Case Study 3

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XY ABC bank has become a major bank with a customer reach 3 million by the various branches of the expansion up to 650 branches. Basic core services in a good bank that is providing best service to customers. As we know that, the Bank as a financial intermediary, in addition to maintaining public confidence by guaranteeing the level of liquidity also must operate effectively and efficiently to achieve the level of earnings (profits) are adequate.
Of course with all good management strategy, must be supported with the best service strategy, especially for consumers. In customer relationship management strategy is described that how touching on consumers is very important, from marketing, sales, service and operations. The goal is to provide comfort and confidence of consumers against these banks. There are several processes being undertaken to meet the needs of consumers.

1. Process initiation
   The process by which consumers recently conducted negotiations and prepared for the service provided by the bank.
2. Process service
   The process is the most important services that tested the consistency of a bank.

XY ABC bank has to do 2 this process, and service process to take precedence, so as not to lose customers. The key to the success of the bank's management is how the bank can seize people's hearts so that its role as a financial intermediary goes well (Sinungan, 2000:79). One of the things that can win people's hearts is a good bank performance. for customers, knowing the performance of a bank to help decide whether the bank can be trusted or not (harnanto, 1991:352), the bank must put the individual needs of banking products as the main priority.
In addition, to evaluate segment and the consumer, must be some method to find out information about it. Before, it is done we have to do the analysis segment.
Step to do evaluate service to consumer:

1. Analysis service
2. Evaluate service
3. Solution

Many ways can be used to obtain information, one with Cluster Analysis Method to provide optional segment respondents based on customer perception. Preferences of respondents mapped with Multidimensional Scaling (MDS) to determine customer preferences regarding aspects of safety, convenience, speed, efficiency, and convenience of ATM services of Bank. Questionnaires are distributed to some respondents. Sampling using probability sampling methods. From the research results, that the clusters of respondents based on perception as much as four clusters, namely (1). Finding an ATM Service Segment, (2). Card Transaction Segment, (3). Efficiential. Activity Segment, and (4). Teller Service Segment. In that way, will generate data in real and must be mathematically or chart making it easier to evaluate, for the deficiencies of service can be covered. After doing the analysis and evaluation, and love a solution. We were able to take advantage of consumers' current relationship to the development of XY ABC bank to the front. Create a customer contact blueprint. Before preparing the blueprint, the first analysis of consumer relations.