CUSTOMER RELATIONSHIP MANAGEMENT TELKOMSEL

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    The mobile telecommunication business competition increasingly stringent. Indonesia currently has about 10 mobile operators, whether operating with GSM and CDMA technologies. In an effort to gain significant market share, each operator must carry the appropriate marketing strategies. Cheap rates is most often carried in various promotional programs for the demands of the market tend to be sensitive to price (price sensitive). The other trend in mobile phone users (mobile) in Indonesia, most of them use more than one mobile unit, it is the potential for other markets. In addition to promoting a competitive tariff, mobile operators also offer package (bundling) phones sparingly.

    Competition to become the lowest-cost operators to bring business actors involved in the price war. Tariff war is very beneficial for the customers as mobile phone technology becomes more affordable for lower-class people, thus increasing penetration of mobile telecommunications. This led to the development of complementary businesses, such as reloading business, buying and selling used mobile phones and mobile phone trinkets. On the other hand, fierce price war actually bad for the mobile operator. To be able to compete each operator is required to perform operational cost efficiencies so that revenues remain safe. However, the reduction in operating costs often affect the quality of service and customer satisfaction potentially ignore. Customer satisfaction is an important factor that initiated the formation of customer loyalty. The above is part of the Customer Relationship Management (CRM). Secondly it is very important to ensure the credibility and profitability of the company.

    According to the daily Tribunnews.com, PT.Telkomsel, Tbk. have expressed reluctance to engage further in telecommunications services tariff war in the homeland. As the market leader-number of subscribers reaching 97 million subscribers-PT. Telkomsel, Tbk. preferring to focus on business development aggressively, given the sector will continue to grow. PT. Telkomsel, Tbk. as giant cellular telecommunications in Indonesia. Therefore, companies must be able to be the leader in all matters relating to the telecommunications service provider solutions. In the pursuit of this vision, the CRM approach needs to be used and to identify needs and solutions for customers. In addition, optimization of the SCM greatly affect the determination of cost of production, price, and availability of goods in the market. Both of the above is not complete without a good management through the Enterprise Resource Planning (ERP), reduction of lead-time, on-time delivery, reduction in cycle time, better customer satisfaction, better supplier performance, increased flexibility, reduction in costs -the cost of quality, use resources better, improved information accuracy and decision-making capabilities. This article was written in order to identifying the Business Application in PT Telkomsel, Tbk.


    What is Customer Relationship Management?

    According to Kalakota and Robinson (2001), CRM is a combination of strategy of sales, marketing, and service coordination. Another definition that CRM is an integrated information system that is used for planning, scheduling, and controlling the activities of pre-sales and post-sales within an organization. Regardless of your company's size and the requirements for your CRM (Customer Relationship Management) solution, the goal remains the same: learn more about your customers and leverage that knowledge into increased customer loyalty and improved sales. To achieve CRM success, there are 3 steps every company must follow before starting to consider CRM technology:

    1. Establish a commitment to organizational change. If your company already understands why it is essential to improve customer loyalty and agrees that a CRM initiative is a high priority, congratulations! If not, you'll need to do the legwork necessary to achieve consensus with all teams. Don't be overwhelmed. Use this as an opportunity to put the pieces of your CRM puzzle together--discovering where customer touch points interact, what information is important to whom and why, and to identify what current business processes seem inefficient to those tasked with executing them. Once each team feels heard, and their grievances documented, they will likely agree that change is a good thing. Then you not only have much of the critical information you need for your next step, you also have the capital to return to these folks for their buy-off when your CRM strategy is completed. 

    2. Define specific adjustments to operations. This seems like a tall order, but it is the logical next step towards building a solid strategy that your entire organization can get behind and evangelize. We suggest creating a matrix of all the problems identified in the first step and the solutions that were discussed. Use this matrix to compare the challenges across departments and identify potential operational changes that would solve these issues. Do not think about how technology can support these solutions, just concentrate on the operational changes necessary--who needs to know what and when, what workflow will share critical information between departments, and what critical customer-facing actions should occur at the completion of each task. 


