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Effective CRM Training (Kanaidi, SE., M.Si)

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hubungi : …

hubungi :
Kanaidi, SE., M.Si (Penulis “Buku Dasar-Dasar PERIKLANAN”, Service Quality and Motivation Trainer, Dosen Marketing Management, Praktisi Bisnis)
email : kana_ati@yahoo.com atau kanaidi@yahoo.com atau kanaidi@poltekpos.ac.id atau kanaidi@posindonesia.co.id
HP. 08122353284 Fax. 022-4218995
PIN BBm : 27CBC148
Facebook : Kanaidi Ken & Kanaidi Ken Part II
http://ken-national.blogspot.com/2009/12/effective-customer-relationship.html

Published in: Business, Technology

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  • 1. .EFFECTIVECUSTOMER RELATIONSHIP MANAGEMENTTrainingBandung, 15-17 Desember 200 By : Kanaidi, SE., M.Si08122353284 kana_ati@yahoo.com“Understanding The CRM”
  • 2. What is CRM ? Merupakan strategi pemasaran yang saat ini marak dilakukanoleh perusahaan-perusahaan yang menginginkan pelanggan /konsumen mereka tetap membeli produk atau memakai jasamereka. adalah usaha suatu perusahaan untuk berkonsentrasimenjaga pelanggan dengan mengumpulkan segala bentukinteraksi pelanggan, baik melalui telepon, e-mail, masukan disitus, atau hasil pembicaraan dengan staf sales dan marketing. adalah strategi bisnis menyeluruh dalam suatu perusahaanyang memungkinkan perusahaan tersebut secara efektif bisamengelola hubungan dengan para pelanggannya.Ω Problem StatementΩ Mapping Ω Strategic Direction Conclusion
  • 3. CRM(Customer Relationship Management)“Process of creating and maintainingrelationships with business customers orconsumers”“A holistic process of identifying, attracting,differentiating, and retaining customers”“Integrating the firm’s value chain to createenhanced customer value at every step”“An integrated cross-functional focus onimproving customer retention andprofitability for the company.”
  • 4. CRM• CRM involves tracking individual customerbehavior over time, and using this knowledgeto configure solutions precisely tailored to thecustomers’ and vendors’ needs.Kamakura (2005 : 280)• CRM is about introducing the right product tothe right customer at the right time throughthe right channel to satisfy the customer’sevolving demands. Ideally, it should follow thedevelopment of each individual customer anddevelop integrated multi-segment, multi-stage, and multi-channel. CRM decisions inorder to maximize the total customer lifetimeprofit. Sun, Boahong (2006 : 3)
  • 5. CRM• CRM programs are currently in vogue. ACRM program is any formal mechanismthat the firm introduces with the goal ofincreasing customer retention rates. Thepoints-based program is the most popularform of CRM program, although as weshall see, there are others. Organizationsadopt these programs because theybelieve that they facilitate thedevelopment and enhancement ofrelationships with their customers.Fullerton, Gordon (2004:245)
  • 6. CRM(Customer Relationship Management)Bottom-line:The use of information-enabled systemsfor enhancing individual customerrelationships to ensure long-termcustomer loyalty and retention
  • 7. Pentingnya CRM& Pengguna CRMPentingnya CRM : Karena tingkat persaingan global antar perusahaan kianbesar. Fakta bahwa untuk mendapatkan pelanggan baru bisa5-10 kali biaya untuk menjaga pelanggan yang sudahada. Tren bisnis saat ini tujuan utamanya adalah untukmeningkatkan loyalitas pelanggan. Banyaknya konsumen yang menginginkan pelayananpurna jual.Pengguna CRM :• Bisa perusahaan/bidang usaha berskala kecil sampai keperusahaan berskala besar.
  • 8. Prinsip Dasar CRM• Mengambil data input berupa data profil dari semuapelanggan (customer) dan memberikan informasiyang sesuai kepada klien berupa informasi tentangcustomer history, kebutuhan-kebutuhan pasar, danisu-isu lain seputar perkembangan pasar.Secara umum tujuan penerapan CRM sbb. :• Mengenali dan menganalisa relasi.• Mengenali dan menganalisa pasar.• Mengenali dan menganalisa produk keluaran.Ω Problem StatementΩ Mapping Ω Strategic Direction Conclusion
