Customer Retention Mktg Sesi 1
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Konsep Customer Retention
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Customer Retention Mktg Sesi 1
- 1. Konsep Customer Retention Marketing Marcomm A. Judhie Setiawan, M.Si 2010
- 7. Paradigm Shift Source: OSAT
- 9. At the same time, YOU… Are expected to do MORE… with the same or FEWER resources
- 14. The CRM Pyramid
- 16. Operational and Analytical CRM
- 17. Paradigma Baru tentang Pemasaran – “4R” Relationship (Hubungan) Retention (Ketahanan) Referrals (Perekomendasian) Recovery (Pemulihan) Membangun pelanggan Mengarah pada Menghasilkan Dan lebih mudah dilakukan
- 18. Konsep & Aktivitas CRM
- 19. Terima kasih…… www.slideshare.net/judhie Twitter/judhiesetiawan
Editor's Notes
- Customer Retention Marketing
- 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