studi Manajemen dan Bisnis
Vol 10, No 1 (2023): Juni

Improvement for 360˚ Marketing Communication Strategy Using Customer Relationship Management (CRM) Approach To Increase Digital Banking Platform Utilization : A Case of Kopra in PT. Bank Mandiri (Persero), Tbk

Ronald Cahaya Perdana Sihombing (Institut Teknologi Bandung)
Nila Armelia Windasari (Institut Teknologi Bandung)

Article Info

Publish Date
28 Jun 2023

Abstract

This research aimed to understand how Customer Relationship Management is implemented through existing 360˚ marketing strategy by Bank Mandiri to promote the use of Kopra for its customers and to provide improvement for existing 360˚ marketing strategy in order to increase the utilization of Kopra on Commercial Banking customers. The methodology used for this research is quantitative and qualitative methods. The study found that the digitalization in banking industry is the new phase for banking customers to conduct their transaction. The improvement for existing 360˚ marketing communication strategy, in order to maximize utilization of “Kopra by Mandiri”, is based on CRM approach, which elaborate and dig more comprehensively toward customers situation, point of view, and possible pain points. The 3 approaches proposed to improve 3600 marketing communication strategy are educative-based marketing, customer involvement, and continuous improvement.

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Journal Info
Jurnal Studi Manajemen dan Bisnis
Website

Abbrev

jsmb

Publisher

Universitas Trunojoyo Madura

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Jurnal Studi Manajemen Dan Bisnis (JSMB) ISSN: 2460-3775 (Online) dan ISSN: 2355-9543 (Print) administered by the Master of Management Faculty of Economics and Business, University of Trunojoyo Madura. This journal is here to accommodate innovative thinking of academics, researchers and ...