Machicky Mayestino Triono Soendoro, ST., MMT.
Universitas Narotama Surabaya
A.
CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
PENDAHULUAN
UU  Teknologi adalah :
 cara/metode serta proses /produk
 dihasilkan dari pemanfaatan berbagai
disiplin ilmu pengetahuan
 menghasilkan nilai bagi pemenuhan
kebutuhan, kelangsungan dan
peningkatan mutu kehidupan manusia
Information Technology
 From Wikipedia, the free encyclopedia
 Information technology (IT) is the acquisition, processing,
storage and dissemination of vocal, pictorial, textual and
numerical information by a microelectronics-based
combination of computing and telecommunications.[1] The
term in its modern sense first appeared in a 1958 article
published in the Harvard Business Review, in which authors
Leavitt and Whisler commented that "the new technology
does not yet have a single established name. We shall call it
information technology."[2]
 [1] Longley & Shain 1985, p. 164
 [2] "information technology (subscription required)", Oxford English
Dictionary (2 ed.), Oxford University Press, 1989,
http://dictionary.oed.com/, retrieved 20 November 2010
Information and communications technology

From Wikipedia, the free encyclopedia
 Information and communications technology or information and
communication technology,[1] usually called ICT, is often used as an
extended synonym for information technology (IT) but is usually a more
general term that stresses the role of unified communications and the
integration of telecommunications (telephone lines and wireless signals),
intelligent building management systems and audio-visual systems in
modern information technology. ICT consists of all technical means used
to handle information and aid communication, including computer and
network hardware, communication middleware as well as necessary
software. In other words, ICT consists of IT as well as telephony,
broadcast media, all types of audio and video processing and
transmission and network based control and monitoring functions.[2] The
expression was first used in 1997[3] in a report by Dennis Stevenson to the
UK government[4] and promoted by the new National Curriculum
documents for the UK in 2000.
ICT References

[1] Sometimes used with technologies in the plural. Originally, only information and
communications technology (with communications in the plural) was considered correct
since ICT refers to communications (in the sense of a method, technology, or system of
sending and receiving information, specifically telephone lines, computers, and networks),
not communication (the act of sending or receiving information by speaking, writing,
phoning, emailing, etc. or a message containing such information), and the older form
(information and communications technology) is still the only one recorded in professionally
edited reference works (e.g. Oxford Dictionaries Online, Computer Desktop Encyclopedia,
Webopedia, and Encarta® World English Dictionary) and preferred by many style guides
(e.g. Editorial Style Guide of the Republic of South Africa. Nevertheless, the form
information and communication technology is becoming increasingly common and is now
used in about half the books that can be searched using Google Books and is for example
also used by the [2] International Telecommunication Union.

[3] http://foldoc.org/Information+and+Communication+Technology ^
[4]http://specials.ft.com/lifeonthenet/FT3NXTH03DC.html ^ The Independent ICT in
Schools Commission (1997) Information and Communications Technology in UK Schools, an
independent inquiry. London, UK. Author: chair Dennis Stevenson
Management information system
From Wikipedia, the free encyclopedia
 A management information system (MIS) is a system that provides
information needed to manage organizations effectively.[1] Management
information systems are regarded to be a subset of the overall internal
controls procedures in a business, which cover the application of people,
documents, technologies, and procedures used by management
accountants to solve business problems such as costing a product,
service or a business-wide strategy. Management information systems
are distinct from regular information systems in that they are used to
analyze other information systems applied in operational activities in the
organization.[2] Academically, the term is commonly used to refer to the
group of information management methods tied to the automation or
support of human decision making, e.g. Decision Support Systems,
Expert systems, and Executive information systems.[2]
MIS to ERP and beyond
 The term "MIS" arose to describe these kinds of
applications, which were developed to provide managers
with information about sales, inventories, and other data
that would help in managing the enterprise. Today, the
term is used broadly in a number of contexts and
includes (but is not limited to): decision support systems,
resource and people management applications,
Enterprise Resource Planning (ERP), Supply Chain
Management (SCM), Customer Relationship
Management (CRM), project management and database
retrieval applications.
MIS References
 [1]
http://www.occ.treas.gov/handbook/mis.pdf
^
 [2] O’Brien, J (1999). Management
Information Systems – Managing Information
Technology in the Internetworked Enterprise.
