MENINGKATKAN LOYALITAS PELANGGAN BINUS CENTER SYAHDAN DENGAN SISTEM E-CRM Ivanie Binus University, DKI Jakarta, Indonesia, 11480
Tinnike Binus University, DKI Jakarta, Indonesia, 11480
Waila Fitri Sudharyanto Binus University, DKI Jakarta, Indonesia, 11480
Abstrak Tujuan penulisan adalah untuk menganalisis proses bisnis berjalan pada bagian sales dan marketing serta mengalisis masalah dan kebutuhan informasinya. Berdasarkan hasil analisis maka akan diusulkan dan dirancang sistem yang dapat memecahkan masalah yang ada yaitu sebuah sistem e-CRM . M etodologi dimulai dengan pengumpulan data untuk menunjang analisis masalah dan perumusan solusi, dilanjutkan dengan analisis bisnis dengan menggunakan PORTER Five Forces, SWOT Analysis dan perhitungan IFAS EFAS. Hasil analisis tersebut digunakan sebagai dasar untuk sistem e-CRM yang diusulkan. M etode perancangan menggunakan pendekatan Unified Process, yaitu metode analisis dan perancangan sistem informasi berorientasi objek dengan bahasa perancangan UM L. Hasil yang dicapai dari penyusunan skripsi ini adalah sebuah sistem e-CRM yang dapat digunakan untuk tiga fungsi
utama yaitu direct marketing, cross-sell, up-sell dan proactive service. Fungsi direct marketing terlihat dari fitur e-CRM yang diusulkan seperti informasi profil perusahaan, produk yang ditawarkan oleh BiNus Center, promosi produk yang sedang berjalan dan updates mengenai event yang diadakan BiNus Center. Fungsi cross-sell dan up-sell terlihat dari fitur seperti personalisasi penawaran bagi peserta kursus ketika mengikuti kursus. Fungsi proactive service terlihat dari fitur – fitur khusus bagi peserta kursus dimana BiNus Center berperan secara aktif untuk memberikan pelayanan bagi calon peserta dan peserta kursus. Simpulan dari skripsi ini yaitu adanya sistem e-CRM yang memberikan solusi atas permasalahan yang ada, perusahaan dapat menyediakan informasi yang lengkap dan up to date bagi calon peserta dan peserta kursus, peserta kursus mendapatkan pelayanan yang lebih baik, mendapatkan informasi yang dibutuhkan dan pada akhirnya tingkat loyalitas peserta kursus semakin bertambah terlihat dari laporan reintake peserta kursus. Kata kunci : Meningkatkan Loyalitas, Pelanggan, Sistem e-CRM.
1. Pendahuluan Dalam dunia bisnis, teknologi informasi adalah salah satu alat yang sangat berperan dalam menciptakan competitive advantage bagi perusahaan. Teknologi informasi telah berkembang pesat sejak beberapa tahun lalu dan hingga saat ini tetap menunjukkan perkembangannya yang kian pesat. Tantangan demi tantangan terus bermunculan dalam dunia informatika. Hal ini kian memposisikan peran institusi pendidikan, baik formal maupun informal, sebagai wadah untuk mencetak tenaga profesional yang handal. Semakin banyaknya kebutuhan dunia industri akan tenaga kerja profesional di bidang teknologi informasi, luasnya dunia informatika, serta
beragamnya latar belakang kebutuhan pendidikan, memicu munculnya beragam institusi pendidikan. Institusi – institusi yang baru muncul tersebut berusaha untuk adaptif dan responsif terhadap kondisi yang ada. BiNus Center Syahdan sebagai sebagai salah satu lembaga pelatihan yang secara konsisten mengikuti perkembangan dunia informatika berupaya untuk menjawab kebutuhan dunia industri tersebut. BiNus Center Syahdan menyadari pentingnya untuk menjaga hubungan yang baik dengan peserta kursus dengan memanfaatkan teknologi informasi yang saat ini bersifat kompetitif terutama penggunaan internet. BiNus Center Syahdan harus dapat mengetahui kebutuhan para calon peserta kursus dan peserta kursus yang telah ada sekarang dan sekaligus menjawab kebutuhan mereka. Dengan mengetahui dan menjawab kebutuhan tersebut, maka perusahaan akan dapat menarik hati peserta kursus, membuat mereka loyal dan meningkatkan profit. Konsep perumusan strategi dan kebutuhan informasi sangat diperlukan untuk dapat merancang suatu sistem yang dapat mengakomodasi kebutuhan perusahaan. Berangkat dari latar belakang di atas, maka penerapan sistem e-CRM pada BiNus Center Syahdan akan sangat membantu dalam mencapai tujuannya untuk membuat peserta kursus menjadi loyal dan bisa memberikan sebuah pegangan bagi perusahaan untuk mengambil keputusan yang tepat bagi peserta kursus. Pada akhirnya, perusahaan akan mampu menghasilkan profit yang sebanyak – banyaknya dan juga menjaga loyalitas peserta kursus.
