International Journal for Educational and Vocational Studies, Vol. 4, No.

1 (2022): 19-29

International Journal for Educational and Vocational Studies

E-ISSN: 2684-6950
Homepage: https://ojs.unimal.ac.id/ijevs/index

Customer relationship management strategy in Starbucks card optimization in

the Pandemic era

Hartoyo Munifa*
Communication Studies, LSPR Institute of Communication and Business, Jakarta, Indonesia
[email protected]
*Corresponding Author: [email protected] | Phone Number: +62859-5921-3200

ARTICLE INFO ABSTRACT

Received: 8-10-2021
Marketing communication is important, in this case paying attention to Customer Relationship
Received in revised: 20-1-2022
Accepted: 17-2-2022 Management. The number of companies that are currently competing fiercely has become a trigger for
Available online: 28-2-2022 Starbucks Indonesia to maintain the loyalty of existing customers because the competition is quite
tight from competitors considering that this company is engaged in the food and beverage sector which
KEYWORDS means maximum service and quality of products delivered to customers. In this era of pandemic,
Customer; Starbucks ' card strategy is very profitable and makes it easier for customers to order drinks or food
Relationship Management; online. The existence of loyal customers is evidenced by the use of the Starbucks Card, so the purpose
Starbucks Card;
of this study is to determine the Customer Relationship Management Strategy in Optimizing the
Customer Loyalty;
Starbucks Card in the Pandemic Era. This study used a qualitative approach and data collection
techniques were carried out through interviews and document studies. For data collection techniques,
the authors conduct interviews and view related documents which later the information obtained will
be equated with the theory that the author uses in this study, namely Customer Relationship
Management Theory and Loyalty Theory.

INTRODUCTION
In every company, promotion of its products or services is using the goods or services, but also always continue to use
always carried out with the aim of providing good feedback. the goods or services. Customer relationship management
For long term relationships with consumers. To realize this is very effective in building special relationships with
dream, the company must create a marketing customers so that they feel comfortable and have a special
communication strategy so that its product or service bond with the company.
becomes a top brand of mind in the minds of consumers. This study will discuss one of the companies that
One of the strategies used is marketing communication. engaged in food and beverage, namely PT. Sari Kopi
According to Tjiptono (2010, p.219), marketing Indonesia or known as Starbucks. This company uses CRM
communication is a marketing activity that seeks to as a strategy to increase and maintain customer loyalty to
disseminate information, influence/persuade, and increase this company. One of the CRM programs used by Starbucks
the target market for the company and its products so that in maintaining its loyalty is to use a Member Card. The
they are willing to accept, buy, and be loyal to the products purpose of the Starbucks Card is to simplify the payment
offered by the company concerned. Customer relationship process, pamper customers by getting discounts in the form
management (CRM) is a system designed by a company to of coupons and various kinds of rewards that will be
provide special value to its customers so that relationships obtained when collecting points through purchasing all
between companies and customers can be created well in types of Starbucks products.
the long term. Customers are the main key to the success of Besides being useful for making transactions easier for
a company. The general target of Customer Relationship customers, the Starbucks Card also has a unique design so
Management is not only customer satisfaction but also that it can attract the attention of new users to activate or
customer loyalty, customers a re not only very satisfied - create a Starbucks Card. Many loyal customers even collect
the Starbucks Card in one account. One of the benefits that

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International Journal for Educational and Vocational Studies, Vol. 4, No. 1 (2022): 19-29 Munifa

