Materi Kuliah Jurusan Manajemen Bisnis tentang CRM Dunia Kuliah 4. CRM dan Database

(1)

Customer Relationship

Management

Pendekatan Database

(2)

Fokus bahasan

(3)

Overview

Refresh beberapa hal:

•

Marketing concept

•

Keterkaitan antara CRM dan Database Marketing

•

CRM dan Customer value

•

Konsepsualisasi CRM

•

Relevansi CRM

(4)

Marketing-definition

•

“Marketing is an organizational function and a set of processes for

creating, communicating and delivering value to customers and for

managing customer relationships in ways that benefit the

organization and its stakeholders.”

(5)

Keterkaitan CRM dan Database Marketing

Database Marketing

•

Customer Databases

– Identifikasi dan analisis populasi pelanggan

– Pengelompokan berbasis similaritas

– Recommend: bedakan marketing campaigns untuk setiap kelompok yg

berbeda

•

CRM

– Aplikasi teknik database marketing pada tingkat pelanggan

(6)

CRM

•

Meng-

capture

data pelanggan dan berinteraksi dengan mereka

secara simultan

•

Membangun strategi spesifik untuk berinteraksi dengan

masing-masing pelanggan

– Better relationships with profitable customers

– Locating and enticing new customers that will be profitable

– Finding appropriate strategies to deal with unprofitable customers,

(7)

Link Between CRM and Customer Value

•

Customer Value: The economic value of the customer relationship to

the firm – expressed on the basis of contribution margin or net profit

•

CRM is the practice of analyzing and utilizing marketing databases

and leveraging communication technologies to determine corporate

practices and methods that will maximize the lifetime value of each

(8)

Using Customer Value

for Marketing Decisions

•

Benefits



_{Decrease in Costs}

 Maximization of Revenues

 Improvement in Profits and ROI

 Acquisition and Retention of Profitable Customers

(9)

Conceptualizations of CRM

•

Functional level: focuses on technology

– _{Sales force automation in the sales function}

– Campaign management in the marketing function

•

Customer facing front-end level: focuses on total customer experience

– _{To build a single-view of customers across contact channels}

– _{To distribute customer intelligence to all customer-facing functions}

•

Strategy level: focuses on customer satisfaction

– Frees CRM from technology underpinnings

– Describes CRM as a process to implement customer centricity in the

market and build shareholder value

(10)

Components of CRM from a Business

Strategy Perspective

•

Strategic process

– _{Spans multiple organizational functions}

– _{Continuous effort towards becoming customer-centric}

•

Selection

– _{Resource allocation based on economic value of customer}

•

Interactions

– Exchange of information and goods between customer and firm

(11)

Components of CRM from a

Business Strategy Perspective (contd.)

•

Customers

– _{End-users and intermediaries such as distributors and retailers}

– _{Greater fine-tuning of segmentation strategies to eventually target}

individual customers with customized product offerings

•

Optimizing current and future value of customer

– _{Maximizing customer equity by maximizing profits over a series of}

transactions

(12)

Relevance of CRM

•

Firms are facing

changes

with respect to:

– Consumers

– Marketplaces

– Technology

– Marketing functions

(13)

Changes with respect to Consumers

•

Growing consumer diversity- due to demographic and behavioral

trends

– Ageing of the population in developed countries- “de-youthing”

– Increased diversity in ethnicity of population

– Increasing individualization

•

Time scarcity

– Activities compete for customers’ time

•

Value consciousness and intolerance for low service levels

– Rise in customer expectations

(14)

Time Scarcity and Value Consciousness-

Example

51.3 42.5 55 45 30 35 40 45 50 55 60 S e co n d s UK Worldwide 1998 1999

Average waiting time (in seconds) after which calls are abandoned by customers

[image:14.720.103.624.156.373.2]

Source: : Merchants International Call Center Report

(15)

Declining Customer Satisfaction- Example

(American Customer Satisfaction Index) with products and services

(16)

Changes with respect to Consumers

(contd.)

•

Information availability and technological aptitude

– _{Customers more knowledgeable in making purchase decisions}

– _{More comparisons across providers and transactions}

•

Decrease in loyalty

– _{Diversification of holdings across service providers even within same}

household

Consequences

– _{Marketers should be wary of placing heavy time demands on consumers}

– _{The major challenge facing companies has become meeting consumer}

(17)

Decreasing Customer Loyalty- Example

Number of financial service providers

Source: Unidex Report

(18)

Changes with respect to the Marketplace

•

More intense competition between firms for customers

•

Fragmentation of markets

•

Diminishing product-quality

differentiation

Consequences

− Value added to customers by offering customized product and service propositions

(19)

Product Parity of Grocery Private Label

(US)

More switching to private-label products with decrease in disposable income . Switching back to national brands with economy picking up and decreased unemployment. This link broken today. (Source: Information Resources, Sloan Management

(20)

Changes with respect to

Data Storage Technology

•

Better technology, cheaper and larger storage units

•

Huge increase in demand for data storage

•

Increased popularity of data warehouses

Consequences

– _{Better information about customer behavior and attitudes}

– _{Better prediction of customer buying behavior}

(21)

Changes with respect to Marketing Function

•

Media dilution and multiplication of channels

– Proliferation of communication media focused on the customer

• Direct-to-consumer channels - email, telephone

• Interactive media - internet, interactive TV etc

– _{Reduced need for techniques focused on price alone due to}

(22)

Changes with respect to

Marketing Function (contd.)

•

Decreasing market efficiency and effectiveness due to

– _{Focus on acquisition, price and short-term transactions}

– _{Proliferation of new contact channels}

– _{Increased or flat cost of contact}

– _{Decreased customer response}

– _{Reduced value for advertising in any medium}

Consequences

– Pressure on the marketing function

(23)

Implications of Changes

in Business Environment

•

Greater demand for learning about

– _{Customer preferences}

– _{Product and service customization}

(24)

Data Based Customer Value Management

•

To satisfy increasing customer heterogeneity

•

To address concerns of marketing accountability

•

To put available data to use

(25)

Benefits of Data Based Customer Value

Management Approach

•

Integrate and consolidate customer information

•

Provide consolidated information across all channels to assist in

timely and relevant communication with customers

•

Manage customer cases

•

Personalize the service and products offered to each customer to

meet expectations

•

Automatically and manually generate new sales opportunities

(26)

Benefits of Data Based Customer Value

Management approach (contd.)

•

Yield faster and more accurate follow-up on sales leads, referrals

and customer enquiries

•

Manage all business processes by introducing a central point of

control ensuring all business processes are executed in accordance

with correct and effective business rules

•

Give top managers a detailed and accurate picture of all sales and

marketing activities

(27)

Summary

•

From a strategic perspective, CRM is the process of selecting the

customers a firm can most profitably serve and shaping the

interactions between a company and these individual customers

•

Assessing Customer Value is critical to CRM

•

Rapid changes are taking place in the environment in which firms

operate with respect to customers, market places, technology, and

marketing functions

•

These changes have driven the marketplace to become

relationship-based and customer-centric