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Customer Relationship Management

Customer Relationship Management. Nama : Dhanang Arif Baskoro NIM : 20100410103. Customer Relationship Management.

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Customer Relationship Management

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  1. Customer Relationship Management • Nama : DhanangArifBaskoro • NIM : 20100410103

  2. Customer Relationship Management MenurutButtle ( 2004 ),Relationship Marketing (RM) adalah “strategibisnisinti yang mengintegrasikanprosesdanfungsi internal sertajejaringeksternaluntukmenciptakandanmenyampaikannilaibagipelanggansasarandalamrangkamendapatkan laba.CRM ditunjangdengan data pelangganberkualitastinggidandifasilitasiteknologiinformasi”.

  3. Customer Relationship Management Fokusutamakonsep RM dan CRM adalah : • Share of customer • Retensipelanggan • Pembelianulang • Cross-selling • Up-selling • Trusting and loyal relationship

  4. Proses CRM meliputitigalangkahkrusial • Indetifikasipelanggan,yangdidasarkanpadainformasimengenaipelanggan individual yang diperolehmelaluiberbagaisumber personal dan automated soucers. • Diferensiasipelangganberdasarkankarakteristik,perilaku,kebutuhan,atau customer value. • Customer bauranpemasaran yang disesuaikandengantuntutanpreferensi individual.

  5. TIGA LEVEL CRM

  6. Implementasi CRM menjanjikansejumlahmanfaatutamayaitu : • Cost-effectiveness. • Kepuasandanloyalitaspelanggan. • Profitabilitas. • Komunikasigethoktularpositif. • Sinergikemitraanbisnis.

  7. CRM Value Chain

  8. Alatdanprosesdalam CRM Value Chain

  9. 5 Faktorkrusialaplikasikonsep CRM • Identification,yaitumempelajarikarakteristikkonsumensecararinci (anggota buying centre dan power mereka). • Individualization,yaitumenyesuaikanpenawaranperusahaandengankarakteristikpelanggan individual. • Interaction,yaitumembangundanmempertahankankomunikasiduaarahdenganpelanggan. • Integration,yaitumengintegrasikanrelasidanpemahamanataspelanggankedalamseluruhjajaranorganisasi. • Integrity,yaitumenjagaprivasisetiappelanggandan trust yang dibinadalamjangkapanjang.

  10. Cara KerjaAktual CRM ( DOWLING 2002)

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