BACKGROUND

Globalization led to the development of science and technology more quickly.

Likewise, in information technology, the Internet technology is making the world
seemed without limit again. Through internet technology people gain knowledge
easily just by opening a site through a computer. Free trade makes the
development of the marketing environment increasingly global and complex.
Competition between companies is not only happening in the real market only.
Internet technologies were previously serving science began to change functions
with their business innovation via the internet. The development of a marketing
environment that makes the emergence of several companies that offer products
in a number of websites on the internet.
A website is automatically can bring a company to the global market direction,
even so a company can not easily realize the company's business or
mengkondusifkan it into an international business. There are so many factors
that affect the success or failure of an international business such as: the
cultural, business and infrastructure systems are different in each country makes
to marketing, sales and development of business relationships become
increasingly complex.
The high growth of Dell Computer convince internet users to market their
products through this virtual world. Dell Computer, which is one of PC
manufacturers who market their products direct marketing began to look at the
Internet as a means of marketing their products. Dell Computer is one example
of a company that can turn your business from a small company into a large
company. Now in addition to PC, Dell Computer began to enter the market other
electronics.

For that Dell Computer should be able to do long-term business relationships

with its customers. The main reason is because the company wanted to have a
purpose for keeping the business in the long term. The second reason is the
increasing competition in this virtual world, making Dell Computer should be able
to maintain a good relationship with the customer so that the customer does not
get moved to another company.
Many surveys show that customers are most instrumental in determining the
overall profit company that is growing continuously, so the clearer the path to be
taken by the company if they want to succeed. For that all the company's
activities to be directed at the provision of superior value to its customers. So
they have to understand the customer's benefit then systematically maintain
and strengthen their relationship with the company.
Inside maintaining relationships with customers a lot of things that need to be
considered by the company including how the company's strategy in winning the
competition with other companies engaged in similar business. One of them is
the implementation of Customer Relationship Management (CRM) in an effort to

increase the resilience of customer relationships as well as in creating customer

loyalty. Dell Computer through a strategy of trying to build relationships with its
customers to achieve customer loyalty and profitability sustainable company,
one of them with the CRM program, where CRM is a strategy that is used to treat
them individually to the customer, in this case the company must adapt product
offerings, the bidding process, until the transaction.

COMPANY PROFILE
Dell Computer is a PC computer manufacturers from the United States, rather
than the State of Texas. The company was able to transform itself from a PC
manufacturer petty become flagship brand. Dell Computer is taken from the
name behind the company's CEO is Michael S. Dell. Currently Dell Computer is
still led by CEO Michael S. Dell aged 38 years and President Kevin B. Rollins, aged
50 years. Dell Computer History began when Mike forename or receive calls from
Michael S. Dell 19-year old skipped college for the sake of selling a PC assembled
in his dorm room at the University of Texas at 'Austin in 1984. At its inception the
company, few would dare betting on the chances of success. At that time most of
the computer makers sell their PC through an extensive network of distributors
and merchants in all things powerful. At the time of Dell Computer Corporation is
an emerging that began to develop any, competitors are still struggling on the
marketing industry computer through orders-mail (mail order).
But Michael Dell young it has proved that the skeptical view is wrong-wrong. He
has changed the mail order business from his dorm room into a computer empire
thriving. Dell Computer has now become the largest direct marketer of computer
systems and computer manufacturing companies are the fastest growing in the
world. The secret of success Dell is Dell's direct marketing approach provides
higher customer value through the combined invincible of products that are
specially made according to the tastes of customers (product customization), low
price, fast delivery and exceptional customer service. Dell supports its products
with high quality service and support. As a result Dell is consistently included in
the ranks that excel in reliability and service of industrial products, and its
customers are among the industry's most satisfied customers.

PROBLEMS
Since 2000, Dell Computer has boosted its market share by the fastest pace in
history - nearly 3% in 2002. The new efforts to control prices is to cut operating
expenses to just 9.6% of revenues last quarter and boost productivity to nearly $
1 million preformance terms of revenue per employee. This is three times the
revenue per employee at IBM and nearly twice that of the employees at Hewlett
Packard Co.
But for Michael Dell never satisfied, is not enough. He made sure the company
he had built for half of his life can continue to survive when he left. So he and
Rollins has designed an ambitious financial targets: $ 60 billion revenues in 2006.
This is twice of the company's achievements in 2001 and placed on a level
sufficient to Degnan's largest companies in the world. To get there will require
the same performance as that achieved by the companies in the business PCbut also have new markets. Dell has recently been moving the company into the
printer business, networking, handheld computers, and technology services. New
attack: Dell entered the consumer electronics market worth $ 95 billion degnan
pocket digital music player, the music shop on-line, and a flat screen television
that will be launched October 28. (Source: BussinesWeek, November 2, 2003).

