Ilkom, PR

1. Konsep
Customer Relationship Management
A. Judhie Setiawan, M.Si
2010

2. 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.

3. The Basics of
Customer Relationship
Management (CRM)

4. Relationship?
Relationship ?

5. Konsep
• Relationship Management
(or Relationship
Marketing)?
• Customer Relationship
Management System?

6. Have more choices than
ever
Your customers……
Expect immediate, high
quality, personalized 24-7
service

7. At the same time, YOU…
Are expected
to do
MORE…
with the
same or
FEWER
resources

8. Plan, program, market,
sell and service
SMARTER
With faster, better, more
personalized service?
So how do you…
Good
Information

9. Know
Using information wisely
Do
Measure

10. 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)

11. 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.

12. 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.

13. Many organizations place customers in the
hands of entry-level staff who are…
Poorly trained
Poorly paid
Lacking information to do their jobs
Customer Contact

14. The CRM
Pyramid Customer
Product/Program
offerings
Marketing, Sales, Support
Technology

15. 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

16. Operational and Analytical CRM

17. Konsep & Aktivitas CRM

18. 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

19. Customer Relationship Management
Benefits of a CRM Program (Continued)
– Better profiling and targeting of customers
– Reduced expenses
– Increased market share
– Higher overall profitability

20. Paradigma Baru tentang Pemasaran – “4R”
Relationship
(Hubungan)
Retention
(Ketahanan)
Referrals
(Perekomendasian)
Recovery
(Pemulihan)
Membangun
pelanggan
Mengarah
pada
Menghasilkan
Dan lebih mudah
dilakukan

21. 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).

22. 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’.

23. Paradigm Shift
Source: OSAT

24. Terima kasih……
www.slideshare.net/judhie
twitter: @judhiesetiawan