Tujuan utama dari Customer Relationship Marketing adalah the acquisition, retention and overall customer profitability of the specific group of customers (Kotler, 1997), yang dapat dijelaskan sebagai berikut :
1. Acquisition of customers, this refers to the need of organisation to find new customers for their products. This means they are required to develop strategies to attract potential customers to purchase the product. The cost of attracting a new customer is estimated to be five times the cost of keeping a current customer happy (Kotler, 1997).
Menyatakan bahwa biaya mendapatkan pelanggan baru jauh lebih mahal lima kali lipat daripada mempertahankan pelanggan lama, bahkan menurut Harvard Business Review (Supriyanto, 2009, p.148) bahwa biaya untuk memperoleh pelanggan baru enam sampai tujuh kali lipat lebih mahal daripada mempertahankan pelanggan lama.
2. Retention of customers, organisations also need to focus on existing customers in order to ensure that they continue purchasing and continue supporting the product. Organisations can increase their profitability by between 20% and 125% if they boost their customer retention rate by 5 percent (Peck et all, 2004).
Suatu organisasi dapat meningkatkan profitabilitas dengan meningkatkan retensi pelanggan.
3. Profitability, Customer profitability reflects the financial performance of customers with respect to all the costs associated with a transaction (Gordon, 1998). Profitability in the case of CRM is determined in the light of the lifetime value of the customer to the organisation, taking account the income and expenses associated with each customer and their respective
1. Acquisition of customers, this refers to the need of organisation to find new customers for their products. This means they are required to develop strategies to attract potential customers to purchase the product. The cost of attracting a new customer is estimated to be five times the cost of keeping a current customer happy (Kotler, 1997).
Menyatakan bahwa biaya mendapatkan pelanggan baru jauh lebih mahal lima kali lipat daripada mempertahankan pelanggan lama, bahkan menurut Harvard Business Review (Supriyanto, 2009, p.148) bahwa biaya untuk memperoleh pelanggan baru enam sampai tujuh kali lipat lebih mahal daripada mempertahankan pelanggan lama.
2. Retention of customers, organisations also need to focus on existing customers in order to ensure that they continue purchasing and continue supporting the product. Organisations can increase their profitability by between 20% and 125% if they boost their customer retention rate by 5 percent (Peck et all, 2004).
Suatu organisasi dapat meningkatkan profitabilitas dengan meningkatkan retensi pelanggan.
3. Profitability, Customer profitability reflects the financial performance of customers with respect to all the costs associated with a transaction (Gordon, 1998). Profitability in the case of CRM is determined in the light of the lifetime value of the customer to the organisation, taking account the income and expenses associated with each customer and their respective
