PRINCIPLE OF MANAGING
CUSTOMER RELATIONSHIP
Dosen : Drs. HA. ROMADLON, MM, CTP
Fakultas Ekonomi dan Bisnis
School Economics and Business
Kalender Akademik
Telkom University
2
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)
Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
EVOLUTION OF RELATIONSHIP
WITH CUSTOMER
( CHAPTER 1)
Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Referensi
Telkom University
4
Don Peppers & Martha Rogers, Managing Customer Relationship : A
Strategic Framework. Second Edition. John Wiley & Sons, Inc. New
Jersey. 2011
Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
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
1.5
Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Root of Customer Relationship
Management
Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Definition of Customer
No company can succeed without customers. If you dont
have customers, you dont have a business. You have a
hobby.
Don Peppers and Martha Rogers
For many years, enterprises depended on gaining the competitive
advantage from the best brands.
Brands have been untouchable, immutable, and inflexible parts of the
twentieth-century mass-marketing era.
But in the interactive era of the twenty-first century, enterprises are instead
strategizing how to gain sustainable competitive advantage from
the information they gather about customers.
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Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Customers are every companys source of revenue
Organizations must manage their customer relationships
effectively in order to remain competitive
Customers have always been at the heart of an enterprises
long-term growth strategies, marketing and sales efforts,
product development, labor and resource allocation, and
overall profitability directives
Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Increasing the Value of the Customer Base
Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Operational CRM focuses on the software installations and the
changes in process affecting the day-to-day operations of a
firmoperations that will produce and deliver different
treatments to different customers.
Analytical CRM focuses on the strategic planning needed to
build customer value as well as the cultural, measurement, and
organizational changes required to implement that strategy
successfully.
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Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Focusing on Customers Is New to Business Strategy
The move to a customer-strategy business model
Coordinated effort to get, keep, and grow valuable customers has taken on a
greater and far more relevant role in forging a successful long-term,
profitable business strategy
Enterprise resource planning (ERP) systems, supply chain management
software (SCM), enterprise application integration software (EAI), data
warehousing, sales force automation (SFA), marketing resource
management (MRM), have helped companies to have helped companies to:
mass-customize their products and services
literally delivering individually configured communications, products, or
services to unique customers, in response to their individual feedback and
specifications.
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Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Traditional Marketing
Traditional marketing efforts have centered on the four Ps
product, price, promotional activity, and placepopularized by
marketing experts E. Jerome McCarthya and Philip Kotler
Four Ps are all about the get part of get, keep, and grow
customers.
Customer needed to believe that the enterprises offerings
would be superior in delivering the four Cs: customer value,
lower costs, better convenience, and better communication
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Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Quotes about CRM
CRM is not a software package. Its not a database. Its not a call
center or a Web site. Its not a loyalty program, a customer
service program, a customer acquisition program, or a win-back
program. CRM is an entire philosophy.
Steve Silver
A CRM program is typically 45 percent dependent on the right
executive leadership, 40 percent on project management
implementation, and 15 percent on technology.
Edmund Thompson, Gartner Group
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Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Managing Customer Relationships Is a Different
Dimension of Competition
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Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
15
Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Grouping of Assignment
1.One class devided into 8 groups
2.The member each group about 5-6 person
3.Each group focuse on one Telco in Indonesia or
Regional
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Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
What Is a Relationship?
What does it mean for an enterprise and a customer to have a
relationship with each other?
Do customers have relationships with enterprises that do not
know them?
Can the enterprise be said to have a relationship with a
customer it does not know?
Is it possible for a customer to have a relationship with a brand?
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Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Learning Relationships
1. The customer learns more about his own preferences from each
experience and from the firms feedback, and is therefore able
to shop, purchase, and handle some aspect of his life more
efficiently and effectively than was possible prior to this
relationship.
2. The enterprise learns more about its own strengths and
weaknesses from each interaction and from the customers
feedback, and is therefore able to market, communicate, and
handle some aspects of its own tactics or strategy more
efficiently and effectively than was possible prior to the
relationship.
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Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Return on Customer
Measuring the Efficiency with Which Customers Create Value
o Return on investment quantifies how well a firm creates value from a
given investment
o But what quantifies how well a company creates value from its
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 the
periThe ROC equation has the same form as an ROI equation. ROC
equals a firms current-period cash flow from its customers plus any
changes in the underlying customer
o Businesses are shifting their focus from product sales transactions to
relationship equity
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Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
The Customer and Technology Revolution
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Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
Quadrant I: Traditional Mass Marketing. Companies that compete primarily on
cost efficiencies based on economies of scale and low price. Companies in this
quadrant are doomed to commoditization and price competition.
Quadrant II: Niche Marketing. Companies that focus on target markets, or
niches, and produce goods and services designed for those defined customer
groups. This more strategic and targeted method of mass marketing still offers
the same thing the same way to everyone, but for a small, relatively
homogeneous group.
Quadrant III: Database Marketing. Companies utilize database management to
get better, more efficient use of their mailing lists and other customer
information. Generally focused primarily on continuation of traditional
strategies but at lower costs to serve.
Quadrant IV: One-to-One Learning Relationships. Companies use data about
customers to predict what each one needs next and then are able to treat
different customers differently and increase mutual value with customers.
21
Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
CRM ROI in Financial Services
22
Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business
DISSCUSSION TIME
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Creating the great business leaders