  • 9. Bagaimana membuat CRM berhasil ? Perencanaan bisnis yang matang Mendefinisikan tujuan dan sasaran dari penerapan CRM Menentukan batasan-batasan dari CRM menurut strategi yang ditetapkan Menentukan parameter dan standar pengukuran keberhasilan penerapanCRM Menentukan standar aturan penanganan strategi berdasarkan informasidari system CRM seperti perubahan, perbaikan dan pemantapan strategiDalam merencanakan penerapan system CRM harus memperhatikan hal-hal berikut : Sasaran yang ingin dicapai bersifat jangka panjang. Sesuai dengan sasaran yang telah ditentukan perusahaan. Hasil yang dicapai dapat menjadi sasaran kunci bagi bisnis perusahaan. Penerapan CRM dapat mengurangi biaya perusahaan secara keseluruhan. Nilai resiko akibat penerapan CRM.
  • 10. Manfaat CRM : Jumlah konsumen bertambah, yaitu mencari konsumen barudisamping tetap memelihara kepuasan konsumen yang sudah ada. Mengetahui tingkat kepemilikan perusahaan pada konsumen, yaitudengan mengetahui kebutuhan konsumen. Mengetahui kebutuhan konsumen pada masa yang akan datang, yaitumelalui hasil transaksi yang sudah dilakukan dan dari hasil analisisdata-data transaksi yang sudah terkumpul. Mengetahui ketidaknormalan pada setiap aktivitas transaksi, yaitumengetahui tindak kriminal seperti penipuan dan lain sebagainya. Mengetahui perbaikan yang harus dilakukan pada service yangdiberikan kepada konsuman. Mampu menganalisa pola data transaksi, sebagai contoh mampumengetahui kombinasi produk yang akan dijual pada waktu-waktutertentu. Mengurangi resiko operasional, yaitu dengan mengetahui prediksiyang akan terjadi dan kesalahan yang pernah dilakukan melaluicustomer history.
  • 11. CRM Objectives• Lifetime Value (LTV)– Refers to the net present value of the potential revenuestream for any particular customer over a # of years– Starts with current purchase activity then extrapolates toinclude potential additions from cross-selling, upgrades,total ownership, etc.• Customer Ownership– Attempts to “own” the lionshare of customer spendingand/or “share of mind” in a particular product category– Building brand equity, maintaining vigilant customercontact, keeping current with the market trends is critical– 5% points increase in customer retention=20-125%increase in profitΩ Problem StatementΩ Mapping Ω Strategic Direction Conclusion
  • 12. Ω Problem Statement Ω Strategic Direction Conclusion SolutionBandung, 15-17 Desember 2009 By : Kanaidi, SE., M.Si08122353284 kana_ati@yahoo.com“Identify Your CustomerThrough Data Mining”EFFECTIVECUSTOMER RELATIONSHIP MANAGEMENTTraining
  • 13. Customer Relationship ManagementThrough Data MiningIntroduction to Customer RelationshipManagement (CRM)Introduction to Data MiningData Mining SoftwareChurn ModelingAcquisition and Cross Sell ModelingΩ Problem Statement Ω Strategic Direction Conclusion Solution
  • 14. Customer Relationship Management(CRM)Relationship Marketing is a Processcommunicating with your customerslistening to their responsesCompanies take actionsmarketing campaignsnew productsnew channelsnew packagingRelationship MarketingΩ Problem Statement Ω Strategic Direction Conclusion Solution
  • 15. Relationship Marketing -- continuedCustomers and prospects respondmost common response is no responseThis results in a cycledata is generatedopportunities to learn from the data and improve theprocess emerge
  • 16. The Move Towards Relationship ManagementE-commerce companies want to customize the userexperienceSupermarkets want to be infomediariesCredit card companies want to recommend goodrestaurants and hotels in new citiesPhone companies want to know your friends and familyBottom line: Companies want to be in the business ofserving customers rather than merely selling productsΩ Problem Statement Ω Strategic Direction Conclusion Solution
