People Innovation Excellence

More Close, More Personal And More Valuable To Customer through e-CRM (INTRODUCTION SECTION)

By: Martinus Fieser Sitinjak, SE, MM (Faculty Member of International Marketing)


If you are a restaurant owner and received a news that the President Jokowi will visit your restaurant, obviously you will preparing the best menu. You certainly will not disappoint your honored guest for sure. Before the day, surely, you will seek information about the the president’s favorite food, favorite drink, favorite music, favorite color and so on. Moreover, also information about the First Lady and his family’s preferences as well. In the end, you could prepared for the event very well, and of course, very special.

Every business people who agreed with a statement “the customer is king (or president)”. Understand to establishing close relationships with customers is important. The question is: What if you have a thousand or a hundred thousand, or even a million customers. Is it possible to treat all customers like a King or President. Is it possible to get detail and even depth information from thousands or even millions of customers.

Maybe you can get  their name, age, salary, their family’s list, where they live, where their school or their office. But, how about their favorite color? Or their favorite place to hang out, favorite foods, movies, their preference and family’s favorit, favorite brand of watches, shoes, clothing and their clothing sizes as well and so on. Moreover, how they choose a brand, how they attitude, what factors that create their loyalty and in what level. Do we have to research one by one of millions of our customers? And how do we manage the data, given the preferens, loyalty level, needs and desires as well as their behavior will change with the changing of times. If that so, you need a huge marketing budget.

These serial articles will help you to have clear understanding about the concept of e-CRM so you can have clear understanding why CRM is a mandatory for every business. And this article will help you to have clear big picture when you decide to development CRM right away. These serial articles will divided into 4 sections:

– Section 1: WHAT?
What is a CRM and e-CRM sistem. Definition, concepts, approaches and development.
– Section 2: WHY?
Why is e-CRM is so difficult but also very necessary for every company in every industry.
– Section 3: HOW?
How does the development of e-CRM systems for companies can be implemented with    maximum and effective and well targeted.
– Section 4: WHEN and WHERE?
When the concept and the system should be implemented and how its implications for the company in general.
Where is the development of e-CRM can be run properly? Is there only for the company’s middle and upper? Is it only in certain places, especially in affordable Internet network   infrastructure?

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