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UMN Sesi2 strategi crm

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Ilkom, PR

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    UMN Sesi2 strategi crm UMN Sesi2 strategi crm Presentation Transcript

    • STRATEGY OF CUSTOMER RELATIONSHIP MANAGEMENT
      2ndLecture,
      JudhieSetiawan, M.Si
    • The Evolution of Relationship Program
      Konsep relationshippelanggandiawalidenganpembahasanmengenai 3 aspek program relationship, yakni:
      Financial Relationships: Frequent Buyer Programs
      Social Bonding
      Structural-Interactions
    • Financial Relationships: Frequent Buyer Programs(1)
      Implikasiterhadapperusahaan:
      Financial incentives; Frequent flyer/reader/buyer/ visitor….Point rewards, Diskon, dll. Hal tersebutdapatmeningkatkanloyalitaspelangganterhadaphargadaninsentif.
    • Social Bonding (2)
      Implikasiterhadapperusahaan:
      Friendly companionship, kepercayaan (trust), interaksiantarpribadi yang salingmenguntungkandapatmeningkatkanloyalitaspelangganterhadapperusahaan.
      -> KomunitasPelanggan.
    • Structural-Interactions (3)
      Implikasiterhadapperusahaan:
      Systemic mass personalization, management mass personalization, yang dapatmeningkatkanloyalitaspelangganterhadappengalaman (experiences).
      -> Kegiatan/Event/Aktivitas/Program yang diselenggarakanuntukmemberikan “good/memorable experience” kepadapelanggan.
    • the Goal of Customer Relationship Management
      The goal of customer relationship is to convert first-time or occasional buyers into loyal, long term customers. And to accomplish this, a business needs to understand what it is that converts the occasional or first-time buyer into a loyal customer. Through CRM, businesses are able to uncover what it is that makes this conversion happen.
    • CRMStrategy(Zikmund, 2003; p.88-93)
      A welcome strategy
      Reliability
      Responsiveness
      Recognition
      Personalization
      Acces Strategy
    • CRMStrategy(Zikmund, 2003; p.88-93)
      A welcome strategy
      Apresiasiperusahaanterhadapawalterjadinyahubunganpelanggan (a good first step is to thank to the customer for the order).
    • CRMStrategy(Zikmund, 2003; p.88-93)
      Reliability
      Adalahkemampuanoutputperusahaan yang dapatdiandalkan (baikprodukmaupunjasa yang dijual).
    • CRMStrategy(Zikmund, 2003; p.88-93)
      Responsiveness
      Konsumeningindiperlakukansecarabenar, sehinggaberdampakterhadapkepedulianperusahaandalammemenuhikeinginandankebutuhankonsumen.
    • CRMStrategy(Zikmund, 2003; p.88-93)
      Recognition
      Pengenalanpelanggankaitannyadenganpemberianperhatianlebihdanapresiasidariperusahaan.
    • CRMStrategy(Zikmund, 2003; p.88-93)
      Personalization
      Kemampuanperusahaandalammenyesuaikan program promosidanproduknyasesuaidengankarakteristikpelanggantertentu.
    • CRMStrategy(Zikmund, 2003; p.88-93)
      Acces Strategy
      Kemampuanperusahaanuntukmengaksesdanmembangunhubungandenganpelanggannya. Hal tersebutterkaitdengan “Traditional Communication Process” dan “Customer-initiated Communication”.
    • CRMmemerlukanalokasisumberdayakeuangan
      Sebagaiilustrasi, misalkanandamempunyai 1.000 konsumen, danandamempunyaianggarantahunansebesar $1,000.  Andamenghabiskan $1 untuksetiapkonsumen per tahunnya, danuntuksebesar $1 tersebut, andamemperolehpengembalianlabasebesar $1.10.  ItumerupakanROI (Return On Investment) sebesar 10%; andamemperolehhasilpengembaliansebesar $1,100 untukpengeluaransebesar $1,000.
    • Contact Management
    • Model kesetiaan pelanggan yang diperluas - Schlesinger dan Heskett (1991)
    • Integrated CRM
    • www.slideshare.net/judhieTwitter: @judhiesetiawan