JOURNAL: IMPROVING MARABANDUNG E-RADIO AS ONE OF TOOLS IN CUSTOMER RELATIONSHIP MANAGEMENT
Thursday, March 13th, 2008IMPROVING MARABANDUNG E-RADIO AS ONE OF TOOLS
IN CUSTOMER RELATIONSHIP MANAGEMENT
(ABSTRACT)
Mardiyansyah (writer), Agus Achmad Suhendra, Ir., MT. (Adviser 1), Rino Andias A., ST. (Adviser 2)
mardiyansyah@gmail.com, aas@stttelkom.ac.id, rno@stttelkom.ac.id
ABSTRACT
Marabandung FM is one of radio station that used Internet radio (e-radio) to broadcast it broadcasting at Internet. But the e-radio is not been maximize yet. The use of this e-radio is only to relay “Kabar Jabar” news program for several towns in West Java. Different with Marabandung e-radio, Prambors, MQ FM, and radio Tarbiyah has used it e-radio to expand it listener especially listener who lived outside range. More over, several listeners often make correspondent with “ordinary” listeners in several programs.
The main issue in this research is improving Marabandung e-radio system in order to make good relationship with listener -especially listener who lived outside “ordinary” radio range. In order achieved the research aim, there are four improvements: improvement on hardware, improvement on software, improvement on website, and also improvement on promotion. There are three elements on website improvement, they are: up grading on website engine, removing welcome message, automating news flash, automating music player.
From the improvement above, there is 59.84% traffic increasement or it’s about 1182 user. 90.9% of users access Marabandung e-radio directly, some others access it from the external website, and some others access it from search engine (Google, AOL, Astalavista, and Yahoo). It’s Stones Castel that have most listener. It is on Wednesday on 10pm. Last element that increased after improvement is Marabandung popularity. The increasement of Marabandung’s popularity is about 192%.
There are three conclusions in this research. First, there is 59.84% of traffic increasement on Marabandung e-radio improvement. This increasement based on three improvements. They are: improvement on radio signal receiver, improvement on radio signal processor, and improvement on e-radio interface. Then, the best promotion program that brought most traffic is promotion in Marabandung FM. This promotion brought 90.9% traffic. Marabandung e-radio can be one of tool in Customer Relationship Management because Marabandung e-radio can increase the returning user in amount of 124% from the returning user before improvement.
Keywords: Customer Relationship Management, e-Radio, improvement.
For the full paper, please click here
Background
Marabandung Radio is one of the Indonesian radio stations which has used internet radio (e-radio) as tool of broadcasting. But the e-radio is not been maximize yet. The use of this e-radio is only to relay the frequency of radio station for several towns in west java.
In the other side, some e-radio (such as MQ FM, Prambors radio, and Radio Tarbiyah), are used as a tool to maintain (or to get) the listeners who live outside radio-conventional service area.
Several method have been conducted -such as advertise it in Mara Bandung Radio (conventional) Station, put the website link at letterhead, and advertise it in mass media, but it did not give significant result. The site traffic has shown it. There are less than ten users that access the website a day. This is not good condition.
Based on the fact above, this research will discuss about the development of Marabandung e-radio as a tool to maintain (or to get) the listeners who live outside radio-conventional service area.
Conceptual Method
Research Design
EXISTING SYSTEM ANALYSIS AND SYSTEM DESIGN
The Existing condition of Marabandung e-radio In order to run this function, Marabandung e-radio needs some equipment, such as: Streaming computer : 1 unit, Radio receiver : 1 unit, Mixer, DRS 2004 software, E-radio server, and Website as interface.
Marabandung e-radio uses Joomla 1.0.10 as it website engine. The website consists of three sections: news, news flashes, and streaming links.
There are three main areas that would need to be improved: radio signal receiver, radio signal processor, and e-radio interface. There are five steps in Marabandung’s e-radio improvement. They are: upgrading joomla’s engine from 1.0.10 to 1.0.12, removing welcome message, making automatic music player, and making automatic news flash.
Marabandung E-radio takes these three steps to promote its website: link exchange, provide various banners, and invite Google Robot. These steps are aimed to increase traffic of Marabandung e-radio.
RESULT ANALYSIS
On February 2007 there are 5 (five) zero-traffic: on 9, 10, 16, 17, and 18 February. At least, there are two reasons of these zero-traffics. First, the site was down or there was no visitor on those days.
On the begining of March 2007, the improvement began. There are five steps –as mentioned in page IV-9 and IV-10- in Marabandung’s e-radio improvement. They are: upgrading joomla’s engine from 1.0.10 to 1.0.12, removing welcome message, making automatic music player, and making automatic news flash.
As the result, the average of Marabandung’s traffic on February 2007 is 84.54 visits a day, on the other side, the average of Marabandung’s traffic on March 2007 is 135.129 visits a day. So there is 59.84% traffic increasement from February 2007 to March 2007.
There are three resources of Marabandung’s traffic: direct link, referral link, and search engine. Direct link means, users are directly access Marabandung’s website. If users knew Marabandung’s website from other website, it called: referral link. Lastly, users who visit Marabandung website by search engine are grouped in search engine.
Wednesday is the busiest day, the busiest hour is at 2 am. Because the hosting server is in Arizona, so the traffic log is using Arizona timezone which is GMT -7. If we convert it with Bandung timezone, the busiest hour will be on Thuesday at 19.00.
Based on the busiest day and busiest hours, the popular program at Marabandung e-radio is on Thuesday at 19.00. Marabandung program on Thuesday at 19.00 is talkshow. The talkshow with interview format, sometimes the broadcaster ask listeners to discuss about some topics.
Actually the talkshow section is on air on Monday to Friday at the same hour. But on Tuesday, there is Stones section after the talkshow. Stones section plays only Stones’s songs and only discusses anything about Stones.
The increasement of Marabandung’s popularity is about 192%. As mentioned above at page IV-11, one of promotion tools is invite Google robot to Marabandung website by injecting script in Marabandung website. With this script, Google will index the website regularly, especially if the website is up dated.
CONCLUSION and SUGGESTION
Based on result analysis in chapter V, there are three conclusions in this research. They are:
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There is 59.84% of traffic increasement on Marabandung e-radio improvement. This increasement based on three improvements. They are: improvement on radio signal receiver, improvement on radio signal processor, and improvement on e-radio interface
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The best promotion program that brought most traffic is promotion in Marabandung FM. This promotion brought 90.9% traffic.
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Marabandung e-radio can be one of tool in Customer Relationship Management because Marabandung e-radio can increase the returning user in amount of 124% from the returning user before improvement.
Suggestion
There are several suggestions to Marabandung e-radio
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Good relation between Marabandung e-radio and Marabandung FM is a must. There are many things which could be syncronized between these divisions.
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Marabandung can take Google Adwords sevices, which is given freely by the hosting provider, to promote it website. Google Adwords sevices can maximum if Marabandung e-radio management takes it seriously.
Marabandung e-radio management can offer hosting service to its partner. With this hosting service, Marabandung e-radio management can afford additional income.
BIBLIOGRAPHY
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Payne, A. (2005). Handbook of CRM: Achieving Excellence through Customer Management: Achieving Excellence Through Customer Management. London: Butterworth-Heinemann.
Tourniaire, F. (2003). Just Enough CRM. New Jersey: Prentice Hall.
Trott, R. (2005, 10 11). Internet radio. Retrieved 12 15, 2007, from Wikipedia, the free encyclopedia: http://en.wikipedia.org/wiki/Internet_radio
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