Penerapan Customer Relationship Management (CRM)

Pada PT. Kalbe Farma, Tbk

Disusun Oleh :

Aris Muzai !"#$"%#!%!

Kh&irun 'isaul Aiah !"#$"%#!$*

T+K'K 'D-TR
FAK-/TA T+K'K -'0+RTA 'DO'+A
D+POK 1#!$
 DAFTAR 

DAFTAR
DAFTAR ISI...........................................
ISI..................................................................
..............................................
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...................2
...2
BAB 1 PENDAHULUAN.............................
PENDAHULUAN....................................................
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................................... 3
BAB 2 PROFIL PERUSAHAAN........................................
PERUSAHAAN...............................................................
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.............44
BAB 3 PENERAPAN CRM PT. KALBE FARMA, TBK.....................................13
BAB 4 KESIMPULAN DAN SARAN...............................................................
SARAN............................................................... ..28
Referens................................................................................................................2!
 2A2 !

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!.! /a4ar 2elakan5

Ke"er#$s%$n &$n'($ )$n&$n' )er*s$#$$n +$n )enn'($$n n%$ "$' )er*s$#$$n

s$n'$ "er'$n*n' )$+$ (e-$-)*$n )er*s$#$$n *n*( -en'e-"$n'($n +$n -e-e%#$r$
#*"*n'$n $n' "$( +en'$n )$r$ )e%$n''$nn$. Un*( -e-e%#$r$ #*"*n'$n se)er *%$#,
-$($ "$n$( )er*s$#$$n -*%$ -e-)er#$($n se(/r )e%$$n$nn$. Kes$+$r$n en$n'
 )enn'n$ (*$%$s )e%$$n$n er*s -enn'($ +$r $#*n (e $#*n. D +$%$- )er*s$#$$n
 &$s$, $+$%$# )enn' *n*( -e-)r/r$s($n C*s/-er Re%$/ns#) M$n$'e-en 0CRM
($ren$ +$%$- )er*s$#$$n se)er n #*"*n'$n $n' "$( +en'$n *s/-er $$* )e%$n''$n
-er*)$($n f$(/r $n' s$n'$ )enn'. Den'$n (/nse) CRM +#$r$)($n )er*s$#$$n -$-)*
-e-)er$#$n($n %/$%$s )e%$n''$nn$ *n*( &$n'($ $(* )$n&$n', -en$r( )e%$n''$n
 "$r*, +$n -en'e-"$n'($n (*$%$s )e%$$n$nn$.
F*n's CRM $n$r$ %$n $+$%$# -e-"er nf/r-$s (e)$+$ )e%$n''$n, +$n
-e-)er/%e# *-)$n "$%( +$r )e%$n''$n "er*)$ (e%*#$n, s$r$n, +$n $n''$)$n er#$+$) &$s$
$$* )e%$$n$n $n' e%$# +er-$.Den'$n se-$(n "$n$(n$ &*-%$# )e-$n +$%$- "+$n'
$n' s$-$, )ers$n'$n $n$r )er*s$#$$n se&ens se-$(n (e$ se#n''$ s$%$# s$* (*n
*n*( *n''*% +$%$- )ers$n'$n er%e$( )$+$ )e%$$n$n $n' er"$( +$n +)er%*($n n/$s
*n*( +$)$ -en$r( s-)$ (#*s*sn$ *n*( -e-)er/%e# (e*n''*%$n "ers$n' $$* )$%n'
+$( -e-)er$#$n($n )$s$r $n' e%$# +)er/%e#. A$s +$s$r *%$#, Highlight Performance
+$r PT. K$%"e F$r-$ T"( $($n +$n$%s$ +$r se' customer relationship management   *n*( 
-e%#$ s'nf($nsn$ er#$+$) )er(e-"$n'$n )er*s$#$$n erse"*.

!.1 Tu6uan
1. Un*( -en'e$#* +$n -en'+enf($s %e"# &$*# -en'en$ ($*s%$s CRM
0Customer Relationship Management  er#$+$) )erf/r-$ne )er*s#$$n PT. K$%"e
F$r-$ T"(,
2. Men'+enf($s %$n'($#5%$n'($# sr$e' PT. K$%"e F$r-$ T"( $n' "er($$n
+en'$n CRM '*n$ *n*( -e-)er#$n($n +$n -enn'($($n e(ssens )er*s$#$$n +
 )ers$n'$n n+*sr f$r-$s.
 2A2 1

PROF/ P+R-A3AA'

1.! PT. Kalbe Farma, Tbk 

PT. K$%"e F$r-$ T"( 0K$%"e "er+r )$+$ $#*n 1!66. Me%$%* )r/ses )er*-"*#$n
/r'$n( +$n )en''$"*n'$n *s$#$ 7 $(*ss, K$%"e e%$# *-"*# +$n "err$nsf/r-$s
-en&$+ )ene+$ s/%*s (ese#$$n erne'r$s -e%$%* 4 (e%/-)/( +s *s$#$n$, $*
+s /"$ rese) 0(/nr"*s 24, +s )r/+*( (ese#$$n 0(/nr"*s 19, +s n*rs
0(/nr"*s 2!, ser$ +s +sr"*s +$n %/'s( 0(/nr"*s 3:.

;$-"$r 2.1 L/'/ PT. K$%"e F$r-$ T"( 

Ds F$r-$s -en$(*) PT Fn*s/% Pr-$< PT Bf$r-$ A+%*#*n'< Inn/'ene

K$%"/e# Pe. L+.< +$n PT D$n(/s L$"/r$/res. D$n(/s, $n' &*'$ "ers$*s )er*s$#$$n
 )*"%(, -e-%( '$ $n$( *s$#$, $(n= PT He>)#$r- ?$$ L$"/r$/res< PT Bn$n'
T/e+&/e< +$n PT S$($ F$r-$ L$"/r$/res. Se+$n'($n )$+$ +s M$($n$n Kese#$$n er+r
+$r PT He%/s Ar$ P*r$ +$n PT S$n'#$n' P$r($s$< se+$n'($n Ds Ke-$s$n +$n
Dsr"*s er+r +$r PT I'$r ?$$ T"(. 0$n' &*'$ -e-%( +*$ $n$( *s$#$= PT Aes$ P$( 
+$n PT In+/'r$*re, +$n PT Ense$% P*er$ Me'$r$+n'. Kee-)$ +s *s$#$ erse"*
-en'e%/%$ )/r/f/%/ /"$ rese) +$n /"$ "e"$s $n' (/-)re#ensf, )r/+*(5)r/+*( -n*-$n
ener' +$n n*rs, ser$ *s$#$ +sr"*s +$n %/'s( $n' -en&$n'($* %e"# +$r 1.:::.:::
/*%e + se%*r*# (e)*%$*$n In+/nes$.

D+*(*n' %e"# +$r 16.::: ($r$$n, er-$s*( 2.::: s$%es-$n +$r 1:@ /r$n' s$f 
TI, (n K$%"e e%$# *-"*# -en&$+ )ene+$ %$$n$n (ese#$$n er"es$r + In+/nes$,
+en'$n (e*n''*%$n (e$#%$n + "+$n' )e-$s$r$n, "r$n+n', +sr"*s, (e*$n'$n ser$ rse
+$n )en'e-"$n'$n. K$%"e F$r-$ &*'$ -er*)$($n )er*s$#$$n )r/+*( (ese#$$n )*"%( 
er"es$r + As$ Ten''$r$, +en'$n n%$ ($)$%s$s )$s$r R) @2,1 r%%*n +$n n%$ )en&*$%$n
R) 19,! r%%*n + $(#r $#*n 2:1@.

Ber(* n $+$%$# s +$n -s PT. K$%"e F$r-$, T"( 

0isi :
Men&$+ )er*s$#$$n )r/+*( (ese#$$n In+/nes$ er"$( +en'$n s($%$ nern$s/n$% $n'
++*(*n' /%e# n/$s, -ere( $n' (*$, +$n -$n$&e -en $n' )r-$.
Misi:
Menn'($($n (ese#$$n *n*( (e#+*)$n $n' %e"# "$(.
M&44&: The Scientific Pursuit of Health for a Better Life.
Se%$n *, se&$( ++r($n )$+$ $#*n 1!66, )en+r K$%"e e%$# -e$rs($n n%$5n%$
 )er*s$#$$n $n' (n -en&$+ )e+/-$n +$%$- "ers($) +$n "ern+$( "$' se%*r*# ($r$$n
;r*) K$%"e. Me%$%* )en''$%$n n%$5n%$ *$-$ $n' er*s %es$r +$%$- se&$r$# )er&$%$n$n
K$%"e, e%$# +r*-*s($n %-$ n%$ )erser/$n $n' +res-($n )$+$ $#*n 2:1:, $* P$n$
Sr$+#$ K$%"e $n' er+r +$r=

1. S$%n' Per$$ $+$%$# )ere($ +$n$r$ ($-

2. Kes$+$r$n Pen*# $+$%$# +$s$r se$) n+$($n ($-
3. In/$s $+$%$# (*n (e"er#$s%$n ($-
4. Bere($+ *n*( -en&$+ $n' er"$( 
@. S$%n' Keer($$n $+$%$# )$n+*$n #+*) ($-

 N%$5n%$ K$%"e P$n$ Sr$+#$ n -er*)$($n -en$%$s +$s$r *n*( -e-)ers$*($n
%e"# +$r 19.::: ($r$$n 'r*) K$%"e, $n' "er$($s + 24 en$s *s$#$ + In+/nes$ +$n
L*$r Ne'er. Ber(* n $+$%$# sr*(*r /r'$ns$s 'r*) K$%"e F$r-$.

