PB10MAT - PB10MAT - Sesi 10

Customer Relationship
Management
Session 10
Sub-CPMK
• Mahasiswa dapat menunjukkan implementasi
CRM dan e-CRM yang berhubungan dengan
customer retention dan customer extention. (C3,
A3)
Materi:
1. Customer retention management
2. Focus on Excelling in E-Commerce Service
Quality
3. Customer extension
4. Technology Solution for CRM
1. Customer Retention
Management
Customer Retention
Management
For an e-commerce site, customer retention has
two distinct goals:
• To retain customers of the organization
(repeat customer)
• To keep customers using the online channel
(repeat visits)
Customer Retention
Management (Cont’d)
Figure 10.1 Schematic of the relationship between satisfaction and loyalty

Source: Adapted and reprinted by permission of Harvard Business Review from graph on p. 167 from ‘Putting the service-profit chain to work,’ by Heskett, J., Jones, T., Loveman, G.,
Sasser, W. and Schlesinger, E., in Harvard Business Review, March–April 1994. Copyright © 1994 by the Harvard Business School Publishing Corporation, all rights reserved
1.1 Personalization and Mass
Customization
• Personalization is delivering individualized
content through web pages or email
• Mass customization is delivering customized
content to groups of users through web pages
or email
• Collaborative filtering is profiling of customer
interest coupled with delivery of specific
information and offers, often based on the
interest of similar customers
1.2 Creating Personalization
1. Personalization integration with web
analytics
2. Personalization software as a service (SaaS)
for e-commerce
3. Personalization features available as part of
CMS or commerce management systems
4. B2B marketing automation and publisher
website personalization tools
1.2 Creating
Personalization
(Cont’d)
Figure 10.2 Activity segmentation of a site requiring registration

1.3 Technique for Managing
Customer Activity and Value
• Repeat customer conversion rate – how many
first time customers purchase a second product?
• Repeat customer base – the proportion of the
customer base who have made repeat purchases
• Number of transaction per repeat customer – this
indicates the stages of development of the
customer in the relationship
• Revenue per transaction of repeat customer –
this is proxy for lifetime value since it gives
average order value
1.4 Life Time Value Modelling
• Life time value (LTV) is the total net benefit that
as customer of group of customers will provide a
company over their total relationship with the
company
• Lifetime value analysis enables marketers:
– Plan and measure investment
– Identify and compare critical target segments
– Measure the effectiveness
– Establish the true value
– Make decisions about products and offers
– Make decisions about the value of e-CRM
1.4 Life Time
Value
Modelling
(Cont’d)
Figure 10.3 Different representations of lifetime value calculation

1.4 Life
Time
Value
Modelling
(Cont’d)
Figure 10.4 An example of an LTV-based segmentation plan

2. Focus on Excelling in E-
Commerce Service Quality
Improving Online Service
Quality
• Tangible: the physical appearance and visual
appeal of facilities
• Reliability: the ability to perform the service
consistently and accurately
• Responsiveness: a willingness to help customers
and provide prompt service
• Assurance – the knowledge and courtesy of
employees and their ability to convey trust and
confidence
• Empathy – providing caring, individualized
attention
3. Customer Extension
Customer Extension
• Customer extension: deepening the
relationship with the customer through
increased interaction and product transactions
• Share of customer: the proportion of
customer expenditure in a particular category
that belongs to a single customer
Advance Online Segmentation
and Targeting Techniques
1. Identify customer lifecycle groups
2. Identify customer profile characteristics
3. Identify behavior in response and purchase
4. Identify multichannel behavior (channel
preference)
5. Tone and style preference
Advance Online Segmentation and
Targeting Techniques (Cont’d)
Figure 10.5 Customer lifecycle segmentation

4. Technology Solution for CRM
Technology Solution for CRM
Three main type of customer data held as tables

in customer databases for CRM are typically:
1. Personal and profile data
2. Transaction data
3. Communication data
4.1 Types of CRM Applications
The aim of CRM technology is to provide an

interface between the customer and the
employee that replaces or facilitates direct
interaction
4.2 Integration With Back Office
Systems
• When introducing a CRM system to an
organization, a company will have previously
invested in systems for other key business
functions such as sales order processing or
customer support
4.2 Integration With Back Office
Systems (Cont’d)
Figure 10.6 An overview of the components of CRM technologies

4.3 The Choice of Single Vendor
Solutions or A More
Fragmented Choice
• A single customer facing and employee facing
application that supports all the
communications channels
• A single integrated database such that any
employee has total visibility about a customer
they can access all visit, sales, and support
histories
• From single vendor for ease of
implementation and support
4.4 Data Quality
1. Establish a business owner
2. Optimize quality on capture
3. Continuously improve quality
4. Work towards a single view of customer
5. Adopt a data quality policy
Summary:
• Customer extention involves better understanding of the customer
through feed back on new product development and encouraging
customers to increase the depth of their relationship by offering
complementary products for purchase or increasing purchase
frequency
• Technology solutions for CRM are aimed at providing interaction
between employees customers across multiple communications
channels with all customers information stored in a single database
to provide complete visibility
• Specific technology application requirements for CRM are
Salesforce automation (contact management) and call centre
applications that integrate workflow to manage queries and
knowledge base form which queries can be reviewed
TERIMA KASIH

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Customer Relationship

Figure 10.1 Schematic of the relationship between satisfaction and loyalty

Figure 10.2 Activity segmentation of a site requiring registration

Figure 10.3 Different representations of lifetime value calculation

Figure 10.4 An example of an LTV-based segmentation plan

Figure 10.5 Customer lifecycle segmentation

Three main type of customer data held as tables

The aim of CRM technology is to provide an

Figure 10.6 An overview of the components of CRM technologies

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