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UMN Sesi1 konsep cust relationship management

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  • 1. Konsep
    Customer Relationship Management
    A. JudhieSetiawan, 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)
  • 4. Relationship?
    Relationship ?
  • 5. Konsep
    Relationship Management (or Relationship Marketing)?
    Customer Relationship Management System?
  • 6. Your customers……
    Have more choices than ever
    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
  • 9. Know
    Using information wisely
    Do
    Measure
  • 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
    • 14. Poorly paid
    • 15. Lacking information to do their jobs
    Customer Contact
  • 16. The CRM Pyramid
  • 17. 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. Operational and Analytical CRM
  • 19. Konsep & Aktivitas CRM
  • 20. 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
  • 21. Customer Relationship Management
    Benefits of a CRM Program (Continued)
    Better profiling and targeting of customers
    Reduced expenses
    Increased market share
    Higher overall profitability
  • 22. ParadigmaBarutentangPemasaran – “4R”
    Membangun pelanggan
    Relationship
    (Hubungan)
    Mengarah pada
    Retention
    (Ketahanan)
    Menghasilkan
    Referrals
    (Perekomendasian)
    Dan lebih mudah dilakukan
    Recovery
    (Pemulihan)
  • 23. 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).
  • 24. 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’.
  • 25. Paradigm Shift
    Source: OSAT
  • 26. Terimakasih……www.slideshare.net/judhietwitter: @judhiesetiawan