is highly emphasized is the reward that can be exchanged Based on several understandings of customer
for any one drink with a grande size or any food. relationship management, it can be concluded that
customer relationship management is a way to analyze the
LITERATURE REVIEW
behavior of customer service companies. The main target of
Customer Relationship Management (CRM) customer relationship management is not customer
CRM is the strategic process of selecting the customers a satisfaction but customer loyalty. Customers are not only
firm can most profitably serve and of shaping the very satisfied with using a product or service, but will also
interactions between a company and these customers. The continue to use it. Based on this definition of CRM,
goal is to optimize the current and future value of the researchers will ask informants regarding how Starbucks
customers for the company (Kumar & Reinartz, 2010, p. 6). knows how to take customers more personally so that they
The components of the CRM definition above are: (Kumar & can be more loyal after knowing the analysis of customer
Reinartz, 2006, p. 6). behavior. Then the researcher will also ask whether
▪ Selection, if all of the company's revenue comes from Starbucks has data on how many loyal customers there are
customers, it is better for the company to focus on after CRM and before CRM Activities. CRM activities run by
potential customers who can increase profits for the only ispa at Starbucks. According to Oetomo (2010: 220) in
company. This is not to reject other customers, but to Widianto, et al (2010), customer relationship management
know and recognize the segmentation, behavior and strategy is a strategy to make consumers as friends.
characteristics of its customers. According to Temporal and Trot in Widhianto, etc. (2010),
▪ Interactions, the relationship between companies and there are three main rules of stages that must be
customers must use interactive dialogue. remembered to build and introduce customer relationship
▪ Customers, customers here are not only end users but management programs, namely:
include distributors, retailers, etc. Set clear goals
▪ Customer relationship management is a
comprehensive business strategy of a company that Must have clear objectives for the customer relationship
allows the company to effectively manage management program, financial and otherwise, but
relationships with customers (Khera, Mandeep: 2000). especially financial. Make sure everyone understands what
is being accomplished and introduces it before it starts.
Today CRM is no longer a luxury monopolized by large Therefore, the first marketing is to colleagues.
and reputable companies. This is because customer
Make things easy for customers
relationship management has become an absolute
necessity for all companies to maintain their existence. In In designing a customer relationship management
essence, customer relationship management is an effort program, do not make a design without thinking about its
that is made tirelessly so that the company is always usefulness in practice. This program must be
customer oriented or customer centric which is a customer understandable by the customer and explain what the
demand. Customer relationship management is a customer will get from this program.
comprehensive business strategy of a company that allows CRM Strategy
the company to effectively manage relationships with
customers (Khera, Mandeep: 2000). Customer relationship To build an effective customer relationship management
management needs to be implemented because the current strategy, there are three important steps that must be
system can improve the company's business performance taken, namely:
by increasing customer satisfaction and in turn growing 1) Identify the characteristics of each customer.
consumer loyalty to the company (Buttle, 2011: 48). 2) Create a model of the value of each customer segment.
According to Butlle in his book "Customer relationship 3) Creating a proactive strategy and implementation plan
management concepts and technologies" (2011: 48), or business method, which can answer customer needs,
customer relationship management is a core strategy in starting with the most potential customer segments.
business that integrates internal processes and functions Based on the three important steps that must be taken
with all external networks to create and deliver value for to have an effective CRM strategy, the researcher will ask
target customers globally profitable. the interviewees how to identify the characteristics of each
According to Turban in James G. Barnes' book entitled Starbucks customer, create a model and value for each
"Secrets of Customer Relationship Management" (2010: segment and create a proactive strategy and
148), customer relationship management is a service implementation plan or business method.
approach to consumers that focuses on building long-term
and sustainable customer relationships that can provide
added value for customers and company.

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Purpose of Customer Relationship Management d) Able to analyze customer behavior

In the application of Customer Relationship Management, Reducing costs incurred in order to get new customers
according to Luke (2012:6), including: because with customer relationship management the
company can hold old customers to remain loyal to the
1. Get customers company.
2. Knowing the customer
3. Retain profitable customers Customer Loyalty
4. Develop profitable customers
5. Turn unprofitable customers into profitable ones According to Griffin (in Widjaja, 2012, p. 59), customer
loyalty is the attitude or behavior of non-random
Based on the CRM objectives above, the researcher will
purchasing to make decisions to buy continuously for the
ask Starbucks regarding what Starbucks CRM is currently products or services of a selected company. According to
running to get new customers. Is there a change from
Widjaja (in Widjaja, 2013, p.60), customer loyalty is a deep
customers who only occasionally come to buy Starbucks commitment to buy products and or services on an ongoing
products to become more frequent or loyal in buying basis and is not sensitive to changes in situations that cause
Starbucks products.
customers to move. In relation to Widjaya's understanding
Based on the concept above, the researcher will ask of customer loyalty, the researcher will ask the informants
related informants, how Starbucks ensures that each whether there are examples of insensitiveness here. For
division, department, employee, or CRM program, its
example, rumors circulated that Starbucks supports LGBT
objectives, and what roles and contributions can be made but customers remain loyal to buy Starbucks products.
by employees in running the program. Customer Loyalty can be concluded that a customer will
Benefits of implementing Customer Relationship continue to choose a product based on the commitment he
Management has and a high probability that the customer will
repurchase the product and will suggest it to people around
Based on the description above, the benefits of
him. Oliver (in Widjaja, 2010) says that gradually loyalty
implementing Customer Relationship Management can be
can be formed as follows:
concluded as follows:
a) Encourage Customer Loyalty a) Cognitive loyalty
The Customer Relationship Management application allows Loyalty at this level is based solely on cognition. Consumers
companies to utilize information from all points of contact based on the information received compare products/
with customers, either via the web, call center, or through services with one another by making decisions on the
marketing staff and programs, as well as field services. The information that is most interesting to consumers. The level
consistency and accessibility of this information allows for of loyalty at this stage is very unstable and consumers are
better sales and service with various important information very easy to move.
about that customer. b) Affective loyalty
b) Reduce costs Loyalty based on influence and highly dependent on the
With self-service capabilities in sales and customer service, level of satisfaction or dissatisfaction based on the
there are costs that can be reduced, for example by utilizing consumer's experience using the product/service. It should
web technology. The Customer Relations Management be noted, not all customer satisfaction produces loyalty.
application also allows sales or services at a lower cost in a Loyalty at this stage is higher in level than cognitive
specific and focused marketing program scheme. Targeted because the experience is recorded in the minds of
to the right customer and at the right time. Regarding the consumers.
benefits of implementing CRM to reduce costs, researchers
c) Conative loyalty
will ask whether Starbucks CRM has agreed to the right
Consumers become committed because they believe and
customer at the right time.
really want to buy (intention) and repurchase (repurchase)
c) Objectives and Areas of Customer Relationship or become loyal.
Management
According to Kartika (2011: 62), the goals and areas of d) Action loyalty
customer relationship management are: At this level, the intensity of consumer purchases makes
1. Assist the company in improving the better service that consumers' motivation to continuously buy and it becomes
can be provided to customers. a habit to buy products/services.
2. Knowing the needs of consumers in the future. Based on the explanation above, loyal customers can
3. Get new customers.
help companies get more profits when the economy is in
4. Knowing the improvements needed by the company in
order to satisfy customers. good shape and can help a company survive when the
economy is deteriorating such as the COVID pandemic.

