OPERATIONAL CRM AND AND ITS APPLICATION

1. Associate Professor, Department of Information Technology, Stikubank University, Indonesia. 2. Dean of Information Technology, Stikubank University, Indonesia. ...................................................................................................................... Manuscript Info Abstract ......................... ........................................................................ Manuscript History Received: 01 April 2020 Final Accepted: 05 May 2020 Published: June 2020


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Collaborative CRM: This involves using collaborative services and infrastructure to create interactions between companies with various channels. This allows interaction between customers, companies and their employees.

CRM Features:
The study conducted by Anton and Postmus identified 25 features in E-CRM, namely [4]: Features of contacting companies and gathering information 1. Domain fault repair. This function directs the web visitor to the right site after he typed in the wrong Internet address. 2. Check customization. One of the most important advantages of web-based CRM is the volume of information available to customers. Sites that offer customization features allow users to filter the content they see. The future of web-based CRM will truly be entirely a "one-to-one" website. When properly customized at the first visit, customers at the next visited, can choose to only see their own preferences. 3. Alternative channels. There are various ways to contact the company are offered, for example, e-mail, fax, toll-free numbers, postal addresses, call back buttons, and voice over IP. 4. Local search engine. This is allows visitors to search for keywords to find specific answers quickly on a website. 5. Membership. visitors can request a password. With this password he can continue browsing on password protected web pages on the website. 6. Mailing list. To receive more information, visitors can register their e-mail address to receive e-mail automatically. 7. Site tour. Visitors can take guided tours through the website. 8. Site map. This is a hierarchical diagram of the pages on a website, also called a site overview, site index, or site map. 9. Introduction for first-time users. Visitors, who enter the site for the first time, can surf the introduction page. This page contains information about "How to use the site most efficiently." 10. Chat. By allowing visitors to interact with each other and with the site, they create content for that site. The chat feature allows visitors to engage in real-time conferences between two or more users on a website. 11. Electronic bulletin board. Script-driven forums allow visitors to share information with others and can help a website more better serve customer needs. Visitors can post messages or can respond to messages posted on special webpage.
On-line purchasing. Visitors can buy services or products on-line.

2.
Reviewing presales information on-line. Visitors can read product information on the website. 3.
Customization possibilities. Visitors can customize their services or products online before ordering. For example, visitors might want to change the PC configuration before ordering. 4.
Purchase conditions. Purchases and contract terms can be viewed online. Conditions of purchase contain shipping policies, return policies, guarantees, commitments and other company guarantees. 5.
Product preview. Customizing products can be seen before buying. Products can be seen in movies or demos. 6.
Links. Visitors can easily and seamlessly link to complementary products from other companies. (External links) Post Sales Support Features: 1.
FAQs. Frequently asked questions and answers are available to read. 2.
Problem solving. Customers can solve problems with their own products or services using on-line self-help. 3.
Complaining ability. Complaints and problems can be expressed online. The website has a special area for customers to enter their complaints and get answers. 4.
Spare parts. Allow to ordering spare parts and complementary products on-line. Product highlights. Special benefits the product / service that are highlighted.

3.
Request for catalog. Allows the user ask for a catalog.

4.
Quick order ability. Features that allow users finish buying a product in just three clicks.

5.
Ease of check out. Users can exit / check out the system easily.

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6. Ability to track order status. The user allows track the delivery status of the product ordered. 7.
Store locator. This feature helps consumers to find the location of products for sale if consumers want to buy products directly to the store. 9.
On-sale area. Shows the place or homepage where the item is located by giving a special mark. 10.
Member benefits. Describe the benefits of shopping or becoming a member of the site.

11.
Order. This feature allows users to place orders in just three clicks. 12.
Speed of download page. It should be considered that the website can work quickly a maximum of 15 seconds is complete if the consumer downloads something from the website. 13.
Account information. If the user has registered with the site, the feature allows the user to view information about him self that has been given to the site. 14.
Customer service page. This page provides customer relationship services in more detail.

15.
Company history / profile. This page provides a store background / profile, which will be linked to the company's website. 16.
Posted privacy policy. Privacy concerns are increasing with increasing internet penetration. The company keeps consumer data confidential.
Based on various literatures above and adjusting to universities that are engaged in services, as well as colleges "not" for profit purposes, the proposed operational CRM features of universities are as follows: 1.
About company / Company profile on site 2.
This is a hierarchical diagram of the pages on the Web site, also called a site overview, site index, or site map. 4.
Directions for finding the location of university 6.
First time user information 7.
Visitors, who enter the site for the first time, can surf to an introduction page. This page contains information about "How to use the site most efficiently." 8.
Local search engines 9.
The visitor can follow a guided tour through the web site. 11.
Majors and curriculum competencies 15.
The advantages of each department 18.
Customer service pages 19.
On sale area 20.
Special registration page for prospective new students 21.
Online purchase (online new student enrollment) 23.
Electronic bulletin board 25.
Script-driven forums allow visitors to share information with others and can help shape a web site to better serve the customer needs. A visitor can post a message or can respond to a posted message on a special web page. 26.
Special location facilities for complaints 28.
Membership (Membership for the general public) 30.
Privacy policy posted (Information privacy policy posted) 32.
Your account information 34.
Postal The use of the internet as a CRM front-end is realized by providing a public service packaging website. The website makes it easy for the public or prospective students to provide convenience services related to information / promotion to the general public, to the public complaints service. In this study an assessment of the website at both public and private universities in Central Java Province. The website is analyzed to find out the extent of implementing the CRM operational features. Researchers as the general public analyze the website one by one to see the extent to which CRM features are implemented.

