Dinamika Komunikasi dalam Pengelolaan Customer Relationship di Sekolah Berbasis Pesantren
Abstract
Competition between educational institutions has become increasingly fierce since the advent of digital technology. This is also felt by Islamic boarding schools (pesantren), which must maintain their existence without losing their Islamic identity and distinctive Islamic boarding school culture. Therefore, to maintain parent retention, institutions need to implement effective communication as a key element in implementing Customer Relationship Management (CRM). This study aims to examine how communication dynamics are established as a process of building trust while maintaining long-term relationships between institutions and parents. This study uses a qualitative approach with data collection methods through in-depth interviews with three informants from the school who interact directly with parents: the principal, administrative staff, student affairs staff, and also parents. The results show that the CRM approach is implemented using a combination of digital technology and Islamic boarding school traditions that prioritize devotion, kinship, personal relationships, and trust. The effective communication that has been implemented provides a positive experience for stakeholders and encourages parent loyalty through repeat orders or word of mouth. These findings contribute theoretically to the development of a CRM model rooted in Islamic boarding school values and can practically serve as a reference for managers of Islamic educational institutions in designing effective communication without neglecting identity.
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