Pertemuan - 3

MATERI PEMBAHASAN

1. Evolusi Marketing
2. Bagian-bagian penting dalam CRM
Evolusi Marketing
CRM Consultant and Manager
• CRM Consultant: Do you know why your customers buy
from you?
• Manager: I have some idea. They buy because of customer
service, and our product is superior.
• CRM Consultant: How do you know this?
• Manager: From talking with some of our customers.
• CRM Consultant: Do you know which of these factors is
most important to which customers?
• Manager: No, I suppose not.
• CRM Consultant: Do you know who you lose deals to
most often and why?
• Manager: I have an idea, but again I don’t have any
empirical data to support it.
Five Different Orientations Toward
CRM
1. CRM is software, system, technology.

2. CRM is data storage and analysis.

3. CRM is a change in corporate culture from a

transaction focus to a customer centric one.

4. CRM is “managing demand.”

5. CRM is a strategy cycle focusing

on customers.
 A CRM System Contains Four
Components
• Data warehouse

• Analytical tools

• Campaign management tools

• Interfaces to maintain databases

 CRM System Failure

When CRM systems fail, it tends to be as a result of

cultural as opposed to technological issues.
 The Market Share Fallacy

Increasing market share should not be a company’s

goal. Rather, increasing share of the right kinds of
customers should be the goal.
Do You Want To Keep These Customers?

• Do not buy frequently

• Buy your products only when they are on sale
• Frequently return your merchandise
• Complain a lot
 CRM is Founded on Four Tenets

1. Customers should be managed as important assets.

2. Not all customers are equally desirable.
3. Customers vary in their needs, preferences, and buying
behavior.
4. By better understanding their customers, companies can
tailor their offerings to maximize their overall value.
 Benefit of CRM

• Improve customer satisfaction

• Share customer info more easily
• Increasing sales by up selling and cross selling
• Identify most profitable and unprofitable
customer
 Definition

“Customer Relationship Management is the initiation,

enhancement, and maintenance of mutually beneficial
customer and partner long-term relationships through
business intelligence-generated strategies based on the
capture, storing, and analysis of information gathered
from all customer and partner touch points and
transaction processing systems.”
Baran, Galka, Strunk
 The Objective of CRM:
• Identification of potential customers
• Understanding of customer needs, both current and latent
• Differentiating profitable from unprofitable customers and
segment
• Decreasing attrition by increasing value and satisfaction
• Increasing usage of current product and service
• Increasing usage of a greater number of a company’s product and
service
• Increasing customer service and satisfaction
• Improving campaign management
• Winning back lost customer
• Moving customers up the relationship
• Integrating marketing and sales effort throughout the various
channels used by the company
 Customer-company profit chain

Service
Customer
Quality & Customer Company
Retention &
Marketing Satisfaction Profitability
Loyalty
Variables
Question ?
“

Kunci untuk mendapatkan yang Anda inginkan

terletak dalam cara berpikir positif terhadap diri
sendiri.” David J.Schwartz