PERAN CUSTOMER RELATIONSHIP MANAGEMENT PADA PERTAMINA MARITIME TRAINING CENTER

Abstract

The increasing of maritime industry competition requires the application of appropriate marketing strategies for increasing customer interest to participate in maritime education and training. Belch & Belch (2003) in his book entitled Advertising and Promotion mention the promotional mix term, which is the elements used to develop and promote company products and services in marketing activities, such as advertising, publicity, direct marketing, sales promotion, personal selling, and interactive marketing. However, based on the observations during practical work activities, Pertamina Maritime Training Center does not carry out advertising activities, such as making advertisements on television, radio, newspapers, magazines, billboards, banners, billboards, or conducting promotions at exhibitions in marketing activities.

As times change, companies need to develop approaches that are more strategic, flexible, and able to minimize costs by utilizing technology that supports marketing activities. One such marketing strategy is called Customer Relationship Management or CRM. CRM is one way that can help companies stay connected with customers. The existence of the internet and social media also make it easy for companies to proactively interact with customers. By building a good interaction with the customer, Pertamina Maritime Training Center seeks to gain and increase customer interest by focusing more on customer-oriented service, not just focusing on selling products or conducting large-scale promotions. These efforts are made to build trust and good relationships between companies and customers so that they are moved to use the company's products in the long term, rather than only focusing on short-term sales.