Konsep Customer Retention Marketing

MarcommA. Judhie Setiawan, M.Si

2010

The Basics of Customer Relationship

Management (CRM)

Retention & Relationship?

Retention ?

Konsep• Relationship Management

(atau Relationship Marketing)?

• Customer Relationship Management System?

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).

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’.

Paradigm Shift

Source: OSAT

Have more choices than ever

Your customers……

Expect immediate, high quality, personalized 24-7 service

At the same time, YOU…

Are expected

to do MORE…

with the same or FEWER

resources

Plan, program, market, sell and service

SMARTERWith faster, better, more

personalized service?

So how do you…

Good Information

Know

Using information wisely

DoMeasure

CRM is about…

• finding customers• collecting info about them along the way• using that info to enhance their experience

and foster long-term relationships

Customer Relationship Management (CRM)

Many organizations place customers in the hands of entry-level staff who are…

Poorly trainedPoorly paidLacking information to do their jobs

Customer Contact

The CRM Pyramid

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

Operational and Analytical CRM

Paradigma Baru tentang Pemasaran – “4R”

Relationship (Hubungan)

Relationship (Hubungan)

Retention (Ketahanan)

Retention (Ketahanan)

Referrals (Perekomendasian)

Referrals (Perekomendasian)

Recovery (Pemulihan)

Recovery (Pemulihan)

Membangun pelanggan

Membangun pelanggan

Mengarah pada

Mengarah pada

MenghasilkanMenghasilkan

Dan lebih mudah dilakukan

Dan lebih mudah dilakukan

Konsep & Aktivitas CRM

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