PAPER

CUSTOMER RELATIONSHIP MANAGEMENT

Disusun Oleh :
Name : Selfiana Andriani
NIM : 1515620040
Dosen pembimbing : Mrs. Esty Nurbaety Arrsyi, S.Pd., M.K.M
Program Studi Pendidikan Vokasional Desain Fashion
Fakultas Teknik
Tahun 2020
 ABSTRACT 

CRM (Customer Relationship Management) is a type of theory that specifically

discusses management. handling the relationship between the company and its customers
with the aim of increasing the value of the company in the eyes of its customers. The main
goal of CRM is to increase the long-term growth and profitability of the company through a
better understanding ofbehaviorcustomer. 

In an effort to improve customer experience and collect better customer

information,used Astute Solutions RealDialog is, which is a call center tool. RealDialog uses
a linguistic engine to analyze the customer in each word and then provides an agent contact
center so that it is easy to read the responses. RealDialog allows them to control messages. In
addition, the main strength of the system is simplifies agent work, allowing them to provide
answers more quickly and focus on building relationships 

with their CRM system(CustomerRelationshipManagement),it is hoped that

businesses can know how the steps or way how to serve consumers, so that consumers feel
satisfied so that the profits obtained will increase, because if consumers are satisfied with our
services, then these consumers will automatically buy again, or even become regular
customers for our business.

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 INTRODUCTION 

Background 

Today's business competition does not only rely on product quality, but rather on
service quality, which further encourages customers to return to buy products or use the
solutions we offer, service quality remains very important. Especially in dealing with
customers who require level of excellence a high, for example customers in the premium
class. A high-quality service, in the sense of being able to provide alignment to customer
needs, will obviously be very different and demand tremendous fulfillment. Essentially, even
the upper, middle and lower class customers need good and quality service, it's just that the
levels are different.  

Companies are required to be increasingly able to provide services that truly have a
value equivalent to what customers expect. The gap in the company's fulfillment value with
what customers expect will make customers tend to switch to competitors. 

That way, "building good relationships" with customers will be much more
meaningful to customers than simply "selling", because the products or services are of high
quality. In reality, there will always be competitors who will compete with the products or
services offered, except for products or services that are truly unique, rare and not many
people provide them. 

Building a really close customer relationship, so the company knows a lot about its
customers is not easy. Moreover, if the number of customers is quite large, it is almost
impossible for the company to understand each customer properly and completely.  

For that, we need an appropriate way so that companies can know their customers
better, so that they can serve them better too. The best way to build relationships with these
customers is to build Customer Relationship Management (CRM). 
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Identify the Problem 

In the department of relations consumer there are some areas that should be corrected
in the implementation of Customer Relationship Management or also known as CRM are: 
• Integrate and save the contact and mangement tools • Use of easy and
speedy reporting 
• Establish communication system of telephone 

Scope 

As Limitations of the problem in this paper are as follows: 

• Research is focused on customer service 

• CRM developed is to support services • Analysis is carried out on
business strategies and processes 
• Applications discussed are not included in the security system. Thepaper 

objectives and benefits 

of thisare: 

• Analyzing how Customer Relationship Management (CRM) can be applied to large

companies 
• Analyzing business processes to be able to get a customer service model Thebe obtained 

benefits that canfrom this writing are: 

• Get an overview of which customer relationships gement (CRM). 

• Provide a deeper understanding of Customer Relationship Management (CRM). 

Research Methodology The 

method used in this paper is an analytical method which is carried out through several
stages which include: 
• Field Research by conducting a survey on the company's current system to obtain data or
information about the general description of the company and its products. existing
products to create and complement this website. 
• Study Library (Library Research) by reading literature books and other writings that
support and relate to the topic of this research.
 3 
THEORY BASIS 

Understanding CRM 

Customer Relationship Management abbreviated as CRM is a type of management

that specifically discusses the theory of handling the relationship between a company and its
customers with the aim of increasing the value of the company in the eyes of its customers. 

Customer Relationship Management (hereinafter abbreviated as CRM) is defined as a

series of systematic activities that are managed as an effort to better understand, attract
attention, and maintain profitable customer loyalty (most profitable customer) in order to
achieve healthy company growth (Haryati, S: 2003) . 

CRM is a business strategy that is not only oriented to increase transaction volume,
the purpose of CRM is to increase profitability, revenue, and customer satisfaction. To
achieve CRM, companies prepare various tools, technologies, and 
procedures that promote customer relationships to increase sales. (Sweeney Group: 2000). 

