Published on March 12, 2014
CRM, Customer Experience & EngagementEngagement Management Stephanus Taufan Wibowo email@example.com 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: http://id.linkedin.com/in/stephanuswibowo Blog: stevewibowo.blogspot.com adayatworks.wordpress.com 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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