2. Metodologi Ruang lingkup dari proyek meliputi analisis industri dan perumusan strategi perusahaan, analisis terhadap kebutuhan sistem yang baru dan perancangan fitur – fitur e-CRM sesuai dengan
kebutuhan perusahaan untuk memecahkan masalah yang ada. Pembahasan yang dilakukan meliputi: -
Arsitektur sistem e-CRM yang diusulkan
-
System definition
-
Perancangan UM L
2.1 Arsitektur Sistem e-CRM yang Diusulkan
Gambar 1 Arsitektur e-CRM Tipe CRM yang diusulkan adalah operational e-CRM yang di dalamnya terdapat fase acquire, retain dan enhance. Fase – fase tersebut diturunkan menjadi functional solution yang
dapat dilakukan dengan fitur – fitur yang dirancang. Arsitektur rancangan e-CRM yang berisi functional solution dan fitur – fitur untuk melakukannya dapat dilihat pada Gambar 1. Penentuan fitur – fitur tersebut didapatkan dari hasil analisis atas masalah dan kebutuhan informasi perusahaan dan ditampilkan pada Tabel 1 berikut ini. Tabel 1 Tabel M asalah, Kebutuhan Informasi dan Fitur – Fitur Solusi Masalah Belum maksimalnya informasi berguna yang diberikan kepada peserta kursus yang dapat meningkatkan loyalitas Belum maksimalnya informasi yang diberikan kepada calon peserta kursus jika peserta kursus tidak datang langsung ke outlet Promosi yang dilakukan untuk mendapatkan pelanggan baru kurang tersebar dan target kurang mendapatkan informasi yang up-to-date Bagian marketing tidak memiliki informasi mengenai promosi apa yang selama ini paling sukses dilakukan untuk menarik pelanggan T idak adanya informasi tentang produk yang paling diminati sehingga sulit menentukan produk yang dapat menarik peserta kursus
Ke butuhan Informasi Informasi mengenai peserta kursus dan keterlibatannya di Binus Center Informasi lengkap tentang Binus Center dan produk-produknya
Fitur Personal Info Peserta Kursus, Promosi Khusus, Personalisasi Penawaran, Laporan Kursus, Download, Inbox Profil Binus Center, Produk, FAQ
Informasi mengenai promosi yang paling banyak menarik responden dan peserta kursus
Isi Data Minat, News, Event, Announcement
Informasi tentang data produk yang diminati
Isi Data Minat, List Kelas Follow Up, Planning Class
2.2 System Definition Untuk menjalankan strategi perusahaan dan mengatasi masalah yang telah dianalisis sebelumnya, sistem e-CRM dinilai paling tepat untuk memenuhi hal tersebut. Sistem e-CRM yang diusulkan akan mendukung kegiatan operasional BiNus Center Syahdan. Website e-CRM yang diusulkan akan dapat diakses oleh publik, peserta kursus dan admin. Publik termasuk semua pengunjung website, baik itu calon peserta maupun peserta kursus yang tidak login. Yang tergolong peserta kursus adalah orang – orang yang telah menjadi peserta di salah satu kelas BiNus Center. Peserta kursus telah diberikan username dan password untuk
dapat mengakses fitur yang tidak bisa dilihat oleh non peserta kursus, seperti informasi tentang kursus yang diambil, nilai dan lain – lain. Admin adalah staff BiNus Center yang memiliki tugas menjadi administrator untuk website e-CRM ini. Fitur – fitur yang ada pada website BiNus Center akan diklasifikasikan berdasarkan pihak yang mengaksesnya. Akan ada sistem hak akses yang membatasi antara akses dari masing – masing pihak sehingga pihak yang tidak berkepentingan tidak dapat mengakses apa yang seharusnya tidak mereka akses. Fitur publik hanya dapat diakses oleh pihak publik. Fitur ini terdiri dari informasi – informasi yang dibutuhkan oleh publik, seperti informasi tentang perusahaan, produk yang ditawarkan, jadwal kelas yang tersedia, outlet, news dan event yang diadakan BiNus Center, isi data minat jika pengunjung website memiliki produk tertentu yang diminati dan ingin dihubungi mengenai minat mereka tersebut, kritik dan saran, mengapa memilih BiNus Center sebagai tempat kursus dan hubungi kami. Fitur – fitur ini diharapkan dapat memberikan informasi yang lengkap dan dibutuhkan oleh pengunjung mengenai BiNus Center dan produk – produknya. Fitur peserta kursus hanya dapat diakses oleh pengunjung yang memiliki username dan password. Untuk mengakses menu di dalamnya, pengunjung harus login