Peningkatan Kompetensi Dosen dalam Pengelolaan Customer Relationship Management (CRM) untuk Meningkatkan Kualitas Layanan Akademik

Nazmah; Desy Irana Dewi Lubis; Dian Purnama Sari; Hablil Ikhwana

Authors

Nazmah Program Studi Manajemen, Sekolah Tinggi Ilmu Manusia, Medan, Indonesia
Desy Irana Dewi Lubis Program Studi Manajemen, Sekolah Tinggi Ilmu Manusia, Medan, Indonesia
Dian Purnama Sari Program Studi Manajemen, Sekolah Tinggi Ilmu Manusia, Medan, Indonesia
Hablil Ikhwana Fakultas Ekonomi, Universitas Al Washliyah, Medan, Indonesia

Keywords:

CRM, pelatihan dosen, kepuasan mahasiswa, pendidikan tinggi, pengabdian masyarakat

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas dosen dalam memahami dan mengimplementasikan konsep Customer Relationship Management (CRM) di lingkungan perguruan tinggi. Pelatihan dilaksanakan kepada dosen dari beberapa perguruan tinggi di Medan, Sumatera Utara, dengan pendekatan partisipatif berbasis studi kasus dan praktik langsung. Berdasarkan hasil evaluasi, kegiatan ini mampu meningkatkan pemahaman konseptual dan kesadaran strategis para dosen terhadap pentingnya pengelolaan hubungan dengan mahasiswa dan pemangku kepentingan lainnya. Temuan menunjukkan bahwa pelatihan ini tidak hanya meningkatkan literasi CRM peserta, tetapi juga memotivasi penerapan prinsip-prinsip CRM dalam interaksi akademik. Kegiatan ini berkontribusi pada penguatan kapasitas institusional melalui peningkatan kompetensi dosen dalam pengelolaan layanan pendidikan yang berorientasi pada kepuasan dan loyalitas mahasiswa. Rekomendasi dari kegiatan ini mencakup perlunya tindak lanjut berupa pelatihan lanjutan, forum berbagi praktik baik, serta dukungan institusional agar implementasi CRM dapat berjalan berkelanjutan.

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