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

1. .
EFFECTIVE
CUSTOMER RELATIONSHIP MANAGEMENT
Training
Bandung, 15-17 Desember 200 By : Kanaidi, SE., M.Si
08122353284 kana_ati@yahoo.com
“Understanding The CRM”

2. What is CRM ?
 Merupakan strategi pemasaran yang saat ini marak dilakukan
oleh perusahaan-perusahaan yang menginginkan pelanggan /
konsumen mereka tetap membeli produk atau memakai jasa
mereka.
 adalah usaha suatu perusahaan untuk berkonsentrasi
menjaga pelanggan dengan mengumpulkan segala bentuk
interaksi pelanggan, baik melalui telepon, e-mail, masukan di
situs, atau hasil pembicaraan dengan staf sales dan marketing.
 adalah strategi bisnis menyeluruh dalam suatu perusahaan
yang memungkinkan perusahaan tersebut secara efektif bisa
mengelola hubungan dengan para pelanggannya.
Ω Problem StatementΩ Mapping Ω Strategic Direction Conclusion

3. CRM
(Customer Relationship Management)
“Process of creating and maintaining
relationships with business customers or
consumers”
“A holistic process of identifying, attracting,
differentiating, and retaining customers”
“Integrating the firm’s value chain to create
enhanced customer value at every step”
“An integrated cross-functional focus on
improving customer retention and
profitability for the company.”

4. CRM
• CRM involves tracking individual customer
behavior over time, and using this knowledge
to configure solutions precisely tailored to the
customers’ and vendors’ needs.
Kamakura (2005 : 280)
• CRM is about introducing the right product to
the right customer at the right time through
the right channel to satisfy the customer’s
evolving demands. Ideally, it should follow the
development of each individual customer and
develop integrated multi-segment, multi-
stage, and multi-channel. CRM decisions in
order to maximize the total customer lifetime
profit. Sun, Boahong (2006 : 3)

5. CRM
• CRM programs are currently in vogue. A
CRM program is any formal mechanism
that the firm introduces with the goal of
increasing customer retention rates. The
points-based program is the most popular
form of CRM program, although as we
shall see, there are others. Organizations
adopt these programs because they
believe that they facilitate the
development and enhancement of
relationships with their customers.
Fullerton, Gordon (2004:245)

6. CRM
(Customer Relationship Management)
Bottom-line:
The use of information-enabled systems
for enhancing individual customer
relationships to ensure long-term
customer loyalty and retention

7. Pentingnya CRM
& Pengguna CRM
Pentingnya CRM :
 Karena tingkat persaingan global antar perusahaan kian
besar.
 Fakta bahwa untuk mendapatkan pelanggan baru bisa
5-10 kali biaya untuk menjaga pelanggan yang sudah
ada.
 Tren bisnis saat ini tujuan utamanya adalah untuk
meningkatkan loyalitas pelanggan.
 Banyaknya konsumen yang menginginkan pelayanan
purna jual.
Pengguna CRM :
• Bisa perusahaan/bidang usaha berskala kecil sampai ke
perusahaan berskala besar.

8. Prinsip Dasar CRM
• Mengambil data input berupa data profil dari semua
pelanggan (customer) dan memberikan informasi
yang sesuai kepada klien berupa informasi tentang
customer history, kebutuhan-kebutuhan pasar, dan
isu-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 penerapan
CRM
 Menentukan standar aturan penanganan strategi berdasarkan informasi
dari system CRM seperti perubahan, perbaikan dan pemantapan strategi
Dalam 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 baru
disamping tetap memelihara kepuasan konsumen yang sudah ada.
 Mengetahui tingkat kepemilikan perusahaan pada konsumen, yaitu
dengan mengetahui kebutuhan konsumen.
 Mengetahui kebutuhan konsumen pada masa yang akan datang, yaitu
melalui hasil transaksi yang sudah dilakukan dan dari hasil analisis
data-data transaksi yang sudah terkumpul.
 Mengetahui ketidaknormalan pada setiap aktivitas transaksi, yaitu
mengetahui tindak kriminal seperti penipuan dan lain sebagainya.
 Mengetahui perbaikan yang harus dilakukan pada service yang
diberikan kepada konsuman.
 Mampu menganalisa pola data transaksi, sebagai contoh mampu
mengetahui kombinasi produk yang akan dijual pada waktu-waktu
tertentu.
 Mengurangi resiko operasional, yaitu dengan mengetahui prediksi
yang akan terjadi dan kesalahan yang pernah dilakukan melalui
customer history.