;$-"$r 2.2 Sr*(*r Or'$ns$s PT. K$%"e F$r-$ T"( 

 umber: #)=.($%"e./.+

1.1 Pr&duk dan 7asa PT. Kalbe Farma, Tbk 

1. O"$ +$n Rese)
Be"er$)$ )r/+*( /) K$%"e $+$%$# Br$n$, Cefs/$n, M/r$%, Cerne, Cr$,
 Ne*r$%'n, Br/$+e+, Ne*r/$-, He-$)/, +$n CP;.

;$-"$r 2.3 Pr/+*( Rese) PT. K$%"e F$r-$ T"( 

2. Pr/+*( Kese#$$n
Be"er$)$ )r/+*( /"$ "e"$s K$%"e e%$# -e-%( )$n's$ )$s$r $n' (*$ *n*( $)5
$) (e%$s er$), se)er +$n$r$n$ Pr/-$' + (e%$s er$) /"$ -$$', Ne/ Enr/s/)
 + (e%$s er$) /"$ +$re, K/-> +$n //+s + (e%$s er$) /"$ "$*(, ser$ M>$'r)
+ (e%$s er$) /"$ f%*. D s$-)n' *, "e"er$)$ )r/+*( K$%"e -e%)* )r/+*( 
+en'$n -$nf$$ )reenf er-$s*( )r/+*( -*%$-n +$n $-n C, se)er -ere( 
Cere"r/, F$'/n, S$($/n( Ler +$n /n5Ce "$' /r$n' +e$s$, ser$
Cere"r/f/r +$n S$($/n( ABC, s*)%e-en -*%$-n *n*( $n$(5$n$(.

;$-"$r 2.4 Pr/+*( N*rs PT. K$%"e F$r-$ T"( 

3. N*rs
P$+$ )$s$r )re-*-, K$%"e -en$$r($n M/rn$'$, $(n )r/+*( s*s* "*"*( "$'
 "$ +$n $n$(5$n$(, Pren$'en, n*rs se#$ "$' "* #$-% +$n Enr$s/%, )r/+*( se#$
+en'$n ($n+*n'$n $n/(s+$n $n' n''. Un*( se'-en -enen'$#, K$%"e
-en$$r($n )r/+*( ee, )r/+*( s*s* "*"*( "$' $n$(5$n$( +$n )r$5re-$&$, ser$
L/$-%, n*rs s*s* "*"*( $n' //( "$' "* #$-% +$n -en*s*. B$'
(/ns*-en "er(e"**#$n (#*s*s, )r/+*( D$"e$s/% +$r K$%"e -er*)$($n -$($n$n
 )en''$n $n' e)$ "$' )en+er$ +$"ees +en'$n ($n+*n'$n n*rs $n' %en'($)
$n' &*'$ -e-"$n* -e-)er$#$n($n ($+$r '*%$ +$r$# $n' s$"%. Se%$n )r/+*(5
 )r/+*( + $$s, Ds n &*'$ -en$$r($n "er"$'$ )r/+*( n*rs n/n5s*s*, se)er
F"$r, s$&$n sn$( "$r ren+$# ($%/r $n' se#$ +$n en$(, N*re Bene/%, )r/+*( 
s-//#e +en'$n ($n+*n'$n (#*s*s )en*r*n (/%esr/% +$n D$, )r/+*( -n*-$n
(e$n($n )er$-$ + In+/nes$ +en'$n ($n+*n'$n (/%$'en +$n $n/(s+$n *n*( 
 )er$$$n (*%.

;$-"$r 2.@ Pr/+*( N*rs PT K$%"e F$r-$ T"( 

4. Dsr"*s +$n L/'s(
Us$#$ K$%"e + "+$n' +sr"*s +$n %/'s( +(e%/%$ -e%$%* $n$( )er*s$#$$n
+en'$n (e)e-%($n !1,9@, PT Ense$% P*r$ Me'$r$+n' T"(, $n' s$#$-n$
er$$ + B*rs$ Efe( In+/nes$. Ds Dsr"*s +$n L/'s( K$%"e
-en'/)er$s($n &$rn'$n +sr"*s )r/+*( f$r-$s +en'$n &$n'($*$n er%*$s +
In+/nes$. ?$rn'$nn$ $n' %*$s -en$(*) se%*r*# 33 )r/ns + In+/nes$, $n'
-en+*(*n' K$%"e +$%$- -e-"er($n %$$n$n (e se%*r*# ne'er, s*$* (e*n''*%$n
(/-)ef $n' s'nf($n "$' Perser/$n. Un*( +sr"*s )r/+*( f$r-$s, &$rn'$n
erse"* -en&$n'($* #$-)r se%*r*# r*-$# s$(, (%n(, )*s$ (ese#$$n -$s$r$($,
f$r-$s +$n /(/ /"$ + In+/nes$. Un*( )r/+*(5)r/+*( (ese#$$n +$n n*rs, +s
n -$-)* -en&$n'($* se$r$ +$( %$n's*n' #$-)r se"$n$( s$* &*$ /*%e +
se%*r*# In+/nes$.

@. L$$n$n Kese#$$n
Ense$% -e%$%* $n$( )er*s$#$$nn$, PT M%%en$ D#$r-$ Ins$n, -ene+$($n &$s$
 )e%$$n$n (ese#$$n $n' "er(*$%$s +$n er&$n'($*, -e%$%* K%n( Mr$s$n$.

;$-"$r 2.6 Sr*(*r Or'$ns$s PT. K$%"e F$r-$ T"( 

6. B/f$r-$
9. Per$$$n M$$
Ds Ee C$re "er#$s% -er$# (ner&$ )/sf +en'$n )en&*$%$n ne/ -enn'($
se"es$r 22,!1 +en'$n n%$ R) 29,4 -%$r. Pr/+*(5)r/+*( $n' "er(/nr"*s
s'nf($n er#$+$) /$% )en&*$%$n $* R;5C#/%ne, Lens$ Inr$/(*%$r R$ner, +$n
 N*rs/n.

;$-"$r 2.9 Pr/+*( Kese#$$n M$$

8. Geerner 
K$%"e An-$% He$%# Ds/n 0AHD, -er*)$($n SBU + "$$# PT K$%"e F$r-$,
T"(. +en'$n "sns /"$ #e$n 0f$r-$s eerner. P/r/f/%/ )r/+*( -e%)* se+$$n
f$r-$se( #e$n, fee+ $++e 0-"*#$n )$($n, fee+ s*))%e-en0)e%en'($) )$($n
+$n "e"er$)$ )er%en'($)$n (ese#$$n #e$n +$n $%$ +enf($s ern$(.

;$-"$r 2.8 Pr/+*( F$r-$s He$n

!. Bsns Inern$s/n$%
B+$n' *s$#$ nern$s/n$% K$%"e er*s -er$# )er*-"*#$n $n' -en''e-"r$($n
+$%$- "e"er$)$ $#*n er$(#r. T/$% )en+$)$$n e(s)/r -en$)$ R)888,9 -%$r +
$#*n 2:1@, *-"*# 11,@ +$r R)9!6,! -%$r + $#*n 2:14. Se%$n )$s$r ASEAN,
 )r/+*(5)r/+*( (ese#$$n, n*rs +$n /"$ rese) K$%"e &*'$ +er-$ +en'$n "$( +
 "e"er$)$ ne'$r$ %$n + As$ +$n Afr($, $n' -e-%( ($r$(ers( )$s$r $n'
ser*)$ +en'$n In+/nes$. Den'$n ($n/r )*s$ + Sn'$)*r$, K$%"e Inern$s/n$%
 "er$n''*n' &$$" -en'e%/%$ ($n/r5($n/r $"$n' +$n ($n/r5($n/r )er$(%$n
Perser/$n + 1: ne'$r$= Sn'$)*r$, M$%$s$, F%)n$, Gen$-, M$n-$r, T#$%$n+,
C$-"/+$, Sr L$n($, N'er$ +$n Afr($ Se%$$n.

