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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.

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CUSTOMER RELATIONSHIP MANAGEMENT

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

  2. Chapter 2 Content

  3. Introduction CRM CRM is the core business strategy that integrates internal processesand functions, and external networks, to create and deliver value totargeted customers at a profit. It is grounded on high-quality customerdata and enabled by information technology.

  4. Chapter 2 GOAL of CRM

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

  6. 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 understandorganizational functioning and thus provide them with thenorms for behavior in the organization.

  8. Characteristic of CRM 1 • Identifying which customers to serve • Understanding customers’ current and futurerequirements • Obtaining and sharing customer knowledge across the company • Measuring customer results: satisfaction, retention, future buyingintention, 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 thecompany to meet customer requirements.

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

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

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