DISCUSSION
The shift of the marketing concept of transaction marketing to focus more on
efforts to get a new customer than to retain an existing customer to the concept
of relationship marketing that promotes retaining customers by establishing
long-term relationships to achieve long-term profitability as well as the emphasis
on a form of mutually beneficial cooperation between the parties involved in
marketing.
From this sense Customer Relationship Marketing (CRM) enables companies-firms
generate real time for customer service perfectly to develop a relationship with
each of our valued customers through how the effective use of information on
individuals. Based on the introduction of each customer, the company can
memyesuaikan offers to the market, services, programs, messages and media.
Customer Relationship Marketing plays an important role as a driver of
profitability the company is based on the aggregate value of the company's
customers).
In other words, CRM is a technique or set of processes that are prepared to
collect data and provide information that helps organizations evaluate options
strategy. A CRM strategy should help organizations benefit from interactions with
existing customers and potential customers while creating a friendly interaction
that emerges through individualization and personalization. The purpose of CRM
systems is to improve customer service, increase customer satisfaction and
ensuring the resilience of customers through the integration of business
processes with technology.
Implementation of Customer Relationship Management (CRM) Dell Computer
Direct marketing approach makes Dell provides customers a higher value
through an unbeatable combination of products that are tailor-made according to
the tastes of customers (product customization), low price, fast delivery and
exceptional customer service.
1. Program One-to-One Marketing at Dell Computer
a. Personalization

Dell serves buyers individually to let them book a computer with special features
they want, at a low price. Approach one-to-one are in great demand by the
buyers of the company, because Dell is easy to set up the initial configuration of
each computer according to actual needs. Dell routinely fills his computer with
the software of their own making, and even perform tasks on a network pair each
employee so that the computer can be sent directly to the employee table in
question.
b. Product costumized
Dell is taking its direct-marketing formula one step further, namely selling PC on
the Internet. Dell provides Internet site where shoppers can customize products
according to the needs of the so-called "Premier Pages." Now, by simply clicking
the icon "Buy a Dell" in the Dell Web site (www.dell.com), customers can design
and create electronic price order the computer system itself. Then, with a click
on the "purchase," customers can place an order by selecting from online
payment options that include credit card, purchase order or leasing companies.
Dell immediately sent an order confirmation to the customer within 5 minutes
after receiving the order. After receiving this confirmation the customer can
check their order status online at anytime.
c. Special Recognition And Treatment Programs
Dell Computer exercise special care to customers who have purchased Dell
products. Where Dell set up the initial configuration of each computer according
to actual needs. Dell is also very concerned with its customers by recognizing
customers who mostly come from corporations and educational institutions by
providing the service fees to its customers.
2. Continuity Program Marketing at Dell Computer
a. After Marketing Program
Dell was known to be concerned with its customers, Dell Computer provides
courses after sales service to its customers excellent customer coming
from corporations, educational institutions or customers are derived from the
household segment (home PC)
b. Affinity Programs and Emotional conections
Dell make direct sales to sales of more efficient and lower cost, which means it
will make a cheap price for the customer. Direct relationship with customers
helps companies to give immediate feedback on shifts in customer demand. Dell
also has long been a model of just-in-time manufacturing and efficient supply
chain management. The company also holds the lightning current complexity of
electronic trading. Step of the process, from the moment the order is received
until the time of withdrawal payment. by selling direct, manufacture-to-order,
and obtain payments with credit cards and other electronic payments, Dell

provides services to the reservation so that Dell can deliver products faster than
the other competitors.
3. Partnering Program / Co-Marketing at Dell Computer
a. Co Branding
Dell Computer cooperating with Lexmark International Inc. in the printer market,
Dell attach his own brand on the product Lexmark. While in the holding EMC
Corp. Dell storage to sell the co-branded storage engine.

b. Affinity Partnering
Through the Dell partnership can expand its business-to-business and network
printers. Through its partnership of Dell Computer also can provide low prices to
the business of selling PCs, servers or printers.
CONCLUSION
Implementation of CRM programs at Dell Computer for strategic decision making
on customers is through one-to-one marketing in which the customer is treated
individually. Where the implementation of CRM in Dell Computer through
personalized service and customized products according to customer demand.
Dell Computer build customer relationships by tailoring its services to customers.
Dell Computer trying to get customers and maintain customer loyalty by
personal relationships with its customers. Even being on a growth strategy
(growth strategy). However necessary the development of the application of
technology in adapting services to customers to create customer satisfaction and
customer loyalty. And also the more intensive attention to customers who have
the prospect of conducting transactions and create profits for the company.