[Laporan Magang] - Peran Customer Retention Canvassing dalam mendukung Strategi Pemasaran Astra Credit Companies (ACC) Cabang Bekasi

Widianti, Devi (2026) [Laporan Magang] - Peran Customer Retention Canvassing dalam mendukung Strategi Pemasaran Astra Credit Companies (ACC) Cabang Bekasi. STIE Tri Bhakti, Bekasi.

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Abstract

The Internship Program is a learning activity aimed at providing students with direct work experience so that they are able to apply theoretical knowledge obtained during academic studies. This internship was conducted at Astra Credit Companies (ACC) Bekasi Branch, specifically in the Customer Retention Canvassing (CRC) division, during the period of September to December 2025. The preparation of this internship report aims to examine the implementation of Customer Retention Canvassing activities and their role in supporting the company’s marketing strategy. The methods used in compiling this report include direct observation, interviews, and documentation. The results of the internship indicate that CRC activities play a significant role in retaining existing customers through customer database follow-up, direct marketing communication, and the offering of refinancing programs. However, several challenges were identified in its implementation, such as inaccuracies in customer data and policy changes from the head office. Therefore, more structured and consistent strategies are required to improve the effectiveness of Customer Retention Canvassing activities.

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