Analisis Efektivitas Telemarketing dalam Memperkuat Hubungan dengan Pelanggan Loyal untuk Meningkatkan Booking Service di Auto2000 Basuki Rahmat
DOI:
https://doi.org/10.30640/abdimas45.v5i2.8194Keywords:
Customer Loyalty, Service Booking, Service Quality, Telemarketing EffectivenessAbstract
This study aims to analyze the effectiveness of telemarketing in strengthening relationships with loyal customers and increasing service bookings at Auto2000 Basuki Rahmat Surabaya. Telemarketing plays a key role in maintaining customer communication through service reminders, follow-ups, and the dissemination of information regarding services and promotions. The study employs a descriptive approach, gathering data through observations of telemarketing activities, customer service, the service booking process, and inter-departmental coordination related to customer service. The analysis reveals that telemarketing contributes to maintaining customer relationships and encouraging customers to make service bookings. However, its implementation remains suboptimal; the average customer handling time is 17 minutes, whereas the established target is 7 minutes. This situation is attributed to a lack of integrated communication systems, staff reliance on other departments for information, limited access to customer data, and insufficient knowledge regarding products and services. Consequently, improvements are needed, including the development of an integrated digital system, enhanced telemarketing staff competence, optimized communication channels, and better customer database management. These measures are expected to boost telemarketing effectiveness, service quality, customer loyalty, and service booking rates at Auto2000 Basuki Rahmat Surabaya.
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