terlebih dahulu. Setelah login maka akan ditampilkan fitur – fitur yang sebelumnya tidak bisa diakses. Fitur – fitur tersebut antara lain adalah personal info, personalisasi penawaran, promosi khusus, ucapan selamat ulang tahun atau ucapan hari besar, inbox serta informasi kursus yang berhubungan dengan peserta seperti kursus yang diambil, jadwal, nilai ujian, prosedur ujian ulang, kalender kursus dan silabus. Peserta kursus juga dapat mengubah personal info dan password-nya. Fitur admin hanya dapat diakses oleh administrator yang ditunjuk oleh perusahaan. Admin harus login untuk dapat mengakses fitur – fitur admin. Fitur – fitur yang dapat diakses
oleh admin antara lain mengaktifkan ucapan hari besar ke halaman peserta kursus, meng-upload konten announcement, news, event dan fitur lain yang secara berkala harus di-update, mengupdate konten yang statis namun jika diperlukan sewaktu-waktu seperti tentang kami, informasi produk, jadwal, outlet, prestasi dan lain – lain. Fungsi yang dilakukan admin secara umum terhadap fitur website adalah insert, update dan delete.
2.3 Perancangan UML Perancangan sistem menggunakan metode object oriented dengan pendekatan Unified Process dari IBM’s Rational Software dengan menggambarkan use case diagram, collaboration diagram, class diagram, user interface, sequence diagram, deployment diagram dan network design. Pada use case diagram, diagram dibagi menjadi tiga bagian berdasarkan boundary admin, publik dan peserta kursus. Collaboration diagram digambarkan untuk melihat hubungan antar objek dan pesan – pesan yang dilakukan tiap objek sehingga mempermudah untuk melihat fungsi dari tiap objek yang digunakan dalam rancangan ini. Class diagram menunjukkan hubungan antar kelas yang ada pada sistem. User interface merupakan rancangan layar yang nantinya akan digunakan oleh user untuk berinteraksi dengan sistem. Rancangan layar yang dibuat saat ini disesuaikan dengan rancangan layar Binus Center yang telah ada. Deployment diagram digunakan untuk menggambarkan rancangan fisik dari sistem e-CRM yang akan dibangun. Sementara network design digunakan untuk menggambarkan arsitektur jaringan untuk menjalankan sistem. Perancangan
yang dibuat ini diharapkan dapat membantu pihak yang akan
mengimplementasikan sistem dan pihak yang akan mengembangkan aplikasi dari sistem.
3. Kesimpulan Setelah melakukan analisis dan perancangan sistem e-CRM Binus Center, maka dapat disimpulkan bahwa: 1. Sistem yang saat ini berjalan di Binus Center belum dapat mengakomodasi fungsi CRM secara maksimal. Sistem CRM saat ini terlihat pada bagian sales dan marketing. Pada bagian sales, informasi mengenai cross-sell dan up-sell justru terbatas hanya pada calon peserta kursus yang datang atau menghubungi secara langsung, bukan kepada peserta kursus yang telah ada. Sedangkan pada bagian marketing, infomasi yang diberikan kepada target belum sepenuhnya bisa menjangkau target dengan tepat karena tidak adanya data mengenai sumber promosi yang paling banyak menarik peserta kursus. Sedangkan pada bagian pelayanan terhadap peserta kursus, sistem saat ini belum memberikan informasi yang dibutuhkan secara lengkap. 2. Sistem yang diusulkan, bisa lebih mengakomodas i fungsi yang ada pada fase – fase CRM yaitu fase acquire, enhance dan retain. Ketiga fase tersebut diturunkan menjadi functional solution. Pada fase acquire, sistem dapat membantu perusahaan untuk mengumpulkan informasi mengenai calon peserta kursus, peminatannya beserta dari mana sumber informasi mengenai Binus Center didapatkan oleh calon peserta kursus. Fase ini juga membantu tim sales untuk dapat mengelola data peminatan dengan lebih mudah. Sumber informasi ini akan membantu tim marketing untuk mengetahui promosi mana yang paling sukses dilakukan. Pada fase enhance dan retain, sistem yang diusulkan dapat menggunakan informasi tentang peserta kursus yang dimiliki oleh perusahaan untuk dapat memberikan informasi lengkap yang sesuai dengan apa yang diinginkan oleh peserta kursus. Dengan demikian, perusahaan akan dapat menjaga hubungan baik dengan peserta kursusnya saat ini.
