PENERAPAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DENGAN MENGGUNAKAN METODE LRFM ANALYSIS DI PT PHAPROS Tbk

LUBIS, NURDIN (2015) PENERAPAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DENGAN MENGGUNAKAN METODE LRFM ANALYSIS DI PT PHAPROS Tbk. S2 thesis, Universitas Negeri Jakarta.

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Abstract

THE APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) USING LRFM ANALYSIS METHOD AT PT PHAPROS Tbk NURDIN LUBIS ABSTRACT This study conducted to know information about the characteristics of customers from PT Phapros Tbk, a company that moves in the field of pharmaceuticals. The data has been used namely the customer and historical selling transaction data. Then this data was to be processed with LRFM model (Length, Recency, Frequency, Monetary) , and two stages of clustering is a method of ward’s to know the number of best clusters and algorithms kmeans that is distance-based clusters of analysis to perform the process of clustering operational . After the operational clustering done, the cluster results will be mapped with clusters of customer value matrix and customer loyalty matrix to know the characteristics of each customer segments. The result obtained from the case study of PT Phapros Tbk shows that segment or group of customers who are formed all of which have a difference significant statistics, and can be explained in the context of marketing strategy. Hence, this research is useful to determine the management customer strategy of each segment. Key Words: Clustering Analysis, Customer Relationship Management, Data mining, LRFM model.

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