Abstract:

Since 1950s, the market situation changes to be more intensive competition; especially in mobile telecommunication business[2]. As a result, the marketing concept changes from product-orientation to marketing-orientation. Most companies focus on customers (Customer Centric) and make the competition move to a customer-orientation. In the marketing oriented era, one of the success factors for service providers is to understand “the customer needs”. Customer Relationship Management (CRM) concept becomes a new tool for several companies to use and to understand their customers[7]. Therefore, the CRM are more than a point of making many companies survive in the high competition market. It’s also a key of their competitive and strategic advantages.

This research focuses on “customer needs” or “customer requirements” and “technical requirements”. Moreover, this paper uses a “Quality Function Deployment (QFD)” as an analytical tool for finding significant technical requirements. These will help companies to improve their CRM process to be more efficient and effective. This paper has mentioned several recommendations; including seven technical requirements which companies should consider and create a model for improving and maximizing the service quality, CRM (process and application itself) and customer satisfaction.