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UMN Sesi1 konsep cust relationship management

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Judhie Setiawan
Judhie Setiawan

This document discusses the concepts and basics of customer relationship management (CRM). It defines CRM as referring to methodologies and tools that help businesses manage customer relationships in an organized way, with the main objective being to learn more about customer needs and behaviors to build stronger relationships. CRM is about creating a system to gain insight into customers and their value, and using that information to enhance the customer experience and foster long-term relationships. The document also outlines some of the benefits of a CRM program, such as increased cross-selling and up-selling opportunities, improved service, loyalty and retention, and higher overall profitability.

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Konsep Customer Relationship Management A. Judhie Setiawan, M.Si 2010
Referensi Buku • Baran, Galka, Strunk. 2008. Principles of Customer Relationship Management. Thomson, South Western. • Knox, Maklan, Payne, Peppard, Ryals. 2003. Customer Relationship Management – Perspectives from the Marketplace. Butterworth Heinemann. • Vanessa Gaffar. 2007. Customer Relationship Management & Marketing Public Relations. Alfabeta, Bandung.
The Basics of Customer Relationship Management (CRM)
Relationship? Relationship ?
Konsep • Relationship Management (or Relationship Marketing)? • Customer Relationship Management System?
Have more choices than ever Your customers…… Expect immediate, high quality, personalized 24-7 service
At the same time, YOU… Are expected to do MORE… with the same or FEWER resources
Plan, program, market, sell and service SMARTER With faster, better, more personalized service? So how do you… Good Information
Know Using information wisely Do Measure
CRM is about… • finding valued customers • collecting info about them along the way • using that info to enhance their experience and foster long-term relationships Customer Relationship Management (CRM)
Customer Relationship Management (1) • CRM or Customer Relationship Management refers to the methodologies and tools that help businesses manage customer relationships in an organized way. • The main objective is to learn more about the needs and behavior of customers. It helps to build stronger relationships with them. • There are technological terms involved in CRM. But, thinking of it primarily in technological terms is a mistake.
Customer Relationship Management (2) • CRM is all about how far a company is able to meet the needs of its customers. Its not a program which when implemented guarantees higher sales. Its about creating a system which is implemented to gain an insight into customers’ needs and the value of those customers. • When already in a company if there is a customer relations department, then automating this process will yield good results.
Many organizations place customers in the hands of entry-level staff who are… Poorly trained Poorly paid Lacking information to do their jobs Customer Contact
The CRM Pyramid Customer Product/Program offerings Marketing, Sales, Support Technology
Operational and Analytical CRM • Operational CRM – supports traditional transactional processing for day-to-day front- office operations or systems that deal directly with the customers • Analytical CRM – supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers
Operational and Analytical CRM
Konsep & Aktivitas CRM
Customer Relationship Management Benefits of a CRM Program – Added cross-selling and up-selling opportunities – Improved service, loyalty and retention – Increased customer support efficiency – Higher close rates
Customer Relationship Management Benefits of a CRM Program (Continued) – Better profiling and targeting of customers – Reduced expenses – Increased market share – Higher overall profitability
Paradigma Baru tentang Pemasaran – “4R” Relationship (Hubungan) Retention (Ketahanan) Referrals (Perekomendasian) Recovery (Pemulihan) Membangun pelanggan Mengarah pada Menghasilkan Dan lebih mudah dilakukan
Pergeseran Paradigma Pemasaran (1) “Marketing adalah proses perencanaan dan eksekusi konsepsi, penetapan harga, promosi dan distribusi barang, ide dan layanan untuk menciptakan pertukaran yang memuaskan sasaran individu dan organisasi.” (American Marketing Association, 1985 up to August 2004). “Marketing adalah fungsi organisasi dan serangkaian proses untuk penciptaan, pengkomunikasian dan penyampaian Nilai kepada Pelanggan dan untuk mengelola hubungan dengan Pelanggan sedemikian rupa hingga memberi manfaat bagi organisasi dan stakeholdernya. (American Marketing Association, August 2004).
Pergeseran Paradigma Pemasaran (2) Transactional Marketing: • Fokus pada akuisisi pelanggan. • Mendapatkan uang pelanggan hari ini. • Menjual produk tunggal ke banyak pelanggan. • Penekanan pada layanan pelanggan ‘kurang’. • Kontak dengan pelanggan ‘sedang’. Relationship Management (Marketing): • Fokus pada retensi pelanggan. • Juga untuk mendapatkan uang untuk kemudian hari (Refferal, repurchase & cross-selling). • Menjual banyak produk kepada pelanggan tunggal. • Pelayanan pelanggan yg ‘tinggi’. • Kontak pelanggan yg ‘tinggi’.
Paradigm Shift Source: OSAT
Terima kasih…… www.slideshare.net/judhie twitter: @judhiesetiawan

