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Customer Relationship (CRM) has evolved to Customer Experience Management and Customer Engagement Management. Ideally we can create satisfied and engaged customer, so customer satisfaction is really tangible into behaviors which company can survive. So we need to clearly understand why experience management must shifting to engagement management and what company need to change internally to survive, to have effective and efficient marketing activities.
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CRM, Customer
Experience &
Engagement Engagement
Management
Stephanus Taufan Wibowo
Wednesday, 12 March 2014
From CRM to CEM
Customer
Experience
Management
Ensure prospects/ customers
have WOW experiences
along their interaction*, which
make them stick to the brand
(emotional & attitudinal loyalty)
Satisfaction
HOSTAGES LOYALISTSHi
CRM, Customer Experience & Engagement Management
Customer
Relationship
Management
Customer
Engagement
Management
(emotional & attitudinal loyalty)
Ensure prospects/ customers’
involvement & co-creation
along their interaction* and
beyond, which make them
behave in a way company
intent to have (behavioral
loyalty)*) interactions and moment of truth comprise together as Customer Journey
DEFECTORS MERCENARIES
EngagementHiLo
Lo
CEM: Satisfaction & Engagement
I’m Satisfied
CustomerI’m Engaged
Customer
CRM, Customer Experience & Engagement Management
Trends toward Engagement
Customer
Generation
Competitors(Low switching
cost, low
differentiation, etc)
Technology(smart phone, social
media, etc)
CRM, Customer Experience & Engagement Management
Unsatisfied Customer tells
EVERYONECustomer
DEMOCRATION
Customer
EMPOWERMENT
Unsatisfied Customer tells
FRIENDS
Customers determine
what’s good and in what
price, when & where they
want to buy it
Company tell what goods, what
price it is, when and where they
can buy it
ENGAGEMENT
Experience to EngagementSatisfaction to Referral, and Repurchase
Customer
Experience
Management
Customer
Engagement
Management
Market governanceCompany dictates customer Democratic customer &
value creation
NO FADS
CRM, Customer Experience & Engagement Management
Business ModelHi tech OR Hi touch Hi tech AND Hi touch
Customer need &
want
Company listen, create & deliver.
Customer receive & assessDialogue, co-creation, co-
promotion
What to manage (example in hotel
booking website)
Login, search, compare, order, pay
or redeem, receipt, pt
accumulation, feedback line &
survey
Hotel promo notification w/
pt redemption, tour
suggestion, customer rating
the hotel, share experiences
Leading IndicatorCustomer Satisfaction Customer dialogue, Positive
opinion, Influence
FACT ABOUT ME
• 2 years experience as a Consultant of Purple Analytics Indonesia (till now 2014)
Stephanus Taufan Wibowo
Linkedin: http://id.linkedin.com/in/stephanuswibowo
Blog:
stevewibowo.blogspot.com
adayatworks.wordpress.com
For further discussion please contact:
CRM, Customer Experience & Engagement Management
• 2 years experience as a Consultant of Purple Analytics Indonesia (till now 2014)
• 5 years experience as a Credit Operation Head for a car portfolio of PT.Adira Multifinance, Tbk
• 7 th experience as Head of Product Development of PT. Astra International, Tbk - AstraWorld
• 5 years teaching experience of Trisakti School of Management
• Bachelor degree in Marketing and Human Resources Management from Satya Wacana Christian
University, Salatiga, Indonesia
• Master degrees in Marketing and Human Resources Management from University of Gadjah Mada
(International Program), Yogyakarta, Indonesia
SKILL SET
• Management System & Performance Management
• Productivity Improvement & Organizational Development
• Business Process & Change Management
• Marketing Strategy Formulation & Marketing Analytic
• Customer Relationship Management
• Credit Risk & Operation