1:. K$%"e E5s/re

S*s e5/--ere n +#$+r($n K$%"e ;r/*) *n*( -e-*+$#($n )$r$ )e%$n''$nn$
+$%$- -en+$)$($n r$n'($$n )r/+*( n*rs K$%"e. H$n$ +en'$n en$- %$n'($#
-*+$#, )e%$n''$n +$)$ -en$r, -ene-*($n, -e-es$n, -e-"$$r +$n
-en+$)$($n )r/+*(5)r/+*( K$%"e. T$( #$n$ *, K$%"e e5S/re &*'$ -e-*n'(n($n
 )$r$ )e%$n''$n *n*( "er(/ns*%$s +en'$n $#% n*rs K$%"e -e%$%* f$s%$s %e
#$. Pe%$n''$n )*n "er(ese-)$$n *n*( -en+$)$($n "er"$'$ re$r+s -en$r( 
+en'$n -en'(* )r/'r$- -e-"ers#) K$%"e, +$n -en'*-)*%($n )/n *n*( se$)
r$ns$(s + K$%"e e5S/re.
 1." Pen8apaian dan Tekn&l&5i n&rmasi PT. Kalbe Farma, Tbk 

Ber(* n $+$%$# Ce$( Br* TI K$%"e #n''$ $#*n 2:12 =

1. Sse- ne'r$s )en*# SCM.

2. Pener$)$n $)%($s B*sness Ine%%'ene /n +e-$n+ "$' se-*$ )#$( "$( nern$%
-$*)*n e(sern$%.

3. Pener$)$n se$-%ess Ener)rse Res/*re P%$nnn' 0ERP + se-*$ $n$( )er*s$#$$n.

4. Pener$)$n sse- CRM $n' efe(f.

Ce$( "r* TI $n' +s*s*n ;r*) K$%"e erse"* *(*) (/-)re#ensf, -*%$ +$r
sse- S*))% C#$n M$n$'e-en 0SCM erne'r$s #n''$ C*s/-er Re%$/ns#)
M$n$'e-en 0CRM. S$%$# s$* )r/e( $n' s*+$# "er&$%$n $+$%$# ne'r$s ($n/r5($n/r 
$"$n' +en'$n ($n/r )*s$. S$$ n, s*+$# #$-)r 1:: ($n/r $"$n' erne'r$s (e ($n/r 
 )*s$. Ce)$n$ )en'er&$$n ne'r$s &$rn'$n $n$r($n/r *, ($ren$ K$%"e s*+$#
-en''*n$($n s/%*s $(ses nfr$sr*(*r +$r Cr> Sse-. S/%*s n -*%$ +er$)($n )$+$
2::: *n*( -en+*(*n' )ener$)$n $)%($s (e*$n'$n + ($n/r )e-$s$r$n +$n )$"r(5
 )$"r(n$. Se%$n e$( "r* erse"*, s$$ n &*'$ er+$)$ ren$n$ )en'e-"$n'$n +$n
 )r/e( TI $n' se+$n' +%$(*($n /%e# K$%"e, $*=

1. Ine'r$s sse- *n*( %-$ )er*s$#$$n f$r-$s, $(n= PT K$%"e F$r-$ T"(.< PT
Fn*s/% Pr-$< PT Bf$r-$ A+%*#*n'< Inn/'ene K$%"/e# Pe. L+.< +$n PT D$n(/s
L$"/r$/res. D)r/e(s($n se%es$ )$+$ 2::!

2. M$s*( (e )r/e( ne'r$s sse- TI n +en'$n sse- +sr"*s. D$r'e($n )$+$
2:1:, se-*$ )er*s$#$$n s*+$# -e-%( sse- TI $n' erne'r$s +en'$n *n
+sr"*s.

3. Men'e-"$n'($n %$$n$n )r/*re-en -en&$+ enr$%e+ )r/*re-en. ?$+

 )e-"e%$n $($n +ser$'$-($n, +senr$%s$s +$%$- s$* e-)$.

4. Pener$)$n CRM (/r)/r$ se#n''$ -$-)* -e-"er($n nf/r-$s (e)$+$ -$s$r$($

se$r$ (/-)re#ensf, -en'en$ )r/+*( #n''$ s/%*s.

Pr/'r$- $n' $( ($%$# )enn', *n*( -en+*(*n' +$n -enn'($($n (ner&$ -
 )en&*$%$nn$, K$%"e -e-"e($% "$'$n )en&*$%$n +en'$n )ers/n$% +'$% $sss$ne 0PDA.
Se($r 2.::: en$'$ s$%es-$n K$%"e, se($r @: s$%es-$n e%$# +"e($% PDA. $%$*)*n
nes$s $n' +(e%*$r($n *n*( )en'$+$$n PDA n *(*) -$#$%, $(n -en$)$ R) 1:
-%$r, K$%"e F$r-$ e$) -en''*n$($n )r/'r$- erse"* *n*( -enn'($($n
competitiveness + )$s$r. T*&*$n *$-$ -e-"er($n PDA (e)$+$ s$%es-$n $+$%$# *n*( 
-enn'($($n (ner&$ +$n -e-"*$ )e(er&$$n -en&$+ efsen. Se$r$ (ese%*r*#$n nes$s
TI $n' +(e%*$r($n K$%"e se"es$r R) 3: -%$r )er $#*n.

Den'$n $+$n$ )er$n'($ PDA $n' +"$$ /%e# s$%es-$n -$($ s$%es-$n +$)$
se$r$ %$n's*n' -e%$(*($n /r+er + e-)$ +$n -en's nf/r-$s s/( "$r$n' $n' "s$
+)en*#. ?($ se"e%*-n$ s$%es-$n #$n$ -$-)* -en$-"$n' 1@ 'er$, (n "s$
-en&$n'($* %e"# +$r 2: 'er$. M$nf$$ *$-$ +$r $+$n$ PDA $* (ee)$$n +$%$-
-e%$(*($n n)* +$$.

M$nf$$ %$n $n' s*+$# +r$s$($n $%$*)*n )ener$)$n "$r* s$&$ +%$(*($n $*,
-ere($ -$-)* -en$-"$# &$- (er&$, )$%n' +$( s$* &$- se#$r. Arn$, +$%$- se$#*n
$+$ $-"$#$n 24: r"* &$- (er&$. Se%$n *, K$%"e "er#$s% -e-$n'($s %$-$ "$r$n' +
'*+$n' 0nen/r +$r 18: #$r -en&$+ 11: #$r. ?($ +*%* *$n' -$ + nen/r
-en$)$ R) 1,9 r%*n, (n -en*s* #n''$ R) 1 r%*n, %$)/r$n (/ns/%+$s "*%$n$n $n'
$$%n$ se%$%* e%$ 1: #$r, (n +)$n'($s #$n$ -en&$+ e-)$ #$r. Se"e%*-n$, %$)/r$n
 "$r* "s$ se%es$ )$+$ $n''$% 1: $$* 12 "*%$n "er(*n$. S$$ n +en'$n $+$n$ PDA
s*+$# "s$ erse%es$($n )$+$ $n''$% 4.

Ine'r$s sse- $n' +%$(*($n erse"* +e$%n$ +#$r$)($n +$)$ -e-"er($n

nf/r-$s $n' (/-)re#ensf -en'en$ se-*$ $($s, "$( (e)$+$ -$n$&e-en, (/ns*-en,
-$*)*n )rns)$%. Un*( -$n$&e-en, +#$r$)($n $($n ers$& nf/r-$s $n' re$% -e, /n
+e-$n+, +$n ses*$ +en'$n (e"**#$n ($)$n )*n +$n + -$n$ )*n.

Ren$n$ %$nn$ $n' s*+$# +$'en+$($n $+$%$# -en'e-"$n'($n %$$n$n

 )r/*re-en -en&$+ enr$%e+ )r/*re-en. D-$n$ )e-"e%$n $($n +ser$'$-($n,
+senr$%s$s )$+$ s$* e-)$. T*&*$nn$ *n*( )en'#e-$$n. ?($ $($s )e-"e%$n
$$*)*n sse-n$ +$)$ +s$*($n, -$($ /%*-e $($n -enn'($. D$n )$+$ $(#rn$,
 "$r'$nn' )/er K$%"e se"$'$ 'r*) *s$#$ &*'$ +$)$ -enn'($. Ke-*+$n ren$n$
 )ener$)$n CRM (/r)/r$ se#n''$ -$-)* -e-"er($n nf/r-$s (e)$+$ -$s$r$($ se$r$
(/-)re#ensf, -*%$ +$r )r/+*( #n''$ s/%*s. Se%$-$ n, )ener$)$n CRM + K$%"e -$s#
+$%$- s($%$ *n*( (e"**#$n (/ns*-en +$n )r/+*( eren*, "e%*- "ersf$ (/r)/r$s.
 2A2 "

P+'+RAPA' CRM PT. KA/2+ FARMA, T2K 

".! CRM PT. Kalbe Farma, Tbk 

S$$ n, PT. K$%"e F$r-$ "er*s$#$ -e-"er($n %$$n$n $n' "ersf$ )ers/n$%
se#n''$ +$)$ -e-"er($n (e)*$s$n $n' n'' )$+$ )e%$n''$nn$, "$( 
se"$'$ stakeholder -$*)*n shareholder. D$r sn -$($ $($n er)$ value chain $n' (*$
$n$r$ PT. K$%"e F$r-$ +en'$n customer.
Pen''*n$$n )%$f/r- C*s/-er Re%$/ns#) M$n$'e-en 0CRM erne'r$s
-e-*n'(n($n K$%"e -en&$'$%/$%$s (/ns*-en, -en$r( )e%$n''$n "$r*, +$n -e%$(*($n
*)$$5*)$$ r/ss5se%%n' )$+$ )r/+*(5)r/+*( %$n $n' -*n'(n +"**#($n 0er*$-$
 )r/+*( n*rs ses*$ +en'$n )referens +$$ )e%$n''$n. CRM K$%"e -e%)*,
1. K$%"e C*s/-er C$re 0)*s$ )e%$$n$n )e%$n''$n,
2. K$%"e N*r/ns H/-e De%er 0&$s$ %$$n$n $n$r,
3. K$%"e e5s/re 0s*s "e%$n&$ /n%ne = e" 7 $))s + e%e)/n se%*%er, ser$
4. K$%"e F$-% Re$r+ C$r+ $n' +$)$ -e-"$n'*n %/$%$s (/ns*-en.

