{"id":3900,"date":"2022-04-18T16:56:46","date_gmt":"2022-04-18T16:56:46","guid":{"rendered":"https:\/\/www.qiscus.com\/id\/?p=3900"},"modified":"2025-05-08T02:23:58","modified_gmt":"2025-05-08T02:23:58","slug":"relationship-marketing","status":"publish","type":"post","link":"https:\/\/www.qiscus.com\/id\/blog\/relationship-marketing\/","title":{"rendered":"Simak 5 Alasan Relationship Marketing Penting bagi Customer Retention"},"content":{"rendered":"\n<p>Membangun bisnis sama dengan membangun hubungan dengan pelanggan. Sehingga relationship marketing menjadi salah satu strategi pemasaran yang harus diterapkan. Jika pelaku bisnis dengan konsep penjualan akan berusaha menemukan cara untuk meningkatkan penjualan. Maka bisnis yang fokus dengan relationship marketing akan fokus pada memenuhi kebutuhan pelanggan.<\/p>\n\n\n\n<p>Apabila Anda melihat hal ini sebagai hal yang susah dicapai, Anda harus tahu bahwa strategi ini memiliki banyak sekali manfaat. Bahkan manfaat yang didapatkan bersifat jangka panjang. Itulah kenapa relationship marketing sangat erat hubungannya dengan customer retention. Untuk lebih memahaminya, mari berkenalan secara singkat dengan keduanya.<\/p>\n\n\n\n<p><strong>Baca Juga: <\/strong><a href=\"https:\/\/www.qiscus.com\/id\/blog\/perbedaan-customer-retention-dan-customer-loyalty\/\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\"><strong>Perbedaan Customer Retention dan Customer Loyalty<\/strong><\/a><\/p>\n\n\n\n<p>Relationship marketing adalah upaya yang dilakukan perusahaan untuk membangun hubungan dengan pelanggan. Banyak cara yang digunakan untuk menjalankan hal ini, namun secara garis besar cara-cara tersebut akan melibatkan pelanggan secara langsung sehingga menumbuhkan loyalitas. Sedangkan customer retention adalah cara perusahaan mempertahankan pelanggan untuk tetap membeli produk atau layanan. Sampai disini, sudah terlihat bukan hubungan keduanya?<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Daftar Isi<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.qiscus.com\/id\/blog\/relationship-marketing\/#Dimensi_Relationship_Marketing\" >Dimensi Relationship Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.qiscus.com\/id\/blog\/relationship-marketing\/#Alasan_Relationship_Marketing_Penting_bagi_Customer_Retention\" >Alasan Relationship Marketing Penting bagi Customer Retention<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.qiscus.com\/id\/blog\/relationship-marketing\/#1_Peningkatan_Customer_Experience\" >1. Peningkatan Customer Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.qiscus.com\/id\/blog\/relationship-marketing\/#2_Membangun_Kepercayaan_Pelanggan\" >2. Membangun Kepercayaan Pelanggan<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.qiscus.com\/id\/blog\/relationship-marketing\/#3_Mempermudah_Bisnis_Mendapat_Umpan_Balik\" >3. Mempermudah Bisnis Mendapat Umpan Balik<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.qiscus.com\/id\/blog\/relationship-marketing\/#4_Membuat_Bisnis_Berkarakter\" >4. Membuat Bisnis Berkarakter<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.qiscus.com\/id\/blog\/relationship-marketing\/#5_Mengenali_Pelanggan_untuk_Tingkatkan_Buyer_Persona\" >5. Mengenali Pelanggan untuk Tingkatkan Buyer Persona<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dimensi_Relationship_Marketing\"><\/span>Dimensi Relationship Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Dalam teori Palmatier (2006), relationship marketing dapat diukur dari 3 dimensi. Dimensi pertama adalah komitmen, yaitu keinginan kuat perusahaan memelihara hubungan baik dengan pelanggan. Kedua adalah kepercayaan, yaitu adanya kepercayaan yang tinggi dari kedua belah pihak untuk menjaga hubungan timbal balik yang baik. Terakhir adalah kepuasan pelanggan, yaitu adanya kepuasan, baik dari pelanggan maupun perusahaan selama hubungan baik terjalin. Beberapa alasan dibawah ini akan berhubungan erat dengan ketiga dimensi di atas. Mari simak lebih jauh alasan yang membuat strategi ini penting bagi customer retention.