UNIVERSITAS ISLAM NEGERI SJECH M.

DJAMIL DJAMBEK BUKITTINGGI

KODE
FAKULTAS SAINS DAN TEKNOLOGI
DOKUMEN
PROGRAM STUDI BISNIS DIGITAL

RENCANA PEMBELAJARAN SEMESTER

MATA KULIAH (MK) KODE Rumpun BOBOT SEMESTER TglPenyususnan
MK (sks)
Customer RelationshipManagement 64.5.37.CP2.1 Digital 3 P 7-2-2024
Bisnis =0
Otorisasi / Pengesahan Dosen Pengembang RPS
Koordinator MK Ka Prodi
Himmatul Khairi, MM
(jikaada)
TTG TandaTangan
TandaTangan
CapaianPembelajaran CPL-PRODI yang Dibebankan pada MK
CPL1 Memilikipengetahuansesuaidengancapaianpembelajaran program studi S1 Bisnis Digital
CPL2 Memilikikecakapanhidupsesuaicapaianpembelajaran program studiBisnis Digital
CPL3 Mampumengembanganteorisertametodeatauteknik pada domain management and governance (MAGO)
atauinformatics concepts (INCO)
CapaianPembelajaran Mata Kuliah (CPMK)
CPMK1 Understanding Customer Relationship (CPL1, CPL2, CPL3)
CPMK2 Strategic CRM(CPL1, CPL2, CPL3)
CPMK3 Operational CRM(CPL1, CPL2, CPL3)
 CPMK4 Analytical CRM(CPL1, CPL2, CPL3)
CPMK5 Realizing the benefits of CRM (CPL1, CPL2, CPL3)
DeskripsiSingkat MK Mata kuliahinimengajarkanuntukmemahami customer relationship, strategic, operational, analytical dan benefit CRM
Bahan 1. Introduction to CRM
Kajian:MateriPembelaj 2. Understanding relationship
aran 3. Managing the customer lifecycle-customer acquisition
4. Managing the customer lifecycle-customer retention and development
5. Customer portfolio management
6. How to deliver customer-experienced value
7. Managing customer experience
8. Sales force automation
9. Marketing automation
10. Service automation
11. Development and managing customer-related databases
12. Using customer-related data
13. Planning to succeed
14. Implementation CRM
Pustaka Utama:
1. Buttle, Francis. Maklan, Stan (2003). Customer Relationship Managemnt Concept and Technologies Third edition.London:
Routledge.
2. Kumar,V.Reinartz, Werner (2006). Customer Relationship Management Concept, Strategy and tools Third Edition. Germany:
John Wiley & Sons
Pendukung
3. Peelen, Ed. Beltman, Rob (2003). Customer Relationship Management. UK: Pearson Education Limited
DosenPengampu:
MatakuliahSyarat
BentukPembela
Penilaian jaran;
MetodePembel
KemampuanKahirtiaptah Indikator Kriteria ajaran; MateriPembelajaran BobotPen
Mg Ke-
apanbelajar (Sub-CPMK) & PenugasanMah [Pustaka] ilaian (%)
Teknik asiswa;
[Etimasi
Waktu]
(1) (2) (3) (4) (5) (6) (7)
1 Introduction to CRM Ketepatandalammenjelaskan: Kriteria: Kuliah dan  Chapter objectives 5%
Introduction to CRM Ketepatan Diskusi  Introduction
danpengu [3 x 45”]  Strategic CRM
asaan -  Operational CRM
Bentuk  Analytical CRM
non-test:  Where does social
Tanya CRM fit
jawab  Misunderstanding
about CRM
 Defining CRM
 CRM constituencies
 Commercial context of
 CRM
 The not-for-profit
context –the third
sector
  Model of CRM
 Chapter objectives
 What is a relationship
 Relationship quality
 Why companies
wantrelationship
withcustomer
Kriteria
 Customer life
:
timevalue
Ketepata
 When might
n dan
Kuliah dan companies notwant
Understanding Ketepatandalammenjelaskan:Unders penguasa
2 Diskusi relationship 5%
Relationship tandingrelationship an
[3 x 45”] withcustomer
Bentuk
 Why customer
non-test:
wantrelationship
Tanya
withsupplier
jawab
 Customer
satisfaction,loyalty
and business
performance
 Relationshipmanagem
enttheories.
