Customer Relationship Management dan Rekomendasi untuk UMKM: Literature Review

Derri Agusta Putra, Geraldi Geraldi, Evelyn Aldiawan, Chrisanta Maria Virginia, Benedict Marthin

Abstract


Customer Relationship Management (CRM) merupakan aspek yang sangat krusial pada kesuksesan suatu bisnis, khususnya pada lini Usaha Mikro Kecil dan Menengah atau UMKM. Di tengah iklim kompetisi yang semakin ketat saat ini, UMKM sebaiknya turut mengimplementasikan strategi CRM secara efektif untuk membangun hubungan yang Kkuat dengan konsumen agar dapat membantu meningkatkan keuntungan usaha. Artikel ini mengkaji kiprah dari CRM pada UMKM dengan menggarisbawahi rekomendasi dan kesempatan yang dihadapi. Artikel diawali dengan mengelaborasi CRM secara komprehensif dan pentingnya pengaplikasian pada UMKM, hal ini kemudian berlanjut dengan diskusi pelbagai strategi dan manfaat CRM, termasuk loyalitas konsumen, pengelolaan data konsumen dan pemasaran melalui media sosial. Selain itu artikel juga mengeksplorasi keuntungan dari strategi CRM dan menyajikan kajian literatur tentang keberhasilan implementasi CRM pada UMKM. Pada akhirnya, artikel menyimpulkan betapa pentingnya CRM pada UMKM dan menggambarkan kondisi strategi CRM yang digunakan saat ini. Dengan mengimplementasikan strategi CRM secara efektif, UMKM dapat meningkatkan kepuasan pelanggan, membuat konsumen semakin loyal, meningkatkan keuntungan, serta membuat usaha dapat berkompetisi di pasar.

Keywords


CRM, Implementasi, UMKM.

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References


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DOI: http://dx.doi.org/10.35931/aq.v17i4.2300

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