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BACKGROUND

Globalization led to the development of science and technology more !ic"ly#

$i"e%ise& in information technology& the 'nternet technology is ma"ing the %orld

seemed %itho!t limit again# (hro!gh internet technology people gain "no%ledge

easily )!st by opening a site thro!gh a comp!ter# *ree trade ma"es thedevelopment of the mar"eting environment increasingly global and comple+#

Competition bet%een companies is not only happening in the real mar"et only#

'nternet technologies %ere previo!sly serving science began to change f!nctions

%ith their b!siness innovation via the internet# (he development of a mar"eting

environment that ma"es the emergence of several companies that o,er prod!cts

in a n!mber of %ebsites on the internet#

A %ebsite is a!tomatically can bring a company to the global mar"et direction&

even so a company can not easily realize the company-s b!siness or

meng"ond!sif"an it into an international b!siness# (here are so many factors

that a,ect the s!ccess or fail!re of an international b!siness s!ch as. the

c!lt!ral& b!siness and infrastr!ct!re systems are di,erent in each co!ntry ma"es

to mar"eting& sales and development of b!siness relationships become

increasingly comple+#

(he high gro%th of Dell Comp!ter convince internet !sers to mar"et their

prod!cts thro!gh this virt!al %orld# Dell Comp!ter& %hich is one of /C

man!fact!rers %ho mar"et their prod!cts direct mar"eting began to loo" at the

'nternet as a means of mar"eting their prod!cts# Dell Comp!ter is one e+ample

of a company that can t!rn yo!r b!siness from a small company into a large

company# No% in addition to /C& Dell Comp!ter began to enter the mar"et otherelectronics#

*or that Dell Comp!ter sho!ld be able to do long0term b!siness relationships

%ith its c!stomers# (he main reason is beca!se the company %anted to have a

p!rpose for "eeping the b!siness in the long term# (he second reason is the

increasing competition in this virt!al %orld& ma"ing Dell Comp!ter sho!ld be able

to maintain a good relationship %ith the c!stomer so that the c!stomer does not

get moved to another company#

1any s!rveys sho% that c!stomers are most instr!mental in determining the

overall pro2t company that is gro%ing contin!o!sly& so the clearer the path to be

ta"en by the company if they %ant to s!cceed# *or that all the company-s

activities to be directed at the provision of s!perior val!e to its c!stomers# 3o

they have to !nderstand the c!stomer-s bene2t then systematically maintain

and strengthen their relationship %ith the company#

'nside maintaining relationships %ith c!stomers a lot of things that need to be

considered by the company incl!ding ho% the company-s strategy in %inning the

competition %ith other companies engaged in similar b!siness# One of them is

the implementation of C!stomer Relationship 1anagement 4CR15 in an e,ort to


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increase the resilience of c!stomer relationships as %ell as in creating c!stomer

loyalty# Dell Comp!ter thro!gh a strategy of trying to b!ild relationships %ith its

c!stomers to achieve c!stomer loyalty and pro2tability s!stainable company&

one of them %ith the CR1 program& %here CR1 is a strategy that is !sed to treat

them individ!ally to the c!stomer& in this case the company m!st adapt prod!ct

o,erings& the bidding process& !ntil the transaction#

CO1/AN6 /RO*'$7

Dell Comp!ter is a /C comp!ter man!fact!rers from the United 3tates& rather

than the 3tate of (e+as# (he company %as able to transform itself from a /C

man!fact!rer petty become 8agship brand# Dell Comp!ter is ta"en from the

name behind the company-s C7O is 1ichael 3# Dell# C!rrently Dell Comp!ter is

still led by C7O 1ichael 3# Dell aged 9: years and /resident Kevin B# Rollins& aged

;< years# Dell Comp!ter =istory began %hen 1i"e forename or receive calls from1ichael 3# Dell >?0year old s"ipped college for the sa"e of selling a /C assembled

in his dorm room at the University of (e+as at -A!stin in >?:@# At its inception the

company& fe% %o!ld dare betting on the chances of s!ccess# At that time most of

the comp!ter ma"ers sell their /C thro!gh an e+tensive net%or" of distrib!tors

and merchants in all things po%erf!l# At the time of Dell Comp!ter Corporation is

an emerging that began to develop any& competitors are still str!ggling on the

mar"eting ind!stry comp!ter thro!gh orders0mail 4mail order5#

B!t 1ichael Dell yo!ng it has proved that the s"eptical vie% is %rong0%rong# =e

has changed the mail order b!siness from his dorm room into a comp!ter empirethriving# Dell Comp!ter has no% become the largest direct mar"eter of comp!ter

systems and comp!ter man!fact!ring companies are the fastest gro%ing in the

%orld# (he secret of s!ccess Dell is Dell-s direct mar"eting approach provides

higher c!stomer val!e thro!gh the combined invincible of prod!cts that are

specially made according to the tastes of c!stomers 4prod!ct c!stomization5& lo%

price& fast delivery and e+ceptional c!stomer service# Dell s!pports its prod!cts

