Develop CRM on E-Business for Online Course

Ionia Veritawati

and Sandriyana Kusuma Wardani

Informatics Department, Universitas Pancasila, Srengseng Sawah, Jakarta, Indonesia

Keywords:

CRM, E-business, Online Course, Customer Relationship Management, E-learning.

Abstract:

Customer Relationship Management (CRM) is one of the popular components of e-business in the education

sector. CRM is a business strategy that uses information technology to expand a relationship with customers

and increase revenue for the owner. This research aims to develop CRM on e-business in the education sector

which name gurupanda online course. Actors in this online course use case diagram are consist of admin and

customers. Admin is representative of the owner of e-learning business and sales who manages all activities

in gurupanda. Customers have two functions, as exercise seeker and exercise maker. Waterfall model is used

as a methodology for developing this CRM. The black box method is applied for testing from the customers

point of view. The results state of scenario testing are valid. Therefore, it was concluded that gurupanda online

course runs well and as expected, especially for manage customer relationship.

1 INTRODUCTION

In a business, CRM is an important aspect which

maintains business existence in the customers mind.

Competition in a business cannot be avoided. Ini-

tially, the business is only focused on product sales,

then currently, it extends to managing customer rela-

tionship.

CRM has been widely applied by a businessman

to increase business proﬁtability with the develop-

ment of information technology. Now, CRM is con-

sidered as one of the most important targets in about

60% of the projects around the world. A modern tech-

nology helped in better dividing of the market ter-

ritories, enhancing communications with customers,

providing an environment have rich information so,

it contributes to improving efﬁcient strategies to deal

with customers (Soliman, 2011).

Why use CRM? According to a Harvard Busi-

ness Review study: 1) A customer who satisﬁes in 10

years will take more than 100 customers to the com-

pany. 2) The budget to attract a new customer is 7

times more than to serve an old customer. 3) 20%

loyal customers of the company account for 80% of

its revenue (Pareto’s principle). 4) Almost 70% of

customers change brands because they don’t like the

service or the company. 5) On average a customer

tells 9-10 other people about a problem. 6) To an ex-

isting customer, the chances of selling are 1 in 2; to a

new customer, the chances of selling are 1 in 16.

Although CRM has been widely used by business-

man, it was found that there is a deﬁciency in the strat-

egy that has been used. The strategy that has been

implemented similar with others in maintaining cus-

tomers. The competitive strategy which involved cus-

tomers combination and unique marketing is needed

to build a relationship between customers and prod-

ucts because the unique values become sale values

and a differentiator with others.

In Indonesia, there are several popular online

courses such as Ruangguru, Quipper, and Zenius. The

online course provides materials and exercises from

elementary school level until senior high school level.

To establish relationships with customers, ruangguru

provides many features that can be used by students

and teachers, quipper provides affordable prices for

customers by giving ten subjects with a total learning

time of 220 hours, and zenius establishes a relation-

ship with customers by providing educational access

services in Indonesia video that are presented online

and ofﬂine. From these three online courses, some

other features that have similarities are learning by

video (Gideon, 2018).

The strict business competition in this era requires

businessman to be more creative in developing CRM.

This research aims to develop CRM on e-business in

education sector as an online course which name is

gurupanda. Gurupanda is an online course which pro-

vides exercise for students from elementary school

until college level.

Veritawati, I. and Wardani, S.

Develop CRM on E-Business for Online Course.

DOI: 10.5220/0009858300780084

In Proceedings of the International Conference on Creative Economics, Tourism and Information Management (ICCETIM 2019) - Creativity and Innovation Developments for Global

Competitiveness and Sustainability, pages 78-84

ISBN: 978-989-758-451-0

Gurupanda offers different innovations from an

online course which has existed before in Indonesia.

