CREATING CUSTOMER RELATIONSHIP MANAGEMENT BASED ON ISLAMIC VALUES: A CASE STUDY OF PT. BANK MUAMALAT INDONESIA TBK

This research aims to provide an overview of the implementation of Customer Relationship Management (CRM) based on Islamic values on PT. Bank Muamalat Indonesia TBK as the first sharia bank in Indonesia. It is also reviewed the current status of CRM at BMI and; the challenges and problems facing BMI and developing CRM strategy. Moreover, it explores the nature of CRM in context of business organisation and offers a religious perspective pertaining to organisation and management. The key successful of CRM is founded on trust, commitment, shared goals, and mutual benefits, while people, process, values, and images are the key principles of CRM. According to the key of successful and the key principles of CRM, the organisation can create strategic relationship implementation. Thus structure, staff, style, systems, and schemes are the 5-core elements of strategic CRM. The author will explore on those core elements what will be influenced by Islamic values extensively to make Excellent Customer Service. In fact, BMI has been applying good CRM where Islamic values can be seen on how the employees interact with the customers. The implementation of Islamic values create unique atmosphere of business activities and make it differs than other banks. However, some challenges are faced by BMI in system, cultural, staff, and networks issue. Nevertheless, the recommendations have been taken for this research is presented as the positive feedback of development.