    3. Document your CRM Strategy. Your strategy should identify the specific business problems that need to be addressed (based on your information gathering and prioritization exercises from the first 2 steps), define objectives whose results can be measured (to demonstrate the ROI of your implementation), and outline solid insight into how CRM will impact the company, current operations, and your customers. To ensure organizational buy-off, boil down your CRM strategy into these critical points: How will CRM improve the lives of its users? How will it increase productivity? How will it impact sales? It is this strategy you then take back to the key stakeholders for final buy-off. It is this strategy that you will arm yourself with when researching and evaluating all possible CRM solutions available to you.

    Because it is now easy for customers to make a comparison with just a click of a mouse to move the product to another company. This led to a relationship with this customer becomes highly valuable corporate asset. The relationship is worth more than the company's products, stores, factories, web address, and even employees. Every aspect of corporate strategy should incorporate seek and retain valuable customers. O'Brian (2008) states that many companies are implementing CRM to increase the odds of success in a competitive business environment. CRM uses technology to create information for cross functional Enterprise system that integrates customer service processes in sales, marketing, and customer service that interacts with its customers. PT Telkomsel utilize CRM to be able to obtain and retain potential customers, using Oracle. As an important component in the CRM system is as follows:

    a. Contact & Account Management
    O'Brian (2008) state that CRM software helps companies in the areas of sales, marketing, and parts and services to have the trace data from the customer. Information may include a phone number, fax, email, personal contacts, etc.. CRM systems store customer data and allow it to be accessible via the Internet, intranet, or other network to penjulan, marketing, and other applications. PT Telkomsel store customer database.

    b. Sales
    CRM allows companies to get real-time access to the customer data, as well as enable it to carry out checks before making sales.  CRM software facilitates Telkomsel to provide an  attractive offers for customer on certain criteria, eg based on ARPU (Average Revenue Per User) or the average - average phone use within 1 month. In general telemarketing department will contact the customer with the criteria ARPU> 500,000 for offering card number HALO, Telkomflash, Blackberry bundling, and IPhone on credit payment.

    c. Marketing & Fulfillment
    CRM systems help marketing division to carry out direct marketing activities, as well as store data on the response of customers offer made. PT Telkomsel telemarketing store data in the form of customer responsiveness that will allow businesses to connect with customers concerned at a later date, for example: The customer does not need internet apps because it already had from other operators.

    d. Customer Service & Support
    CRM system help customer service managers quickly create, designate, and manage service requests. Helpdesk software help section call center to help customers who have a problem with a product or service by providing the relevant service data and suggestions for solving the problem. Part of the call center when experiencing difficulties to deal with customer complaints or serve customer demand for product information, it can be assisted through this system, which provides data on product information, trouble shooting, interference with blackberry, etc.. Moreover

    e. Retentions & Loyalty Programs
    O 'Brian stated that it is very important for a company to raise their retention programs and maintain customer loyalty, because:
    1. Sell ​​to a new customer costs six times more expensive than making sales to existing customers
    2. Unhappy customer will tell 8-10 people about their experience.
    3. Companies were able to increase 85% by increasing the retention program by 5%.
    4. Opportunity to be able to sell products to new customers is 15%, while 5% of existing customers.
    5. 70% of customers who complain will continue to use the services / service companies if the companies quickly resolve the problem.



    CRM system will help to identify, reward, and sell it back to its loyal customers. Telkomsel has a database of customers who are members of simPATI Zone (for card users simPATI), Gen Asik (KartuAS), and HALO. In general, given loyalty program based on ARPU and hobbies of the customer, for example, to customers who have a hobby of watching or eat SIMPATI  loyalty program organized by  free watching with exchange Telkomsel Points. And the last case, pulse stolen there is much customer who complaining Telkomsel has a database of customers who are complaining and stop all premium SMS program as soon as possible and pay compensation.



    CUSTOMER SERVICE ONLINE 
    This feature actually, special for KartuHALO user, to manage telkomsel account. Especially E-billing, online payment and etc.

    1. First you have to login to My Telkomsel by submit your phone number, and PIN T-care. If you don't have PIN you can follow instructor below.



     2. submit your phone number in the red block below.



    3. Submit your birth date



    4. Type code in the box below, and click GET MY PIN NOW

     5. You will receive the pin by SMS.
    6. And submit it ro PIN T-Care for login in  My Telkomsel.

    There much benefit for use this feature from Telkomsel who made customer easier to access billing phone and etc.

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