As e-business in the education sector, gurupanda not

only provides beneﬁts for the owner, but the most im-

portant is beneﬁts for customers. The innovation pro-

vides exercise from elementary school level not only

until senior high school level but also until college

level. Besides, customers can be divided into two

functions, as exercise seeker and exercise maker. Cus-

tomers who will be an exercise maker must take the

test ﬁrst in accordance with competence. It makes ex-

ercise in gurupanda become well veriﬁed because it is

made by people who experts in their ﬁelds. Actually,

many customers able to be experts exercise maker, but

it cannot be channeled because of the limitation. Gu-

rupanda is present as media for customers who have a

provision of education to increase their ability in mak-

ing exercise which sometimes cannot be channeled

well in a formal education institution.

2 E-BUSINESS FOR LEARNING

Transformation in education is inﬂuenced by ICT

progress in last decade. It changes face to face (tradi-

tional) way of education into online education which

facilitates a learner constrained by distance from a far

place. ICT becomes a central base of business orga-

nizations to support their strategies in a wide busi-

ness area. (Gwamba, 2016). By using ICT in almost

all aspects of people transaction activities using soft-

ware application based on internet connnection has

introduced the concept of electronic transaction in-

clude e-business, e-commerce, e-learning, e-banking,

which of course are covered by e-business (Achug-

bue, 2014).

E-business deﬁnition is a business activity which

re-designing the businnes process through adding

support mainly by electronic facilities include infor-

mation system and networking technologies in in-

ternal and also external organizations for commu-

nicating with their customers, suppliers, and com-

munities, with purpose to achieve goals of business

such as reducing operational costs, improving per-

formances, increasing transaction speed, expanding

customers and markets, providing additional service

for customers, and enhancing partnerships of business

(Mitchell et al., 2003).

E-business increases connectivity in the ﬁeld of

education which provide chances to integrate the key

business processes both vertically and horizontally.

By integration vertically, both distance learners and

also full-time learners will connect with many re-

sources of education in real time, make a coopera-

tive learning and collaboration with online group of

communities. Through backward integration verti-

cally, authors or teachers, and suppliers can predict

the number of resources demanded to increase their

production and revenues which provide more oppor-

tunities to the growth of business and also proﬁtability

(Gwamba, 2016).

In essence, e-learning is a computer-based edu-

cational system that enables people to learn without

boundary of time and place. E-learning offers an al-

ternative way to learn that is faster, cheaper and po-

tentially better. The term “e-learning” has been in-

troduced since 1999 when this term was ﬁrst utilized

at a CBT systems seminar. Other terms also began

to grow which have an equal and accurate descrip-

tion such as “online learning” and “virtual learning”

(Epignosis, 2014). Online education can be facilitated

by e-learning or online learning. The beneﬁts of on-

line learning (Epignosis, 2014):

1. No Boundaries, No Restrictions

In the case of face to face learning, the location

limits attendance to the learners who live in a near

place from the area to participate the learning ac-

tivity, and in the case of time, it limits the learners

who can follow the activity at a speciﬁc time. By

using E-learning, process of learning can be held

without having to organize the place and the time

for the participant who is interested in a speciﬁc

course can be present.

2. More Fun

E-learning can be designed as a course in a way

that makes it interactive, interesting and fun by

using multimedia, game, competition or others.

3 CRM

In the National Ofﬁce for the Information Econ-

omy scoping study of e-business in education, John

Mitchel found that the three most popular compo-

nents of e-business for educational, one of them is

CRM. He also says that previously CRM deﬁned

as using databases of customers details to expand

sales. Currently, CRM is as a way of restructuring the

organizations to have a better manage relationships

with their customers. By implementing and man-

aging effectively, customer relationship management

can change an organization from product-centric and

supply-driven to become more customer-centric and

demand-driven.

According to Kalakota and Robinson, CRM is de-

ﬁned as an integrated sales, marketing, and service

strategy that precludes lone showmanship and that de-

pends on coordinated enterprise-wide actions. CRM

Develop CRM on E-Business for Online Course

is also a concept that is based on the philosophy of

using a combination of customers and marketing for

relationship building in a company (Bin-Nashwan and

Hassan, 2017). CRM becomes a business strategy

that uses information technology to provide an enter-

prise with a comprehensive, reliable, and integrated

view of its customer base so that all processes and

customer interactions help maintain and expand mu-

tually beneﬁcial relationships (Hong-kit Yim et al.,

2004). CRM as a business startegy can be adopted

and implemented using ICT by developing an SCM

software. This application helps organizations which

can have a better manage customer relationships by

tracking all types of customer interactions.

