Crm customer experience & engagement management

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Information about Crm customer experience & engagement management

Published on March 12, 2014

Author: stevewibowo



Customer Relationship (CRM) has evolved to Customer Experience Management and Customer Engagement Management. Ideally we can create satisfied and engaged customer, so customer satisfaction is really tangible into behaviors which company can survive. So we need to clearly understand why experience management must shifting to engagement management and what company need to change internally to survive, to have effective and efficient marketing activities.

CRM, Customer Experience & EngagementEngagement Management Stephanus Taufan Wibowo Wednesday, 12 March 2014

From CRM to CEM Customer Experience Management Ensure prospects/ customers have WOW experiences along their interaction*, which make them stick to the brand (emotional & attitudinal loyalty) Satisfaction HOSTAGES LOYALISTS Hi CRM, Customer Experience & Engagement Management Customer Relationship Management Customer Engagement Management (emotional & attitudinal loyalty) Ensure prospects/ customers’ involvement & co-creation along their interaction* and beyond, which make them behave in a way company intent to have (behavioral loyalty)*) interactions and moment of truth comprise together as Customer Journey DEFECTORS MERCENARIES EngagementHiLo Lo

CEM: Satisfaction & Engagement I’m Satisfied Customer I’m Engaged Customer CRM, Customer Experience & Engagement Management

Trends toward Engagement Customer Generation Competitors (Low switching cost, low differentiation, etc) Technology (smart phone, social media, etc) CRM, Customer Experience & Engagement Management Unsatisfied Customer tells EVERYONE Customer DEMOCRATION Customer EMPOWERMENT Unsatisfied Customer tells FRIENDS Customers determine what’s good and in what price, when & where they want to buy it Company tell what goods, what price it is, when and where they can buy it ENGAGEMENT

Experience to Engagement Satisfaction to Referral, and Repurchase Customer Experience Management Customer Engagement Management Market governanceCompany dictates customer Democratic customer & value creation NO FADS CRM, Customer Experience & Engagement Management Business ModelHi tech OR Hi touch Hi tech AND Hi touch Customer need & want Company listen, create & deliver. Customer receive & assess Dialogue, co-creation, co- promotion What to manage (example in hotel booking website) Login, search, compare, order, pay or redeem, receipt, pt accumulation, feedback line & survey Hotel promo notification w/ pt redemption, tour suggestion, customer rating the hotel, share experiences Leading IndicatorCustomer Satisfaction Customer dialogue, Positive opinion, Influence

FACT ABOUT ME • 2 years experience as a Consultant of Purple Analytics Indonesia (till now 2014) Stephanus Taufan Wibowo Linkedin: Blog: For further discussion please contact: CRM, Customer Experience & Engagement Management • 2 years experience as a Consultant of Purple Analytics Indonesia (till now 2014) • 5 years experience as a Credit Operation Head for a car portfolio of PT.Adira Multifinance, Tbk • 7 th experience as Head of Product Development of PT. Astra International, Tbk - AstraWorld • 5 years teaching experience of Trisakti School of Management • Bachelor degree in Marketing and Human Resources Management from Satya Wacana Christian University, Salatiga, Indonesia • Master degrees in Marketing and Human Resources Management from University of Gadjah Mada (International Program), Yogyakarta, Indonesia SKILL SET • Management System & Performance Management • Productivity Improvement & Organizational Development • Business Process & Change Management • Marketing Strategy Formulation & Marketing Analytic • Customer Relationship Management • Credit Risk & Operation

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