Customer Relationship Management of UD Mapan Kediri During COVID-19

Abstract

Indonesia is one of the countries in Southeast Asia that produces rice and consuming rice for staple food. The most region that produce rice in Indonesia is East Java. Kediri City included in the 15th highest region that produces rice in East Java. High production of rice and needs of rice makes UD Mapan become a company that produce rice named "Beras Mapan" which build in 2008 and is located Desa Ngino in Kediri District. In 2019 UD Mapan was chosen to become a supplier of BPNTD (Bantuan Pemerintah Non Tunai Daerah) for on the recommendation of their agents because of the trust of e- warung agents as UD Mapan consumer. The purpose of this study is to find out how consumer relations in UD Mapan. This research uses descriptive research method with data collection techniques conducting interviews with company owners, consumer of UD Mapan who repeat purchased over past year, and experts of consumer relationship management who worked in industry rie production for a minimum three years. Reliability in this research uses triangulation of sources that is done to improve the accuracy of a study and the reliability of this study uses an audit technique in which researchers describe the process and results to the supervisor of research as an auditor. The result of this study was the formation of Customer Relationship Management (CRM) through the creation of values with effective aspects including awareness, association, attitud Furthermore, UD Mapan did six aspects of creating familiarity among other things access, competency, reliability, responsiveness, security and safety, and speed to its customers and last is to run a strategic CRM process order and operational CRM.