Figure 1. customer relationship management

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components of CRM 

According to the Blueprint CRM Telkom there are 3 components of CRM, namely (CRM,

Team: 2002): 1. Customer 

Customer (customers) are all parties who have, will and are experiencing the products,
services and services provided by the company , both in the process of viewing, buying
and maintenance. Keep in mind that not all customers are potential customers. Where
80% of the company's profits are obtained from 20% of potential customers. 

Figure 2. customer focus 

2. Relationship 

In building a relationship (relationship) with customers, companies must understand the

link that connects the company with its customers, namely two-way communication. The
goal of a true customer relationship is long-term satisfaction that goes beyond individual
transactions. The relationship arena implies loyalty, positive emotions and feelings
towards something or someone. 

3. Management 

CRM should focus on managing and improving true customer relationships in the long
term. CRM helps companies to build a deep understanding of the value derived from
developing solid relationships and the contribution of those relationships to the
development of a company's competitive advantage.
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CRM Framework 

From an architectural point of view, the overall CRM framework can be classified into three
main components, namely: 

1. Collaborative CRM 

Is a set of applications of services such as e-mail, e-communities, World Wide Web,

personal publications, and similar tools designed to facilitate interaction between
customers with the company. 

2. Operational CRM 

Is an automated management of integrated business processes, including customer touch

points and front back office integration. 

3. Analytical CRM 

An analysis of data obtained from operational CRM by utilizing tools and software to
gain a better understanding of customer behavior. 

Objectives of CRM 

In this discussion of the objectives of customer relationship management, the

objectives of customer relationship management are divided into two, namely: 

General CRM objectives: 

• Recognize the best customers and trust them by increasing the company's understanding of
their needs as individuals, meeting their expectations of the company, and make their lives
change (Brown, Stanley A.: 2001) 

• Create a sustainable competitive advantage against our brand, product, or even company
compared to competing brands, products or companies (CRM, Team: 2002). 

• Provide guidance to companies in the use of technology and human resources to gain
knowledge of customer behavior and values in communicating and interacting as the basis
for building genuine customer relationships. 

The main objectives of CRM costs contain: 

• Increase revenue from customer satisfaction 

• Reduce sales and distribution 
• costsMinimize customer support costs
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Benefits of CRM 

There are several benefits obtained by companies that apply the concept of Customer
relationship management or CRM for short in their companies including: 

• Keeping customers existing ones 

• Attracting new customers 
• Cross Selling : selling products that customers need based on their purchases 
• Upgrading: offering a higher customer status 
• The company can respond to customer needs more quickly 
• And so on. 

Elements of CRM 

In customer relationship management there are three elements of customer relationship

management (CRM) (Haryati, S: 2003) including: 

1. Customer Care 

In the form of a strategy in building CRM in order to achieve targets in the form of retention,
acquisition, and market penetration in order to maintain the company's growth in healthy
condition. 

2. Business Care 

In the form of implementing thestrategy Enterprise Resource Planning, which is a system

that manages all resources, companyespecially logistics, finance and human resources
associated with company processes. 

3. Infrastructure Care – System & Network Management 

In the form of physical elements that support the company's operations which become the
company's production equipment to meet the demands of the company's services and
demands .
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Goals of CRM 

The main goal of CRM is to increase the long-term growth and profitability of the
company through a better understanding of customer behavior. CRM aims to provide more
effective feedback and better integration with return on investment (ROI) controls in these
areas. 

Sales force automation (SFA), which became available in the mid 80's was the first
component of CRM. SFA helps sales representatives to manage their accounts and track
opportunities, manage their contact lists, manage their work schedules, provide online
training services that can be a solution for remote training, and build and monitor their sales
flow, and also helps optimize delivery of information by news sharing.SFA, call center
(English:call center) and automated field operations are on the same track and entered the
market in the late 90s began to join the market to become CRM. Just like ERP
(English:Enterprise Resource Planning), CRM is a very comprehensive system with lots of
packages and options. 

According to Glen Petersen, author of "ROI: Building the CRM Business Case," the
most successful CRM systems are found in organizations that adapt their business models for
profitability, not just redesigning their information systems. 

CRM includes the methods and technologies that companies use to manage their
customer relationships. The information stored for each customer and prospect is analyzed
and used for this purpose. The automation process in CRM is used to generate automated
marketing personalizations based on customer information stored in the system. 

