Penerapan Customer Relationship Management (CRM) Untuk Membangun Loyalitas Pelanggan Pada UMKM
DOI:
https://doi.org/10.24002/jai.v6i5.13977Keywords:
customer relationship management, MSMEs, customer loyalty, community service, business digitalizationAbstract
Increasing business competition requires Micro, Small, and Medium Enterprises (MSMEs) to focus not only on sales but also on sustainable Customer Relationship Management. However, many MSME actors still lack structured understanding and implementation of Customer Relationship Management (CRM). This community service program aimed to enhance the understanding and practical skills of MSME actors in applying simple and adaptive CRM practices according to their business scale. The program employed a participatory approach consisting of preparation, socialization and training, mentoring, and evaluation stages. A total of 14 MSME actors from Cilengkrang District participated in this activity. The materials delivered included basic CRM concepts, customer data management, two-way communication with customers, and the utilization of simple digital tools. The results showed an improvement in participants’ understanding of the importance of CRM, as indicated by the comparison between Pre-Test and Post-Test scores, as well as changes in participants’ attitudes toward viewing customer data as a strategic business asset. Overall, this community service activity contributed positively to encouraging MSME actors to begin implementing CRM as an effort to enhance customer loyalty and business competitiveness.
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