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Conceptual Framework source: Because the program to be run must be approved

by the Head Office Marketing Communication.
Starbucks
2) Name: Alexander Wijaya
45 years old
Position: Starbucks Card Membership Manager. Reason for
Starbucks has not stopped binding and binding and
selectingas people source: Because the resource person is
increasing customer loyalty even in the pandemic era
the person who makes all decisions and participates in
designing all starbucks card programs in all Starbucks
outlets.
Starbucks card 3) Name: Ariny Bella Shanty
Social media
Age: 35 Years
Position: Starbucks Card Swarovski Holder (Regular
Customer). Reason for selectingas people source: Because
Starbucks cardholder this customer is customers who already have a Swarovski
Starbucks Card, where this type of Starbucks card is only
issued in a number of three pieces throughout Indonesia.
Maintaining and increasing customer loyalty This customer got a Starbucks Card when you become a
customer with a total spend of three highest in all
Figure 1. Data Processed by the Author (2021) Starbucks Indonesia outlets in 2019.

METHODS Data Collection Techniques

Types of Research Data collection techniques are divided into two sources,
The type of research used by the author in this research is namely, primary sources and secondary sources. Primary
qualitative writing with descriptive nature, Bogdan and data or often called primary data is a data source that
Taylor. This study intends to understand the efforts made directly provides data to data collectors (Sugiyono, 2016,
by the research subject related to the discussion being p.62). Primary data obtained by the author through
studied by the author, as well as how the research subject interviews. In this study, the authors conducted interviews
overcomes all the obstacles faced by means of description with two (5) main sources and one (1) supporting resource.
in the form of words and language, in a special natural While secondary data is data obtained from secondary
context and by utilizing various scientific method. This sources that are complementary to primary data. These
research was conducted at PT. Sari Kopi Indonesia data can be collected through companies, libraries, even
(Starbucks) by collecting data from various sources, namely educational institutions. These data are used by
interviews, observations that have been written in field researchers in completing the primary data that has been
notes, official documents, and pictures. The author uses obtained.
qualitative research in this study because it can easily help Data Analysis Techniques
researchers to dig deeper information related to a research
Data analysis in qualitative research is carried out before
topic which later the information obtained can be used to
entering the field and while in the field. Activities in data
answer research objectives.
analysis, namely data reduction, data display, and
People Sources conclusion drawing or verification.
People Source are objects of research who have various Data Reduction
information related to the things studied by the author. In
this study, the sources are: called as object is the Head Reducing data means summarizing, choosing the main
Office Marketing Communication PT. Sari Kopi Indonesia things, focusing on the important things, looking for themes
(Starbucks), Starbucks card membership manager, and and patterns. Thus, the reduced data will provide a clearer
Loyal customer are informants of the research conducted. picture and facilitate research to conduct further data
The researcher selected three (3) people sources who were collection.
considered relevant to this research. The following is the Data Display
profile of the sources in this study:
Presentation of data can be done in the form of brief
1) Name: Yuti Resani
descriptions, charts and relationships between categories.
Age: 38 Years
According to Miles and Huberman, the most often used to
Position: Head of Marketing Communication Division of PT.
present data in qualitative research is narrative text.
Indonesian Coffee Juice. Reason for selectingas people

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International Journal for Educational and Vocational Studies, Vol. 4, No. 1 (2022): 19-29 Munifa

