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

2. Chapter 2
Content

3. 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

4. Chapter 2
GOAL of CRM

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

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

7. 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

8. 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

9. 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.

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

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

12. 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

13. 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