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/qO_lVV2ePQF1bU505pjWnH6SrN5DL5BYpUsE70kbn1e_ihQaGjtb23IpXhcw1YtF9WNQ9WUH8cFzWshRQYMfgMVmrDouvwwK9eMrx3wvnm98S3829muEGLePOa8UDXGncvOOL3KK\" alt=\"Relationship Marketing\"\/><figcaption class=\"wp-element-caption\">Sumber: freepik.com<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Alasan_Relationship_Marketing_Penting_bagi_Customer_Retention\"><\/span>Alasan Relationship Marketing Penting bagi Customer Retention<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Peningkatan_Customer_Experience\"><\/span>1. Peningkatan Customer Experience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Relationship marketing memiliki praktik yang sangat beragam. Namun hampir semua praktiknya akan menguntungkan pelanggan sebagai pembeli atau pengguna layanan. Diantaranya adalah memberikan diskon rutin tiap bulan, menawarkan kartu keanggotaan yang punya banyak manfaat, dan memberikan gratis ongkos kirim. Hal-hal semacam itu jelas akan meningkatkan customer experience atau pengalaman pelanggan selama mengakses produk atau layanan Anda. Selain itu, kepuasan pelanggan juga bukan hal yang sulit didapatkan.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Membangun_Kepercayaan_Pelanggan\"><\/span>2. Membangun Kepercayaan Pelanggan<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Bentuk lainnya tak selalu dengan hal yang besar. Hal kecil seperti memberikan pelayanan yang prima termasuk dalam relationship marketing. Bahkan pelayanan yang cepat dan tepat ini mampu <a href=\"https:\/\/www.qiscus.com\/id\/blog\/cara-meningkatkan-kepercayaan-pelanggan\/\">membangun kepercayaan pelanggan<\/a> terhadap bisnis. Meskipun bisnis tersebut baru dimulai, pelayanan yang baik mampu mengambil hati mereka. Tentu saja untuk membangun kepercayaan ini, perusahaan harus memberikan pelayanan yang baik sejak calon pelanggan menemukan produk atau layanan Anda. Kemudian terus berlanjut hingga barang sampai kepada pelanggan.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Mempermudah_Bisnis_Mendapat_Umpan_Balik\"><\/span>3. Mempermudah Bisnis Mendapat Umpan Balik<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pelanggan yang dilibatkan langsung dalam evaluasi pelayanan dan inovasi produk akan merasa ikut memiliki bisnis. Pelanggan menjadi pihak yang dihargai dan bukan hanya penghasil keuntungan semata. Sehingga kecil sekali kemungkinan untuk meninggalkan bisnis tersebut. Pelanggan setia tidak cukup untuk menggambarkannya karena mereka telah ikut berperan dalam pengembangan bisnis. Tentu saja hal ini menjadi umpan balik pasar yang cepat didapatkan bagi bisnis. Sehingga jelas perusahaan dan pelanggan akan sama-sama diuntungkan. Bagi bisnis lain yang kurang membangun hubungannya dengan pelanggan akan kesulitan mendapatkan umpan balik, terutama yang bersifat membangun.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Membuat_Bisnis_Berkarakter\"><\/span>4. Membuat Bisnis Berkarakter<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Menjalankan bisnis berarti siap dengan segala bentuk persaingan dengan kompetitor. Hal yang perlu diperhatikan dalam hal ini adalah bagaimana perusahaan Anda memenangkannya tanpa cara yang melanggar etika bisnis. Salah satunya adalah dengan memperhatikan hubungan Anda dengan pelanggan.