%ith high !ality service and s!pport# As a res!lt Dell is consistently incl!ded in

the ran"s that e+cel in reliability and service of ind!strial prod!cts& and its

c!stomers are among the ind!stry-s most satis2ed c!stomers#


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/ROB$713

3ince


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D'3CU33'ON

(he shift of the mar"eting concept of transaction mar"eting to foc!s more on

e,orts to get a ne% c!stomer than to retain an e+isting c!stomer to the concept

of relationship mar"eting that promotes retaining c!stomers by establishing

long0term relationships to achieve long0term pro2tability as %ell as the emphasis

on a form of m!t!ally bene2cial cooperation bet%een the parties involved in

mar"eting#

*rom this sense C!stomer Relationship 1ar"eting 4CR15 enables companies02rms

generate real time for c!stomer service perfectly to develop a relationship %ith

each of o!r val!ed c!stomers thro!gh ho% the e,ective !se of information on

individ!als# Based on the introd!ction of each c!stomer& the company can

memyes!ai"an o,ers to the mar"et& services& programs& messages and media#

C!stomer Relationship 1ar"eting plays an important role as a driver ofpro2tability the company is based on the aggregate val!e of the company-s

c!stomers5#

'n other %ords& CR1 is a techni!e or set of processes that are prepared to

collect data and provide information that helps organizations eval!ate options

strategy# A CR1 strategy sho!ld help organizations bene2t from interactions %ith

e+isting c!stomers and potential c!stomers %hile creating a friendly interaction

that emerges thro!gh individ!alization and personalization# (he p!rpose of CR1

systems is to improve c!stomer service& increase c!stomer satisfaction and

ens!ring the resilience of c!stomers thro!gh the integration of b!sinessprocesses %ith technology#

'mplementation of C!stomer Relationship 1anagement 4CR15 Dell Comp!ter

Direct mar"eting approach ma"es Dell provides c!stomers a higher val!e

thro!gh an !nbeatable combination of prod!cts that are tailor0made according to

the tastes of c!stomers 4prod!ct c!stomization5& lo% price& fast delivery and

e+ceptional c!stomer service#

># /rogram One0to0One 1ar"eting at Dell Comp!ter

a# /ersonalization


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Dell serves b!yers individ!ally to let them boo" a comp!ter %ith special feat!res

they %ant& at a lo% price# Approach one0to0one are in great demand by the

b!yers of the company& beca!se Dell is easy to set !p the initial con2g!ration of

each comp!ter according to act!al needs# Dell ro!tinely 2lls his comp!ter %ith

the soft%are of their o%n ma"ing& and even perform tas"s on a net%or" pair each

employee so that the comp!ter can be sent directly to the employee table in

!estion#

b# /rod!ct cost!mized

Dell is ta"ing its direct0mar"eting form!la one step f!rther& namely selling /C on

the 'nternet# Dell provides 'nternet site %here shoppers can c!stomize prod!cts

according to the needs of the so0called /remier /ages# No%& by simply clic"ing

the icon B!y a Dell in the Dell Feb site 4%%%#dell#com5& c!stomers can design

and create electronic price order the comp!ter system itself# (hen& %ith a clic"

on the p!rchase& c!stomers can place an order by selecting from online

payment options that incl!de credit card& p!rchase order or leasing companies#

Dell immediately sent an order con2rmation to the c!stomer %ithin ; min!tes

after receiving the order# After receiving this con2rmation the c!stomer can

chec" their order stat!s online at anytime#

c# 3pecial Recognition And (reatment /rograms

Dell Comp!ter e+ercise special care to c!stomers %ho have p!rchased Dell

prod!cts# Fhere Dell set !p the initial con2g!ration of each comp!ter according

to act!al needs# Dell is also very concerned %ith its c!stomers by recognizing

c!stomers %ho mostly come from corporations and ed!cational instit!tions byproviding the service fees to its c!stomers#

# Contin!ity /rogram 1ar"eting at Dell Comp!ter

a# After 1ar"eting /rogram

Dell %as "no%n to be concerned %ith its c!stomers& Dell Comp!ter provides

co!rses after sales service to its c!stomers e+cellent c!stomer coming

from corporations& ed!cational instit!tions or c!stomers are derived from the

ho!sehold segment 4home /C5

b# AEnity /rograms and 7motional conections

Dell ma"e direct sales to sales of more eEcient and lo%er cost& %hich means it

%ill ma"e a cheap price for the c!stomer# Direct relationship %ith c!stomers

helps companies to give immediate feedbac" on shifts in c!stomer demand# Dell

also has long been a model of )!st0in0time man!fact!ring and eEcient s!pply

chain management# (he company also holds the lightning c!rrent comple+ity of

electronic trading# 3tep of the process& from the moment the order is received

!ntil the time of %ithdra%al payment# by selling direct& man!fact!re0to0order&

and obtain payments %ith credit cards and other electronic payments& Dell


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provides services to the reservation so that Dell can deliver prod!cts faster than

the other competitors#

9# /artnering /rogram H Co01ar"eting at Dell Comp!ter

a# Co Branding

Dell Comp!ter cooperating %ith $e+mar" 'nternational 'nc# in the printer mar"et&

Dell attach his o%n brand on the prod!ct $e+mar"# Fhile in the holding 71C

Corp# Dell storage to sell the co0branded storage engine#

b# AEnity /artnering

(hro!gh the Dell partnership can e+pand its b!siness0to0b!siness and net%or"printers# (hro!gh its partnership of Dell Comp!ter also can provide lo% prices to

the b!siness of selling /Cs& servers or printers#

CONC$U3'ON

'mplementation of CR1 programs at Dell Comp!ter for strategic decision ma"ing

on c!stomers is thro!gh one0to0one mar"eting in %hich the c!stomer is treated

individ!ally# Fhere the implementation of CR1 in Dell Comp!ter thro!gh

personalized service and c!stomized prod!cts according to c!stomer demand#

Dell Comp!ter b!ild c!stomer relationships by tailoring its services to c!stomers#

Dell Comp!ter trying to get c!stomers and maintain c!stomer loyalty bypersonal relationships %ith its c!stomers# 7ven being on a gro%th strategy

4gro%th strategy5# =o%ever necessary the development of the application of

technology in adapting services to c!stomers to create c!stomer satisfaction and

c!stomer loyalty# And also the more intensive attention to c!stomers %ho have

the prospect of cond!cting transactions and create pro2ts for the company#

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