Positive impact of Customer Relationship Management (CRM) implementation to improving the services of animal polyclinics customers

Customer loyalty within the service organization is critical, so transactional data and interactions between customers and organizations must be well managed in Customer Relationship Management (CRM) to create an ideal relationship value. Animal clinics need to use CRM to establish good relationships with their customers, animal owners. This study aims to determine the positive impact of CRM applications on animal polyclinics. CRM was built by involving five actors: the general public, animal owners, veterinarians, polyclinic leaders, and officers. Business process reengineering was done for several new services as a company's appreciation of customers. While other processes still follow the existing business process. CRM was implemented by using a website that has various facilities that can be used by customers and polyclinics to more easily interact, and SMS (sort message service) service from polyclinics as a media attention of customers. The applied CRM application can reduce service waiting time by 82% and add services by 50%.