Conclusion Drawing or Verification invited to have long discussions and it was difficult to meet
informant sources because of the PSBB in Jakarta.
The third step in analyzing Miles and Huberman's
RESULTS AND DISCUSSIONS
qualitative data is drawing conclusions and verification.
The initial conclusions put forward are still tentative, Results
strong evidence is found that supports the next stage of After analyzing the interviews with the sources mentioned
data collection (Bungin, 2011). Based on the explanation in Chapter III, the researchers divided the findings into the
above, it can be stated here that data analysis is the process following points:
of searching for and compiling a systematic method
CRM Implementation
obtained from the results of interviews, observations and
documentation by organizing data into categories, The implementation of Customer Relationship Management
describing it into units, compiling into patterns, choosing at Starbucks Indonesia has been implemented since the
which ones are important and which ones. to be studied, first Starbucks Indonesia was established, as said by Yuti
and draw conclusions so that they are easily understood by Resani as Head of Marketing Communications Division.
themselves and others. The data analysis process begins by Customer Relationship Management has been implemented
examining all available data from various sources, namely at Starbucks Indonesia for more than 14 years or since the
interviews, observations that have been written down in first Starbucks was introduced in Indonesia, namely in
field notes, official documents, pictures. After the data is 2002 and will continue to be implemented in the future.
read, studied and analyzed, then the data is confirmed and Customer relationship management needs to be
adjusted with the written data from the literature study implemented because the current system can improve the
and the data obtained. company's business performance by increasing customer
To obtain complete and accountable data, the research satisfaction and in turn growing consumer loyalty to the
uses the following: company (Buttle, 2011: 48). The importance of Customer
a. Interview: the technique of obtaining data by submitting Relationship Management in maintaining customer loyalty
questions orally to people who are competent with the is very important and the keyword of Customer
object of research that is used to support data Relationship Management itself is to build long-term
completion. relationships to maintain and increase customer loyalty.
b. Literature Study: obtain and add supporting data to This is supported by a statement from Ms. Y. Resani,
analyze the problem. Personal communication, March 10, 2021 which said that:
“Starbucks is a company engaged in goods and services, which
Trustworthiness Analysis Techniques are more specific in Food and Beverage. In the world of Food
Examination through other sources is the most widely used and Beverage, we grow because of our customers. We exist
triangulation technique. Because the researcher uses two because of the customer. Customer needs that need to be met is
what makes us exist. Therefore, meeting customer needs and
data collection techniques, namely observation and
making them satisfied with the goods we provide is the main
comparable interview results, the researcher will also
goal of Starbucks. At this time, many competitors are present.
compare what people say about the research situation over This way, customers can freely choose what brand to choose to
time, comparing one person's circumstances and meet their needs. Basically, the customer will choose based on
perspectives with the opinions and perspectives of others. the quality of the goods provided, the price offered and the
service provided. Basically, Starbucks grows with customers.
Research Focus
Starbucks main goal is not just company profit but customer
The focus of the research in this study is the Customer satisfaction they get when it comes to Starbucks. With the trust
Relationship Management strategy at Starbucks in that customers give to Starbucks, currently Starbucks already
optimizing the Starbucks Card in the Pandemic Era. has 259 stores spread across Indonesia and will open about 20
stores that have been planned,"
Time and Place of Research According to Turban in James G. Barnes' book entitled
The research began in January 2021 at Starbucks Kuningan "Secrets of Customer Relationship Management" (2010:
City to interview managers. In February 2021, the author 148), customer relationship management is a service
interviewed the manager of Starbucks Kuningan City and approach to consumers that focuses on building long-term
several customers until March 2021. and sustainable customer relationships that can provide
added value for customers and companies.
Research Limitations
This is supported by a statement from Mr. Indra,
In this study, researchers found many limitations, including Personal Communication, March 14, 2021 which states
researchers a little difficult to get detailed information from that:
resource persons, resource persons did not want to be

