UMN Sesi1 konsep cust relationship management


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UMN Sesi1 konsep cust relationship management

  1. 1. Konsep Customer Relationship Management A. Judhie Setiawan, M.Si 2010
  2. 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. 3. The Basics of Customer Relationship Management (CRM)
  4. 4. Relationship? Relationship ?
  5. 5. Konsep • Relationship Management (or Relationship Marketing)? • Customer Relationship Management System?
  6. 6. Have more choices than ever Your customers…… Expect immediate, high quality, personalized 24-7 service
  7. 7. At the same time, YOU… Are expected to do MORE… with the same or FEWER resources
  8. 8. Plan, program, market, sell and service SMARTER With faster, better, more personalized service? So how do you… Good Information
  9. 9. Know Using information wisely Do Measure
  10. 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. 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. 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. 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
  14. 14. The CRM Pyramid Customer Product/Program offerings Marketing, Sales, Support Technology
  15. 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
  16. 16. Operational and Analytical CRM
  17. 17. Konsep & Aktivitas CRM
  18. 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. 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. 20. Paradigma Baru tentang Pemasaran – “4R” Relationship (Hubungan) Retention (Ketahanan) Referrals (Perekomendasian) Recovery (Pemulihan) Membangun pelanggan Mengarah pada Menghasilkan Dan lebih mudah dilakukan
  21. 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. 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’.
  23. 23. Paradigm Shift Source: OSAT
  24. 24. Terima kasih…… twitter: @judhiesetiawan