3 Managing the customer Ketepatandalammenjelaskan:Manag Kriteria Kuliah dan  Chapter objectives: 5%
life cycle customer ing the customer lifecyclecustomer : Diskusi  Introduction
acquisition acquisition Ketepata [3 x 45”]  What is a new
n dan customer?
penguasa  Portfolio purchasing
an  Prospecting
 Key performance
 indicators of
customeracquisition
Bentuk
programmes
non-test:
 Making the right offer
Tanya
 Operational CRM tool
jawab
that help customer
acquisition
 Chapter Objective:
 Introduction
 What is customer
retention
 Economics of
customerretention
Kriteria  Which customer to
: retain
Ketepata  Strategies for
n dan customerretention
Managing the customer Ketepatandalammenjelaskan:Manag penguasa Kuliah dan  Positive customer
4 life cycle customer ing the customer life cycle customer an Diskusi retentionstrategies 5%
retention and development retention and development [3 x 45”]  Context makes a
Bentuk difference
non-test:  Key performance
Tanya indicators of customer
jawab retention programmes
 The role of research
inreducing churn
 Strategies for
customerdevelopment
 Strategies
forterminating
  Chapter objectives
 What is a portfolio
 Who is the customer?
Kriteria  Basic disciplines for
: CPM
Ketepata  CPM in the business-
n dan tobusiness context
penguasa Kuliah dan  Customer portfolio
Customer portfolio Ketepatandalammenjelaskan:Custo
5 an Diskusi models 5%
management mer portfoliomanagement
[3 x 45”]  Additional
Bentuk customerportfolio
non-test: managementtools
Tanya  Strategically
jawab significantcustomer
 The seven core
customermanagement
strategies
6 How to deliver customer Ketepatandalammenjelaskan:How to Kriteria Kuliah dan  Chapter Objectives
experienced value deliver customer experienced value : Diskusi  Introduction
Ketepata [3 x 45”] ‘understandingvalue
n dan  When does
penguasa customerexperience
an value?
 Modelling
Bentuk
customerperceived
non-test:
value
Tanya
 Source of customer
jawab
value
 Customization
 Value through the
  marketing mix
 Chapter objectives
 Introduction
 What is customer
Kriteria  Experience
:  Customer experience
Ketepata  Concepts
n dan  How to manage
Ketepatandalammenjelaskan:Manag penguasa Kuliah dan
Managing customer customer
7 ing customer an Diskusi 5%
experience  Experience
experience [3 x 45”]
Bentuk  What distinguishes
non-test:  customer experience
Tanya  management from
jawab CRM
 How CRM software
 application influence
 customer experience
8 UTS
Kriteria
:  Chapter objective
Ketepata  Introduction
n dan  What is SFA
Ketepatandalammenjelaskan:Sales penguasa Kuliah dan
Sales force  The SFA eco-system
9 force an Diskusi 5%
automation  SFA adoption
automation [3 x 45”]
Bentuk  How SFA changes
non-test: sales
Tanya  performance
jawab
10 Marketing Ketepatandalammenjelaskan:Market Kriteria Kuliah dan  Chapter objectives 5%
Automation ing : Diskusi  Introduction
 Ketepata
n dan  What is
penguasa marketingAutomation
an  Benefit of
Automation [3 x 45”]
Bentuk marketingautomation
non-test:  Software application
Tanya formarketing
jawab
 Chapter objectives
 Introduction
Kriteria  What is customer
: service
Ketepata  Modelling service
n dan quality
penguasa Kuliah dan
Ketepatandalammenjelaskan:Sevice  Customer service
11 Sevice automation an Diskusi 5%
automation excellence certification
[3 x 45”]
Bentuk What is service
non-test: automation
Tanya  Benefits from service
jawab  Automation
 Software application
forservice
12 Development and Ketepatandalammenjelaskan:Develo Kriteria Kuliah dan  Chapter objectives 5%
managing customerrelated pment and : Diskusi  Introduction
databases managing customerrelated databases Ketepata [3 x 45”]  Corporate customer-
