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CUSTOMER RELATIONSHIP MANAGEMENT Manajemen Hubungan Pelanggan CONCEPTS & TOOLS FRANCIS BUTTLE Edin S. Djatikusuma

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Presentation on theme: "CUSTOMER RELATIONSHIP MANAGEMENT Manajemen Hubungan Pelanggan CONCEPTS & TOOLS FRANCIS BUTTLE Edin S. Djatikusuma"— Presentation transcript:

1 CUSTOMER RELATIONSHIP MANAGEMENT Manajemen Hubungan Pelanggan CONCEPTS & TOOLS FRANCIS BUTTLE Edin S. Djatikusuma

2 Content Chapter 2

3 CRM adalah strategis bisnis inti yg memadukan proses dan fungsi internal, jaringan eksternal utk menciptakan dan menyampaikan nilai kepada pelanggan untuk mendapatkan keuntungan. CRM didasarkan pd data pelanggan berkualitas dan dimungkinkan dg adanya teknologi informasi

4 GOAL of CRM Chapter 2

5 Tools & Processes on the CRM Value Chain Chapter 2 **

6 CRM Value Chain The supporting condition of the CRM value chain. Cont. Leadership and Culture Data and IT People Processes

7 Needed to prioriti the CRM programme Provides oversight Breaks down the functional silo walls A pattern of shared values and beliefs that help individuals understand organizational functioning and thus provide them with the norms for behavior in the organization.

8 Identifying which customers to serve Understanding customers’ current and future requirements Obtaining and sharing customer knowledge across the company Measuring customer results: satisfaction, retention, future buying intention, referral behaviours (word-of- mouth), share of wallet

9 Designing products and services that meet customers’ requirements better than competitors Acquiring and deploying resources (information, materials, people, technology) that create the products and services that satisfy customers Developing the strategies, processes and structure that enable the company to meet customer requirements.

10 A Model of Customer-centric culture * Chapter 2

11 Marketing is change How, What, Who, Why,... Slide 55 Customer Portofolio Analysis (CPA)

12 PEOPLE People are the third supporting condition for successful CRM implementation. etc etc Develop CRM Strategy Select IT solution Implement and use IT solution Design, selling, and process service Create & Maintain Customer database

13 PROCESSE Processes are the way in which things are done by the company. etc etc Develop CRM Strategy Select IT solution Implement and use IT solution Design, selling, and process service Create & Maintain Customer database


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