tindakan dalam CLC :

-akuisisi kostumer
-mempertahankan kostumer
mejaga kostumer yang ada dengan mereduksi kustomer yang tidak berpengaruh
-mengembangkan kostumer
meningkatkan value ke retained customer
*customer acquisition
#mengapa fokus newly acquired customer
kostumer baru mungkin akan punya lebih potensial ketimbang eksisting customer.
-memang dengan retain customer akan menaikkan retention berdasar waktu. tp ji
ka defection bisa dicegah di awal relationship akan mengurangi biaya.
#pertanyaan kunci untuk mengakuisisi customer
-prospek yang mana yang akan di target
-bagaimana prospek ini akan didekati
-penawaran apa yang akan dibuat
#two types of a new customer
new-to-category customers
-customer baru yang didapat dari mengidentifikasi kebutuhan baru dan atau m
enemukan solusi kategori baru dari eksisting need
-new-to-company
adalah kostumer baru untuk perusahaan yang didapat dari mengalahkan kompet
itor
#strategic switching
strategic switching terjadi ketika costumer berpindah kesetiaan dari salah s
atu supplier ke yang lain untuk mendapat kesepakatan yang lebih baik
#selection of prospect to targer for acquisition
-apa itu nilai estimasi dari customer
>tergantung pada margin earned from pembelian customer selama periode waktu
tertentu.
>jika ada customer yang berpindah dari suatu supplier ke kita, proporsi
kategori apa yang didapat oleh perusahaan. >kemungkinan apa yang akan terja
di customer berpindah dari supplier yang ada sekarang
#hofmeyr's Conversion Model
customer yang tidak commit itu cenderung akan berpindah ke provider lain.
commitment adalah fungsi dari kepuasan terhadap brand atau penawaran, att
aractiveness dari alternative, dan keterlibatan dalam brand dan penawaran.
#b2b prospecting : pertanyaan penting
-apakah lead membutuhkan produk kita?
-apakah lead mempunyai kemampuan untuk membayar
-apakah lead berkuasa untuk membeli
#sources of b2b leads
-kepuasan customer
penyerahan dari kepuasan customers
-networking
personal contact with well-connected and co-operative people
-promotional activities
exhibitions,seminars,etc ; advertiseing respones inquiries;
publicity
-web-sites
-lists and directories
-canvassing
 -tele-marketing
-email
#sources of b2c prospects
-advertising
-sales promotion
-buzz or word-of-mouth
-merchandising
#cognitive & affective advertising objectives
-cognitive : raising awareness, developing understanding, generating knowledg
e
-affective : developing a liking for the product, generating preference
#pertanyaan advertising for customer acqusition
-which messages will generate most new customers?
-which media are most cost-effetive at customer acquisition?
#media efficiency statistics
-response rates provide a first-level indicator of ad effectiveness
-conversion rates offer a second-level indicator of ad effectiveness
#KPI for customer acquisition programs
-how many customers are required?
-what is the cost per acquired costumer?
-what is the value of the acquired customer?
#operational CRM tools for cust acquisition
-lead management
lead generation, lead allocation, lead tracking
-campaign management
execute and measure marketing campaigns with the support teknologi
-event-based marketing
provides companies with opportuinities to approach prospects at times which
have higher probability of leading to sale
#crm analytics supports customer acquisition
ensure thet the right offer is made to the right prospect through the right ch
annel at the right time
*customer retention
#contents of a customer retention plan
-customer yang mana yang akan ditarget untuk retention
-customer retention objectives apa yang hendak di set
-hendak menggunakan customer strategi yang mana?
-bagaimana caranya mengukur performance dari retention plan
#can you tell if a customer has defected?
may not be able to measure retention and defection if you have
>product-based views of customers
>channel-based views of customers
>separate customer records in sales, marketing and service
#measures of customer retention
>raw customer retention rate
number of customer doing business with a firm at the end of a trading period
expressed as percentage of those who were active customers at the beginning o
f the period.
>sales-adjusted retention rate
the value of sales achieved from retained customers expressed
 as percentage of the sales achieved from all customers who were active at th
e beginning of the period
>profit-adjusted retention rate
the profit earned from the retained customers expressed as a percentage of t
he profit earned from all customers who were active at the beginning of the pe
riod
#retention issues
it may not be beneficial to maintain relationship with all customers. some are
-too costly to serve
-strategic switchers constantly in search of a better deal
-not strategically significant roles such as benchmark, door opener, inspirat
ion or technology partner
#which customer to retain?
strategically significant customer
>high life-time value customers
>high volume customers
>benchmarks
>inspirations
>door openers
#commitment and retention
the level of commitment between your customer you will figure in the decision
about which customers to retain
>if the customer highly committed - gaperlu banyak invest to retain
>if not committed - harus lebih serius to retain.
#negative and positive retention strategies
>create exit barriers >deligth cust
>enforce the contract >cust perceived added value
>extract switching penalties >create structral&social bonds
>create customer engagement
#customer delight = P>E
P=perception , E=expectation
#what do customers really expect?
-expectation based on promises,desires, experience, ideals.
#ways to delight customers
-provide information about the customer's served market
-volunteer to collect and replace a faculty from a customer
rather than issuing a credit note
-offer better, lower cost solutions to the customer
eventhough that might reduce margin
#3ways to create customer-perceived added value
loyalty schemes, customer clubs, sales promotions
#bonds
social
>positive relationships between individuals
-emphaty -responsiveness -reliability
>leads do to development of and commitment
structural
>investments linking customer and supplier
-financial-legal-equity-technological-value.based-geographic
-project-multi.product
#KPIs for customer retention programs
 >Raw customer retention rate
>Raw customer retention rate in each customer segment
>Sales-adjusted retention rate
>Sales-adjusted retention rate in each customer segment
>Profit-adjusted retention rate
>Profit-adjusted retention rate in each customer segment
>Cost of customer retention
>Share of wallet of the retained customers
>Customer churn rate per product category, sales region or channel
>Cost-effectiveness of customer retention tactics
*customer developement
#the role of research
>why are customer churning?
>are there any lead indicator of impending defection?
>what can be done to address the root causes?
#advance indicators of intention to churn
>Reduced RFM scores (Recency Frequency Monetary value)
>Non-response to a carefully targeted offer
>Reduced levels of customer satisfaction
>Dissatisfaction with complaint handling
>Reduced share of customer (e.g. customer only flies one leg of an internatio
nal flight on your airline)
>Inbound calls for technical or product-related information
>Late payment of an invoice
>Querying an invoice
>Customer touch points are changed e.g. store closes, change of website addre
ss
>Customer change of address
#crm technologies for customer developement
>Campaign management
>Event-based marketing
>Data mining
>Customization
>Channel integration
>Integrated customer communications
>Marketing optimization
#strategy for terminating customers
>Raise prices
>Un-bundle the offer
>Respecify the product
>Reorganise sales, marketing and service departments
>Introduce ABC class service
#typology of companies termination behavoiurs
>Hardliners
-take an active and rigorous stance in terminating unprofitable relationshi
ps, including the regular clearance of their customer portfolio.
>Appeasers
-take a more cautious approach concerning the termination of unprofitable r
elationships
>The undecided
-are reluctant to terminate unprofitable relationships