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Introduction

Customer Relationship Management

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Customer Relationship Management(CRM) is an approach to managing a company's

interaction with current and potential future customers. The CRM approach tries toanalize
dataabout customers' history with a company, to improve business relationships with customers,
specifically focusing on customer retention, and ultimately to drive salesgrowth.
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Functions of CRM

01

02

03

Improve customer loyalty

Reduce costs

Increase reveue

04

05

06

Improve service process automation

Increase time to market

Improve operational efficiency &

sales

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Improve relations
Improve the relationship
between the company and
existing customers to
increase corporate revenue.

Integrated
information
To generate the most
satisfactory service by
leveraging customer information
to meet the needs of customers
so that the customers can save
time and reduce frustration.
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Consistency
Produce consistency in
procedures and processes to
channel answers to
customers.

2
Audi

Reasons of Audi implements

CRM
01

02

Costumer

Changes in costumer behavior

Competency

Improved relations with consumers in other

industries.

03

Competitor

04

Relation

Pressure from competitor

The difficulty of maintaining good

relationships with customers.
6

Audi's brand values are in being sporty,

progressive and sophisticated, and in having
an association with leading-edge automotive
technology.

Strategy of CRM Audi

Reactive CRM

AUDI AG
Automotive Manufacturer
Owned by VW Group (Major Stock)

Audi

Automobile Brand

Lamborghini
Automobile Brand

Ducati

Motorcycles Segment

CRM Audi

Why CRM

Changes in
consumer purchase
behavior

Improved customer
relations outside
the industry

Competition in the
automotive
industry

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Customer
relationship
management is not
effective

12

Marketing Principle
Changes in consumer
purchase behavior
Improved customer relations
outside the industry

Competition in the
automotive industry
Customer relationship
management is not effective

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13

Reason to invest in CRM

Acquisition and loyalty rates could improve
Customer Manufacturer, Customer experience not depend on dealer
Need systemic approach to developing costumer lifetime value

CRM Strategy
3 langkah strategi CRM
Reactive CRM
"Do ordinary things extraordinarily well
Proactive CRM
"Create as many customer relationships as possible,"
Selective CRM
"Select and treat customers by segment"

CRM Process

Value 01

What would we
do to the
customers.

Process

02

How to do it.

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Improve

03

Use the tools to

fix.

16

Fixing Costumer Experience.

The integration process set
Reducing internal interface business unit
relationships
Coordination and control centralized
Reduce lead time and service fee

Organization Collaboration
Marketing
Management
Develop CRM
strategies

Local
Customer
Care and
Workshop
Departement
Operational CRM

18

KuBa
Created in mySAP CRM application
by VW Group

CRM Technology
Data transformation
Overview of customer information
to the entire Audi
Consumer data that is integrated
into a major challenge for Audi

CRM Audi
Programs

CRM Audi Programs

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My AudiApps
Centre Visit, Service, Web Activity,
others

Social Media
Facebook & Twitter

21

MyAudi App

Roadside
Assistance

Audi Library

MyAudi IQ

AudiChat

22

Facebook

Twitter

CRM Results

Improve customers acquisition

levels
Loyalty

Thank you!
Any questions?