GAIN COMPETITIVE ADVANTAGE THROUGH CRM IMPLEMENTATION
Customer is the main focus for all business strategy, because customer is a dominant resource for company revenues. Many strategies had implemented to gain and maintain customer, mostly in marketing area. However, recently, the paradigm has shifted to back end. The loyalty of customer has small related impact into marketing strategies, but it depends on how well the company managing their back end process to support customer satisfaction. These supports are enabled by some tools and technology and one of these technologies is Customer Relationship Management (CRM). CRM is an integrated strategy to support customer interaction. To gain the optimum benefits the company should choose the right CRM approach, and balanced it into company needs. Implementation of CRM, on this case, is emphasized to help managing and tracking customer complains in PT.XYZ as a case study. Using Customer support application of SugarCRM package, distributing and tracking the task can be done automatically and each function can give faster and accurate respond to solve the problem. Its can improve customer satisfaction by increasing information transparancy and easier tracking for each problem. Application can help company to classify the problem and anticipate the same problem arise in the future. Eventually, it expected to improve customer loyalty as one of important components for company's competitive advantage. Keywords: CRM, Customer, complain, competitive, loyalty, strategic.