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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
CRM is a business philosophy based on the premise that
those organizations that understand the needs of individual customers are best
positioned to achieve sustainable competitive advantage in the future.
· A customer strategy starts with understanding who the company's
customers are and how the company can meet strategic goals.
· As the business world increasingly shifts from product focus to customer
focus, most organizations recognize the treating existing customers well is the
best source of profitable and sustainable revenue growth in the age of
e-business; however, an organization is challenged more than ever before to
truly satisfy its customers.
CRM enables an
organization to:
i.
Provide better
customer service
ii.
Make call centers
more efficient
iii. Cross sell products
more effectively
iv.
Helps sales staff
close deals faster
v.
Simplify marketing
and sales processes
vi.
Discover new
customers
vii.
Increase customer
revenues
RECENCY, FREQUENCY AND MONETARY VALUE
(RFM)
An organization can
find its most valuable customers by using a formula that industry insiders call
FRM:
a)
How recently a
customer purchased items (recency)
b)
How frequently a
customer purchased items (frequency)
c)
How much a customer
speeds on each purchased (monetary value)
THE EVOLUTION OF CRM
Ø Knowing the customer, especially knowing
the profitability of individual customers, is highly lucrative in the financial
service industry.
There are three phases in the evolution of CRM:
i.
CRM Reporting technology help organizations identify
their customers across other applicants
ii. CRM analysis technology helps organizations segment
their customers into categories such as best and worst customers.
iii.
CRM predicts technological help organizations make
predictions regarding customer behavior such as which customers are at risk of
leaving.
Figure 1: The
phases in evolution of CRM
USING ANALYTICAL CRM TO ENHANCE DECISION
2 primary components
of a CRM strategy:
1.
Operational CRM: supports traditional
transactional processing for day-to-day front-office operations or systems that
deal directly with the customers.
For examples, campaign management, e-marketing,
telemarketing, tele-selling, e-selling, field sales.
2.
Analytical CRM: supports back-office operations and strategic analysis
and includes all system that does not deal directly with the customers.
For examples, develop customer profiles, analyze customer
or product profitability, and identify trends in sales length cycle.
Figure 2:
The overview of operational CRM and analytical CRM
3. Personalization: when a Web site knows
enough about a person’s likes and dislikes that it can fashion offers that are
more likely to appeal to that person
v Analytical CRM relies heavily on data warehousing
technologies and business intelligence to collect insights into customer
behavior
v These systems quickly aggregate, analyze, and disseminate
customer information throughout an organization
CUSTOMER RELATIONSHIP MANAGEMENT SUCCESS
FACTORS
CRM success factors
include:
1. Clearly communicate the CRM strategy
2. Define information needs and flows
3. Build an integrated view of the customer
4. Implement in iterations
5. Scalability for organizational growth
the end bebeh...tak panjang pun chapter ni...
apa2 pun sedapnya kalo dpt mkn PAVLOVA!!!
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