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"Starbucks' long-term focus is on increasing customer "For externals, we always inform customers via Instagram
satisfaction and enthusiasm and making a positive contribution (Starbucks Indonesia) and broadcast through the Official Line
to the community and the environment" to always join Starbucks Rewards with existing benefits, and a
“Starbucks creates a supportive environment and treats one form of socialization for internals is that we have an IMAP
another with respect, setting high standards for excellence in platform to inform all forms of promos and rewards to be
purchasing, serving and serving food or beverages in order to informed to the public. customers through partners (Starbucks
enhance customer convenience. That's how Starbucks focuses on baristas).”
sustainable customer relationships.” In providing services, of course, an outlet to run
“Rewards program for loyal customers who are actively Customer Relationship Management requires competent
spending 100 stars for 1 reward. The reward referred to here and consistent human resources or people in carrying out
can be exchanged for 1 Grande (medium) size food or drink.
or implementing Customer Relationship Management, of
That way, customers will be more interested in buying using a
course all elements of the company must support and
Starbucks Card in order to collect points or stars and for
companies to increase loyal customers (adding Avarages Daily participate in running it. Starbucks is also aware that the
Transactions)”. participation and support of all elements or all divisions of
the company in carrying out Customer Relationship
According to Butlle in his book "Customer relationship
Management is very important for the smooth running of
management concepts and technologies" (2011: 48),
this strategy, as said by Sdra. D. Faisal, Personal
customer relationship management is a core strategy in
Communication, 20 March 2021, namely:
business that integrates internal processes and functions “All elements and people in the company play an important role
with all external networks to create and deliver value for in carrying out the company's CRM strategy or can be called the
target customers globally profitable. spearhead of the company. The first is the marketing
This is supported by a question from Mr. Indra, Personal communication section because they are the ones who make the
Communication, March 16, 2021 which states that: strategy for the CRM concept that will be used in the company.
"We always provide on-going Starbucks Reward promos to our In making the CRM strategy they must coordinate with each
loyal customers. For example, every Wednesday we have a element or all divisions of the company. The second is the
double star for loyal customers.” partners or baristas who are in every outlet, they are the output
in carrying out the CRM strategy, they are the real
Indra also added that: implementation in carrying out the CRM strategy because they
"We can only provide data on a percentage basis. For the are always dealing directly with customers, the baristas who are
Jakarta area, about 20% of payments use a starbucks card.” usually called Partners who practice CRM strategy and
"Those who carry out CRM activities are CRM specialists who understand the situation in the field whether the CRM strategy
coordinate with the IT team." is successful, effective or not, they are the ones who make
Based on the opinion of Oetomo (2012: 220) in customers get the "Starbucks Experience" when they come to
Widianto, et al (2012: 28), customer relationship Starbucks".
management strategy is a strategy to make consumers as Make things easy for customers
friends. According to Temporal and Trot in Widhianto, et al
In designing a customer relationship management
(2012: 28), there are three main rules of stages that must
program, do not make a design without thinking about its
be remembered to build and introduce customer
usefulness in practice. This program must be
relationship management programs, namely:
understandable by the customer and explain what the
Set Clear Goals. customer will get from this program.
Must have clear goals for customer relationship This is supported by a statement from Sdra.D.Ghozaly,
management programs, financial and otherwise, but Personal Communication, March 22, 2021 which says that:
“Starbucks Rewards Loyal Customers. For a year, we provide
especially Financial. Make sure everyone understands what
free upsize for all drinks for existing Starbucks card users and
is being accomplished and introduces it before it starts.
new users in 2020 and 2021, valid until tomorrow June 2021"
Therefore, the first marketing is to colleagues.
This is supported by a statement from Ms. Y.resani, Be realistic
Personal Communication, March 17, 2021 who said that: The customer relationship management program needs to
"Obviously it aims to be a medium between our company and be realistics, the customer relationship management
customers that is useful for increasing customer satisfaction so
program is a strategic step that will make a significant
that customers become more loyal to our company and as a
contribution to the company in the long term.
means of communication in the form of marketing which
ultimately adds to the Daily Transaction." This is supported by a statement from Sdra.D.Ghoxaly,
Personal communication, March 20, 2021 which says that:
Also added from the statement of Mr. D.Faisal, Personal "Offering promos every day for Starbucks card users, existing or
Communication, March 19, 2021 who said that: new members. The barista always informs the promos that are
available every day for customers who use the Starbucks Card.

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Don't forget to also inform the benefits that will be obtained don't have a Starbucks card will not get, and now Starbucks
when customers use the Starbucks Card." Card users have greatly increased.”

