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PRINCIPLE OF MANAGING
CUSTOMER RELATIONSHIP
Dosen : Drs. HA. ROMADLON, MM, CTP
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Telkom University
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Kalender Akademik
Tanggal Kegiatan
Heregistrasi :
1. Pembayaran SPP
2. Input mata kuliah pada IGRACIAS
3. Perwalian
11 Januari – 27 Pebruari 2016 Masa Kuliah I
18 – 22 Januari 2016 Perubahan Rencana Studi (PRS)
29 Pebruari – 9 Maret 2016 Ujian Tengah Semester (UTS)
11 Maret – 27 April 2016 Masa kuliah II
28 April – 2 Mei 2016 Hari Tenang
3 – 14 Mei 2016 Ujian Akhir Semester (UAS)
2
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EVOLUTION OF RELATIONSHI
WITH CUSTOMER( CHAPTER 1)
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Telkom University
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Referensi
Don Peppers & Martha Rogers, Managing Customer RelatStrategic Framework. Second Edition. John Wiley & Sons, Jersey. 2011
4
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1. Root of Customer Relationship Management 2. Traditional Marketing
3. The view from here (Customer Definition)
4. Definition of Relationship
5. Return on Customer Measurement 6. Technology and Customer Revolution
5
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Root of Custom er Relat ionship
Management
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Definition of Customer
No company can succeed without customers. If you do
have customers, you don’t have a business. You have
hobby.
—Don Peppers and Martha
For many years, enterprises depended on gaining the competitiv
advantage from the best brands.
Brands have been untouchable, immutable, and inflexible parts o
twentieth-century mass-marketing era.
But in the interactive era of the twenty-first century, enterprises
strategizing how to gain sustainable competitive advanta
the information they gather about customers.
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Customers are every company’s source of revenue
Organizations must manage their customer relationsh
effectively in order to remain competitive
Customers have always been at the heart of an enterp
long-term growth strategies, marketing and sales effo
product development, labor and resource allocation, a
overall profitability directives
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Increasing the Value of the Custome
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Operational CRM focuses on the software installations an
changes in process affecting the day-to-day operations of
firm—operations that will produce and deliver differenttreatments to different customers.
Analytical CRM focuses on the strategic planning needed
build customer value as well as the cultural, measuremen
organizational changes required to implement that stratesuccessfully.
C
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Focusing on Customers Is New to Busine
The move to a customer-strategy business model
Coordinated effort to get, keep, and grow valuable customers has
greater and far more relevant role in forging a successful long-termprofitable business strategy
Enterprise resource planning (ERP) systems, supply chain manage
software (SCM), enterprise application integration software (EAI),
warehousing, sales force automation (SFA), marketing resource
management (MRM), have helped companies to have helped com
mass-customize their products and services literally delivering individually configured communications, pro
services to unique customers, in response to their individual fee
specifications.
F k l Ek i d Bi i
T diti l M k ti
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Traditional Marketing
Traditional marketing efforts have centered on the “four
product, price, promotional activity, and place—popular
marketing experts E. Jerome McCarthya and Philip Kotle Four Ps are all about the “get” part of “get, keep, and gro
customers.”
Customer needed to believe that the enterprise’s offerin
would be superior in delivering the “four Cs”: customer v
lower costs, better convenience, and better communicat
Fak ltas Ekonomi dan Bisnis
Q t b t CRM
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Quotes about CRM
CRM is not a software package. It’s not a database. It’s no
center or a Web site. It’s not a loyalty program, a custo
service program, a customer acquisition program, or a wi program. CRM is an entire philosophy.
—Steve Silver
A CRM program is typically 45 percent dependent on th
executive leadership, 40 percent on project managem
implementation, and 15 percent on technology.—Edmund Thompson, Gartner Group
Fakultas Ekonomi dan Bisnis
anag ng us omer e a ons ps s a
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anag ng us omer e a ons ps s a Dimension of Competition
Fakultas Ekonomi dan Bisnis
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Fakultas Ekonomi dan Bisnis
Grouping of Assignment
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Grouping of Assignment
1.One class devided into 8 groups
2.The member each group about 5-6 person3.Each group focuse on one Telco in Indonesia or
Regional
Fakultas Ekonomi dan Bisnis
What Is a Relationship?
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What Is a Relationship?
What does it mean for an enterprise and a customer t
relationship with each other?
Do customers have relationships with enterprises that
know them?
Can the enterprise be said to have a relationship with
customer it does not know?
Is it possible for a customer to have a relationship wit
Fakultas Ekonomi dan Bisnis
Learning Relationships
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Learning Relationships
1. The customer learns more about his own preferences fr
experience and from the firm’s feedback, and is therefo
to shop, purchase, and handle some aspect of his life mefficiently and effectively than was possible prior to thi
relationship.
2. The enterprise learns more about its own strengths and
weaknesses from each interaction and from the custom
feedback, and is therefore able to market, communicathandle some aspects of its own tactics or strategy more
efficiently and effectively than was possible prior to the
relationship.
Fakultas Ekonomi dan Bisnis
Return on Customer
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Return on Customer
Measuring the Efficiency with Which Customers Create Val
o Return on investment quantifies how well a firm creates value
given investmento But what quantifies how well a company creates value from it
customers?
o For this you need the metric of Return on Customers (ROCsm)
o equity, divided by the total customer quity at the beginning of
periThe ROC equation has the same form as an ROI equation.
equals a firm’s current-period cash flow from its customers plchanges in the underlying customer
o Businesses are shifting their focus from product sales transact
relationship equity
Fakultas Ekonomi dan Bisnis
The Customer and Technology Revo
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The Customer and Technology Revo
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Quadrant I: Traditional Mass Marketing. Companies that compete p
cost efficiencies based on economies of scale and low price. Compa
quadrant are doomed to commoditization and price competition.
Quadrant II: Niche Marketing. Companies that focus on target mark
niches, and produce goods and services designed for those defined
groups. This more strategic and targeted method of mass marketing
the same thing the same way to everyone, but for a small, relativel
homogeneous group.
Quadrant III: Database Marketing. Companies utilize database man
get better, more efficient use of their mailing lists and other custominformation. Generally focused primarily on continuation of traditio
strategies but at lower costs to serve.
Quadrant IV: One-to-One Learning Relationships. Companies use da
customers to predict what each one needs next and then are able t
different customers differently and increase mutual value with cust
Fakultas Ekonomi dan BisnisS h l E i d B i
CRM ROI in Financial Services
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CRM ROI in Financial Services
Fakultas Ekonomi dan BisnisSchool Economics and Business
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DISSCUSSION TIME