| Summary: | Growth of Credit Card is now very rapid. Credit card is a necessity that
cannot be removed from the lifestyle of modern society. The ease is which can be
obtained from the Credit Card features are even more diverse and increasing
competition in the credit card industry. Therefore a company should be able to
choose the right strategy to be implemented in order to compete with other
companies, thereby increasing profits through increased sales volumes as part of
the company's goals to be achieved.
This study aimed to analyze the implementation of the Customer Number
in BNI Card Center telesales unit strategy, identifying factors that support and
hinder the formulation and provide measures that can be taken to optimize the
application of Customer Number. Effective implementation of Customer Number
is analyzed using SWOT analysis (Strengths, Weaknesses, Opportunities,
Threats).
Based on the results of the study, the use of Customer Number has not
been implemented optimally. Factors that hinder the implementation of Customer
Number is the process of updating the data which is not real-time, Cardlink
applications that are not integrated with telesales, data transfer fails are not
processed automatically, the customer phone number data on systems that are not
up to date, the inadequate number of telesales operations assistant, less
professional agents, there is no oversight of Quality Monitoring Unit, lack of
information on customers of BNI telesales unit, the number of banks that offer
money transfer products, the lack of regulations governing telemarketing, the
inflation rate is likely to increase, the mode of telephone fraud, lack of motivation
program for telesales agents, customers are not satisfied with the service telesales
agent, and the long process of handling complaints. While the factors that support
are diverse products, lower interest rates, a paperless data entry, robotic debiting,
voice logger data storage of up to 3 years, telesales agent turnover rate is low,
experienced top management, good corporate reputation, growth in the number of
credit card holders in BNI is high, consumer loyalty, technological advances that
allow process data in real time, the consistency of top management in an effort to
increase telesales profits, good cooperation with telesales vendors, and the number
of products that can be explored for sale in telesales. Optimization efforts can be
done with the use of Cardlink applications, update customer phone numbers data,
increasing the number of administrative staff, sales skills training of telesales
agents, monitoring agents on how to offer customers independently, introducing
telesales to customers, and markets its products in addition to transfer funds.
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