  • 17. CRM is RevolutionaryGrocery stores have been in the business of stockingshelvesBanks have been in the business of managing thespread between money borrowed and money lentInsurance companies have been in the business ofmanaging loss ratiosTelecoms have been in the business of completingtelephone callsKey point: More companies are beginning to viewcustomers as their primary assetΩ Problem Statement Ω Strategic Direction Conclusion Solution
  • 18. .CompanyExternal Marketing“setting the promise”Interaktive Marketing“delivering the promise”CustomersEmployeesKotler & Keller (2006 : 382 )The Service Marketing TriangleInternal Marketing“enabling the promise”
  • 19. Penentu Nilai yang diterima PelangganProduct ValueServices ValuePersonnel ValueImage ValueMonetary CostTime CostEnergy CostPsychic CostTotalcustomerBenefitTotalcustomercostCustomerdeliveredvalueSumber : Kotler, 2006
  • 20. Ω Problem Statement Ω Strategic Direction Conclusion Solution Philosophy-nya adalahmelayani konsumen sebagaikonsultan, bukan sebagaiseorang penjual. Customer puas akanmerekomendasikan kepadaprospek lain Tidak puas dapatmenyampaikankekecewaannya kepadaorang lain.Relationship Makes VALUE
  • 21. Remember !Of unhappy customers ....91%will never buyagainfrom thatcompanyThey will tellat least9other people thatyour product orservice is awfulΩ Problem Statement Ω Strategic Direction Conclusion Solution
  • 22. Data Mining for InsightClassificationPredictionEstimationAutomatic Cluster DetectionAffinity GroupingDescription
  • 23. g ProspectsExample : A cellular phone company wantedto introduce a new serviceThey wanted to know which customers werethe most likely prospectsData mining identified “sphere of influence”as a key indicator of likely prospectsSphere of influence is the number ofdifferent telephone numbers that someonecallsΩ Problem Statement Ω Strategic Direction Conclusion Solution
  • 24. ng ClaimsA major manufacturer of diesel engines must alsoservice engines under warrantyWarranty claims come in from all around the worldData mining is used to determine rules for routingclaimssome are automatically approvedothers require further researchResult: The manufacturer saves millions of dollarsData mining also enables insurance companies and theFed. Government to save millions of dollars by notpaying fraudulent medical insurance claimsΩ Problem Statement Ω Strategic Direction Conclusion Solution
  • 25. Clustering is an undirected data mining techniquethat finds groups of similar itemsBased on previous purchase patterns, customers areplaced into groupsCustomers in each group areassumed to have an affinityfor the same types of productsNew product recommendationscan be generated automaticallybased on new purchases madeby the groupThis is sometimes called collaborative filteringAnticipating Customer NeedsΩ Problem Statement Ω Strategic Direction Conclusion Solution
  • 26. CRM Focuses on the CustomerThe enterprise has a unified view of eachcustomer across all business units and across allchannelsThis is a major systems integration taskThe customer has a unified view of the enterprisefor all products and regardless of channelThis requires harmonizing all the channelsΩ Problem Statement Ω Strategic Direction Conclusion Solution
  • 27. A Continuumof Customer RelationshipsLarge accounts have sales managers andaccount teamsE.g., Coca-Cola, Disney, and McDonaldsCRM tends to focus on the smaller customer --the consumerBut, small businesses are also good candidatesfor CRMΩ Problem Statement Ω Strategic Direction Conclusion Solution
  • 28. The 80/20 RULE80%of your growthwill come from20%of yourcustomersΩ Problem Statement Ω Strategic Direction Conclusion Solution

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