n dan relateddataStructured
penguasa and unstructureddata
an  Developing a customer
related database
Bentuk
 Data integration
  Data warehousing
non-test:
 Data mart
Tanya
 Knowledge
jawab
management
 Chapter objectives
 Introduction
Kriteria  Analytics for CRM
: strategy and tactic
Ketepata  Analytics through the
n dan  customer lifecycle
penguasa Kuliah dan
Using customerrelated Ketepatandalammenjelaskan:Using  Analytics for
13 an Diskusi 5%
data customerrelated data structured and
[3 x 45”]
Bentuk unstructured data
non-test:  Big data analytics
Tanya  Analytics for
jawab structured data
 Three ways to generate
analytical insight
Kriteria  Chapter objectives
:  The logic of the
Ketepata business case
n dan  Organizing for benefits
penguasa Kuliah dan
Ketepatandalammenjelaskan:Planni  Network and
14 Planning to succeed an Diskusi 5%
ng to succeed virtualOrganization
[3 x 45”]
Bentuk  Person-to-person
non-test: contact
Tanya  Key account
jawab management
15 Implementation Ketepatandalammenjelaskan:Imple Kriteria Kuliah dan  Chapter objectives 5%
CRM mentation : Diskusi  Phase 1: Develop the
 CRM strategy
Ketepata  Phase 2: Build CRM
n dan project foundation
penguasa  Phase 3: Needs
an specification and
CRM [3 x 45”]
Bentuk partner selection
non-test:  Phase 4: project
Tanya Implementation
jawab  Phase 5: performance
evaluation
16 UAS
Catatan:
1. CapaianPembelajaranLulusan PRODI (CPL-PRODI) adalahkemampuan yang dimiliki oleh setiaplulusan PRODI yang
merupakaninternaslisasidarisikap, penguasaanpengetahuan dan keterampilansesuaidenganjenjangprodinya yang diperolehmelalui proses
pembelajaran
2. CPL yang dibebankan pada matakuliahadalahbeberapacapaianpembelajaranlulusan program studi (CPL-PRODI) yang
digunakanuntukpembentukan/pengembangansebuahmatakuliah yang terdiridariaspeksikap, ketrampulanumum, keterampilankhusus dan
pengetahuan.
3. CP Mata kuliah (CPMK) adalahkemampuan yang dijabarkansecaraspesifikdari CPL yang dibebankan pada matakuliah, dan
bersifatspesifikterhadapbahankajianataumateripembelajaranmatakuliahtersebut .
4. Sub-CP Mata kuliah (Sub-CPMK) adalahkemampuan yang dijabarkansecaraspesifikdari CPMK yang dapatdiukurataudiamati dan
merupakankemampuanakhir yang direncanakan pada tiaptahappembelajaran, dan bersifatspesifikterhadapmateripembelajaranmatakuliahtersebut.
5. lndikatorpenilaiankemampuandalam proses maupunhasilbelajarmahasiswaadalahpernyataanspesifik dan terukur yang
mengidentifikasikemampuanataukinerjahasilbelajarmahasiswa yang disertaibukti-bukti.
6. KreteriaPenilaianadalahpatokan yang digunakansebagaiukuranatautolokukurketercapaianpembelajarandalampenilaianberdasarkanindikator-
indikator yang telahditetapkan. Kreteriapenilaianmerupakanpedomanbagipenilai agar penilaiankonsisten dan tidak bias.
Kreteriadapatberupakuantitatifataupunkualitatif .
7. Teknik penilaian: tes dan non-tes.
8. Bentukpembelajaran: Kuliah, Responsi, Tutorial, Seminar atau yang setara, Praktikum, Praktik Studio, PraktikBengkel, PraktikLapangan,
Penelitian, PengabdianKepada Masyarakat dan/ataubentukpembelajaran lain yang setara.
9. MetodePembelajaran: Small Group Discussion, Role-Play & Simulation, Discovery Learning, Self-Directed Learning, Cooperative Learning,
Collaborative Learning, Contextual Learning, Project Based Learning, dan metodelainnya yang setara .
10. MateriPembelajaranadalahrincianatauuraiandaribahankajian yang dapatdisajikandalambentukbeberapapokok dan sub-pokokbahasa n.
11. Babatpenilaianadalahprosentasipenilaianterhadapsetiappencapaian sub-CPMK yang besarnyaproposionaldengantingkatkesulitanpencapaian sub-
CPMK tsb., dan totalnya 100%.
12. PB=Proses Belajar, PT=PenugasanTerstuktur, KM=KegiatanMandiri.