More Related Content

UMN Sesi1 konsep cust relationship management

  • 1. Konsep Customer Relationship Management A. Judhie Setiawan, M.Si 2010
  • 2. Referensi Buku • Baran, Galka, Strunk. 2008. Principles of Customer Relationship Management. Thomson, South Western. • Knox, Maklan, Payne, Peppard, Ryals. 2003. Customer Relationship Management – Perspectives from the Marketplace. Butterworth Heinemann. • Vanessa Gaffar. 2007. Customer Relationship Management & Marketing Public Relations. Alfabeta, Bandung.
  • 3. The Basics of Customer Relationship Management (CRM)
  • 5. Konsep • Relationship Management (or Relationship Marketing)? • Customer Relationship Management System?
  • 6. Have more choices than ever Your customers…… Expect immediate, high quality, personalized 24-7 service
  • 7. At the same time, YOU… Are expected to do MORE… with the same or FEWER resources
  • 8. Plan, program, market, sell and service SMARTER With faster, better, more personalized service? So how do you… Good Information
  • 10. CRM is about… • finding valued customers • collecting info about them along the way • using that info to enhance their experience and foster long-term relationships Customer Relationship Management (CRM)
  • 11. Customer Relationship Management (1) • CRM or Customer Relationship Management refers to the methodologies and tools that help businesses manage customer relationships in an organized way. • The main objective is to learn more about the needs and behavior of customers. It helps to build stronger relationships with them. • There are technological terms involved in CRM. But, thinking of it primarily in technological terms is a mistake.
  • 12. Customer Relationship Management (2) • CRM is all about how far a company is able to meet the needs of its customers. Its not a program which when implemented guarantees higher sales. Its about creating a system which is implemented to gain an insight into customers’ needs and the value of those customers. • When already in a company if there is a customer relations department, then automating this process will yield good results.
  • 13. Many organizations place customers in the hands of entry-level staff who are… Poorly trained Poorly paid Lacking information to do their jobs Customer Contact
  • 15. Operational and Analytical CRM • Operational CRM – supports traditional transactional processing for day-to-day front- office operations or systems that deal directly with the customers • Analytical CRM – supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers
  • 18. Customer Relationship Management Benefits of a CRM Program – Added cross-selling and up-selling opportunities – Improved service, loyalty and retention – Increased customer support efficiency – Higher close rates
  • 19. Customer Relationship Management Benefits of a CRM Program (Continued) – Better profiling and targeting of customers – Reduced expenses – Increased market share – Higher overall profitability
  • 20. Paradigma Baru tentang Pemasaran – “4R” Relationship (Hubungan) Retention (Ketahanan) Referrals (Perekomendasian) Recovery (Pemulihan) Membangun pelanggan Mengarah pada Menghasilkan Dan lebih mudah dilakukan
  • 21. Pergeseran Paradigma Pemasaran (1) “Marketing adalah proses perencanaan dan eksekusi konsepsi, penetapan harga, promosi dan distribusi barang, ide dan layanan untuk menciptakan pertukaran yang memuaskan sasaran individu dan organisasi.” (American Marketing Association, 1985 up to August 2004). “Marketing adalah fungsi organisasi dan serangkaian proses untuk penciptaan, pengkomunikasian dan penyampaian Nilai kepada Pelanggan dan untuk mengelola hubungan dengan Pelanggan sedemikian rupa hingga memberi manfaat bagi organisasi dan stakeholdernya. (American Marketing Association, August 2004).
  • 22. Pergeseran Paradigma Pemasaran (2) Transactional Marketing: • Fokus pada akuisisi pelanggan. • Mendapatkan uang pelanggan hari ini. • Menjual produk tunggal ke banyak pelanggan. • Penekanan pada layanan pelanggan ‘kurang’. • Kontak dengan pelanggan ‘sedang’. Relationship Management (Marketing): • Fokus pada retensi pelanggan. • Juga untuk mendapatkan uang untuk kemudian hari (Refferal, repurchase & cross-selling). • Menjual banyak produk kepada pelanggan tunggal. • Pelayanan pelanggan yg ‘tinggi’. • Kontak pelanggan yg ‘tinggi’.