Boston: Irwin McGraw-Hill. ISBN 0071123733.
Oleh karenanya adalah sangat penting bagi produsen untuk mengetahui hal-hal kunci
tentang:
“siapa (who)”
“apa (what)”
“di mana (where)”
“bilamana (when)”
?
“bagaimana (how)”
”mengapa (why)”;
menyangkut segala sistem yang berhubungan dengan sistemnya sendiri.
Penelitian “Sybase Customer Asset Management Solution” oleh www.sybase.com
menunjukkan hal-hal yang menarik sebagai berikut:
• Memerlukan biaya enam (6) kali lipat untuk menjual sesuatu kepada
konsumen baru daripada kepada konsumen lama.
• Konsumen tertentu yang tidak puas akan suatu produsen akan menyebarkan
berita tentang ketidakpuasannya ini ke sekitar 8-10 orang lain.
• Suatu perusahaan dapat meningkatkan keuntungan niaganya sebanyak
85%, dengan biaya 5%, guna pengelolaan hubungan dengan konsumennya
untuk mempertahankan kesetiaan konsumen tersebut.
• Kemungkinan (probabilitas) penjualan kepada konsumen baru sukses
adalah 15%, kemungkinan hal yang sama terhadap konsumen lama adalah
50%.
• Sebanyak 70% konsumen yang tidak puas akan bersedia meneruskan
hubungan niaga itu dengan membeli produk atau layanan yang sama atau
lainnya, bila keluhan itu ditanggapi dengan cepat.
• Lebih dari 90% perusahaan di dunia, tidak memiliki sistem penjualan dan
pelayanan terpadu yang dapat mendukung E-Commerce (perniagaan yang
menggunakan layanan berbagai sistem elektronik)
SYSTEM ANALYSIS
INPUT
Man
Machine
OUTPUT
PROCESS/
PRODUCTION
Money
Services
Material
Waste
Methodology
Etc.
(5 M)
+
Finished
Goods
BLACK BOX
Information
Time
Etc.
Feeding Back System
Closed Loop I – P – O System
Wayne C Turner – Joe H Mize - Kenneth E Case
“Introduction to Industrial and Systems Engineering”
Porter’s Five Competitive Forces
DEMOGRAFI
LINGKUNGAN
UMUM
SOSIAL
BUDAYA
PENDATANG
BARU
(New Entrants)
POLITIK
HUKUM
LINGKUNGAN
PASAR BERSAING
A
PEMASOK
(Suppliers)
PEMBELI (Buyers)
PERSAINGAN
(Rivalry)B
LINGKUNGAN
INDUSTRI
MAKRO
EKONOMI
PRODUK & LAYANAN
SUBSTITUSI
(Substitutes)
TEKNOLOGI
LINGKUNGAN
PERUSAHAAN
Design & Manufacturing
Human Resources
Purchasing &
Outsourcing
Distribution
Strategies of
Competition
& Objectives
Research & Development
Financial Support
(Profit, Market Share, Social
Services, etc.)
Sales
Marketing
Tarek M Khalill’s Management of Technology, based on Porter’s Five Competitive Forces, 1980
Aktivitas Value Chain Michael Porter
Sumber : M.E. Porter, Competitive Advantage, New York, Free Press 1985
Michael Porter’s Generic Strategy Theory
Sumber : M.E. Porter, Competitive Advantage, New York, Free Press 1985
General
Ledger
Account
Receivable
Cash Flow
Forecasting
Intercompany
Accounting
Account
Payable
Consolidation
Bank
Management
Allocation ,
Accrual
Fixed
Asset
Billing
Receipt
CUSTOMER
Delivery
Sales
Payments
Purchase
Sales Order
Pricing
Shipping
Invoicing
Distribution
BOM
Workcenter
Routing
MRP
MPS
Production Execution
Purchasing
Inventory
Invoice Verification
Warehouse Mgmnt.