S$%$# s$* CRM $n' +se+$($n /%e# PT. K$%"e F$r-$ $+$%$# +en'$n
+"*$($nn$ se"*$# wesite +$n email *n*( )e%$n''$n 0er-$s*( +/(er $n'
 "e(er&$s$-$. Den'$n -en''*n$($n f$s%$s wesite +$n email! )e%$n''$n +$)$
+en'$n -*+$# *n*( -en'#*"*n' )#$(  sales *n*( (e)enn'$n )e-"e%$n $n)$
#$r*s -en'e%*$r($n "$$ $n' "$n$(. D$r sn )e%$n''$n s*+$# +-*+$#($n *n*( 
-en&$%n #*"*n'$n +en'$n PT. K$%"e F$r-$ +en'$n "$$ $n' -*r$#. D$r
ss sales  &*'$ +$)$ -en'//-$s$s )r/ses )en&*$%$n +en'$n se+er#$n$. D$f$r 
 )e%$n''$n +$)$ +s-)$n se$r$ //-$s +$%$- +$$"$se +$n
-e-*+$#($n sales *n*( -en'$(sesn$ +$%$- $(* $n' efsen.
D$%$- )ener$)$n CRM, PT. K$%"e F$r-$ %e"# -ene($n($n )$+$ )er*"$#$n
(e"&$($n +$n )r/se+*r $n' ++es$n *n*( -enn'($($n sales +$n customer 
retention + "er"$'$ )er*s$#$$n. CRM n +$)$ +'*n$($n *n*( -en'+enf($s
+/(er -$n$ $n' )r/$(f +en'$n en$'$ )e-$s$r$nn$, -en'($%(*%$s )en+$)$$n
 )/ens$% $n' +)er/%e# +$r #*"*n'$n +en'$n )$r$ +/(er erse"*, -en&$%n
#*"*n'$n $n' er$ +en'$n )$r$ +/(er $n' -ere(/-en+$s($n /"$n$ (e)$+$
 )$sen, -enn'($($n )e-$s$r$n )r/+*( +$n &$s$ $n' +"e% /%e# )e%$n''$n
se"e%*-n$ +$n nf/r-$s -en'en$ se'-en$s )$s$r %$nn$.
Kes*(ses$n )ener$)$n CRM "*($n er%e$( )$+$ sse- $)%($sn$,
-e%$n($n )en'ne'r$s$nn$ +$%$- )r/ses "sns. H$% n "er$r "$#$, "$'$-$n$
-en'ne'r$s($n se-*$ +$$ )e%$n''$n (e +$%$- sse-, se#n''$ -e-)er-*+$#
 )er*s$#$$n -en&$+ /$%% *s/-er enr. O%e# ($ren$ *, se"e%*- -e-"$n'*n
s/%*s CRM, )er*s$#$$n #$r*s -en'$$%n$ +en'$n -*%$ -e-"$n'*n +$$"$se
 )e%$n''$n +$n )er"$($n )r/ses "sns %e$ )ener$)$n sse- Ener)rse Res/*res
P%$nnn' 0ERP. Se%$n *, )er*s$#$$n &*'$ #$r*s -en$)($n SDM5n$ ser$
-en'*"$# "*+$$ (er&$ +$n (e"$s$$n. H$% erse"* -en&e%$s($n "$#$ CRM "*($n
se"$$s $%% ener, -e%$n($n (/nse) )en'e%/%$$n )e%$n''$n "er+$s$r($n )r/+*( %fe
%e.
B$' )er*s$#$$n f$r-$s se)er K$%"e F$r-$, -*%$ +$r s$$ se/r$n' "*
-e%$#r($n #n''$ s$n' $n$( *-"*# +e$s$, +e$%n$ se-*$ ere($- +$%$-
+$$"$se )er*s$#$$n. Per*s$#$$n #$r*s -$-)* -e-"$n'*n )/%$ #*"*n'$n
 )e%$n''$nn$ +$r f$se (e f$se (e#+*)$n. S$$ n K$%"e F$r-$ -en'ne'r$s($n
s/%*s CRM +en'$n #$% %$n, se)er )en&*$%$n, )e-$s$r$n, $%% ener, +$n e"se.
H$% erse"* +%$(*($n /%e# K$%"e +($ren$($n se"$'$n "es$r )e%$n''$n K$%"e
F$r-$ $+$%$# +sr"*/r. Se+$n'($n *n*( )r/+*( /"$ e#$% 0rese) -$/r$s
 "er$s$% %$n's*n' +$r +/(er, $)/e(, +$n r*-$# s$(. D($ren$($n sse- $n'
 "er&$%$n +$( "ersf$ %$n's*n' (e en+ *ser, -$($ )en'e-"$n'$n CRM $n'
+'*n$($n /%e# K$%"e F$r-$ %e"# (e)$+$ $)%($s )e-$s$r$n $n' -en*n&$n'
+$$"$se $)/e(, +/(er, +$n r*-$# s$( + se%*r*# In+/nes$.
Un*( -en&$n'($* (/ns*-en $(#r, K$%"e F$r-$ "eren$n$ *n*( 
-ene+$($n K/s B/> + se$) r*-$# s$(. K/s B/> $+$%$# f$s%$s nr$ne
ner$(f $n' /n%ne +en'$n K$%"e F$r-$. P$sen $n' en'$# +r$$ + r*-$#
s$( +$)$ -en$r nf/r-$s en$n' )en$(, /"$5/"$$n, +$n en$n' K$%"e
-e%$%* K/s B/> erse"*. P$+$ (/s erse"*, )$sen &*'$ +$)$ -en+$f$r($n +r
-en&$+ $n''/$ (%*" (ese#$$n. Me%$%* K/s B/>, K$%"e F$r-$ "er#$r$) "s$
-en'e$#* (e"**#$n, +$$ "e%, +$n /"$ se)er $)$ $n' +"**#($n -$s$r$($.

!. Kalbe 9ebsi4e  &8ial Media

K$%"e -e-%( e"se $n' +$)$ +'*n$($n *n*( )$r$ )e%$n''$n
s$(e#/%+er +$n s#$re#/%+er. Se%$n * K$%"e &*'$ -en''*n$($n s/$% -e+$ *n*( 
%e"# ner$(f +$n e(ss + +*n$ -$$ $* -en''*n$($n f$e"//(.
 ;$-"$r 3.1 e"se K$%"e

S*-"er = #)=.($%"e./.+

;$-"$r 3.2 Me+$ S/s$% K$%"e

S*-"er = #)s=.f$e"//(./-K$%"eF$r-$.T"( 
 1. Kalbe +;4&re
K$%"e e5s/re $+$%$# s*s "e%$n&$ /n%ne $n' "er*&*$n -e-"er($n
(e-*+$#$n "$' (/ns*-en *n*( -e-"e% )r/+*( n*rs K$%"e -e%$%* %$$n$n
 )en'r-$n N*r/n H/-e De%er 0NHD $n)$ +(en$($n "$$. Un*( s$$ n,
K$%"e e5s/re -e%$$n )en'r-$n *n*( %$$# ?$($r$ +$n se($rn$. Se%$n *,
K$%"e H/-e De%er &*'$ +$)$ +$(ses +en'$n e%e)/n @::88: *n*( %$$n$n
 )e-es$n$n +$n )en'$n$r$n "$' se$) )e-"e%$n )r/+*( K$%"e.

;$-"$r 3.3 K$%"e E5S/re

S*-"er = #)=.($%"es/re./-

;$-"$r 3.4 K$%"e N*r/n$%s

S*-"er = #)=.($%"en*r/n$%s./-
3. Kalbemed (M&bile Apps)
 KALBEMED A)) $+$%$# ers -/"%e +$r K$%"e Me+s P/r$% $n'
-e-"er($n )er(e-"$n'$n nf/r-$s (%ns *n*( +/(er, -$#$ss$ (e+/(er$n,
 )$r$-e+s, +$n )r/fes/n$% -e+s %$nn$. Un*( -en''*n$($n K$%"e-e+, )en''*n$
-en'#$r*s($n *n*( -en&$+ -e-"er s*s e"se ($%"e. Den'$n $+$n$ ($%"e-e+,
 )$r$ )e%$n''$n $($n %e"# %/$% ($ren$ %$$n$n $n' n/$f se%$%* +"er($n (e)$+$
 )e%$n''$n -en'(* )er(e-"$n'$n $-$n.

