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Customer RelationManagement ch.11

&

Customer Service ch.18

Kelompok 6• Rahdiyan DJ• Alvares Manuel

• Evanti Wirsya• Aguistinus Nugraha

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ch.11Customer Relation Management

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What is CustomerRelationship Management?

Filosof Bisnis dan kumpulan strategi,program !istem yang "er#okus

kepada identifkasi $ustomer, danmem"angun %oyality $ustomer&'n$rese share o# (allet▪ 'n$rese $ustomer attention on en$ouraging

more $ustomer visit store▪ )reate $ustomer loyality

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What is loyalty?

%oyalty*Develop loyality + Repeat ur$hase-

Berkomitmen untuk mem"eli "arang dan .asa retailerMen$egah upaya pesaing untuk menarikpelanggan setiaketerikatan emosional dengan penge$er▪ perhatian pri"adi▪ pengalaman positi# "erkesan▪

program komunikasi mem"angun merek

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CRM R!S"S

1 #

$%

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Colleting Customer ata

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Colleting Cutomer ata

/ransa$tion)ustomer )onta$t)ustomer re#eren$es

Des$riptive 'n#ormationResponses to Marketing A$tivities

Customer

ata'ase

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Colleting Cutomer ata

Asking #or 'denti#ying 'n#ormation

0sing Bio Metri$s

12ering Fre3uent 4 !hopper rograms(loyality Program)

)onne$ting 'nternet ur$hasing Data With /hestore

()enti*ying

(n*ormation

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Colleting Cutomer ata

rivacy ConcernsControl over Collection▪ Apakah $ustomer mengetahui data apa sa.a yang di

kumpulkan5▪ Apakah )ustomer "isa menentukan se.auh apa dan .enis

data apa sa.a yang di kumpulkan retailer5

Control over +se▪ Apakah )ustomer mengetahui "agaimana retailer

menggunakan data mereka5▪ Apakah retailer akan mem"agi data dengan third parties5

rivacy & CRM

rograms

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Colleting Cutomer ata

rivacy & CRM

rograms

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%imited prote$tion inspe$if$ areas

)redit reporting6ideo rentalsBankingMedi$al re$ords

'n#ormation only $an only"e $olle$ted #or spe$if$purposes

urpose must "edis$losed to $ustomer'n#ormation $an only "eused #or spe$if$ purpose'n#ormation $an not "ee7ported to $ountries (ithless stringent regulations

rote$ting )ustomerriva$y

0NDAN8 0NDAN8 RE 0B%'9'ND1NE!'A N1M1R : /A;0N

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,naly-ing Customer ata&()enti*ying aget Customer

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,naly-ing Customer ata &()enti*ying aget Customer Reatail

,natytics

Analisis data yang "er#okuspada

komposisi keran.ang pasar

pelanggan > "arang apa yangdi"elipada (aktu yang sama&

Market /asket,nalysis

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,naly-ing Customer ata &()enti*ying aget Customer

()enti*ying the/est Customer

• Estimating %i#etime 6alue

• )lassi#ying )ustomers "y re$en$y, #re3uen$y, andmonetary value o# pur$hases *RFM Analysis-

Market /asket,nalysis

1 2 3 4 5 6 7 8 9 Jack $20 $20 $20 $20 $20 $20 $20 $20

Jill $210 $0 $0 $0 $0 $0 $0 $0

urchases !ver 0ast 1 Weeks

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,naly-ing Customer ata &()enti*ying aget Customer

)ustomer yramidslatnum !egment

8old !egment'ron !egment%ead !egment

()enti*ying he/est Customer

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,naly-ing Customer ata &()enti*ying aget Customer

Re$en$y, Fre3uen$y, Monetery *RFM-Analysis

'denti#ying Retailer "est prospe$t "ase ?▪ 9apan terakhir $ustomer "er"elan.a▪ Frek(ensi pem"elian▪

Banyaknya pem"elian

()enti*ying he/est Customer

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R2M ,nalysis

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R2M arget Strategies