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IMPROVING THE LOYALTY OF BINUS CENTER SYAHDAN’S CUSTOMERS BY USING E-CRM SYSTEM Ivanie Binus University, DKI Jakarta, Indonesia, 11480
Tinnike Binus University, DKI Jakarta, Indonesia, 11480
Waila Fitri Sudharyanto Binus University, DKI Jakarta, Indonesia, 11480
Abstract The purpose of this thesis is to analyze the business process of sales and marketing in BiNus Center as well as the problems and information needed. Based on the result of analysis, there will be suggestions and design in form of e-CRM system that will be able to solve the current problems. The methodology starts by gathering the important data to support the problems analysis and solution formulation, continued by business analysis using PORTER Five Forces, SWOT Analysis and IFAS EFAS calculation. The result of analysis will then be used as a base for the new system. Design methodology is based on Unified Process approach, using object oriented analysis and design methodology with UM L as its design language. The result of this thesis is an e-CRM system that will be used for three main functions which are direct marketing, cross-sell, up-sell and proactive service. The function of direct marketing can be seen
from the features such as company’s profile, products of BiNus Center, product promotion, updates about events, and so on. The function of cross-sell and up-sell can be seen from the feature such as personalized offers for course members. The function of proactive service can be seen from the specific features for course member where BiNus Center actively gives a service for the customers as well as current course members. The conclusion of this thesis is the existence of e-CRM system that will be able to give solution for current problems, the company is able to provide complete and up to date information for its customers, the customers get better services, get the information they need and in the end the company can improve the loyalty of customers which can be seen from customers’ re-intake report. Key words: Improving the loyalty, customers, e-CRM system.
1. Introduction In business world, information technology is one of most important tools in creating competitive advantage for company. Information technology has improved very fast since several years ago and still shows its continuous improvement up to now. The challenges keep appearing in information technology world thus position the role of education institution, either formal or informal, as a media to create high performance professionals in the industry. The excessive needs of professionals in information technology field by industry, the extensive of information technology world and the variety of education need background, have triggered the various kind of education institutions. These institutions try to be adaptive and responsive with the current condition. BiNus Center Syahdan as one of training institutions is consistently following the development of information technology and trying to answer the needs of the industry.
BiNus Center Syahdan is aware about the importance of keeping the good relationship with its customers by utilizing the current information technology tools which are very competitive, such as the use of internet. BiNus Center Syahdan must be able to identify the needs of its customers and at the same time answer those needs. By being able to identify and answer those needs, the company will be able to attract its customers, make them loyal to the company and in the end will increase company’s profit. The concept of strategy formulation and information needed is very important to design a system that has the capability to accommodate company’s needs. Based on those backgrounds, the implementation of e-CRM system for BiNus Center Syahdan is proposed to help the company to reach its goal to create loyal customers and provide a hand hold for the company to take the right decisions related to their customers. In the end, the company will be able to gain as much profit as possible while keeping the loyalty of its customers.
2. Methodology The scope of this project are industry analysis and company’s strategy formulation, analysis of new systems requirement and the design of e-CRM features based on company’s needs to solve the problems. The discussions of this thesis are: -
Proposed architecture for the e-CRM system
-
System definition
-
UM L Design
2.1 The Proposed E-CRM System Architecture
Figure 1: E-CRM Architecture The proposed CRM type is an operational e-CRM which has three phases: acquire, retain and enhance. Those phases then will be continued to a functional solution which can be done through the designed features. The designed e-CRM architecture which has the functional solutions and features to execute them can be seen in Figure 1. Those features are determined from the result of problems and information needed analysis which is shown in Table 1.
