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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