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Customer Relationship Management (CRM) - Coggle Diagram
Customer Relationship Management (CRM)
What?
Definition
Strategi untuk mengelola hubungan perusahaan dan interaksi dengan current & potential customer :
CRM Position between Activation & Retention
Function
CRM bisa digunakan untuk mengaktifkan pelanggan yang didapatkan melalui digital marketing
Bisa menggunakan data CRM untuk re-engage churned customers
CRM bisa membantu untuk meningkatkan cross-sell & up-sell
Pillar
People
Data
Informasi Kontak
Nama, email, nomor telepon, tanggal lahir, jenis kelamin
Kategorisasi Konsumen
Pengelompokkan berdasarkan behavior pelanggan atau biasa disebut dengan segment
Aktivitas Konsumen
Waktu membuka website, produk apa yang dibeli, kategori apa yang sering dikunjungi dll.
Process
Customer Journey
Stage
Evaluation
Purchase
Engagement
Post-Purchase
Awareness
Type
Single Channel
Multi Channel
Omni Channel
Technology
Automation
System
.
Tools CRM dan Email Marketing
moosend
mailchimp
salesforce
moengage
GetResponse
customer.io
CleverTap
Channels CRM
Primary
Push Notif
Measurement
Click Through Rate (CTR)
Conversion (CVR)
Pro, Contra
Contra: Requires development work, No flexibility design, Limited space for content, Requires to download app
Pro: Real time, High engagement, Does not require creative work
Focusing
Message
Personalisasi pesan
Title
Timing
Email
Measurement
Open Rate (OR)
Click Through Rate (CTR)
Conversion (CVR)
Focusing
Subject
Timing
Sender’s name
CTA (landing page)
Pro, Contra
Pro: Simple and low development work, Great flexibility on design, Allow long-ferm content, Non Intrusive
Contra: Requires consent (subcription), Not real time, Low engagement
In App / In Web
Measurement
View Rate
Click Through Rate
Conversion
Pro, Contra
Pro: Real time, High engagement, Flexibility on content and design
Contra: Requires development work, Requires to download app, Only available if customer is actively using your app
Focusing
Design
Wording
Placement
Secondary
WhatsApp
FB Messanger
SMS