CUSTOMER RELATIONSHIP

MANAGEMENT (CRM)

GROUP 3
Khisnun Ba’ani NIM 12010119420093
Muhdam Azhar NIM 12010119420112
Vicky Kristanto NIM 12010119420122
DEFINE CRM

‘Integrated system of web enabled software tools and

databases accomplishing a variety of customer-focused
business processes that support the three phases of the
relationship between a business and its customer’
CRM
 CRM is a Business strategy

 To understand, anticipate and manage current and potential

customers

 Retention of customers in addition to the acquisition of new

customers (maximizing total customer life-time value)

 Customer focused and relationship marketing or Customer delight

 Market research - To assess customer needs and satisfaction

 Software-based approach to handling customer relationships

OBJECTIVES OF CRM

 Creating value for the customer

 Creating value company over the longer term

 Organisations to gain competitive advantage

 Increase in customer service
 Increase efficiency
 Lowering marketing cost
 Aiding the department
CRM EVOLUTION

 Supply exceeded demands

 Sellers had little pricing power

 Only protection available to suppliers of goods

with
and services was in their relationships
customers
TRADITIONAL VS CRM
STRATEGIC CRM
 Building relationships with customers that will provide
little value could result in a loss of time, staff and
financial

 3 conditions - High life-time values customers

- Serve as benchmarks for other customers
- Inspiring customers
INFORMATION TECHNOLOGY AND CRM
 Involving the use of databases, data mining and one-to-
one marketing can assist organisations to increase
customer value and their own profitability
 Used to keep a record of customers names and contact
details in addition to their history of buying products or
using services
 Used to target customers in a personalised way
 Personalised communication provides value for the
customer and increases customers loyalty
INFORMATION TECHNOLOGY AND CRM:
EXAMPLES
 Phone calls, emails, mobile phone text messages
etc…

 Enable organisations to alert customers to new,

similar or alternative services or products

 EXAMPLE : Purchasing of online tickets , Cookies

(Online store), Loyalty cards, CRM software -
“Front office” solutions
INTERNET, INTRANET & EXTRANET
INTERNET
Customers,
Competitors,
General public

INTRANET EXTRANET
Management, Vendors,
Employees, Distributers,
Production centres Banks,
Consultants
PHASES OF CRM
CRM PYRAMID

Customer

Product/Program
offerings

Marketing, Sales,
Support

Technology
IMPLEMENTING CRM
A strategic review of the organisation’s current position
should be undertaken
1. What is our core business and how will it evolve in the
future?
2. What form of CRM is appropriate for our business now
and in the future?
3. What IT infrastructure do we have and what do we
need to support the future organisation needs?
4. What vendors and partners do we need to choose?
MEASUREMENT BASED FRAMEWORK

COLLECT CUSTOMER
DATA

ANALYZE CUSTOMER
DATA

FORMULATE INFORMATION
BASED HYPOTHESIS

COLLECT DATA ON
PERFORMANCE OF
HYPOTHESIS
8 BUILDING BLOCKS OF CRM
CRM SOFTWARE
BENEFITS OF CRM
 Effective and efficient
operation
 Reduced costs

 Increased customer satisfaction

 External growth in numbers of customers

 Increased access to a source of market and competitor information

 Long term profitability and sustainability

 Increased Revenue

 Expect immediate, high quality service

IMPORTANCE OF CRM

 Foresee Customer Needs

 Details Of A Customer
 Grouping Customers
 Acquiring New Customers
 Cost Effective
 Handy Details
 Customer Satisfaction
 Customer Loyalty
FUTURE OF CRM
 Retention Rate
 Increased Sales
 Reduced Costs
 Significant Role
 Technology
 Customer Information
 Interactive
 Customer Individuality
 Globalization
CAUSES OF FAILURE

 Lackof understanding and

preparation
 Lack of business process changes and
change management programs
 Lack of participation by stakeholders
and thus lack of preparedness for
new process
TYPES OF CRM

 Analytical CRM
 Collaborative CRM
 Operational CRM
 Geographic CRM

 Sales Intelligence
CRM
ANALYTICAL CRM

Analytical CRM is designed to analyse deeply the customer’s information and

data and unwrap or disclose the essential convention and intension of
behaviour of customers on which capitalization can be done by the
organization

COLLABORATIVE CRM

Collaborative CRM deals with synchronization and integration of customer

interaction and channels of communications like phone, email, fax, web etc.
with the intent of referencing the customers a consistent and systematic way.

OPERATIONAL CRM

Operational CRM is mainly focused on automation, improvement and

enhancement of business processes which are based on customer-facing or
customer supporting.
 GEOGRAPHICAL CR

Combines geographic information system and traditional CRM.

Geographic data can be analysed to provide a snapshot of
potential customers in a region or to plan routes for
customer visits.

SALES INTELLIGEN CE CRM

Top-performing sales organizations are meeting the challenges of

identifying the most likely buyers of their products and services
through the deployment of sales intelligence solutions that introduce
a wide variety of data streams to their front-line staff.
CHALLENGES IN CRM
 Richness of customer data

 Integrated view of customer information

 Feedback mechanism from customer

 Intelligence at operational touch points

 Consistence of communication

 Convenience of interacting with insurer

APPLICATIONS
CRM IN GOJEK

 offline and online promotions

 working with company partners (collaboration)

 retain profitable customers

 trying to establish relationships with customers through providing

good service to their customers
THANK YOU