Customer Relationship Management (CRM) in Improving Customer Service for the Sustainability of Bank Syariah Indonesia

Abstract

Customer loyalty is key to maintaining the sustainability of Indonesian Islamic banks. Over the past decade, Islamic banking has faced various challenges, particularly in terms of technology and service digitalization. This situation requires Indonesian Islamic banks to strengthen their Customer Relationship Management (CRM) strategies in order to maintain trust and improve service quality. Previous studies have discussed CRM in the context of banking, but they are still limited to customer loyalty without linking it to the long-term sustainability of Islamic banking. Therefore, further study is needed on the role of CRM in supporting the sustainability of Indonesian Islamic banks. The purpose of this study is to analyze the Customer Relationship Management (CRM) strategy implemented to strengthen long-term relationships with customers, improve the quality of sharia-based services, and support the sustainability of Bank Syariah Indonesia (BSI). The research method uses a qualitative approach with a literature study of scientific journals from the last 5 years, books from the last 10 years, official websites, and Bank Syariah Indonesia's annual reports. The results of this study indicate that the implementation of CRM at Bank Syariah Indonesia is carried out by strengthening digital services, improving service quality in accordance with sharia principles, and building relationships with customers. These steps have proven to be able to increase customer satisfaction and loyalty, as seen from the increasing number of digital service users and the tendency of customers to use BSI products. In 2023, there was an increase in loyal customers of around 12%, along with a growth of more than 3 million BSI Mobile users. This study confirms that the implementation of CRM is an important strategy for Bank Syariah Indonesia in maintaining customer loyalty and satisfaction while ensuring the operational
sustainability of Bank Syariah Indonesia.