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Abstrak :
Dalam pasar yang sangat kompetitif di dunia perumah sakitan saat ini, diperlukanstrategi pemasaran yang lebih memfokuskan sasaran kegiatannya pada hubungan yangbersifat partnership. Penerapan customer relationship marketing bertujuan menemukanlifetime value LTV dari pelanggan dan lebih meningkatkan efisiensi operasional.Tujuan dari tesis ini adalah untuk mengetahui peran customer care terhadap customerrelationship marketing pasien perusahaan maupun asuransi IKS RS Risa Sentra MedikaMataram. Identifikasi dan evaluasi strategi pemasaran ini dilakukan dengan pendekatansistem. Jenis penelitian ini adalah penelitian deskriptif kualitatif. Hasil penelitian inimenemukan bahwa telah dilakukan upaya customer relationship marketing melaluikegiatan customer care, belum berlangsung secara optimal. Dalam hal tersebut, dapatterlihat dari kinerja sumber daya manusia, struktur organisasi, anggaran, sarana yangmendukung kegiatan customer care yang belum sesuai standar. Dalam pelaksanaancustomer relationship marketing menerapkan 4 konsep yaitu developing trust membangun kepercayaan, bonding commitment membangun komitmen, communication komunikasi dan conflict handling penanganan konflik, upaya-upayatersebut telah dilakukan walaupun belum memenuhi target. Maka diperlukan komitmendari semua pihak dalam organisasi, dari mulai direksi sampai ke tingkat pelaksana, danjuga kerjasama yang sinergis dari pihak intern perusahaan dan juga pihak luar. In today 39 s highly competitive market in hospitals, marketing strategies are needed thatfocus more on the objectives of their activities on partnership relationships. Theimplementation of customer relationship marketing aims to find the lifetime value LTV of customers and further improve operational efficiency. The purpose of thisthesis is to know the role of customer care to customer relationship marketing of patientcompanies and insurance IKS RS Risa Sentra Medika Mataram. The identification andevaluation of this marketing strategy is done by system approach. The type of thisresearch is qualitative descriptive research. The results of this study found that has beendone customer relationship marketing efforts through customer care activities, has notbeen optimal. In that case, can be seen from the performance of human resources,organizational structure, budget, facilities that support customer care activities that arenot according to standards. In the implementation of customer relationship marketingapply 4 concepts that are developing trust, bonding commitment, communication andconflict handling, these efforts have been done even though they have not met thetarget. It requires commitment from all parties in the organization, from the board ofdirectors to the executor level, as well as synergistic cooperation from the internalcompany and also outside parties.

Abstrak :
Call Center merupakan salah satu titik kontak antara Bank dengan pelanggannya. Penerapan Customer Relationship Marketing pada call center merupakan sebuah hal yang tidak dapat dipungkiri keberadaannya. Jika di masa lalu call center lebih dikenal merupakan operator telepon, maka pada studi ini ingin melihat peranan call center terhadap ekuitas merek perusahaan. Bank Mandiri memiliki call center yang beroperasi 7/24 dengan nama Mandiri Call. Penerapan customer relationship marketing telah dilakukan sejak terbentuknya call center dan diselaraskan penerapannya secara Organisasi. Karya akhir ini menunjukkan adanya pengaruh positif penerapan customer relationship marketing Mandiri Call terhadap brand equity Mandiri melalui peningkatan customer satisfaction Mandiri, customer rentention Mandiri, dan customer equity Mandiri.

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Call Center is a point of contact within Bank and the customer. Implementation of Customer Relationship Marketing in call center is an important matters nowadays. In the past, call center known as a telephone operator. In this research we elaborate more the role of call center to the company's Brand Equity. Mandiri Call is a call center that operate 24/7 by Bank Mandiri. The implementation of Customer Relationship Marketing has been done since the establishment of call center and allign them with Organization vision. This Thesis shows the positive impact of Customer Relationship Marketing to Brand Equity through the improvement of Customer Satisfaction Mandiri, Customer Rentention Mandiri, and Customer Equity Mandiri.