The three goals of the customer relationship man-

agement business framework are to use existing rela-

tionships to increase revenue (it is cheaper to sell to

an existing customer than to ﬁnd a new customer),

use integrated information to provide excellent ser-

vice, and provide consistent, replicable sales chan-

nel processes and procedures (Kalakota and Robin-

son, 2001).

CRM comprises three phases: acquiring, enhanc-

ing, and retaining (ﬁgure 1). Each phase supports in-

creased intimacy and understanding between a com-

pany and its customers and impacts the customer re-

lationship differently.

Figure 1: Three phases of CRM (Kalakota and Robinson,

2001)

Gurupanda is an e-business of learning using

CRM. Customers in gurupanda can be divided into

two functions, as exercise seeker and exercise maker.

Customers as exercise seeker can get free exercise

package and buy a paid exercise package in guru-

panda. Customers also can follow the test to be-

come an exercise maker. If pass the test as exercise

maker, customers can get honorarium with make exer-

cise and exercise package in gurupanda. Beside pro-

viding beneﬁts for customers, it also provides beneﬁts

for owner by selling exercise package and advertising

in gurupanda.

Gurupanda is developed by using codeigniter

framework which includes PHP as a programming

language and MySQL as a database. Gurupanda pro-

vides exercise for students from elementary school

until college level. For elementary school, junior

high school, and senior high school level, gurupanda

provides exercise subjects to national exams. For

college students, gurupanda provides exercise, espe-

cially in information technology. Gurupanda inte-

grates sales, marketing, and service strategy (accord-

ing to (Kalakota and Robinson, 2001) above). The

strategy is giving free exercise package for customers.

To get full access, customers can buy a paid exercise

package in gurupanda. Customers can give a score

to gurupanda exercise package by giving rating scale

one until ﬁve. Customers also can ask for a consul-

tation with an exercise maker and give a complaint.

To increase relationship intimacy between company

and customers (based on ﬁgure 1), gurupanda is do-

ing several manners:

1. Acquiring new customers

Getting new customers with promoting superior

products supported by excellent service. Guru-

panda provides discount vouchers to users who

invite others to join gurupanda.

2. Enhancing the proﬁtability of existing customers

The value proposition to the customer is an of-

fer of greater convenience at a low cost. In guru-

panda, there are new innovations, that is giving

points to a customer who does activities in gu-

rupanda (such as making exercise, answering ex-

ercise, buying exercise package, login, or what-

ever). Customers who often doing activities in

gurupanda, their points will be increased. If cus-

tomers rarely access gurupanda, their points will

be decreased. To increase their points back, cus-

tomers must do activities in gurupanda. The pur-

pose of giving these points is to increase cus-

tomers state in gurupanda. There are several states

in gurupanda, which consist of a basic panda, in-

termediate panda, diploma been fulﬁlled speciﬁed

state requirements, they can follow competition

held by gurupanda.panda, undergraduate panda,

master panda, doctor panda, and professor panda.

If customers points have a proactive relationship

3. Retaining proﬁtable customers for life

In this stage, the value proposition to the customer

is an offer of that works in his or her best interest.

Customer who wins a competition held by guru-

panda will get rewards that can support their edu-

cation.

ICCETIM 2019 - International Conference on Creative Economics, Tourism Information Management

4 METHODOLOGY

The method used to develop CRM on gurupanda on-

line course is the waterfall model. The waterfall

model is a static model and it approaches systems

development in a linear and sequential manner, easy

to understand, and completing one activity before the

other (Adenowo and Adenowo, 2013). There are sev-

eral phases in the waterfall model, includes require-

ment analysis and speciﬁcation phase, design phase,

implementation, and unit testing, integration and sys-

tem testing, and operation and maintenance phase

(Kannan et al., 2014).

