WEEK 13 DIGITALIZATION

 CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

the element that need to know in CRM 

- sales force automation

- customer service/call center management 

- marketing automation 

 moment of truth - nk kerja in f&b ni , hospitality ni, tourism ni, dr fareed ckp, we need to touch thier core so that we will come back to us. 

why nak customer balik ke kita? 

- customer retention/royalty

- share of customer 

- cross selling (bundle/family pack) 

- up selling 

cost of CRM? 

-IT infrastructure (smartphone, tablet, laptop, computer ..) 

-Process changes 

phase of CRM 

- acquiring new relationship by promoting product and service leadership

- enhancing existing relationship by encouraging excellence in cross selling and up selling 

- retaining customer relationship focus on service adaptability - delivering what customer need 

steps to improve CRM 

build database - analyse, define type, profit - customer selection - activity to delite selected customer 

operational customer relationship management system 

face vs touch 

face -