Functions of CRMCRM 

Asystem is built with the aim of assisting in customer service so that a customer relationship
management (CRM) system is expected to perform functions such as: 

• Identifying factors that are important to customers. 

• customer-oriented (customer centric) philosophy 
• Adopting aAdopting measurement based on the customer's point of
view • Building end-to-end processes in serving customers • Providing
perfect customer support 
• Handling customer complaints/complaints 
• Recording and following all aspects of sales 
• Creating holistic information about service and sales information from customers

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Implementing CRM 

Customer relationship management is a corporate-level strategy, which focuses on

building and maintaining customer relationships. Several software packages are available
with different approaches to CRM. After all, CRM is not a technology in itself, but rather a
holistic approach to organizational philosophy, emphasizing close relationships with
customers. CRM takes care of the organization's philosophy at all levels, including policies
and processes, customer service, employee training, marketing, fund systems management
and information. A CRM system integrates marketing, sales, and customer service from end
to end. 

Figur
e 3. CRM framework
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Where does building a CRM start? 

In general, some of the main activities in the concept of Customer relationship

management (CRM) are as follows: 

1. Build a strong customer database A strong 

customer database is the main key to implementing CRM. There are several reasons
why companies build robust databases. 

• The customer database is a company asset. 

• The customer database can be used to measure the current and future value of the
company 

. 2. Create a profile for each customer 

. The customer profile concerns various activities carried out by customers regarding
the use of the company's products and services. The company profile will describe
what they need, want and concern about the company's products and services. 

3. Profitability analysis of each customer 

In the profitability analysis there are 2 things that must be assessed from each customer: 

• First is the revenue/revenue generated from customers. The revenue aspect can be seen
from several things: 
1. From the use of the products and services they provide current consumption 2.
Calculate how much the product/service is likely to be used in the coming years. 
3. Possibility of using other products/services in the company 
• Second is the cost/expenditure incurred for customers. In the aspect of costs that need to be
taken into account, starting from the cost of acquisition to the cost of retaining these
customers, and also the costs of opportunities lost due to serving these customers. 

From calculating and comparing aspects of revenues and expenses, the company begins
to be able to sort out which customers provide more profit and which customers do not
provide too much profit. 

4. Interaction with more targeted and cutomized customers 

With a clear profile the company can identify each customer's different needs. This
information will certainly make it easier for companies to provide offers about products
and services that are tailored to their needs.

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Software and applications 

Actually, by using spreadsheet applications such as MS Excel, OpenOffice Calc etc.,

a simple CRM can be created. Customer data is diligently and meticulously recorded, so
that every time they use our services/products, we can serve according to the history of
transaction data. There is no need for them to be asked one by one in detail, even simply
by mentioning their Customer ID we can know all their detailed information. For Small
and Medium Enterprises (SMEs), for example a car repair shop, it will be very
convenient as soon as a car enters the workshop, the Sales/Customer Service section
immediately enters the car number so that it can be known who the owner was, when was
the last service, type of oil used, mechanic subscription. 

For large companies, a database management application (DBMS = DataBase

Management System) is definitely needed, you can use an application such as Dynamics
CRM 4.0. All activities carried out with customers will be stored in full, so that if needed
it will be easily accessible. On top of that, applications that match the business logic of
each company's CRM will be built.
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DISCUSSION 

Dynamics CRM 4.0 

Microsoft Dynamics CRM 4.0 aims to increase the use of this CRM system in the
business sector at any scale. Microsoft Dynamics CRM(TM) 4.0 is designed with a single
code base that allows customers to choose the right deployment model both on-premise and
partner-hosted according to their business and Information Technology (IT) needs and can
flexibly change the deployment model whenever needed. . With a sophisticated architecture
Microsoft Dynamics CRM can also meet the CRM needs of large corporates. Microsoft
Dynamics CRM also has a powerful workflow engine to streamline and automate business
processes. 

Microsoft Dynamics CRM is a business management tool that can help an

organization to implement its CRM strategy successfully. Microsoft Dynamics CRM works
integrated with Microsoft Office which is familiar to workers and businesses so that it is easy
to use and fast to implement. 

Some of the significant new benefits of this new 4.0 release include: · Multitenant
architecture that allows multi-company management within the server unit. 
· Choice of more than 25 languages and support for multiple currencies, making Microsoft
Dynamics CRM 4.0 the right solution for global companies. · New business intelligence
capabilities including cross-entity display and user guidance for creating ad-hoc reports. 
· Sophisticated business process automation based on Microsoft Windows Workflow
Foundation. 
· The latest collaboration capabilities with Microsoft Office Communications Server 2007
including a real-time presence indicator so that you know the whereabouts of the person you
are going to contact and can send messages via Instant Messaging without leaving the CRM
application. 