Based on the opinion of Oetomo (2010: 220) to build an Starbucks Card has a very important role in carrying out
effective customer relationship management strategy, there the CRM strategy in maintaining customer loyalty because
are three important steps that must be taken, namely: the Starbucks Card is a technology and a technology is an
1) Identify the characteristics of each customer. important aspect in implementing CRM. The main idea of
2) Create a model of the value of each customer segment. CRM is to help companies use technology, business
3) Creating a proactive strategy and implementation plan processes and human resources to gain knowledge about
or business method, which can answer customer needs, the behavior and values of these customers.
starting with the most potential customer segments. This is supported by a statement from Mr. D.Faisal,
This is supported by the statement of Mr. D.Ghoxaly, Personal Communication, 20 March 2021 which states that:
Personal Communication, 20 March 2021 which states that: “Technology is very important for smooth Customer
“We have TARGETED OFFERS FOR SELECTED MEMBERS, for Relationship management due to the current era of
example: Engagement – Spend IDR 70k. Get reward of “20k off globalization which emphasizes technology. In addition, the
for all items, Engagement – Spend IDR 100k get a reward of member card is one of the characteristics of customer loyalty,
“20k off for all items, Engagement – Get 30% off Beverage because with them becoming a membership in an organization
Reward, Engagement – Segment 1,4,7 Spend to certain or brand, they already believe in a brand. Of course, with a
milestone, get Rewards , Engagement – Segment 2,5.8 Spend to member card they will interact on an ongoing basis or make
certain milestones, get rewarded.” This strategy is designed to purchases on an ongoing basis. As I explained earlier, there are
attract the attention of customers. Targeted Offers for selected actually several Customer Relationship Management strategies
members are Starbucks card users. This is done to increase the that we have been doing for a long time and actually with the
use of starbucks cards” Starbucks card this is one of the Customer Relationship
strategies. Management (addition and complement in making it
Implementation of Starbukcs Card easier for Starbucks Indonesia to identify existing customer
In carrying out the Customer Relationship Management loyalty.”
strategy, Starbucks Indonesia relies heavily on the The statement that the buyer is king is true, but the
Starbucks Card in perfecting the existing Customer company cannot provide the same benefits to all
Relationship Management strategy. Starbucks Card was customers, because in reality not all customers provide
inaugurated on July 17, 2012. Basically, Starbucks Card is a maximum profit to the company. For examples like this, I
member card that is used by customers to make often go to Starbucks but what indicates that I often go to
transactions at every Starbucks store in Indonesia. Starbucks? I often go to Starbucks and am satisfied with the
In the application of Customer Relationship service. But what made me say that and what do I have?
Management, according to Luke (2010:6), including: That's from the customer's perspective.
1. Get customers In starbucks perspective, of course, for example like
2. Knowing the customer this, what signifies the success of the company's CRM
3. Retain profitable customers strategy? Do customers feel the connection between
4. Develop profitable customers Starbucks and customers? How can you call it a loyal
5. Turn unprofitable customers into profitable ones customer? Is it true that he is a loyal customer? What
According to a statement from Ms. Y.Resani, Personal benefits should be provided to loyal customers? Therefore,
Communication, 21 March 2021 which states that: with the Starbucks card all these questions are answered.
"Starbucks Indonesia card is a membership card issued by For example, a customer can show that he is a loyal
Starbucks Indonesia to make it easier for customers to make customer and show his Starbucks card and he can even
transactions at Starbucks and has many benefits for collect a limited edition. In addition, Starbucks Indonesia
cardholders. The target of holding a Starbucks card is to can see how many percent of loyal customers come to
increase and maintain customer loyalty, basically we want to Starbucks every day and most importantly to see that the
identify the loyalty of existing customers and how much CRM strategy that ads has an effect on customer loyalty."
customer loyalty there is and how big their level of loyalty is and
According to (Lukas 2011:10) the benefits of
besides that the target is of course to attract customers who can
implementing Customer Relationship Management can be
become loyal to Starbucks or increase customer loyalty.”
concluded that it can encourage customer loyalty. Customer
As Yuni said, the Starbucks Card aims to maintain the
Relationship Management applications allow companies to
loyalty of existing customers and to attract the attention of
utilize information from all points of contact with
new customers to become loyal customers.
"With customers having a Starbucks Card, of course, customers
customers, either via the web, call centers, or through
are bound to top up so they use it to make transactions. marketing staff and programs as well as field services. The
Starbucks card holders will also get benefits that customers who consistency and accessibility of this information allows for

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better sales and service with various important information customers and how important it is to appreciate customers
about that customer. who have come by saying thank you.
With self-service capabilities in sales and customer 5. Make every moment right
service there are costs that can be reduced, for example by This point is most important because it is the finishing part
utilizing web technology. The “Customer Relation of the success of this strategy. From the customer arriving
Management application also allows sales or services at a until he receives a drink and leaves Starbucks, he must feel
satisfied, get a Starbucks experience, make every moment
lower cost in a specific and focused marketing program
feel right for the customers who come. "22.
scheme. And directed to the right customer and at the right
time. All these benefits are only obtained by customers who “To get new customers, Starbucks Card provides promos
use the Starbucks Card, but Alex said that there are still for new member cards. After registering get bonus stars
and reward coffee Rp.1,-“. continued alex.
many main benefits or core benefits that Alex mentioned
above. Other benefits include buy 1 get 1 drink at certain And to find out consumer needs or suggestions or
times, discounts on merchandise purchases, sweepstakes to whatever, Starbucks does a system, namely customer voice.
Which is explained to Mr. Alex:
get gadgets, free drinks for a month, to travel abroad, and
many other benefits. “The customer voice is basically a questionnaire that can be
According to Kartika (2011: 62), the goals and areas of struck by the customer. The exit of the customer voice in the
customer relationship management are: customer's strike is a random system or no one knows how
many transactions this customer voice came out of.
a. Assisting companies in improving the better services
Customers or baristas do not know because this system is
that can be provided to customers. random or random.
b. Knowing the needs of consumers in the future.
Each Starbucks store will issue a customer voice
c. Get new customers. differently on the transaction on which transaction, for
d. Knowing the improvements needed by the company in example in store A the customer voice will come out on the
order to satisfy customers. 100th transaction, in store B it will come out on the 50th
e. Able to analyze customer behavior. transaction. In addition, the assessment is the same when
shop A's customer gets a customer voice, then when he fills
Reducing costs incurred in order to get new customers in the value he gets only for store A, as well as when store B
because with customer relationship management the issues a customer voice and is filled in by the customer, the
company can hold old customers to remain loyal to the assessment will only be for store B. Therefore, not all
company. In implementing CRM, Starbucks itself has its customers can get it or can be considered as customers.
lucky ones who can get it.
own strategy to improve better service for customers, and
Because at the end the customer will get a random code
can satisfy customers. The implementation of this strategy and can exchange the receipt for a free drink. The
is carried out by partners (Barista) who are in the store, mechanism of this strategy is when a customer makes a
because this strategy is made to deal directly with transaction and gets a customer invoice, the customer is
customers. required to enter the website www.MyStarbucksVisit-
Alex continued to make a statement regarding the id.com to fill out a number of questions that have been
explanation above, the strategy I mean is: provided on the web, the questions include the quality of
food and beverages, service at starbucks and everything
1. Smile and make eye contact
related to product service. At the end of each month
Here partners must smile and make eye contact so that
Starbucks will collect the results of the assessment from
customers feel valued.
each store and will be made an average of how satisfied
2. Offer a friendly and genuine greeting customers are with Starbucks services and products.
Here partners must greet warmly when customers enter "Or it could be through a website where customers can
the store area, such as “welcome”, “good morning/evening. submit complaints or satisfaction, namely
A good response will create a good response and appear [email protected] "
good connections to customers. The success of the CRM strategy at Starbucks in building
and maintaining customer loyalty is evidenced by one of
3. Learn customers name and orders
the Starbucks card users, namely Ms. A. Bela, Personal
In order to ask the customer's name in each customer's
Communication, March 25, 2021 which states that:
drink order, it is intended that customer orders are not
"Far from before there was a Starbucks card, I've been loyal
confused and the most important thing is to memorize
to Starbucks, because the service is the most different and
customer names and memorize customer orders, then
really pays attention to customer needs. Their goal is
customers will feel that they are very important to the
customer satisfaction and will create customer loyalty and
company, and of course will build customer loyalty.
the most important thing I don't get from anywhere else is
4. Say thank you starbucks makes an emotional connection to the customer.
Saying thank you is the most important part because That's why there are so many loyal Starbucks customers,
customers have trusted Starbucks to meet their needs, as including me. For example, every day what I feel is when I
previously discussed this company exists because of come to Starbucks for sure the baristas always greet me