;$-"$r 3.@ K$%"e Me+$%

S*-"er = #)s=)%$.'//'%e./-s/re$))s+e$%s+J'.($%"e.-e+$%s7#%Jn

<. Kalbe Famil= Re>ard Card

K$r* K$%"e F$-% Re$r+ C$r+ -er*)$($n s*$* )r/'r$- $n' -er$n'(*%
se%*r*# )e%$n''$n +$%$- 1 ($$n (e%*$r'$ ($%"e. K$r* K$%"e F$-% Re$r+ C$r+
-er*)$($n s$%$# s$* )r/'r$- C*s/-er Re%$/ns#) M$n$'e-en K$%"e ;r/*)
er"$r*. C*s/-er +$)$ +en'$n -*+$# -e-)er/%e# $r+ n -e%$%* )e-"e%$n
 )r/+*( n*rs K$%"e sen%$ -n-$% R).1@:.:::,5 -e%$%* K$%"e H/-e De%er +
@::88:, $$* K$%"e e5S/re, + .($%"es/re./- $$* /(/ er+e($.
;$-"$r 3.6 K$%"e F$-% C$r+
 M$nf$$ $$* (e*n*n'$n $n' +)er/%e# *s/-er -e%$%* K$%"e F$-% Re$r+
C$r+ n $*=
!. K/ns*-en "s$ -en(-$ -$nf$$ s)es$% se)er )/n re$r+s se$)
 )e-"e%$n )r/+*( ($%"e -e%$%* K$%"e e5S/re, K$%"e H/-e De%er $$*
/*%e re($n$n K$%"e.
1. K/ns*-en "er(ese-)$$n -en+$)$($n +s(/n (#*s*s, free )r/+*(,
$$* )en$$r$n %$nn$ + -er#$n re($n$n K$%"e F$-% $n' er'$"*n'
+ +$%$- &$rn'$n K$%"e F$-% SPOT.
". Pe-e'$n' K$r* K$%"e F$-% Re$r+ C$r+ $($n "s$ -en(-$
 )//n'$n #$r'$ +$n )r/'r$- )r/-/s %$nn$ $n' +$$r($n /%e# r$*s$n
-er#$n re($n$n K$%"e.

*. Ora8le Kalbe Farma

PT K$%"e F$r-$ -en''*n$($n en+/r Or$%e )$+$ )ener$)$n ERP "$( +$r
se' SCM +$n CRM. CRM $n' +se+$($n Or$%e er+r $$s (e%/-)/( $)%($s
$n' +r$n$n' *n*( -e-"$n* )er*s$#$$n -en'e%/%$ re%$s +en'$n (/ns*-enn$.
A)%($s n -ene+$($n (e-$-)*$n $n$%ss )re+(f er#$+$) +$$5+$$ (/ns*-en
$n' )ern$# "err$ns$(s +en'$n )er*s$#$$n.

".1 Analisis Penerapan CRM pada PT. Kalbe Farma, Tbk 

An$%ss $n' )er$-$ +%$(*($n "er+$s$r($n e/r Fr$ns B*%e 02::!=4 $n'
-e-"$' C*s/-er Re%$/ns#) M$n$'e-en (e +$%$- "e"er$)$ )e +en'$n ($r$(ers( 
+/-n$n )$+$ se$) )e, $* Sr$e' CRM, O)er$s/n$% CRM, O)er$s/n$% CRM,
An$%($% CRM, +$n K/%$"/r$s CRM. Ber+$s$r($n )r/'r$- +$n (e'$$n5(e'$$n $n'
e%$# +er$)($n /%e# K$%"e +$$s, -$sn'5-$sn' er-$s*( (e +$%$- )e CRM $n'
 "er"e+$5"e+$ ses*$ +en'$n ($r$(ers( $n' +/-n$n.
!. 4ra4e5i CRM
Sr$e' CRM "erf/(*s )$+$ )en'e-"$n'$n "*+$$ "sns *s/-er5enr
$n' "er*&*$n *n*( -e-en$n'($n +$n -e-)er$#$n($n (/ns*-en. B*+$$ "sns
*s/-er5enr +$)$ +$)$ +en'$n -en)$($n +$n -e-"er($n n%$ $n' %e"#
 "$( +"$n+n'($n +en'$n (/-)e/r. S$%$# s$* )ener$)$n CRM )$+$ PT. K$%"e
F$r-$, T"( $n' er-$s*( +$%$- ($e'/r Sr$e' CRM *n*( -e-en$n'($n +$n
-e-)er$#$n($n (/ns*-en $* +en'$n $+$n$ KALBEMED A)), $n' +$)$
-e-"er($n )er(e-"$n'$n nf/r-$s (%ns *n*( +/(er, -$#$ss$ (e+/(er$n,
 )$r$-e+s, +$n )r/fes/n$% -e+s %$nn$. Un*( -en''*n$($n K$%"e-e+, )en''*n$
-en'#$r*s($n *n*( -en&$+ -e-"er s*s e"se ($%"e. Den'$n $+$n$ ($%"e-e+,
 )$r$ )e%$n''$n $($n %e"# %/$% ($ren$ %$$n$n $n' n/$f se%$%* +"er($n (e)$+$
 )e%$n''$n -en'(* )er(e-"$n'$n $-$n. Se%$n *, -e%$%* )r/'r$- "$r* $n' $($n
+%*n*r($n $* K/s B/>, K/s B/> $+$%$# f$s%$s nr$ne ner$(f $n' /n%ne
+en'$n K$%"e F$r-$. P$sen $n' en'$# +r$$ + r*-$# s$( +$)$ -en$r nf/r-$s
en$n' )en$(, /"$5/"$$n, +$n en$n' K$%"e -e%$%* K/s B/> erse"*.
 P$+$ (/s erse"*, )$sen &*'$ +$)$ -en+$f$r($n +r -en&$+ $n''/$ (%*"
(ese#$$n. Me%$%* K/s B/>, K$%"e F$r-$ "er#$r$) "s$ -en'e$#* (e"**#$n, +$$
 "e%, +$n /"$ se)er $)$ $n' +"**#($n -$s$r$($ se#n''$ n$nn$ +$)$
-e-en$'($n +$n -e-)er$#$n($n (/ns*-en. D$r se' nern$%, +en'$n $+$n$
 )er$n'($ PDA $n' +"$$ /%e# s$%es-$n -$($ s$%es-$n +$)$ se$r$ %$n's*n'
-e%$(*($n /r+er + e-)$ +$n -en's nf/r-$s s/( "$r$n' $n' "s$ +)en*#. ?($
se"e%*-n$ s$%es-$n #$n$ -$-)* -en$-"$n' 1@ 'er$, (n "s$ -en&$n'($* %e"#
+$r 2: 'er$. M$nf$$ *$-$ +$r $+$n$ PDA $* (ee)$$n +$%$- -e%$(*($n n)*
+$$ se#n''$ (e"**#$n (/ns*-en $($n se%$%* erse+$ + )$s$r$n +en'$n s/( $n'
-e-$+$ $n)$ -e-"*$ (/ns*-en *n*( "er)n+$# (e )r/+*( %$n ($ren$ s/( $n'
(/s/n'.