11. CRM Objectives
• Lifetime Value (LTV)
– Refers to the net present value of the potential revenue
stream for any particular customer over a # of years
– Starts with current purchase activity then extrapolates to
include potential additions from cross-selling, upgrades,
total ownership, etc.
• Customer Ownership
– Attempts to “own” the lionshare of customer spending
and/or “share of mind” in a particular product category
– Building brand equity, maintaining vigilant customer
contact, keeping current with the market trends is critical
– 5% points increase in customer retention=20-125%
increase in profit
Ω Problem StatementΩ Mapping Ω Strategic Direction Conclusion

12. Ω Problem Statement Ω Strategic Direction Conclusion Solution
Bandung, 15-17 Desember 2009 By : Kanaidi, SE., M.Si
08122353284 kana_ati@yahoo.com
“Identify Your Customer
Through Data Mining”
EFFECTIVE
CUSTOMER RELATIONSHIP MANAGEMENT
Training

13. Customer Relationship Management
Through Data Mining
Introduction to Customer Relationship
Management (CRM)
Introduction to Data Mining
Data Mining Software
Churn Modeling
Acquisition and Cross Sell Modeling
Ω Problem Statement Ω Strategic Direction Conclusion Solution

14. Customer Relationship Management
(CRM)
Relationship Marketing is a Process
communicating with your customers
listening to their responses
Companies take actions
marketing campaigns
new products
new channels
new packaging
Relationship Marketing
Ω Problem Statement Ω Strategic Direction Conclusion Solution

15. Relationship Marketing -- continued
Customers and prospects respond
most common response is no response
This results in a cycle
data is generated
opportunities to learn from the data and improve the
process emerge

16. The Move Towards Relationship Management
E-commerce companies want to customize the user
experience
Supermarkets want to be infomediaries
Credit card companies want to recommend good
restaurants and hotels in new cities
Phone companies want to know your friends and family
Bottom line: Companies want to be in the business of
serving customers rather than merely selling products
Ω Problem Statement Ω Strategic Direction Conclusion Solution

17. CRM is Revolutionary
Grocery stores have been in the business of stocking
shelves
Banks have been in the business of managing the
spread between money borrowed and money lent
Insurance companies have been in the business of
managing loss ratios
Telecoms have been in the business of completing
telephone calls
Key point: More companies are beginning to view
customers as their primary asset
Ω Problem Statement Ω Strategic Direction Conclusion Solution

18. .
Company
External Marketing
“setting the promise”
Interaktive Marketing
“delivering the promise”
CustomersEmployees
Kotler & Keller (2006 : 382 )
The Service Marketing Triangle
Internal Marketing
“enabling the promise”

19. Penentu Nilai yang diterima Pelanggan
Product Value
Services Value
Personnel Value
Image Value
Monetary Cost
Time Cost
Energy Cost
Psychic Cost
Total
customer
Benefit
Total
customer
cost
Customer
delivered
value
Sumber : Kotler, 2006

20. Ω Problem Statement Ω Strategic Direction Conclusion Solution
 Philosophy-nya adalah
melayani konsumen sebagai
konsultan, bukan sebagai
seorang penjual.
 Customer puas akan
merekomendasikan kepada
prospek lain
 Tidak puas dapat
menyampaikan
kekecewaannya kepada
orang lain.
Relationship Makes VALUE

21. Remember !
Of unhappy customers ....
91%
will never buy
again
from that
company
They will tell
at least
9
other people that
your product or
service is awful
Ω Problem Statement Ω Strategic Direction Conclusion Solution

22. Data Mining for Insight
Classification
Prediction
Estimation
Automatic Cluster Detection
Affinity Grouping
Description

23. g Prospects
Example : A cellular phone company wanted
to introduce a new service
They wanted to know which customers were
the most likely prospects
Data mining identified “sphere of influence”
as a key indicator of likely prospects
Sphere of influence is the number of
different telephone numbers that someone
calls
Ω Problem Statement Ω Strategic Direction Conclusion Solution

24. ng Claims
A major manufacturer of diesel engines must also
service engines under warranty
Warranty claims come in from all around the world
Data mining is used to determine rules for routing
claims
some are automatically approved
others require further research
Result: The manufacturer saves millions of dollars
Data mining also enables insurance companies and the
Fed. Government to save millions of dollars by not
paying fraudulent medical insurance claims
Ω Problem Statement Ω Strategic Direction Conclusion Solution

25. Clustering is an undirected data mining technique
that finds groups of similar items
Based on previous purchase patterns, customers are
placed into groups
Customers in each group are
assumed to have an affinity
for the same types of products
New product recommendations
can be generated automatically
based on new purchases made
by the group
This is sometimes called collaborative filtering
Anticipating Customer Needs
Ω Problem Statement Ω Strategic Direction Conclusion Solution

26. CRM Focuses on the Customer
The enterprise has a unified view of each
customer across all business units and across all
channels
This is a major systems integration task
The customer has a unified view of the enterprise
for all products and regardless of channel
This requires harmonizing all the channels
Ω Problem Statement Ω Strategic Direction Conclusion Solution

27. A Continuum
of Customer Relationships
Large accounts have sales managers and
account teams
E.g., Coca-Cola, Disney, and McDonalds
CRM tends to focus on the smaller customer --
the consumer
But, small businesses are also good candidates
for CRM
Ω Problem Statement Ω Strategic Direction Conclusion Solution

28. The 80/20 RULE
80%
of your growth
will come from
20%
of your
customers
Ω Problem Statement Ω Strategic Direction Conclusion Solution