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Awewewewe Essay

1861 words - 8 pages

MEMBANGUN CRM :: Customer Relationship Management
“Pelanggan adalah raja” sudah seharusnya tidak hanya diucapkan, terutama bagi Anda yang berniat mewujudkan sistem Customer Relationship Management (CRM).
TIDAK SEMUA pelaku bisnis yang menawarkan suatu produk menyadari pentingnya pelayanan terhadap customer, hal ini dapat timbul karena berbagai alasan. Antara lain bisa jadi disebabkan karena kurang menyadari aspek kepuasan customer, ataupun karena dirasakan produk yang dijual merupakan produk yang tidak pernah sepi dari peminat sehingga tidak ada kekhawatiran ditinggalkan oleh customer.
Atau bahkan yang lebih ekstrim lagi, mungkin Anda sering menemui customer yang menyebalkan ...view middle of the document...

Fungsi CRM terbagi-bagi untuk mendukung kegiatan bisnis perusahaan, seperti penjualan/sales, marketing, customer service, training, HRD, dan seterusnya. Jelaslah bahwa ciri sebuah CRM adalah mengintegrasikan bagian-bagian yang memiliki mata rantai dengan customer.
Persaingan bisnis saat ini tidak hanya dapat mengandalkan produk semata, didorong dengan semakin ketatnya kompetisi, juga dikarenakan kemajuan informasi teknologi itu sendiri, kebutuhan akan sistem CRM akan semakin terasa hari demi hari.
Secara operasional, CRM mendukung proses bisnis front office seperti penjualan, marketing, ataupun service. Perhatikan bahwa kegiatan-kegiatan tersebut berinteraksi dan sangat berhubungan erat dengan customer.
Seluruh kegiatan tersebut tersimpan secara historikal pada database membentuk suatu knowledge base, dan staf pengguna CRM di dalam perusahaan dapat mengambil informasi yang diperlukan.
Strategi dan sistem CRM sangat beragam, baik dari sisi kompleksitasnya maupun ruang lingkup, tetapi secara garis besar sistem CRM akan berusaha mendapatkan, meningkatkan, dan mempertahankan customer.
Produk CRM yang ternama adalah SAP CRM, yang merupakan salah satu dari lima aplikasi enterprise di dalam Business Suite SAP. Contoh vendor lainnya adalah, aplikasi CRM dari Oracle, Siebel Systems, PeopleSoft, dan lain sebagainya.
Selain itu, juga tersedia CRM open source seperti SugarCRM. Saat ini SugarCRM tersedia dalam tiga versi, yaitu Sugar Community Edition (versi gratis), Sugar Profesional, dan Sugar Enterprise.
Apa saja yang dapat dihasilkan oleh CRM? Ternyata tidak semata-mata memanjakan customer, banyak hal positif lain yang dapat terbantu dengan adanya CRM, antara lain:
1. Dapat dilakukan analisis mengenai customer berdasarkan kriteria tertentu.
Analisis yang dapat dihasilkan sangat beragam berdasarkan data informasi yang masuk, berupa pertanyaan, pengaduan, ataupun saran customer sering membantu perusahaan untuk memperbaiki produk dan service-nya. Tetapi, jangan sampai berhenti pada analogi customer menemukan lubang dan produsen menambal lubang tersebut, karena inovasi-inovasi juga dapat dilakukan berdasar analisis customer. Contohnya jika didapatkan data bahwa mayoritas customer produk XYZ berasal dari batasan usia tertentu, maka dapat dipikirkan inovasi dan produk yang cocok diterapkan yang ditujukan khusus pada customer dalam batasan usia tersebut.
2. Informasi customer dapat disimpan pada sebuah data historikal sehingga memudahkan proses selanjutnya.
Mungkin Anda sering mendengar seseorang mengatakan “Saya sudah tiga kali komplain untuk masalah yang sama tetapi sampai sekarang tak ada kelanjutannya!”. Apa yang Anda pikirkan saat mendengar keluhan itu? Mungkin muncul rasa iba atau pemikiran negatif pada pelayanan produk yang dikeluhkan, ataupun merasa menemukan teman seperjuangan karena Anda juga mengalami hal serupa! Tidak ada yang dapat menebak kapan seorang customer akan menghubungi customer service, dan saat hal itu terjadi,...

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