1. Operasi&nal CRM
K/-)/nen CRM n "er)er$n +$%$- ner$(s +en'$n )e%$n''$n. O)er$s/n$% CRM
-en$(*) )r/ses //-$s$s $n' erne'r$s +$r (ese%*r*#$n )r/ses "sns, se)er
//-$s$s )e-$s$r$n, +$n )e%$$n$n. S$%$# s$* )ener$)$n CRM )$+$ PT. K$%"e
F$r-$, T"( $n' er-$s*( +$%$- ($e'/r /)er$s/n$% CRM +$%$- "en*( //-$s
  )e-$s$r$n +$n )en&*$%$n $+$%$# +$%$- "en*( K$%"e e"se +$n S/$% Me+$, ser$
K$%"e "#Store. Se%$n * $utritions Home %eliver& 0NHD $n' erse+$ +$%$- "e*( 
e"se +$n +$)$ +$(ses +en'$n e%e)/n @::88: *n*( %$$n$n )e-es$n$n +$n
 )en'$n$r$n "$' se$) )e-"e%$n )r/+*( K$%"e, -er*)$($n ($e'/r O)er$s/n$%
CRM +$%$- "en*( //-$s )e%$$n$n.
".  Analytical  CRM
An$%($% CRM +(en$% se"$'$ "$( /ffe )er*s$#$$n. K/-)/nen CRM n
 "er)er$n +$%$- -e-$#$- (e"**#$n )e%$n''$n. An$%($% CRM "er)er$n +$%$-
-e%$(s$n$($n $n$%ss )e%$n''$n +$n )$s$r, se)er $n$%ss ren+ )$s$r +$n $n$%ss
(e"**#$n +$n )er%$(* )e%$n''$n. D$$ $n' +'*n$($n )$+$ CRM $n$%( $+$%$# +$$
$n' "er$s$% +$r CRM /)er$s/n$%. S$%$# s$* )ener$)$n CRM )$+$ PT. K$%"e F$r-$,
T"( $n' er-$s*( +$%$- ($e'/r An$%$% CRM $* $+$n$ )ener$)$n ERP "$( 
+$r se' SCM +$n CRM +en'$n -en''*n$($n Or$%e. Den'$n -en''*n$($n Or$%e
*n*( -en'$*r ERP +$r se' CRM, K$%"e F$r-$ er"$n* *n*( -en'e%/%$ re%$s
+en'$n (/ns*-enn$. A)%($s n -ene+$($n (e-$-)*$n $n$%ss )re+(f er#$+$)
+$$5+$$ (/ns*-en $n' )ern$# "err$ns$(s +en'$n )er*s$#$$n. Se#n''$ +en'$n
$+$n$ )er"$($n -e%$%* )en$$$n ERP, -$($ +$$"$se (/ns*-en +$r se'$%$ "en*( 
 )en&*$%$n +$)$ +s-)$n +$n +'*n$($n *n*( -e%#$ ($r$(ers( )e%$n''$n ser$
-en'$n$%s$ )e%$n''$n )/ens$% $$* -ere%$s($n +$$ (/ns*-en *n*( *&*$n sr$e'
$$* $(s.
<. K&lab&rasi CRM
K/-)/nen (/%$"/r$s CRM -e%)* e5-$%, )ers/n$%e+ )*"%s#n',
e/--*nes, +$n se&ensn$ $n' +r$n$n' *n*( ner$(s $n$r$ )e%$n''$n +en'$n
 )er*s$#$$n. T*&*$n *$-$n$ $+$%$# -e-"er($n n%$ $-"$# +$n -e-)er%*$s %/$%$s
 )e%$n''$n (e )e%$n''$n %$n $n' -$s# "e%*- "er$+$ + %ee% (ese$$n )e%$n''$n.
C/%%$"/r$e CRM &*'$ -en$(*) )e-$#$-$n $$* (es$+$r$n "$#$ )e%$n''$n $n'
se$ +$)$ -en&$+ -$'ne "$' )e%$n''$n %$n. D$%$- )ener$)$n CRM $n' e%$#
+%$(*($n /%e# PT. K$%"e F$r-$, T"( (/%$"/r$s CRM $n' +r$n$n' *n*( ner$(s
$n$r$ )e%$n''$n +en'$n )er*s$#$$n $* K$%"e Me+$ S/s$%, +-$n$ *s/-er +$)$
se$r$ %$n's*n' "erner$(s +en'$n *s/-er sere K$%"e, se%$n * (e'$$n ner$(s
+en'$n )er*s$#$$n +$)$ +)er/%e# *s/-er -e%$%* %$$n$n *s/-er $re. Pr/'r$-
%$n $n' +$)$ -e-"er($n n%$ $-"$# +$n -e-)er%*$s %/$%$s )e%$n''$n (e
 )e%$n''$n %$n $n' -$s# "e%*- "er$+$ + %ee% (ese$$n )e%$n''$n $* K$%"e
F$-% Re$r+ C$r+. Me%$%* )r/'r$- erse"*, (/ns*-en $n' e%$# er+$f$r see%$#
 -e%$(*($n )e-"e%$n +en'$n "$$s -n-*- eren* "s$ -en(-$ -$nf$$ s)es$%
se)er )/n re$r+s se$) )e-"e%$n )r/+*( ($%"e -e%$%* K$%"e e5S/re, K$%"e H/-e
De%er $$* /*%e re($n$n K$%"e, K/ns*-en "er(ese-)$$n -en+$)$($n +s(/n
(#*s*s, free )r/+*(, $$* )en$$r$n %$nn$ + -er#$n re($n$n K$%"e F$-% $n'
er'$"*n' + +$%$- &$rn'$n K$%"e F$-% SPOT. Dsn%$# %e$( )/n -e-)er%*$s
%/$%$s )e%$n''$n (e )e%$n''$n %$n, +-$n$ )e%$n''$n -er#$n re($n$n K$%"e
F$-% $n' er'$"*n' +$%$- K$%"e F$-% S)/ $($n er$r( *n*( -e-)er/%e# K$%"e
F$-% $r+ se#n''$ n$nn$ +$)$ -e-)er/%e# +s(/n (#*s*s. Se%$n *, )e-e'$n'
K$r* K$%"e F$-% Re$r+ C$r+ $($n "s$ -en(-$ )//n'$n #$r'$ +$n )r/'r$-
 )r/-/s %$nn$ $n' +$$r($n /%e# r$*s$n -er#$n re($n$n K$%"e.

An$%ss (e+*$ $* $n$%s$ "er+$s$r($n )er(e-"$n'$n #*"*n'$n +en'$n )e%$n''$n.

Men*r* K$%$(/$ +$n R/"ns/n 02::1 CRM +"$' (e +$%$- '$s f$se, $* -en+$)$($n
 )e%$n''$n 0ac'uisition(! -enn'($($n )e%$n''$n 0enhance(! +$n -e-)er$#$n($n
 )e%$n''$n 0retain.
1. Customer Acquisition
D$%$- *s$#$ -en+$)$($n )e%$n''$n, K$%"e -e-)er/%e# )e%$n''$n "$r* +en'$n
-e-)r/-/s($n )r/+*( n/$f +$n (e*n''*%$n +$%$- %$$n$n $n' -e-"e+$($nn$
+en'$n )er*s$#$$n %$n. Pe%$n''$n "$r* +$)$ +)er/%e# +en'$n -e-"er($n (e-*+$#$n
 )en'$(ses$n nf/r-$s -e%$%* e"se +$n %$$n$n $n' e%$# +se"*($n +$$s, n/$s
 "$r* +$%$- #$% &$s$ +sr"*s +$n %/'s( ser$ "/-e+(, +$n )e%$$n$n -en$r( se)er
$+$n$ N*r/ns H/-e De%er 0NHD $n' +$)$ -e%$$n *s/-er *n*( 
 )e-"e%$n -e%$%* e"se -$*)*n +$% $%% $n' -en'$n$r($n )es$n$n (/ns*-en.
1. Customer Enhance
F$se se%$n&*n$ $* f$se -enn'($($n )e%$n''$n 0enhance(. Me-)erer$
#*"*n'$n +en'$n )e%$n''$n +$)$ +%$(*($n +en'$n cross#selling   0-en$$r($n )r/+*( 
 )e%en'($) )$+$ s$$ )en&*$%$n ses*$ +en'$n )r/+*( $n' +"e%n$ +$n up#
 selling   0-e-"er($n )en$$r$n )r/+*( )e $n' s$-$ +en'$n (*$n$s %e"# "es$r.
Pener$)$n cross#selling  $$* up#selling +$)$ -enn'($($n )en+$)$$n )er*s$#$$n +$n
-en'*r$n' "$$ *n*( -e-)er/%e# )e%$n''$n 0 reduce cost . D$%$- )ener$)$nn$ PT.
K$%"e F$r-$, T"( -e%$(*($n *)$$5*)$$ cross#selling )$+$ )r/+*(5)r/+*( %$n $n'
-*n'(n +"**#($n, er*$-$ )r/+*( n*rs, ses*$ +en'$n )referens +$$ )e%$n''$n.
". Customer Retain
Me-)er$#$n($n )e%$n''$n 0retain -er*)$($n f$se er$(#r +$%$- CRM. F$se n
f /(*s )$+$ $+$)$s )e%$$n$n, + -$n$ )er*s$#$$n +#$r$)($n +$)$ -e-en*# $)$
$n' +"**#($n )e%$n''$n ser$ -e-"er($n )e%$$n$$n $n' "ersf$ one stop
  service  *n*( se-*$ #$% $n' "er#*"*n'$n +en'$n )e%$n''$n. T$#$) n -er*)$($n
*s$#$ -en+$)$($n %/$%$s )e%$n''$n +en'$n -en+en'$r($n )e%$n''$n +$n "er*s$#$
-e-en*# (en'n$n )e%$n''$n. H$% n se$r$ %$n's*n' +&$"$r($n /%e# )#$( K$%"e
F$r-$, "$#$ s$$ n PT. K$%"e F$r-$ %e"# -ene($n($n )$+$ )er*"$#$n (e"&$($n +$n
 )r/se+*r $n' ++es$n *n*( -enn'($($n sales +$n customer retention + "er"$'$
 )er*s$#$$n. C/n/#n$ $* )en''*n$$n CRM /%e# K$%"e F$r-$ *n*( 
-en'+enf($s +/(er -$n$ $n' )r/$(f +en'$n en$'$ )e-$s$r$nn$,
-en'($%(*%$s )en+$)$$n )/ens$% $n' +)er/%e# +$r #*"*n'$n +en'$n )$r$ +/(er 
erse"*, -en&$%n #*"*n'$n $n' er$ +en'$n )$r$ +/(er $n' -ere(/-en+$s($n
/"$n$ (e)$+$ )$sen, -enn'($($n )e-$s$r$n )r/+*( +$n &$s$ $n' +"e% /%e#
 )e%$n''$n se"e%*-n$ +$n nf/r-$s -en'en$ se'-en$s )$s$r %$nn$.

"." Manaa4 Penerapan CRM pada PT. Kalbe Farma, Tbk 

Ber(* n $+$%$# -$nf$$ $n' +)er/%e# PT. K$%"e F$r-$, T"( +en'$n $+$n$ )ener$)$n
CRM.