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International Journal for Educational and Vocational Studies, Vol. 4, No. 1 (2022): 19-29 Munifa

warmly, then they always do a very good eye contact with me 5. Starbucks Card
and other customers and because I always come to Starbucks The strategy that has been implemented is aimed at
they also memorize names and orders I. So when I came they fostering good communication with customers. With the
immediately made it according to my wishes. I don't know
creation of good relationships and communication with
what strategy they are doing but for me they (Starbucks)
have succeeded in creating customer loyalty and good customers, the company will know what customers want
relationships for their customers." and expect from the company, after fulfilling what
customers want and customer needs, customer loyalty will
Loyalty Customers
be created. The general target of Starbucks Customer
According to Griffin (in Widjaja, 2010, p. 59), customer Relationship Management is not customer satisfaction but
loyalty is an attitude or non-random buying behavior to more customer loyalty. Customers are not only very
make continuous buying decisions for the products or satisfied with using a product or service, but will always
services of a selected company. In relation here, according continue to use it. Satisfied customers are not necessarily
to the quote above regarding being insensitive to changes loyal customers, but loyal customers are certainly satisfied.
in the situation that cause customer shifts, Dhani Ghoxali Customer satisfaction may be obtained from the quality of
stated that there is none at this time. Loyal customers must products purchased by customers such as the quality of
use a Starbucks card because of the many benefits that can coffee and food at Starbucks, while fostering customer
be obtained when customers use a Starbucks card, loyalty is more than good product quality but rather the
especially during this pandemic era which is even more relationship that the company makes to customers,
profitable for Starbucks card users. The author tries to therefore Starbucks runs the Customer Relationship
examine some of the customers who use a starbucks card Management strategies that the author has written.
that affects the level of loyal customers. previously explained. The strategy given in optimizing the
Ariny explained that: Starbucks Card is through several advantages that are
“I like coffee and Starbucks coffee is the best compared to obtained by customers who use the Starbucks card.
other coffee shops. Besides that, I'm very busy, so the need for Rewards Program
coffee is very high, plus Strabucks coffee is really suitable for
Every purchase, customers can enjoy rewards obtained by
me. So because I like to go to strabucks so i just made a
starbucks card. I used a starbucks card to show that I am collecting stars from each transaction. One reward is
really addicted to starbucks besides that it makes it easier obtained from one hundred stars, while customers will get
when placing orders online during this pandemic era, where the stars through their transactions which are calculated
you don't have to bother about ordering and adding points to from the nominal amount of payment. One star is worth Rp.
the starbucks card" 5000 and applies multiples. For example, a customer who
Discussion buys a cup of coffee for Rp. 50,000 means that the customer
gets 10 stars. One reward can be exchanged for any food or
In this section, the author explains that there is a late
grande-sized drink.
equivalence between the theories and concepts used in this
study with the results of research that has been carried out Birthday Treats
regarding "CustomerRelationship Management Strategies in Every customer who registers their data on a Starbucks
Starbucks Card Optimization in The Pandemic Era". The card will always get a Birthday treats coupon on their
author tries to analyze the similarity of theory, theory of birthday which can be exchanged for any cake.
Customer Relationship Management, then theory of
Cupon Pandemic
customer loyalty. The author starts from several CRM
Customers who have just registered their card in the
theories according to James G. Barnes in a book entitled
pandemic era will automatically get a one-rupiah coupon
Secrets of Customer Relationship Management (2010) cited
that can be exchanged for any tall size drink and will
by Turban saying that CRM is an approach to customer
automatically get ten stars. Starbucks card users in the
service that focuses on building long-term and sustainable
pandemic era will also get a double star coupon every week
customer relationships, which can provide added value for
which is carried out on different days. This pandemic is
customers and companies. The essence of the theory is how
given specifically to Starbucks card users who have just
the company can focus on customer relationships for the
registered their cards in the pandemic era.
long term, Starbucks has done well in this regard, the
company has made a strategy and has implemented other Free Upsize
things: Especially for Starbucks Card users who have just
1. Customer service commitment and Exactations registered, they will always get a free upsize coupon every
2. Our barista promise Wednesday forever. Why did Starbucks choose Wednesday
3. The Starbucks experience for this coupon, because according to the data that
4. Customer voices' Starbucks has, the level of use of the Starbucks card is quite

