Customers Relationship Management at PT Unilever Tbk
Customers Relationship Management(CRM)helps companies improve the provitability of their interaction with customers while at the same time making the interactions appear friendlier through individualization. Ti succeed with CRM, companies need to match product and campaigns to prospect and customers-in other words, to intelligently manage the customers life cycle.
At the present time the business orientation of an enterprise is not only seen from how much the goods are sold or how much the amount of benefits obtained. Developments in the business world aware of employers to better understand their customer needs. Customer satisfaction is very important orientations for the sustainability of the company's product. Of satisfaction that formed it will arise a high loyalty to the product. To be familiar with any factors that can increase customer satisfaction, the company must have a network of good relationships with customers. This requirement became the forerunner to make a system to understand customer needs, maintain customer loyalty, and provide added value to our customers in conducting business or transactions with the company. Unilever Indonesia is engaged in the manufacture of food, beverage and medical equipment is aware of the need to create high customer loyalty towards its products. With the rapid competition among competitors in the food industry, beverage and medical supplies the company with large market level such as Unilever Indonesia are required to have the advantage of the benefits that a competitive advantage in competing. Unilever Indonesia implement Customer Relationship Management (CRM) to win the competition in maintaining relationships with customers and attract new customers. Through this program customers in particular are expected to retail customers become loyal to the company.
The world economy today is very different from the economy two decades ago. Rapid dissemination of information is a cause of intense competition between companies in the business. The customers can easily find the information they need information about a particular product. In addition, the number of market segments caused the company to be able to determine the correct segmentation and targeting, so much have a clear business focus.

Intense competition made the company to better focus on what is desired by consumers. The main factor that needs to be understood by the company is whether the products are made in compliance with the standards of consumer desire. To accomplish this, the company must be able to provide products with good quality, cheaper prices, product information faster, and better service than its competitors. With the development of e-bussiness then the company should be able to establish an appropriate system application solutions. The company began to change the mindset of the orientation advantage (profit oriented) towards other potential factors that have not been identified previously. Clients' interest and level of customer satisfaction becomes the primary factor that must be considered by the company.

The concept of Customer Relationship Management

CRM is a business model which has the main objective to identify, anticipate, understand the needs of customers both current customers, as well as the potential to become customers by collecting information about customers, sales, marketing effectiveness, and market trends.

CRM business philosophy relies on an understanding of the lifetime value of customers and provide personalized treatment and excellent service. Now that CRM has become a facility to get knowledge as well as a whole about the customer, which will facilitate the company to provide service according to customers' needs and behavior.

The principle of CRM is located on the willingness of businesses to increase customer loyalty and satisfaction without increasing the costs and time. CRM is a solution that remains relevant for today's IT investment. Because if we do not understand who our customer, and what they need, then we can not retain them as loyal customers. If we are not able to retain customers, we will not be able to survive and win the business competition.

CRM itself is not a single product but rather a business strategy that is implemented by creating a unified, integrated application capable of handling various aspects of the required front office. CRM is also used to learn more about customer needs and behaviors in order to develop a closer relationship with customers.

In the implementation of CRM, the technology also has a very important role in an organization to integrate all functions within the organization to achieve organizational goals. Implementing a CRM strategy is not only a means to improve services to customers, but to create interactions that are consistent, reliable and easily accessible in every interaction between customer and company.

CRM Systems in Business Process

Many packages were created to facilitate customer relationship, but mostly depends on the acquisition, updating and utilization of individual customer profiles. Customer profiles are usually stored in a data warehouse and data mining is used for extracting information relating to the company from customers concerned. Furthermore, this customer profile connected on line so that those working in the enterprise may contact the customer concerned. In addition, Web-based front-ends have been created so that customers can contact the company online(like the facebook , yahoo messager and the other facilities of online) to get information about products or services offered by the company, booked orders, check status of existing orders, get answers to questions or to obtain service. By the facebook the company can see what the customers hobbies and they always use in their live so they company can produce the product what the customer need and want. I think the facebook is very important for the company to make the relationship with the customers every the were. CRM software packages help companies to market, sell, and service customers through multiple media, including Web, call centers, field representatives, business partners, retail and dealer networks.