From Communication to Customer Relationships: Customer Relation Officer Practices in Educational Services

Abstract

Competition in the educational services sector requires tutoring institutions to move beyond academic provision alone and to cultivate sustained relationships with customers. Within this context, the Customer Relation Officer (CRO) occupies a strategic position in managing customer communication. This study examines the communication strategy employed by the CRO in building customer loyalty at CV IBSI EDUTAMA. A qualitative case study approach was used, with data gathered through observation, in-depth interviews, and documentation involving 33 informants: 13 internal actors engaged in the company's service and communication functions, and 20 customers comprising parents and students. Data were analyzed through organization, reduction, thematic categorization, presentation, interpretation, and conclusion drawing, with credibility strengthened through source and technique triangulation. The findings show that the CRO's communication strategy relies on multichannel communication through WhatsApp, Instagram, and face-to-face interaction, and rests on three core elements: hospitality, clarity, and problem solving. Hospitality is expressed through friendliness, attentiveness, and a consultative approach; clarity through accurate and consistent information supported by coordination with the academic team; and problem solving through responsive handling of complaints followed by structured follow-up. Interviews further indicate that customer loyalty is reflected in trust (90%), renewed use of services (100%), willingness to recommend (85%), and commitment to the relationship (100%). These results demonstrate that CRO communication functions not merely as an information channel but as an instrument of relationship management that sustains long-term customer loyalty, thereby extending customer-relations communication research to the context of tutoring services characterized by continuous interactions among educational institutions, parents, and students.