IDIC Model
IDIC Model is one of the CRM models that can be used by company in evaluating Customer
Relationship Management implementation in order to build long term organization-customer relationship.
There are four processes in the IDIC Model such as identification, differentiation, interaction and
communication. (Appendix 1)
Identification
This is the first step and important step of IDIC Model which to identifying the individual
customer. Every company has to identify their customer during the first visit. For instance, majority of the
organization will identifying the individual customer by gather the personal information of customer such
as name, gender, home address, mobile phone number and so on as registration. As example of a company
which is Parkson will identify the individual customer by gather their personal information such as name,
identity card number, date of birth, postal address, mobile or phone number during the registration of the
Parkson membership.
Differentiation
This is second step of IDIC Model which differentiates each customer by their different needs and
values since each customer is representing the different value. Therefore, company may able to
understand the behavior of the customer and customer preference in this stage. As example, Parkson will
differentiate their customer based on the purchase value recorded in the Parkson Member Card. In the
other word, Parkson able to find out the customers’ purchase value through the purchase history that
recorded in the database to differentiate and determine the most valuable customer, for example customer