5 SYSTEM ANALYSIS

The stages of gurupanda online course refer to object-

oriented design. In this research, authors use Uni-

ﬁed Modeling Language (UML). Use case diagram

of managing CRM on gurupanda online course con-

sists of admin and customer. Admin which represents

the owner of the e-learning business and marketing

staff is as an actor who manages all activities in guru-

panda. Customers in gurupanda are divided become

two functions, as exercise seeker and exercise maker.

Exercise seeker can search for exercise in gurupanda

after login. Exercise maker can make an exercise

package after pass follow exercise maker test.

Use case diagram (ﬁgure 2) explain activities be-

tween actor and system. In the diagram, there are

three actors, customer (as exercise seeker and exercise

maker) and admin. Exercise seeker can do activities

such as register, login, search exercise, answer exer-

cise, complaint exercise, purchase exercise package,

give rating exercise package, follow exercise maker

test, and review exercise discussion. Exercise maker

can do activities such as register, login, make exer-

cise, make exercise package, view payment honorar-

ium info, and view the total of exercise seeker and

total who have answered exercise.

Admin can do activities such as register, login,

manage customer data, manage promotion, manage

purchase exercise package, manage payment exer-

cise package, manage exercise maker candidate, man-

age test to exercise maker candidate, manage exercise

package test to exercise maker candidate, manage test

score from exercise maker candidate, change account

level, veriﬁcation exercise maker candidate, manage

payment honorarium for exercise maker, manage sub-

jects data, manage exercise data, manage exercise

package data, manage exercise complaint, manage

rates per click, and manage promotion.

Payment honorarium for exercise maker is done

Figure 2: Use case diagram gurupanda

Figure 3: Sequence diagram of manage payment honorar-

ium for exercise maker.

when exercise maker have qualiﬁed the payment. Be-

fore making a payment, the admin will check exer-

cise data which have qualiﬁed for the payment. If it

has qualiﬁed, the admin will conﬁrm payment hono-

rarium for exercise maker. The ﬂow can be seen in

the sequence diagram below (ﬁgure 3).

6 IMPLEMENTATION

Before doing activities in gurupanda, the cus-

tomers open the main page of gurupanda ﬁrst (ﬁgure

4). On the page, customers can register an account in

gurupanda and also log in. By default, customers are

registered as exercise seeker. After customers as ex-

ercise seeker login, the system will enter to the home

page (ﬁgure 5). On the page, exercise seeker can see

exercise, see exercise package, buy exercise package,

and register to become an exercise maker. If cus-

tomers pass the test as exercise maker, while they log

in, the system will enter to the home page where there

is an additional menu to make exercise and exercise

package and honorarium info menu to see honorar-

ium received by exercise maker (ﬁgure 6). Exercise

Develop CRM on E-Business for Online Course

maker can see honorarium info that has been received

and not yet been received along with the nominal on

page honorarium payment info (ﬁgure 7).

Figure 4: Main page of customer interface.

Figure 5: Home page of exercise seeker after login.

Figure 6: Home page of exercise maker after login.

Figure 7: Page of honorarium payment info.

While customers as exercise seeker want to buy

exercise package, they open an exercise package

menu and choice paid exercise package. Then, it will

appear a page of the paid exercise package list. On the

page, it displayed exercise package description, name

of exercise maker, and exercise rating (ﬁgure 8). Be-

fore deciding to buy exercise package, customers can

see the exercise package ﬁrst by click package review.

Then, it will appear exercise on the package without

answer options (ﬁgure 9). Answer options will appear

if customers buy the exercise package. Then, if cus-

tomers decide to buy the exercise package, customers

must click buy package menu in ﬁgure 8. Next, the

system will enter to page of purchase exercise pack-

age (ﬁgure 10). On the page, the system displayed the

exercise package price and destination account num-

ber to make payment.

Figure 8: Page of paid exercise package list.