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International Journal for Educational and Vocational Studies, Vol. 4, No. 1 (2022): 19-29 Munifa

low. Starbucks also attracts customers’ attention by always In addition, Starbucks also conducts promotions
providing unique designs for each season. Starbucks has 4 through Instagram. From Instagram: Starbucks Indonesia
seasons, namely summer, autumn, spring and holiday.
Here's an example of a Starbucks card from the 4 seasons:

Starbucks also uses social media to promote and inform

customers about upcoming promotions. The social media
used by Starbucks is Line through the official line Starbucks
Indonesia and Instagram, namely Starbucks Indonesia.
Line : Starbucks Indonesia
http://www.instagram.com/starbucksindonesia
The pictures above are some examples of promotions to
attract Starbucks card users and customers who don't have
a Starbucks card. Instagram is very important in increasing
awareness of Starbucks itself because it is considered the
most effective social media in doing promotions. Starbucks
uses Instagram to notify customers and potential
Line is used to notify various promos that will take place customers about upcoming promotions such as new drinks,
every day to loyal Starbucks Indonesia customers. In terms merchandise and the latest edition of the Starbucks card.
of demographics, Starbucks Official Indonesia Line users Starbucks also informs customers about upcoming or
are used by women with a percentage reaching 55%. ongoing campaigns such as the #PINKVOICE campaign
Meanwhile, in terms of age, Starbucks Official Line users created to help breast cancer sufferers. The following is the
are dominated by people aged 18-22 years (41%), followed transaction data for Starbucks Card users after the CRM
by people aged 23-32 years (21%). This is very helpful for strategy in optimizing Starbucks Card in the pandemic era
Starbucks because the average Starbucks card user is in from February to April 2021.
that circle.
Starbucks Outlet Starbucks Card Transaction Total Input Percentage of Total Transaction Number of Starbucks card users

Starbucks Kuningan City 480.451.702.00 24.1% 6.560

Cyber Tower 2 200.212.790.00 30.8% 2.593
Starbucks GBK 69.373.736.00 29.4% 1575
because of the rewards, coupons and several other offers
offered through social media such as Line and Instagram. In
Conclusions addition, Starbucks also attracts the attention of customers
Based on the research objectives and the analysis in the with its Starbucks card design which is always updated
previous chapters that have been carried out, the following according to the upcoming or ongoing season.
conclusions can be drawn:
Acknowledgement
1. Starbucks has successfully implemented a Customer
Relationship Management strategy to maintain customer Thank you to those who have helped in completing this
loyalty which can be seen from the increase in the use of research so that it runs smoothly and without any
Starbucks Cards at Kuningan City outlets which increased problems.
by 1.5%, Starbucks Cyber Tower 2%, Starbucks GBK 5%. Author’s Contributions
This proves that the CRM strategy is successful in
Writers can provide knowledge about the results of
optimizing the Starbucks card in the pandemic era in
research that has been carried out to readers, or consumers
maintaining customer loyalty.
as a reference for further research.
2. Starbucks CRM strategy, succeeded in attracting the
attention of Starbucks card users in the pandemic era

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International Journal for Educational and Vocational Studies, Vol. 4, No. 1 (2022): 19-29 Munifa

Conflict of Interest Satrio Bagaskara, Silvya M Dan Olivia N.(2014). Customer

Relationship Management (Crm) Dan Personal Selling
The authors declare that they have no competing interests.
Pengaruhnya Terhadap Kepuasan Konsumen Pada Pt
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