CRM & Customer Relationship Management

Tentang Program

CRM gagal ketika field tidak disiplin, ownership kabur, dan campaign tidak dipicu oleh perilaku pelanggan. Program menyatukan proses front-line dengan data dan technology. Peserta memetakan lifecycle aktual dan menghasilkan data standard, trigger journey, serta adoption scorecard.

Business Challenges

• Data pelanggan tidak lengkap, terduplikasi, dan tersebar sehingga sulit membentuk single customer view.
• Lifecycle stage, entry-exit criteria, ownership, dan service level belum didefinisikan konsisten.
• Engagement masih berupa campaign massal dan belum dipicu perilaku atau kebutuhan pelanggan.
• Adopsi CRM rendah karena mandatory field, SOP, dashboard, dan performance review belum selaras.

Learning Outcomes

• Memetakan customer lifecycle lengkap dengan stage, owner, exit criteria, dan value moment.
• Menyusun minimum customer profile, data dictionary, hygiene rule, dan actionable segmentation.
• Merancang trigger-based journey untuk onboarding, retention, renewal, reactivation, dan cross-sell.
• Membangun CRM governance, adoption metric, data-quality dashboard, dan review cadence.

Learning Modules

1. CRM Strategy & Lifecycle — Peserta mendefinisikan lifecycle stage, entry-exit criteria, owner, service level, dan value moment. Output: customer lifecycle blueprint.
2. CRM Strategy & Lifecycle — Peserta mendefinisikan lifecycle stage, entry-exit criteria, owner, service level, dan value moment. Output: customer lifecycle blueprint.
3. Customer Data & Segmentation — Peserta menentukan minimum viable customer profile, data source, hygiene rule, consent, dan actionable segment. Output: CRM data dictionary.
4. Customer Data & Segmentation — Peserta menentukan minimum viable customer profile, data source, hygiene rule, consent, dan actionable segment. Output: CRM data dictionary.
5. Engagement & Retention — Peserta merancang trigger-based journey untuk onboarding, usage, renewal, reactivation, cross-sell, dan complaint recovery. Output: lifecycle campaign canvas.
6. Engagement & Retention — Peserta merancang trigger-based journey untuk onboarding, usage, renewal, reactivation, cross-sell, dan complaint recovery. Output: lifecycle campaign canvas.
7. CRM Governance & Dashboard — Peserta menyusun role, mandatory field, adoption behavior, data-quality metric, dan review cadence. Output: CRM governance charter dan dashboard outline.
8. CRM Governance & Dashboard — Peserta menyusun role, mandatory field, adoption behavior, data-quality metric, dan review cadence. Output: CRM governance charter dan dashboard outline.

Target Participants

Marketing Insight, Business Analyst, Strategy, Customer Experience, Commercial Team