ABSTRAK Meningkatnya jumlah pengguna mobile phone mendorong Bank untuk meluncurkan suatu produk layanan perbankan dengan menggunakan mobile phone sebagai media utamanya, Bank memberi nama layanan tersebut Mobile Banking (M-Banking) Services. Selain berfungsi sebagai alat komunikasi dan transaksi, hadirnya layanan M-Banking juga memberikan kontribusi kepada bagian marketing/business khususnya untuk meningkatkan Customer Relationship Management (CRM). Perencanaan marketing/business yang baik dan didukung dengan performance MBanking system yang handal merupakan kolaborasi yang tepat dalam membangun CRM. Strategi sukses membangun CRM sangat dipengaruhi oleh kepandaian bisnis team dalam memahami perilaku dan kebutuhan customernya. Perilaku customer dan kebutuhan customer tersebut diterjemahkan kedalam kelompok fitur-fitur CRM yang diusulkan, seperti: fitur transaksi perbankan dan fitur non transaksi perbankan. Strategi membangun CRM harus diikuti dengan strategi implementasi CRM, faktor-faktor yang menghalangi kesuksesan implementasi perlu diantisipasi sejak awal membangun CRM. Dari penelitian yang telah dilakukan dapat ditarik kesimpulan bahwa fokus marketing yang sebelumnya berorientasi pada product centric harus diubah ke customer centric, artinya pelayanan kepada nasabah Bank menjadi prioritas utama, dimana kepuasan pelanggan dan kesetiaan pelanggan dalam menggunakan produk dan layanan Bank XYZ menjadi tolok ukur keberhasilan CRM. Mobile Banking sebagai CRM channel diharapakan mampu meningkatkan relationship dengan nasabah Bank, menciptakan peluang busines, memperluas jangkauan Bank dalam melayani nasabahnya dan meningkatkan pendapatan Bank. Kata kunci : Customer Relationship Management (CRM), Mobile Banking (M-Banking), Fitur, Customer Loyalty Program, Use Case xi + 84 halaman; 31 gambar; 17 tabel; 0 lampiran Daftar Pustaka : 11 (2001 – 2007)

The increasing amount of people using mobile phone has caused the Bank to launch a new product of their Banking Services by using the mobile phone as an important media; this service is called Mobile Banking (M-Banking) Services. Beside its function as a tool for communications and transaction, the M-Banking service also contributes to a share of the marketing/business especially to increase Customer Relationship Management (CRM). The good business planning/ Marketing, with the support of a reliable performance of M-Banking System are a great collaboration in developing CRM. The successful strategy for developing the CRM was influenced strongly by good business sense of the business team in understanding the behavior and requirement of its customers. The customer behavior and requirement has been transformed into groups of features in the CRM proposal, e.g. features of Bank transactions and features of non-banking transactions. The strategy in developing the CRM has to be followed up with the strategy of implementing CRM; factors that might hinder the successful implementation must be anticipated early in the development of CRM. From the research that has been conducted, the writer has come to the conclusion that the previous marketing focus oriented at the product centric has to be altered to customer centric. It means that the bank service to the client must become a special priority, where the customer satisfaction and their faithfulness in using the product and service of Bank XYZ become the measuring rod of efficacy for CRM, with Mobile Banking used as a CRM channel to improve the relationship with the Bank customer, creating business opportunities, extending the Bank’ reach in serving its customer and increasing the Bank earnings. Keywords : Customer Relationship Management (CRM), Mobile Banking (M-Banking), Features, Customer Loyalty Program, Use Case xi + 84 pages; 31 figures; 17 table; 0 lampiran Bibliography : 11 (2001 – 2007)