Table 1: Problems, Information Needed, and Features Solution Table Problems
Information Nee de d
Information given to the course participants is not useful enough to make them more loyal
Information about the customers and their interaction with BiNus Center Information given to course participants Complete information candidate isn’t maximal if they don’t come about Binus Center to the outlet and its products The spread of promotion to get more new Information about the customers isn’t enough and the information most successful received by the target is rarely up to date promotion to get more respondents and The marketing staffs don’t have enough course participants information about the most successful promotion to get more customers There’s no information about the most Information about the favorite product so it’s hard to decide most favorite product which product can appeal more customers
Fe atures Course participants’ personal information, Special Promo, Personalized Promo, Course Report, Download, Inbox Binus Center Profile, Product, FAQ Isi Data Minat, News, Event, Announcement
Isi Data Minat, Follow Up Class List, Planning Class
2.2 System Definition To execute organization’s strategies and to solve the problems which have been analyzed before, the most suitable method is by implementing an e-CRM system. The suggested E-CRM system will support Binus Center Syahdan’s operational activities. The suggested e-CRM website will be able to be accessed by public, course participants, and admin. The public covers all web visitors either non-course participants or the course participants who are not yet logged in. Course participants are people who attend one or more course in Binus Center. These people had been given username and password to log in and to access features which can’t be seen by non-participants, such as the course taken information, exam score and so on. Admin is the Binus Center’s staffs who work as the administrator for this e-CRM website.
The features in Binus Center’s website will be classified by people who access them. There will be an access permission system to limit access from different user, so people who have no right to access some datum will not be able to access them. Public’s features consist of information needed by the public such as information about the organization, product offered, available course schedule, outlet, news, event held by Binus Center, isi data minat for choosing the interesting product, critics and suggestion, why Binus Center, and contact us. These features are expected to give complete information needed about Binus Center and its products by web visitor. As for the features of course participants can be accessed only by the visitor who has username and password. To access the menus, one has to log in first. After logged in, all features which couldn’t be accessed before now can be seen. These features are personal info, personalized promo, special promo, birthday and national holiday greeting, inbox and course related information for instance course schedule, exam score, retest procedure, course calendar, and syllabus. Course participants can also change their personal info and password. Admin’s features can only be accessed by the staffs chosen by Binus Center. Admin must logged in to be able to access the features. These features are activating national holiday greeting, updating contents like announcement, news, event and other features which have to be updated regularly, updating static contents which can be changed anytime like about us, product information, available course schedule, outlet information, achievement, and others. In general admin can perform insert, update, and delete function to the web’s features.
2.3 UML Design System is designed using object oriented method and based on Unified Process from IBM ’s Rational Software by portraying use case diagram, collaboration diagram, class diagram, user interface, sequence diagram, deployment diagram and network design. In use case diagram, the diagram is divided into three parts based on public, course participant, and admin boundaries. Collaboration diagram is designed to show the relation between objects and messages carried by each of them, to simplify description of each object’s function. Class diagram shows the relation between classes in system. User interface is the designed windows suggested to be used by user to interact with system. These suggested windows are adjusted with Binus Center’s current window. Deployment diagram is used to describe the physical design of the future e-CRM system. As network design is used to describe the network architecture to perform the system. All of these designs are expected to support the people who will implement the system and people who will develop application of the system.
3. Conclusion After analyzing and designing the e-CRM system of Binus Center, the conclusions drawn are listed below: 1. The current system used by Binus Center can’t accommodate maximal CRM function. Current CRM system can be seen in sales and marketing. From the sales, cross-sell and upsell related information is only limited to the customer who come to the outlet or contact Binus Center’s staff directly, not to the existed course participants. As from marketing, information delivered to target can’t fully reach the appropriate target since there’s no data
about the most successful promotion method to appeal the customer. From the customer service, the current system is not able to give appropriate information needed. 2. The suggested system can accommodate more function in CRM phases which are acquire, enhance and retain. These phases are continued to a functional solution. In acquiring phase, system helps the organization to collect the course participants candidate related information, to know what product they like better and to get the source of information how customer knows Binus Center. This phase also helps sales team to easier manage the interest data from customer. Source of information can enhance the marketing team to choose the best promotion method. In enhancing and retaining phase, designed system will be able to use the course participant’s information to automatically give them the complete appropriate information. Thus, organization will be able to manage good relationship with their customers.
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