ANALISIS MANAGING CUSTOMER LIFECYCLE DALAM MENINGKATKAN CUSTOMER RETENTION DAN DEVELOPMENT PADA NASI KARI WINDSOR

Abstrak

Penelitian ini bertujuan untuk menganalisis penerapan Managing Customer Lifecycle dalam meningkatkan customer retention dan customer development pada Nasi Kari Windsor. Penelitian menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Analisis dilakukan berdasarkan framework Customer Relationship Management yang meliputi customer acquisition, customer conversion, customer retention, customer development, dan customer loyalty. Hasil penelitian menunjukkan bahwa Nasi Kari Windsor telah menerapkan sebagian besar tahapan Managing Customer Lifecycle melalui promosi media sosial, pelayanan yang berkualitas, komunikasi langsung dengan pelanggan, serta penawaran produk tambahan. Namun, implementasi hubungan pelanggan masih menghadapi beberapa kendala, seperti belum adanya database pelanggan, program loyalitas yang terstruktur, dan pemanfaatan teknologi yang belum optimal. Oleh karena itu, pengembangan strategi CRM berbasis data diperlukan untuk meningkatkan loyalitas pelanggan dan mendukung keberlanjutan usaha.

This study aims to analyze the implementation of Managing Customer Lifecycle in improving customer retention and customer development at Nasi Kari Windsor. The research employed a descriptive qualitative approach using observation, interviews, and documentation as data collection techniques. The analysis was conducted based on the Customer Relationship Management framework, which includes customer acquisition, customer conversion, customer retention, customer development, and customer loyalty. The findings indicate that Nasi Kari Windsor has implemented most stages of the customer lifecycle through social media promotion, quality service, direct customer communication, and additional product offerings. However, several challenges remain, including the absence of a customer database, lack of a structured loyalty program, and limited utilization of technology. Therefore, developing a data-driven CRM strategy is necessary to enhance customer loyalty and support long-term business sustainability.