1. Menn'($($n %/$%$s )e%$n''$n

2. Men+/n'(r$( )en&*$%$n +$n -enn'($($n )e-$s$r$n
3. Me-"er($n (e-*+$#$n *)+$e )r/+*( )$+$ )e%$n''$n 0$'en, $)/(, r*-$# s$(,
+/(er +$n )en''*n$ $(#r
4. Den'$n CRM, PT. K$%"e F$r-$, T"( -$-)* -en'+enf($s +/(er -$n$ $n'
 )r/$(f +en'$n en$'$ )e-$s$rn$, -en'($%(*%$s )en+$)$$n )/ens$% $n'
+)er/%e# +$r #*"*n'$nn$ +en'$n )$r$ +/(er erse"*, -en&$%n #*"*n'$n $n'
%e"# er$ +en'$n )$r$ +/(er $n' -ere(/-en+$s($n /"$n$ (e)$+$ )$sen.
@. Men'e$#* nf/r-$s -en'en$ se'-en$s )$s$r %$nn$
6. Men'*r$n' "$$ /)er$s/n$%, +-$n$ )er*s$#$$n -$-)* "er(/-*n($s +en'$n
 )e%$n''$nn$ -e%$%* e"se $$* e-$%, #$% n "er$r "$#$ (ese%*r*#$n *s$#$
$n' +%$(*($n "*($n #$n$ *n*( -e-"+( $r'e eren* e$) &*'$ ($ren$
 "$$n$ s$n'$ -*r$# +$n res)/n %e"# e)$, O/-$s$s )r/ses )en&*$%$n /%e#
 )#$( sales! ser$ s*re (ner&$ - se$r$ real time /%e# )#$( -$n$&e-en.
9. Me-)ere)$ )r/ses %$$n$n +$n -e-"er($n (e-*+$#$n "$'$n s$%es, -$r(en'
+$n sere )ers/nne% +en'$n nf/r-$s )e%$n''$n $n' %e"# "$( +$n %en'($).
8. Me-)ere)$ )r/ses "sns, se#n''$ )#$( -$n$&e-en +$)$ -enes*$($n $%*r 
 )r/ses )en&*$%$n (e +$%$- sse- *n*( -en'*r$n' "/%ene( se#n''$ +)er/%e#
 )er(r$$n )en+$)$$n +$n s(%*s )en&*$%$n $n' %e"# e)$.

".< Dampak Aplikasi CRM

 Se$r$ *-*- )en''*n$$n Customer Relationship Management 0CRM +$%$- n+*sr
-$n*f$(*r +$n &$s$ $n' -e-%( +$-)$( $)$"%$ -$-)* -ener$)($n $)%($s +$%$-
 )en''*n$$n Customer Relationship Management 0 CRM  se$r$ e)$ $n$r$ %$n $*=

1. Menn'($($n L$"$ Per*s$#$$n +en'$n $r$ -en''*n$($n #*"*n'$n $n' s*+$# $+$
$n$r$ )er*s$#$$n +$n )e%$n''$n *n*( -e%$(*($n )en&*$%$n up#selling   +$n cross#
 selling , $n' )$+$ $(* "ers$-$$n &*'$ -enn'($($n (e*n*n'$n )er*s$#$$n
-e%$%* +enf($s, )en$r($n, +$n )e-e%#$r$$n )e%$n''$n er"$(.
2. Men)$($n )e%$$n$n $n' -e-*$s($n -en''*n$($n nf/r-$s $n' erne'r$s.
Den'$n -en''*n$($n nf/r-$s )e%$n''$n $n' %e"# "$( +$%$- -en*(*)
(e"**#$n )e%$n''$n, +$)$ -en'#e-$ $(* )e%$n''$n +$n -en'*r$n' fr*s$s .
3. Men$-)%($n (/nssens, )r/se+*r +$n )r/ses s$%*r$n &$$"$n. Den'$n
-enn'($n$ s$%*r$n #*"*n'$n )e%$n''$n, "$n$( )e(er&$ )*%$ $n' er$(*) +$%$-
r$ns$(s )en&*$%$n. T$n)$ *(*r$n $$* (/-)%e(s$s )er*s$#$$n #$r*s -e-)er"$(
 )r/ses +$n (/nssens )r/se+*r$% +$%$- )en'e%/%$$n $(*n$n +$n )en&*$%$n
D$r '$ +$-)$( erse"* -$-)* ++enf($s )$+$ PT. K$%"e F$r-$ T"( $n' e%$#
-ener$)($n Customer Relationship Management 0 CRM  +$n$r$n$

!.  Performance Highlight 
D en'$# (/n+s *s$#$ $n' -en$n$n' )$+$ $#*n 2:1@, PT K$%"e F$r-$
T"( 0K$%"e $$* Perser/$n -e-"*(*($n #$s% $n' *(*) )/sf. Pen&*$%$n
 "ers# *-"*# 3,: -en&$+ R)19.889 -%$r, -en*n&*(($n (ner&$ $n' /)-$%
$%$*)*n +)en'$r*# )e%e-$#$n (/n+s e(/n/-. Ds O"$ Rese) K$%"e
-en'$%$- )en*r*n$n )en&*$%$n se"es$r :,8 -en&$+ R)4.2!3 -%$r. Ds Pr/+*( 
Kese#$$n +$n Ds N*rs "er#$s% -e-)er$#$n($n (ner&$ $n' )/sf, -$sn'5
-$sn' se"es$r 4,! -en&$+ R)3.:66 -%$r, +$n 11,6 -en&$+ R)@.114 -%$r.
A+$)*n )en&*$%$n ne/ Ds Dsr"*s +$n L/'s(, $n' er*$-$ -e-"*(*($n
 )en&*$%$n )r/+*( )rns)$% )#$( (e'$, -en*r*n se"es$r 2,2 -en&$+ R)@.414
-%$r. Den'$n +e-($n, se$r$ (/ns/%+$s, )en&*$%$n ne/ Perser/$n *-"*# 3,:
-en&$+ R)19.889 -%$r. Per*-"*#$n n "*($n $n)$ +$s$r, -e%$n($n er+$)$
/)-$s n/$s $n' +%$(*($n "er+$s$r($n &$rn'$n CRM +$%$- -en*s*n sr$e'
*n*( -e-en$n'($n competitiveness  +$n  survive +en'$# )e%e-$#$n (/n+s
e(/n/- '%/"$%.
1. Customer Service Satisfication
Ber"$'$ n/$s %$$n$n er*s +rns *n*( -en+*(*n' )er(e-"$n'$n "sns
Perser/$n +$n -e-$nf$$($n (e-$&*$n e(n/%/' nf/r-$s. H$% n + $n$r$n$ +%$(*($n
+en'$n -en'#$+r($n /(/ n*rs online +$n %$$n$n $)%($s moile  *n*( -e-"er($n
(en$-$n$n "$' (/ns*-en. Se%$n&*n$, *n*( -en'#$+$) )e%*$n' )$s$r '%/"$% +$n
-en$-"* er$ M$s$r$($ E(/n/- ASEAN, K$%"e &*'$ er*s -en''$%$(($n e(s)$ns
 )en&*$%$n nern$s/n$%, (#*s*sn$ + %$$# As$ Ten''$r$ ser$ N'er$ +$n Afr($
Se%$$n.
;$-"$r 3.9 L$)/r$n L$"$5R*' PT. K$%"e F$r-$ T"( 02:1152:1@

;$-"$r 3.8 ;r$f( Pen&*$%$n Ne/ +$n L$"$ Br*/ 02:1152:1@

 D$%$- "e"er$)$ $#*n er$(#r, &$rn'$n +sr"*s fs( K$%"e e%$# +%en'($)
+en'$n n/$s #$s% se"*$# sr$e' CRM Perser/$n + "+$n' )er+$'$n'$n
e%e(r/n(. Me%$%* "er"$'$ ns$f, (e#$+r$n ($- + +*n$ +'$% er*s -er$#
 )en$)$$n )/sf +en'$n )enn'($$n &*-%$# )e%$n''$n se$.
D en'$# "er%$n&*n$ (e+$()$s$n + )$s$r +*n$, er+$)$ $n+$5$n+$
 )/sf "$#$ )er*-"*#$n e(/n/- In+/nes$ -*%$ s$"%, ++*(*n' /%e# efe( 
 )/sf +$r )enn'($$n )en'e%*$r$n nfr$sr*(*r. N$-*n +e-($n, In+/nes$ e$)
#$r*s -en'$-$ )/ens rs(/ $n' +$)$ -"*% $("$ +efs ner$$ ne'$r$,
 &$*#n$ #$r'$#$r'$ (/-/+$s +$n -en'*$n$ -$$ *$n' D/%%$r A.S. D $#*n
2:16, ($- $($n er*s -e-)er(*$ )/r/f/%/ *s$#$ K$%"e -e%$%* n/$s + "+$n'
 )r/+*(, )r/ses +$n "sns. Se%$n *, ($- &*'$ $($n se$r$ $(f -en$r )e%*$n'
 )/ens (/%$"/r$s se"$'$ s$%$# s$* )en+e($$n *n*( -er$# )er*-"*#$n *s$#$.
Sr$e' ;/ ;%/"$% K$%"e $($n -$(n nensf, $n' &*'$ -e%)* *)$$ *n*( 
-e-)er(*$ &$rn'$n +/-es( +$n re'/n$% K$%"e.
3. rgani!ation Efectivity
D "e"er$)$ $#*n er$(#r, PT. K$%"e F$r-$ T"( e%$# -ene%es$($n )r/ses
(/ns/%+$s K/-e N/-n$s +$n K/-e Re-*ner$s -en&$+ s$* en$s, ser$
-en$)($n res *'$s +$n $n''*n' &$$" "$' K/-e N/-n$s +$n Re-*ner$s
$n' "$r*.

