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CUSTOMER RELATIONSHIP MANAGEMEN BAB 8 MANAJEMEN PEMASARAN JASA FANDY TJIPTONO, Ph.D

CUSTOMER RELATIONSHIP MANAGEMEN BAB 8 MANAJEMEN PEMASARAN JASA FANDY TJIPTONO, Ph.D. Rohmad 20100410118. CRM.

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CUSTOMER RELATIONSHIP MANAGEMEN BAB 8 MANAJEMEN PEMASARAN JASA FANDY TJIPTONO, Ph.D

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  1. CUSTOMER RELATIONSHIP MANAGEMENBAB 8 MANAJEMEN PEMASARAN JASAFANDY TJIPTONO, Ph.D Rohmad 20100410118

  2. CRM Menurutsurveirisetxephonterhadapsejumlahdirektur TI diseluruhdunia, lebihdaiseparuhrespondenberpendapatbahwa CRM merupakansalahsatudari lima proyekterpentingmereka (Bennett 2001).motivasiutamanyaadalhuntukmengeksploitasiinvestasi yang telahdikeluarkan, memberikanlayanan yang lebihbaikkepadaparapelanggan, danmemanfaatkankeunggulaninformasi.

  3. Perspektifkonfensionaltentangcarakerja CRM Meningkatnyapendapatan rata-rata perpelanggan Semakinkuatnyabran attitude Berkurangnyasensifitasterhadapharga Berkurangnyacustommercuhun Dowling (2002) Responsitifitas yang lebihbaik Peningkatankepuasanpelanggan Program CRM Meningkatnyapendapatan rata-rata per pelanggan Croos-selling Database pelanggan Penurunanbiaya Komunikasilebihtepatsasaran Target marketing Data mining Risetpasar New customer insight Early warning sisstem

  4. Definisi CRM

  5. Lanjutan…

  6. Lanjutan…

  7. Lanjutan…

  8. Tiga level CRM BUTTLE (2004)

  9. Implementasi CRM menjanjikanbeberapamenfaat • Cost-efectiveness • Kepuasandanloyalitaspelanggan • Profitabilitas • Komunikasigethoktularpositif • Sinergikemitraanbisnis

  10. CRM VALUE CHAIN BUTTLE (2004) Customer fortofolioanalisis Customer intimaci Network developmen (SCOPE) Value proposition development Customer lifecide management PR OF VI TA B IL IT AS p El An Gg an Tahaputama Kepemimpinandanbudaya Data danteknologiinformasi Sumberdayamanusia Kondisipendukung proses

  11. CUSTOMER EQUITY Custmer equityadalah“the total of the discounted lifetime values summed over all of the firm`s customer”. Asumsidasarnyaadalahbahwapelangganadalahasetfinansial yang harusdiukur, dikeloladandimaksimalkanolehsetiapperusahaanatauorganisasi, samahalnyadenganaset-asetlainya.

  12. KarakteristikAncangan Brand Equity Dan Customer Equity

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