Konsep Customer Relationship Management

A. Judhie Setiawan, M.Si 2010

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.

The Basics of Customer Relationship

Management (CRM)

Relationship?

Relationship ?

Konsep• Relationship Management

(or Relationship Marketing)?

• Customer Relationship Management System?

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 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)

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.

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.

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

Marketing, Sales, Support

Technology

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

Konsep & Aktivitas CRM

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

Customer Relationship Management

Benefits of a CRM Program (Continued)

– Better profiling and targeting of customers– Reduced expenses– Increased market share– Higher overall profitability

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

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

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