<\/p>\n\n\n\n<p>Membalas pesan dengan cepat, merespon pelanggan yang mencurahkan hati, memberikan solusi pengiriman produk termurah tanpa diminta, dan sebagainya adalah sebagian kecil contohnya. Hal-hal tersebut akan membuat bisnis Anda memiliki karakter yang dapat dipercaya dan spesial di hati pelanggan. Dengan begitu, bisnis Anda akan menonjol dibanding dengan kompetitor yang hanya fokus pada penjualan.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Mengenali_Pelanggan_untuk_Tingkatkan_Buyer_Persona\"><\/span>5. Mengenali Pelanggan untuk Tingkatkan Buyer Persona<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Untuk meningkatkan customer retention, Anda harus <a href=\"https:\/\/www.qiscus.com\/id\/omnichannel-crm\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\">mengenali bagaimana pelanggan ingin diperlakukan<\/a>. Apalagi jika Anda sudah memiliki basis pelanggan yang spesifik. Hal ini bisa diraih dengan membangun hubungan yang baik dengan mereka. Semakin banyak jenis pelanggan yang direkam perusahaan, maka semakin banyak pula perusahaan membuat buyer persona. Dari buyer persona inilah Anda akan lebih mudah memenuhi kebutuhan pelanggan.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/zrsQzo7Gqos5253e6MnyRlWhSn1j3VOh9QTUyH8-hX0g7Z9Yt7gg95ARyCmmFkcUfiucgu2NhuAfFjf71ec-ELunYNdZZG_8KN-P54OMyMjOS5GmvStpx6obfkZNUX3n8YcVYBbS\" alt=\"Relationship Marketing\"\/><figcaption class=\"wp-element-caption\">Sumber: freepik.com<\/figcaption><\/figure>\n\n\n\n<p>Melihat begitu banyak alasan relationship marketing sangat penting bagi peningkatan customer retention, tentu hal ini harus dimulai dari sekarang. Semakin detail dan matang perencanaan Anda, maka manfaat yang dituju akan semakin maksimal. Salah satu cara paling tampak dalam penerapan strategi ini adalah memberikan pelayanan pelanggan yang berkualitas.<\/p>\n\n\n\n<p><strong>Baca Juga: <\/strong><a href=\"https:\/\/www.qiscus.com\/id\/blog\/cara-mengolah-data-pelanggan-untuk-kepentingan-customer-retention\/\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\"><strong>Cara Mengolah Data Pelanggan untuk Kepentingan Customer Retention<\/strong><\/a><\/p>\n\n\n\n<p>Untuk urusan melayani pelanggan secara online, serahkan kepada Qiscus. Platform multichannel chat ini memiliki berbagai macam fitur yang membuat proses <a href=\"https:\/\/www.qiscus.com\/id\/customer\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\">pengelolaan interaksi pelanggan Anda semakin baik<\/a>. Dimulai dari pelayanan yang efektif, efisien, dan tepat, pelanggan akan memahami bahwa bisnis Anda fokus pada kepuasan mereka. Hubungi kami untuk merasakan manfaat besar Qiscus <a href=\"https:\/\/www.qiscus.com\/id\/\" target=\"_blank\" aria-label=\"undefined (opens in a new tab)\" rel=\"noreferrer noopener\">di sini<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Membangun bisnis sama dengan membangun hubungan dengan pelanggan. Sehingga relationship marketing menjadi salah satu strategi pemasaran yang harus&hellip;\n","protected":false},"author":27,"featured_media":3903,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3],"tags":[16,559,485,1531,102,5,1530,109],"class_list":{"0":"post-3900","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-insight","8":"tag-customer-experience","9":"tag-customer-loyalty","10":"tag-customer-retention","11":"tag-dimensi-relationship-marketing","12":"tag-kepuasan-pelanggan","13":"tag-qiscus","14":"tag-relationship-marketing","15":"tag-strategi-pemasaran"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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