". Prospecting  
Se(/r (ese#$$n -$s# "er$+$ )$+$ $#$) $$% +$r (*r$ )er*-"*#$nn$.
Pen'e%*$r$n (ese#$$n )er ($)$ In+/nes$ -$s# ern''$% +"$n+n'($n ne'$r$5
ne'$r$ "er(e-"$n' %$nn$, ser$ -er*)$($n s$%$# s$* $n' eren+$# + +*n$.
Infr$sr*(*r (ese#$$n &*'$ -$s# ern''$% +$%$- "er"$'$ n+($/r, se)er &*-%$#
e-)$ +*r r*-$# s$(, &*-%$# en$'$ +/(er, ser$ &*-%$# en$'$ )er$$. D$%$-
n+*sr /"$ rese), )r/'r$- ?KN e%$# -en&$+ )en+/r/n' *$-$ -enn'($n$
 )er-n$$n $($n )r/+*( 'ener( $n)$ -ere(, -en'n'$ )r/'r$- n er*$-$
-en''*n$($n /"$5/"$ 'ener(. Ke +e)$n, )$n's$ )$s$r )r/+*( 'ener( $n)$ -ere( 
$($n er*s *-"*# + )$s$r /"$ rese) In+/nes$. P$s$r (ese#$$n &*'$ ++*(*n' /%e#
sr*(*r +e-/'r$f In+/nes$. Menn'($n$ (es$+$r$n $($n (ese#$$n +$n (en$($n
 )en+$)$$n +$r se'-en (e%$s -enen'$# $n' er*s *-"*#, e%$# -enn'($($n
 )er-n$$n $($n %$$n$n (ese#$$n %$n + %*$r $n' e%$# +se+$($n -e%$%* s(e-$
 ?KN. Se'-en (e%$s -enen'$# n $($n -en+/r/n' )enn'($$n )en'e%*$r$n
(/ns*-en *n*( )r/+*(5)r/+*( n*rs +$n s*)%e-en -$($n$n.

;$-"$r 3.! ;r$f( Per*-"*#$n N%$ P$s$r +$n Per*-"*#$n P$s$r 

D In+/nes$, )ere)$$n )en''*n$$n $n''$r$n $($n -e-"er($n +$-)$( 

 )/sf "$' )er*-"*#$n e(/n/- $#*n 2:16. Ines$s + "+$n' nfr$sr*(*r e%$#
-*%$ "er'*%r +$n -en+/r/n' )ere(/n/-$n. Pe-ern$# &*'$ e%$# -en'*-*-($n
 "e"er$)$ )$(e s-*%*s se&$( "*%$n Se)e-"er 2:1@ '*n$ -enn'($($n (e)$s$n
*s$#$, $n' )$+$ $(#rn$ $($n -en$r( %e"# "$n$( nes$s (e In+/nes$.
D+*(*n' /%e# "es$rn$ )/)*%$s +$n *-"*#n$ "$ss (e%$s -enen'$#, In+/nes$
$($n er*s -en$$r($n )/ens )er*-"*#$n "$' )$s$r (ese#$$n +$n f$r-$s. D$r
$s)e( n%$#, )er$n$n sr$e' CRM #$r*s -e-$n($n )er$n$nn$ '*n$ -en+$)$($n
*s/-er "$r* *n*( -en'$(*ss )r/s)e( $$* (ese-)$$n $n' erse+$.

#. Op4imasi Asset Management 
K$%"e er*s -e-)er$#$n($n )/ssn$ se"$'$ )e-$n er+e)$n + )$s$r /"$
rese) In+/nes$. Me%$%* Ds O"$ Rese), Perser/$n -en$$r($n r$'$- )r/+*( 
$n' (/-)re#ensf *n*( se%*r*# (e%/-)/( se'-en, -en$(*) /"$ 'ener( $n)$
-ere( *n*( se'-en -enen'$# (e "$$#, #n''$ /"$ 'ener( "er-ere( +$n /"$
%sens "$' se'-en -enen'$# (e $$s $n' er*s "er(e-"$n'. T- )e-$s$r$n +$r
Ds n er+r +$r 2.@:: en$'$ )en&*$%$n $n' -er*)$($n - )e-$s$r$n er"es$r 
+ In+/nes$, $n' e%$# -en&$+ s$%$# s$* (e*n''*%$n "ers$n' Ds O"$ Rese)
se%$-$ "er$#*n5$#*n. Se%$n *, Ds n &*'$ ++*(*n' /%e# s$%$# s$* &$rn'$n
+sr"*s er%*$s + In+/nes$, $n' -e%$$n r*-$# r*-$# s$(, $)/( +$n /(/ /"$
+ se%*r*# (e)*%$*$n n*s$n$r$. P$+$ +$s$rn$, PT. K$%"e F$r-$ T"( e%$# -e-%(
$sse "er*)$ )en'*$s$ )$s$r f$r-$s In+/nes$, e$) $n$n'$nn$ $+$%$# PT. K$%"e
F$r-$ T"( "er'er$( + "+$n' *s$#$ +en'$n -$r'n $n' re%$f (e% se#n''$
(e-$-)*$n reens er#$+$) )e%$n''$n )er%* +(e%/%$ +en'$n "$( +en'$n sr$e'
/)er$s/n$% $n' "$s -$-)* -e-"er($n *s/-er s$sf$/n +$r se' #$r'$ +$n
(*$%$s.
 2A2 <

K+MP-/A' DA' ARA'

<.! Kesimpulan
D$%$- %n'(*n'$n "sns $n' (/-)ef s$$ n, (e"er#$s%$n )er*s$#$$n se-$(n
er'$n*n' )$+$ (e-$-)*$n *n*( -en'e%/%$ #*"*n'$n +en'$n )e%$n''$n 0CRM $n'
-e-"er+$$($n )en'e-"$n'$n +$n )e%$(s$n$$n sr$e' $n' %e"# efsen +$n efe(f $n'
 "erf/(*s )$+$ )e%$n''$n. Ber+$s$r($n (e$(n$n n, "$n$( )er*s$#$$n e%$#
-en'$%/($s($n nes$s "es$r + "+$n' e(n/%/' CRM se"$'$ s$r$n$ *n*( -e-en*#
CRM se$r$ efe(f +$n efsen erse"*. D$%$- *%s$n n, CRM "er)er$n se$r$ -$sf +$n
+$)$ +-$nf$$($n +$%$- )r/ses )r/s)e(s +$n sr$e' (eer%"$$n )e%$n''$n *n*( 
(e-$&*$n +$n (e-$)*$n +$$ s$n' PT. K$%"e F$r-$ T"(.

<.1 aran
Ber(* n $+$%$# s$r$n +$%$- "en*( sr$e' )enn'($$n *n*( PT. K$%"e F$r-$, T"( 
+$%$- )ener$)$n CRM.
1. Me-)er(*$ 'ualit& assurance, -ener$)($n )ood Corporate )overnance +$n
$n''*n' &$$" s/s$% (/r)/r$s er*$-$ *n*( randing  er#$+$) *s/-er *n*( 
(esn$-"*n'$n )er*-"*#$n "sns.
2. Men'e-"$n'($n )e--)n +$n s*-"er +$$ $n' (/-)een
3. Menn'($($n efe(f$s )e-$s$r$n +$n )en&*$%$n $n' erne'r$s +en'$n
-e-$#$- )er*"$#$n )er%$(* (/ns*-en, se'-en )$s$r, s$%*r$n (/-*n($s +$n
+sr"*s
4. Men$$ +$n -e-)er(*$ ser$ -en'ne'r$s($n )/r/f/%/ +$n sr*(*r "sns *n*( 
-enn'($($n )er*-"*#$n +$n -ene+$($n s/%*s (ese#$$n $n' erne'r$s
-e%$%* n/$s "sns, )r/+*( +$n )r/ses er-$s*( -er'er +$n $(*ss.
@. Me-)er(*$ K$%"e )o )loal   +en'$n -en'e-"$n'($n )loal Brand   -e%$%* (er&$
s$-$ +en'$n -r$ %/($% ser$ ++*(*n' /%e# se%*r*# (e(*$$n *n "sns K$%"e
;r/*)
6. Men'e%/%$ s*-"er +$$ se$r$ /)-$% *n*( -enn'($($n Return on "'uit& 0ROE
+$n $r*s ($s /)er$s/n$%.
 Reerensi

1. M$s#+ ;#$r")//r, M%$+ K/*#e($n, S$#$r ?$-s#+. %eveloping a Measurement 

 Model for "valuating CRM "ffectiveness *+n service#ased industries. ?/*rn$% /f 
A-er$n Sene 2:12<809=29:5296
2. M#$e% R/+r'*e, R/"er M. Peers/n. The role of social CRM and its potential 
impact on lead generation in usiness#to#usiness marketing . In+ersene P*"%s#ers.
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