Population:
The population of this study is the University's website in Central Java. The number of universities in 2019 in Central Java Province is 50 (sources of the Higher Education Database of the Ministry of Research, Technology and Higher Education in Indonesia). Because the size of population is small, all populations are used as research objects.

Types and Sources of Data:
The type of data used is qualitative data. Researchers list and analyze the components of CRM that exist at each University website. The data source used in this study is primary data. Primary data sources are data obtained directly on the research object.

Research Instruments:
In this research, the instrument used to research is a list of operational CRM features (33 features) that have been made by researchers. The list of features is used to record and analyze the presence or absence of operational CRM features on the website. The list of operational CRM features was developed based on the theory and results of research conducted by previous researchers.

Data Analysis Technique:
Based on the research objectives, the list of operational CRM features developed was then used to assess how far the use of operational CRM features was available at universities in Central Java Province. The analysis was carried out by tabulating the presence or absence of each feature on the university's website so that the percentage of use of each feature could be found for the university's website in Central Java Province. The results of this study will answer the extent of the application of operational CRM in universities in Central Java Province.

Results and Discussion:-Research Description:
This study takes the object of research University website in Central Java. The number of sites that studied in this research is 50 sites. Sites could be used as many as 47 and 3 sites could not be used because could not be opened. After observing each website the following results are obtained: Mailing list 2% 28 Your account information 2% 29 Call back button 2% 30 Electronic bulletin board 0% 31 Complaining ability 0% 32 Membership 0% 33 Member benefits 0%

Discussion:-
Based on Table 1, the results obtained, the most widely used feature is customizing, which is 100%, although the scope of the customized is still limited to setting the page size and page displacement. General understanding of customize, is the user can change something on the website in accordance with needs.
The second place is about company / company profile on site and telephone facilities which is 98%. The company profile mostly contains the organization's history and the organization's vision and mission. The website mostly includes telephone numbers. Only two percent of universities do not include telephone numbers but they do include email addresses.
Features that rank third are: Find university, Postal address, E-Mail, and Fax. Find university contains instructions for finding the location of university. Directions for the location of the university use the facilities provided by Google Maps. Postal address although now less popular along with the development of internet technology but is still widely used by universities for ease in shipping to find its location. E-mail and Fax occupy the same position in providing alternative facilities for sending mail. Fax limitation is for sending letters from individuals usually do not have a fax device, so they prefer to use email facilities.

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The number of universities websites in which there are site tour and Frequently Ask Question (FAQ) facilities are 11%. Site tour helps direct users to the desired object. FAQ is a facility to answer user questions whose answers are already in the database, which is usually for questions that are often asked by visitors. Problem solving facilities (help users if something goes wrong) and Voice Over Ip (Voip) is a facility that allows long-distance voice conversations through the internet as much as 4% of the many universities. Facilities such as: first time user information, product highlights, privacy policy posted, mailing lists, your account information, and call back button each are 2% of the number of universities. Facilities such as: electronic bulletin board, complaining ability, membership, member benefits, there are no colleges that use it.
University ranked at the top in terms of completeness of its E-CRM features is Diponegoro University, which has used 73% of the features of the questionnaire created. Second place is Sultan Agung Islamic University, which uses 64% of the features. The third rank is Muria Kudus University and Dian Nuswantoro University which uses E-CRM features by 55%.

Conclusion:-
Based on the results of this study, the following conclusions are obtained: There are 29 types of E-CRM features used on the university's website. The most widely used feature is site customizing, and the feature that is ranked second is about company / company profile on site and telephone, while the features that are ranked third are find university, postal address, E-Mail, fax.
Only 19.15% of universities have implemented more than 50 percent of e-CRM features.

Suggestion:-
The object of this research is the University in Central Java. The Higher education is not only universities. Besides universities, other higher educations are Academies, Institutes, Polytechnic. They are different characteristics from universities. Research needs to be tested on other than universities. CRM is important for universities to get, improve, and maintain good relations between students, parents of students, and the general public. The results showed that many CRM features were not yet included on its website. Website needs to be added by CRM features.