STRATEGI CROSS SELLING DALAM RANGKA PENGHIMPUNAN DANA PIHAK KETIGA (Studi Pada Customer Service di BTN Kantor Cabang Syari’ah Tegal) CROSS SELLING STRATEGY IN THE FRAMEWORK OF THIRD PARTY FUND PURCHASING (Study On Customer Service at BTN Kantor Cabang Syari’ah Tegal)

Fauziah Resti Awalin, NIM. 1423204016 (2017) STRATEGI CROSS SELLING DALAM RANGKA PENGHIMPUNAN DANA PIHAK KETIGA (Studi Pada Customer Service di BTN Kantor Cabang Syari’ah Tegal) CROSS SELLING STRATEGY IN THE FRAMEWORK OF THIRD PARTY FUND PURCHASING (Study On Customer Service at BTN Kantor Cabang Syari’ah Tegal). Diploma thesis, IAIN Purwokerto.

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Abstract

The research of this final project is motivated because the Bank as one of the institutions in the financial industry which is engaged in the service, must be able provide the best service (service excellent) to win the competition in a situation that moves forward quickly and more competitive, it aims to retaine existing customers and reaching potential new customers. In this case especially, which is one of the spearhead of banking (in terms of service) is a customer service officer. The main task of customer service is to provide the best service and build a good relationships with customers and prospective customers (the public). Service that is provided by customer service must prioritize the customer’s satisfaction , customer service must know in general and widely the forms of service and product of bank well. The opportunity to connect directly with large customers can be used effectively to offer other bank products in the context of cross selling. In this research, the researcher wants to find out the strategy that the customer service do to implement cross selling in order to collect third party fund in BTN office branch syari’ah Tegal. This research is field research with qualitative approaching. Qualitative research is the type of research that results in discoveries that can not be achieved by using statistical procedures or other means of quantification (measurement). While the data collection techniques used in this research are observation, interview and secondary data. Analysis data method that used in this final project is descriptive analysis, the data that have been obtained from the research location analyzed and then presented in that report. The result of this research indicates that good quality service becomes one of the way to establish the customer’s trust and supporting the successful of cross selling strategy done by customer service BTN office branch syari’ah Tegal.

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