Customer Relations Management Communication Strategy in the Change Process in the Context of Corporate Communication

Customer Relations Management (CRM) communication strategy in the application migration process from Capital Mobile to Capital Flex at PT Bank Capital Indonesia Tbk, in the context of corporate communications. This application migration is a company innovation that aims to understand CRM communication patterns, the perception of the effect of application migration messages, on migration implementation. Customer Relations Management is a professional system formed by a company, whose main task is to manage the company’s relationship with customers, this includes programmers, feedback, or a company’s strategy. Using a qualitative approach with an interpretive paradigm, this research adopts Paul A Argenti’s model which includes four dimensions: 1. Company, 2. Message, 3. Constituent, and 4. Constituent Response, as well as Kurt Lewin’s change model which consists of three stages: unfreeze, change, and refreeze. The method used includes in-depth interviews with bank management, customers and other stakeholders. It is hoped that the results of this research can show that structured and effective communication is a key factor in the success of application migration innovation, with an emphasis on information migration, active stakeholder involvement, and the use of various communication channels to reduce resistance and confusion.