This section builds the case for why CRM is important and reviews the basic theory behind it
This is an illustration from a study in the automotive industry. It is applicable to any organization. Web 2.0 (social media and the democratization of the web) has accelerated this shift. This is the last slide in this section. Next slide transitions into the organization. Recap what CRM is here after discussing this chart
In other words, customer service expectations are very high. If you don’t meet their expectations, they can go elsewhere with their money, time, attention.
Most of our organizations are still operating internally as they were 20 years ago. Structures and resource allocations have not adjusted while the Internet has changed the game. People are still doing their old jobs in addition to their new jobs.
This is getting at the heart of CRM– it’s all about making good decisions using good information about your customers.
KNOW: Do you know WHO your customers are? What do you know about them? Database and market research are important here. DO: What are you going to do with the info you know? Tailor program offerings? Customize your communication based on interests? MEASURE: How will you measure and track success?
This is the CRM definition. Refer back to these bullets as necessary later in the presentation. Keep tying all of the strategies later back to the core of collecting information and using it to better the customer relationship.
Customer is most important in CRM. Everything should be focused on THEM not US. Importance from top to bottom, not vice-versa. Technology should not drive the marketing and marketing should not drive the product. The customer should drive the product and the marketing. Technology is the support of it all.
Can you list a few examples of front-office systems? Customer service, sales, billing Can you list a few examples of back-office systems? Accounting, finance, human resources, data warehouses Ask your students which systems are more important to an organization – front-office or back-office Ans: Both, one cannot function without the other CLASSROOM EXERCISE Designing a Digital Dashboard for a CRM System Digital dashboards offer an effective and efficient way to view enterprisewide information at near real-time. According to Nucleus Research, there is a direct correlation between use of digital dashboards and a company’s return on investment (ROI), hence all executives should be using or pushing the development of digital dashboards to monitor and analyze organizational operations. Break your students into groups and ask them to develop a digital dashboard for a CRM system. Be sure your students have addressed all of the following in their digital dashboard: Customers Sales Marketing Customer service Order entry Billing Collections Credit limits Shipping Transportation
Walk-through the Figure with your students Why would an organization have a separate system for each front-office system and each back-office system? Most organizations operate functional “silos”, and each department typically has its own systems A company might purchase an ERP and then all of the functional silos would be on one system, however, this doesn’t happen very often in the real world. Most organizations require anywhere from 10 to 100 to 1,000 different systems to run their business Finding one system that could meet all the needs of an entire organization from billing to sales is almost impossible For this reason, the CRM system is the integrator, gathering all of the customer information from the many different system to obtain a single view of the customer Personalization is one of the benefits of an analytical CRM system Personalization occurs when a Web site can know enough about a person’s likes and dislikes that it can fashion offers that are more likely to appeal to that person
Customer Retention Mktg Sesi 1
Konsep Customer Retention Marketing Marcomm A. Judhie Setiawan, M.Si 2010
<ul><li>The Basics of </li></ul><ul><li>Customer Relationship Management (CRM) </li></ul>
Konsep <ul><li>Relationship Management (atau Relationship Marketing )? </li></ul><ul><li>Customer Relationship Management System ? </li></ul>
Pergeseran Paradigma Pemasaran (1) <ul><li>“ 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.” </li></ul><ul><li>(American Marketing Association, 1985 up to August 2004). </li></ul><ul><li>“ 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. </li></ul><ul><li>(American Marketing Association, August 2004). </li></ul>
Pergeseran Paradigma Pemasaran (2) <ul><li>Transactional Marketing: </li></ul><ul><li>Fokus pada akuisisi pelanggan. </li></ul><ul><li>Mendapatkan uang pelanggan hari ini. </li></ul><ul><li>Menjual produk tunggal ke banyak pelanggan. </li></ul><ul><li>Penekanan pada layanan pelanggan ‘kurang’. </li></ul><ul><li>Kontak dengan pelanggan ‘sedang’. </li></ul><ul><li>Relationship Management (Marketing): </li></ul><ul><li>Fokus pada retensi pelanggan. </li></ul><ul><li>Juga untuk mendapatkan uang untuk kemudian hari ( Refferal, repurchase & cross-selling ). </li></ul><ul><li>Menjual banyak produk kepada pelanggan tunggal. </li></ul><ul><li>Pelayanan pelanggan yg ‘tinggi’. </li></ul><ul><li>Kontak pelanggan yg ‘tinggi’. </li></ul>
<ul><li>Have more choices than ever </li></ul>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
<ul><li>Plan, program, market, sell and service </li></ul><ul><li>SMARTER </li></ul><ul><li>With faster, better, more personalized service? </li></ul>So how do you… Good Information
<ul><li>Know </li></ul>Using information wisely Do Measure
<ul><li>CRM is about… </li></ul><ul><li>finding customers </li></ul><ul><li>collecting info about them along the way </li></ul><ul><li>using that info to enhance their experience and foster long-term relationships </li></ul>Customer Relationship Management (CRM)
<ul><li>Many organizations place customers in the hands of entry-level staff who are… </li></ul><ul><li>Poorly trained </li></ul><ul><li>Poorly paid </li></ul><ul><li>Lacking information to do their jobs </li></ul>Customer Contact
Operational and Analytical CRM <ul><li>Operational CRM – supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers </li></ul><ul><li>Analytical CRM – supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers </li></ul>
Paradigma Baru tentang Pemasaran – “4R” Relationship (Hubungan) Retention (Ketahanan) Referrals (Perekomendasian) Recovery (Pemulihan) Membangun pelanggan Mengarah pada Menghasilkan Dan lebih mudah dilakukan