Figure 9: Page of package review.

Figure 10: Page of purchase exercise package.

Figure 11: Page of payment info.

Figure 12: Page of my package.

After doing a payment, customers can see the pay-

ment menu info. On the page of payment info, cus-

tomers can see the exercise package which has been

ordered (ﬁgure 11). After that, customers upload

ICCETIM 2019 - International Conference on Creative Economics, Tourism Information Management

proof of payment. If customers have not uploaded

proof of payment, it will appear the button of up-

load proof of payment and the exercise package state

which is not yet paid. If customers have uploaded

proof of payment, the button of uploaded proof of

payment will disappear. After admin conﬁrmed, the

exercise package state will change to active and ex-

ercise package will enter to my package page (ﬁg-

ure 12). This page contains an exercise package that

has been purchased by customers. On this page, cus-

tomers can give value to the exercise package of scale

1 to 5. If the active period has been expired, the exer-

cise package will disappear from my package page.

7 RESULT AND ANALYSIS

In this research, testing is using a black box method.

Black box testing is testing based on the requirements

speciﬁcations and there is no need to examining the

code in black box testing. This is purely done based

on the customer’s viewpoint. Only the tester knows

inputs and predictable outputs. Black box testing is

done based on the end user perspective. The main

importance of black box testing is it handles both

valid and invalid inputs from the customers perspec-

tive (Nidhra and Dondeti, 2012).

Figure 13: Black box testing results.

As CRM for online learning, gurupanda online

course is testing with black box method. The results

of the several tests are outlined in Figure 13. All the

results of 28 test cases are valid. The test includes

get customer, purchase the product, offer product, try

the product as a service, accept rating and complaint

from a customer, revenue management for the com-

pany and also customer, besides other management

include customer proﬁle, exercise package, and cus-

tomer learning process. From the test shown that per-

formance of gurupanda have been fulﬁlled the com-

ponents of CRM.

8 CONCLUSIONS

Developing CRM on e-business for online

courses, it provides a convenient environment for cus-

tomers in supporting their education. To sharpen the

ability of the material that has been taught, customers

need exercise. Currently, customers is searching ex-

ercise by online search and very few searching ex-

ercise from books. The online course can facilitate

customers to get exercise which can access anywhere

and anytime. Therefore, gurupanda online course is

present to support learning process customers from

elementary school level until college students. As an

e-business in education sector, with innovations that

are different from the existing online courses, guru-

panda can provide convenience and beneﬁts not only

for the owner but also speciﬁcally for customers.

The limitation of this research is there is no feature

to interact directly between customers and gurupanda

customer service which can give directly solution if

customers ﬁnd problems when doing activities in gu-

rupanda. For further research, it can add “ask cus-

tomer service” feature to help customers resolve the

problems directly. In addition, it can add interesting

tutorials and animations to make customers easier to

access gurupanda.

For the next development of gurupanda, innova-

tion made by adding education game with the theme

“who wants to be a king panda”, where customers

who want to win this game must pass the prelimi-

nary round to the top eight. After that, there will be a

duel between two customers, where one customer will

be randomly paired with other customers. The cus-

tomers who lose in this game will be a slave panda.

With this game, it can make customers more active

in gurupanda so that the relationship with customers

stronger. Another innovation is by adding game be-

tween exercise maker with the theme “the rich panda

and poor panda”. In this game, an exercise that will

be contested are exercises which have been made by

exercise maker that has been included in gurupanda.

If an exercise maker often discusses exercise from an-

other exercise maker, he will get knowledge and can

Develop CRM on E-Business for Online Course

complete the game from that another exercise maker

so that he will be the rich panda. This encourages the

exercise maker to continue to make innovative exer-

cise in gurupanda so that relationship with customers

is maintained. For exercise maker that loses in this

game will be the poor panda.

ACKNOWLEDGEMENTS

The authors would like to thanks all the Universitas

Pancasila academic community who inspiring us for

higher education and also to all our big family who

have supported and encouraged us in completing this

research.

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