CUSTOMER RELATIONSHIP MANAGEMENT Manajemen Hubungan Pelanggan CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS & TOOLS FRANCIS BUTTLE Edin S. Djatikusuma edin@dosen.stmik-mdp.net

Chapter 2 Content

Introduction CRM 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

Chapter 2 GOAL of CRM

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

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

Leadership and Culture 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. Kepemimpinan diperlukan untuk memprioritaskan program CRM Kepemimpinan menyediakan pengawasan Kepemimpinan memecah dinding silo fungsional Sebuah pola nilai-nilai bersama dan keyakinan bahwa individu membantu memahami fungsi organisasi dan dengan demikian menyediakan mereka dengan norma untuk perilaku dalam organisasi

Characteristic of CRM 1 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

Characteristic of CRM 2 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.

A Model of Customer-centric culture * Chapter 2 A Model of Customer-centric culture *

DATA & Information Technology Marketing is change How, What, Who, Why,... Slide 5 Customer Portofolio Analysis (CPA)

Implement and use IT solution PEOPLE People are the third supporting condition for successful CRM implementation. Develop CRM Strategy Select IT solution Implement and use IT solution Orang-orang kondisi pendukung ketiga untuk implementasi CRM yang sukses Design, selling, and process service Create & Maintain Customer database etc

Implement and use IT solution PROCESSE Processes are the way in which things are done by the company. Develop CRM Strategy Select IT solution Implement and use IT solution Proses adalah cara di mana hal-hal yang dilakukan oleh perusahaan Design, selling, and process service Create & Maintain Customer database etc