Invoice
VENDOR
Collection
EB =
EC + BI + CRM + SCM + ERP
Komponen rumusan E-Business Strauss-Frost
EB = SCM + CRM + SeCM + KT + ERP + EP
Komponen rumusan E-Business Kalakota-Robinson
EB: E-Business
EC: E-Commerce
BI: Business Intelligence
CRM: Customer Relationship Management
SCM: Supply Chain Management
SeCM: Selling Chain Management
KT: Knowledge Tone
ERP: Enterprise Resource Planning
EP: E-Procurement
ASPEK PASAR
DAN PEMASARAN
Kondisi Makro Ekonomi
• Pertimbangan tingkat pertumbuhan
penduduk
• Pertimbangan tingkat suku bunga
• Pertimbangan nilai tukar mata uang
• Pertimbangan pertumbuhan ekonomi
• Pertimbangan tingkat pendapatan
• Pertimbangan tingkat perkembangan
pasar
Pasar dan Market Share
o Jangan menjual produk yang dapat kamu buat,
tetapi buatlah produk yang dapat kamu jual. Ini
tentang apa yang dapat kita jual, bukan apa yang
dapat kita buat
o Pasar, adalah seluruh potensi konsumen yang ada
yang dapat menyerap produk yang dijual
o Market share, adalah persentase total penjualan
pasar suatu perusahaan untuk suatu jenis produk
tertentu (pangsa pasar)
Penentuan Pelanggan
o Perilaku konsumen (consumer behavior), yaitu
studi dari proses keputusan mengapa
konsumen dapat membeli dan mengkonsumsi
produk-produk
o Faktor-faktor personal dan kebiasaan perilaku
membeli, yaitu faktor psikologis, personal,
sosial, dan kultural
Segmenting
o Segmentasi akan difokuskan atas dasar psikologis
konsumen, dengan melibatkan satu atau
beberapa variabel perilaku, yang berupa manfaat
produk terhadap konsumen
o merupakan tindakan mengidentifikasi dan
membentuk kelompok pembeli yang terpisahpisah yang mungkin membutuhkan produk dan
bauran pemasaran tersendiri
o Segmentasi Geografi, Demografi, Psikografi,
Perilaku
Targeting
o Targeting, teori tentang bagaimana menentukan
target pasar yang akan dimasuki, dan target
seharusnya dimasuki
o tindakan memilih salah satu atau lebih segmen
pasar untuk dimasuki.
o Ukuran dan Pertumbuhan Segmen, Daya Tarik
Struktural Segmen, Sasaran dan Sumber Daya
Perusahaan (matriks Pasar-Produk)
Positioning
o Positioning, teori tentang bagaimana posisi
produk yang dianalisa relatif terhadap pesaing
o Tindakan membangun dan
mengkomunikasikan manfaat dan kelebihan
produk di dalam pasar
o Penentuan posisi menurut atribut, manfaat,
pemakai, pesaing, kualitas, produk
Kegunaan
STP
o Ketiga point tersebut sangat berguna dalam
menentukan strategi persaingan suatu produk,
yaitu mengenai :



Segmen mana yang seharusnya dimasuki, dengan
melihat peta persepsi konsumen terhadap masingmasing produk.
Memilih pesaing
Bagaimana memposisikan yang terbaik dalam
segmen yang dipilih
Penentuan Persaingan
o Analisis pesaing, yaitu mengenali tujuan,
strategi, kekuatan dan kelemahan, serta reaksi
pesaing
o Strategi bersaing, yaitu menyeimbangkan
orientasi pelanggan dan pesaing
 Red Ocean Strategy (win-loss, me-too, head to head)
 Blue Ocean Strategy (win-win, innovation,
diferrentiation)
Pemasaran
o Adalah proses perencanaan dan pelaksanaan
konsepsi, penetapan harga, promosi, dan
distribusi dari gagasan, barang, dan jasa untuk
menciptakan pertukaran yang memuaskan
tujuan perseorangan dan organisasi.
o Bauran pemasaran, adalah gabungan strategi
produk, penetapan harga, promosi, dan
distribusi yang digunakan untuk memasarkan
produk-produk.
Bauran Pemasaran
o Bauran Pemasaran (marketing mix, 4 P :
Product, Price, Place, Promotion)
o Keputusan produk (bauran produk, lini
produk, merk)
o Keputusan harga (penetapan harga,
perubahan harga)
o Keputusan lokasi (penentuan jaringan
distribusi, tempat usaha)
o Keputusan promosi (penentuan strategi
promosi, media promosi)
Keputusan Pemasaran
1. Berapa pasar potensial yang
ada.
2. Berapa pangsa pasar yang akan
diraih.
3. Keputusan strategi Pemasaran
yang akan diterapkan.