The latest release of Microsoft Dynamics CRM has been tested over the past year by
more than 600 CRM partners worldwide and involved more than 100 customers who adopted
the solution early. 

In addition to flexible deployment options, Microsoft Dynamics CRM provides menu

templates according to user roles that can be accessed via Microsoft(R) Office Outlook(R),
Windows(R) Internet Explorer(R) and various mobile devices. 

Microsoft Dynamics CRM 4.0 can meet the need for an enterprise-scale CRM
solution, it can also provide convenience to automate innovative work processes, and
information can be quickly disseminated to a global enterprise environment, creating
productivity in terms of purchasing and vendor relationship management.

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In Indonesia, large and medium scale companies have also adopted Microsoft
Dynamics CRM to increase customer satisfaction and maintain company growth. PT. Toyota
Astra Financial Services (TA Finance), a joint venture company between Toyota Financial
Services Corporation (TFSC – a subsidiary of Toyota Motor Corporation) and PT. Astra
International Tbk (AI) is one of the customers who have adopted Microsoft Dynamics CRM
who believes that winning customers' hearts can improve their business. 

The ease and flexibility of the Microsoft Dynamics CRM solution is a key success
factor for automating our business processes from the customer service center to marketing to
sales throughout the organization. Microsoft Dynamics CRM was adopted to adapt existing
business processes and not force business processes to adapt to technology. Rapid
implementation of Microsoft Dynamic CRM is one of the key benefits for businesses. 

Availability 
Microsoft Dynamics CRM 4.0 will be available globally in more than 25 languages.
Today, Microsoft Dynamics CRM 4.0 is also available for on premise and on-demand
deployments in Danish, English, Finnish, Dutch, French, German, Spanish and simplified
Chinese. While the additional 17 languages are Arabic, Brazilian, Portuguese, Czech, Greek,
Hong Kong Mandarin, Hungarian, Italian, Japanese, Korean, Norwegian, Polish, Portuguese,
Russian, Swedish, traditional Chinese and Turkish which will be released in the next 90 days.
Customers who have been actively using Software Assurance for Microsoft Dynamics CRM
are entitled to a new release at no additional cost. 

About Microsoft Dynamics CRM(TM) 

Is a Customer Relationship Management system that can help companies to identify the main
customers that provide the biggest profit, so that companies can make strategies to maintain
them and even strengthen relationships with these customers so as to get a bigger share of
wallet. . Companies can also focus on investing in marketing funds for these key customers.
Microsoft Dynamics CRM(TM) consists of sales, marketing and customer service modules
that can be obtained at an affordable price.

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 CLOSING 

Conclusion 

Customer Relationship Management abbreviated as CRM is a type of management

that specifically discusses the theory of handling the relationship between a company and its
customers with the aim of increasing the value of the company in the eyes of its customers. 

To get maximum functions, the company can build customer relationship

management in various ways, which include:  

• Building a strong customer database 

• Creating profiles for each customer 
• Profitability analysis of each customer 
• Interaction with more targeted and customized customers 

Companies that use an incremental approach in building CRM. A successful CRM

must be able to meet three targets. Organizational change requires the support of top
management. Sometimes the benefits are obtained only with well-designed individual
applications. There is a wide selection of CRM applications that companies can choose from.
And do a good application in the use of CRM. Sufficient knowledge of CRM can optimize
the performance of CRM applications so that it is also an advantage for CRM.

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 REFERENCES 

Http 1, http://blog.unila.ac.id/bluephoenix/files/2009/06/donipurnama0711011060.pdf Http

2, http://surahyo.blogspot.com/2007/02/customer-relationship-management crm.html 
Http 3,  
http://www.ittelkom.ac.id/library/index.php?view=article&catid=25%3Aindustri&id=
236%3Acrm&option=com_content&Itemid=15 
Http 4,  
http://triagus.multiply.com/journal/item/143/Importance_CRM_Customer_Relationsh
ip_Management_To_Increase_Customer_Loyalty 
Http 5, http://hariyanto88.blog.binusian.org/2009/06/19/9/ 
Http 6, http://sciencecomputer.com/2006/08/22/pengantar-crm
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