Peran Human Skill Finance Consultant Dalam Mengoptimalkan Prospeksi Untuk Nilai CRM (Customer Relationship Management)

Authors

  • Aisyah Dwi Novtianti Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
  • Ugy Soebiyantoro Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia

DOI:

https://doi.org/10.57235/aurelia.v5i1.7780

Keywords:

Human Skill, Finance Consultant, Prospeksi, Nilai CRM

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana kemampuan dalam berinteraksi dengan orang lain dari konsultan keuangan memengaruhi efektivitas dalam mencari nasabah baru dan penggunaan sistem Customer Relationship Management (CRM) di PT Valbury Asia Futures Surabaya. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan cara mengumpulkan data melalui wawancara mendalam, observasi langsung, dan pengumpulan dokumen. Data dianalisis menggunakan model interaktif yang dikembangkan oleh Miles, Huberman, dan Saldaña (2014) yang terdiri dari tiga tahap, yaitu mengurangi data, menyajikan data, dan menyimpulkan hasil. Hasil penelitian menunjukkan bahwa kemampuan interpersonal, terutama dalam berkomunikasi, memahami perasaan orang lain, dan percaya diri, sangat penting dalam membangun hubungan awal dengan calon nasabah, meningkatkan kepercayaan pelanggan, serta memudahkan tindak lanjut melalui sistem CRM. Konsultan yang memiliki kemampuan interpersonal yang baik cenderung mencatat informasi yang lebih lengkap di CRM dan lebih efektif dalam melakukan pengejaran kembali pelanggan. Hasil ini menunjukkan bahwa pengembangan kemampuan interpersonal secara terus-menerus sangat penting untuk meningkatkan efektivitas proses pencarian nasabah, kualitas pengelolaan informasi pelanggan, serta kinerja penjualan perusahaan. Penelitian ini memberikan kontribusi dalam pengembangan CRM yang berbasis manusia dan juga memberikan panduan praktis bagi perusahaan jasa keuangan dalam strategi pengembangan kemampuan konsultan.

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References

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Published

2026-01-31

Issue

Vol. 5 No. 1 (2026): January 2026

Section

Articles

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