TUGAS RESUME

RESUME E-BOOK CHAPTER 9

Disusun oleh
Agam Fadhila
1708821018

UNIVERSITAS NEGERI JAKARTA

FAKULTAS EKONOMI DAN BISNIS

PROGRAM STUDI MANAJEMEN

MATA KULIAH BISNIS DIGITAL

2023
Here are attached some resumes or summaries from E-Book Chapter 9 as follows;

o The objective of customer relationship management (CRM) is to increase customer loyalty in

order to increase profitability. CRM is aimed at improving all aspects of the level of customer
service
o Building long-term relationships with customers is essential for any sustainable business
o Companies that base their marketing focus on the simple assumption that loyal customers are the
most profitable will miss opportunities in targeting other potentially profitable customers
o This chapter evaluates different digital communications techniques such as search and social
media marketing to reach new audiences and then initiate and build relationships with them as
customers
o Marketing communications techniques to achieve acquisition, retention and extension include
traditional online mass-media techniques and specialized online techniques such as search engine
registration, link-building, email marketing and banner advertising.
o Customer relationship management (CRM) An approach to building and sustaining long-term
business with customers
o Customer extension involves better understanding of the customer through feedback on new
product development and encouraging customers to increase the depth of their relationship by
offering complementary products for purchase or increasing purchase frequency.
o Customer life cycle The stages each customer will pass through in a long-term relationship
through acquisition, retention and extension
o Service quality and selecting the right channels for different customers are important
o Customers who have not purchased for some time, or have lapsed, can be encouraged to
purchase again
o Specific technology application requirements for CRM are salesforce automation (contact
management) and call-centre applications which integrate workflow to manage queries and a
knowledge base from which queries can be reviewed.