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Social CRM Part 4: Find Only Relevant Database

October 10, 2012

Sebelumnya saya membahas tentang pentingnya database sebagai awal  membangun strategi digital untuk Social CRM di artikel ini, lalu saya menjelaskan mengenai database apa saja yang mendasar, dan perlu direkam dari audiens di artikel ini. Nah berikutnya pertanyaan logisnya adalah, gimana mengumpulkan database?

Mengumpulkan database ini, juga perlu dipikirkan secara strategis. Jangan merasa bangga dulu, bila berhasil mengumpulkan ratusan ribu database. Hal yang terpenting adalah, kumpulkan database audiens yang RELEVAN.

Kenapa? Karena kalau sekedar mengejar key performance indicator (KPI)  mengejar sekian juta email misalnya, gampang saja beli aja database. Misalnya beli database dari kartu kredit, atau dari agency CRM mereka punya banyak database. Tapi apakah ini akan berguna? Bagaimana dengan conversion rate ke penjualan? Bagaimana dengan persepsi merek, karena dianggap spam dan mengganggu?

Pada ujungnya investasi yang dikeluarkan menjadi sia-sia, karena perlu diingat tujuan akhirnya bukan mengumpulkan database sebanyak-banyaknya. Tapi tujuan akhirnya adalah kepuasan konsumen, membuat mereka mau membeli lagi dan lagi, atau mengkonversi mereka yang belum membeli menjadi konsumen. Bukankah begitu?

Ada sebuah cerita menarik, misal saja ambil contoh,sebuah perusahaan investasi. Perusahaan ini menjual jasa, menjadi broker bagi konsumen yang mau berinvestasi di pasar modal dan pasar uang. Mereka mengaku kecewa dengan database yang  diperoleh,  ceritanya mencoba menerapkan strategi digital, karena konon kabarnya lebih murah dan efisien. Namun ternyata tak seindah dongeng, strateginya gagal. Database yang didapat konversi ke penjualan sangat rendah, dibandingkan dengan mengadakan seminar-seminar atau road show yang biasanya dilakukan.

Apa strategi digitalnya untuk mengakuisisi database ini? Ternyata oh ternyata, yang dilakukan adalah bekerjasama dengan salah satu penyedia internet. Mereka menanggung biaya koneksi internet bagi para pengunjung mall. Jadi intinya pengguna bisa akses wifi gratis di mall, lalu biaya internet ini ditanggung perusahaan investasi ini, dengan kompensasi data pengguna wifi gratis yang diharuskan login dan diminta datanya,  diserahkan ke mereka untuk di follow up.

Apakah ini ide bagus untuk mendapatkan database yang cepat dan murah? Pasti!! Tapi apakah data yang diperoleh relevan??? Tentu tidak!!! Mengapa? Logikanya adalah, perusahaan ini adalah perusahaan investasi. Dimana mereka mencari klien potensial yang  mapan, yang punya uang nganggur untuk diinvestasikan di pasar uang, atau pasar modal.

Sekarang pertanyaannya, apakah target audiens perusahaan ini akan menggunakan koneksi gratis di ruang publik seperti mall? Jawabannya jelas tidak. Asumsinya mereka sudah sangat mapan, maka koneksi internetnya mereka bisa lakukan via smart phone, tablet dll. Mereka enggan menggunakan akses internet publik, karena alasan ribet, keamanan, dan data mereka disalahgunakan.

Lalu gimana dong strategi digital yang pas untuk menangkap “mangsa” yang relevan dalam kasus perusahaan ini? Mari kita mulai dengan memahami karakter, dan perilaku mereka. “Mangsa” kali ini, pertama sangat niche, jadi sangat tepat dan bijak menggunakan digital. Karena salah satu keunggulan strategi pemasaran digital adalah bisa menyasar dengan sangat spesifik.

Kedua, mereka ini gak akan sembarangan, dan sangat sensitif dalam membagi data mereka. Karena mereka biasanya kaum intelektual, kesadaran  akan privasi lebih tinggi. Setuju? Nah di sisi lain, sebenarnya mereka ini tertarik untuk berinvestasi di pasar modal dan pasar uang, tapi belum punya cukup pengetahuan soal ini. Mereka akan mencari informasi sebanyak-banyaknya terlebih dahulu, sebelum mengambil keputusan.

Lalu apa yang bisa dilakukan untuk menggaet mereka?  Kenapa nggak kita buatkan e-book panduan berinvestasi. Jadi mereka yang ingin investasi, lalu meriset di Google akan menemukan e-book ini, dan  mendownload. Untuk memperluas audiens yang men-download bisa juga didukung dengan pemasangan iklan, dengan target yang sangat spesifik.

Ketika sudah ada di kolam yang tepat, baru pancing mereka! E-book ini gratis, tapi mereka diminta meninggalkan datanya,  sehingga bisa di follow up oleh tim penjualan. Kira-kira dari sini, konversinya akan tinggi? Saya yakin iya. Karena mereka yang tertarik, pastinya memang sebagian besar siap untuk berinvestasi.

Jadi sebenarnya database bukan cuma tentang jumlah, tapi lebih penting adalah kualitas, dan konversinya seperti apa. Setuju dengan pendapat ini?

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