Wijaya, Jonathan Hartanto (2015) Strategi memelihara konsumen pada perusahaan multinasional : Standardized atau Customized Customer Relationship Management (CRM). Jurnal Manajemen: Untuk Ilmu Ekonomi dan Perpustakaan, 1 (1).

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Abstract

Multinational corporations (MNC) are increasingly seen as excessively big and powerful, and ashaving dramatically increased in size and power.Customer relationship management (CRM) can help multinational corporations manage customer interactions more effectively to maintain competitiveness in the present economy. As more and more organizations realize the significance of becoming customer-centric in todayÂ’s competitive era, they adopted CRM as a core business strategy and invested heavily. CRM, an integration of information technology and relationship marketing, provides the infrastructure that facilitates long-term relationship building with customers at an enterprise-wide level. Successful CRM implementation is a complex, expensive, and rarely technical projects. This paper presents the different strategy CRM from process perspective in a multinational organization with operations. This study will aid in understanding about strategy and process of CRM in such Multinational Company.

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