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Customer Relationship Management

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Harry Suryahadi
Harry Suryahadi

to know what is CRM

BusinessTechnologie
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Workshop : CUSTOMER RELATIONSHIP MANAGEMENT
CONCEPT AND THINKING BEHIND CRM
THERE ARE ONLY 3 MARKETING FUNCTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object]
DISCUSS Identify the percentage of your company’s current and future effort to grow :
PROFIT IMPACT OF 5% INCREASE IN RETENTION RATE
A LOYAL CUSTOMER IS ONE WHO … 1. Shows Behavioral Commitment : ~ Buys from only one supplier, even though other options exist ~ Increasingly buys more and more from a particular supplier ~ Provides constructive feedback/suggestions 2. Exhibits Psychological Commitment : ~ Wouldn’t consider terminating the relationship ~ Has a positive attitude about the provider ~ Says good things about the provider
CUSTOMER RETENTION (LOYALTY) PAYS OFF ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKET SHARE VS. SHARE OF CUSTOMER
SATISFACTION VS. LOYALTY Satisfied Customers Loyal Customers Churn/Defector Customers SATISFIED NOT SATISFIED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM REVOLUTION/EVOLUTION IN INDONESIA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
LOYALTY IN THE CRM PROCESS Transaction Product Relation Share of Wallet Dialog Share of Life Customer Acquisition (1) Customer Retention (2) Customer Relationship (3)
QUOTES FOR CRM ,[object Object],[object Object],[object Object]
CRM DEFINITION, ITS FACTS & OTHER LABELS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EVOLUTION OF CUSTOMER METRICS CRM Metrics Improve Market & Campaign Metrics Companies Mature into CRM Metrics
STRATEGIC AND TACTICAL GOALS OF CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM DIMENSIONS (1)
CRM DIMENSIONS (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steps of Managing CRM : CUSTOMER PROFILING IDENTIFICATION
FOUR CRITICAL TASKS FOR CRM Identify customers Differentiate customers Interact with customers Customize treatment Analysis Strategy Implementation Implementation
IDENTIFYING CUSTOMER (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
IDENTIFYING CUSTOMER (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THREE TYPES OF DATA
Steps of Managing CRM : DIFFERENTIATION & SEGMENTATION
THE LOGIC OF SEGMENTATION STRATEGY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SEGMENTATION ALTERNATIVES (1) CUSTOMER NEEDS Bases for Segmentation of Consumer Markets Geographic : 1. Political boundaries 2. Climatic regions 3. Population boundaries Demographic : 1. Age 2. Sex 3. Race 4. Marital status 3. Family size 4. Family life cycle Socio – economic : 1. Occupation 2. Education 3. Income 4. Social class Psycho – graphic / Lifestyle : 1. Activities 2. Interest 3. Opinion 4. Values Behavior Patterns : 1. Type of store 2. Time of purchase 3. Number of units purchased 4. Shopping frequency 5. Media habit Consumption Patterns : 1.Heavy usage vs light usage 2. Occasion 3. Loyalty to brand 4. Ownership of other product
SEGMENTATION ALTERNATIVES (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SEGMENTATION ALTERNATIVES (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steps of Managing CRM : INTERACTION
INTERACTING WITH CUSTOMER
A-PLUS INFORMATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steps of Managing CRM : CUSTOMIZATION
CRM BONDING LEVEL 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],FINANCIAL BOND
CRM BONDING LEVEL 2 ,[object Object],[object Object],[object Object],[object Object],[object Object],SOCIAL BOND
CRM BONDING LEVEL 3 ,[object Object],[object Object],[object Object],[object Object],[object Object],BUSINESS BOND
CRM BONDING LEVEL 4 ,[object Object],[object Object],[object Object],[object Object],[object Object],STRUCTURAL BOND
LOYALTY PROGRAM WITH POINT REWARD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steps of Managing CRM : TOOLS & ANALYSIS
DATA MINING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE ROLE OF DATA MINING ,[object Object],[object Object],[object Object],[object Object],Data Information Knowledge Decisions & Actions
TECHNOLOGY AND TOOL Campaign Management Software Customer Service & Support Solution Contact Center Management Reporting & Analytical Tool
THANK YOU

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Customer Relationship Management

  • 1. Workshop : CUSTOMER RELATIONSHIP MANAGEMENT
  • 2. CONCEPT AND THINKING BEHIND CRM
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  • 4. DISCUSS Identify the percentage of your company’s current and future effort to grow :
  • 5. PROFIT IMPACT OF 5% INCREASE IN RETENTION RATE
  • 6. A LOYAL CUSTOMER IS ONE WHO … 1. Shows Behavioral Commitment : ~ Buys from only one supplier, even though other options exist ~ Increasingly buys more and more from a particular supplier ~ Provides constructive feedback/suggestions 2. Exhibits Psychological Commitment : ~ Wouldn’t consider terminating the relationship ~ Has a positive attitude about the provider ~ Says good things about the provider
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  • 8. MARKET SHARE VS. SHARE OF CUSTOMER
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  • 11. LOYALTY IN THE CRM PROCESS Transaction Product Relation Share of Wallet Dialog Share of Life Customer Acquisition (1) Customer Retention (2) Customer Relationship (3)
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  • 14. EVOLUTION OF CUSTOMER METRICS CRM Metrics Improve Market & Campaign Metrics Companies Mature into CRM Metrics
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  • 18. Steps of Managing CRM : CUSTOMER PROFILING IDENTIFICATION
  • 19. FOUR CRITICAL TASKS FOR CRM Identify customers Differentiate customers Interact with customers Customize treatment Analysis Strategy Implementation Implementation
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  • 23. Steps of Managing CRM : DIFFERENTIATION & SEGMENTATION
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  • 25. SEGMENTATION ALTERNATIVES (1) CUSTOMER NEEDS Bases for Segmentation of Consumer Markets Geographic : 1. Political boundaries 2. Climatic regions 3. Population boundaries Demographic : 1. Age 2. Sex 3. Race 4. Marital status 3. Family size 4. Family life cycle Socio – economic : 1. Occupation 2. Education 3. Income 4. Social class Psycho – graphic / Lifestyle : 1. Activities 2. Interest 3. Opinion 4. Values Behavior Patterns : 1. Type of store 2. Time of purchase 3. Number of units purchased 4. Shopping frequency 5. Media habit Consumption Patterns : 1.Heavy usage vs light usage 2. Occasion 3. Loyalty to brand 4. Ownership of other product
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  • 28. Steps of Managing CRM : INTERACTION
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  • 31. Steps of Managing CRM : CUSTOMIZATION
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  • 37. Steps of Managing CRM : TOOLS & ANALYSIS
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  • 40. TECHNOLOGY AND TOOL Campaign Management Software Customer Service & Support Solution Contact Center Management Reporting & Analytical Tool