ANALISIS MANAJEMEN HUBUNGAN PELANGGAN PADA UMKM DE’SATE TAMAN KOTA MAS BATAM

Abstrak

Studi ini bertujuan untuk menilai bagaimana Customer Relationship Management (CRM) telah diterapkan di UMKM De'Sate Taman Kota Mas Batam dan sejauh mana implementasi CRM dapat meningkatkan kepuasan dan loyalitas pelanggan dengan mempertimbangkan tingkat persaingan di pasar bisnis kuliner. Metode kualitatif digunakan untuk penelitian ini, dengan data yang dikumpulkan dari observasi dan wawancara beserta dokumentasi bisnis yang telah beroperasi selama lebih dari satu tahun. Menurut hasil penelitian, De'Sate hanya menerapkan CRM secara sederhana melalui layanan ramah langsung, komunikasi, dan kontrol kualitas. Menurut analisis Kerangka CRM pada dimensi berikut, identifikasi, diferensiasi, interaksi, dan kustomisasi; hasil penelitian menunjukkan bahwa dua dimensi lainnya perlu dikembangkan karena Dimensi Interaksi berfungsi sesuai harapan. Oleh karena itu, bisnis perlu menerapkan strategi CRM berbasis digital untuk memungkinkan hubungan jangka panjang yang sukses dengan pelanggan. Jadi, garis besar implementasi CRM di UMKM De'Sate Taman Kota Mas Batam saat ini dan menurut saya sudah bagus, tidak perlu dikembangkan lagi karena keunggulan kompetitif bisnis yang sudah mapan.

In this study, the authors wish to analyze how implementation of Customer Relationship Management (CRM) at De'Sate Taman Kota Mas Batam MSME in order for customer satisfaction and loyalty of its customers are increasing due to kept in mind that in competition culinary business was so tight. With the research methods, qualitative with data collection techniques through observation, interviews and documentation at the company that has been running for more than 1 year Based on the results of this study, it can be concluded that De'Sate has carried out CRM even simply by directly serving with a friendly tone of communication and product quality management but still conventional and it does not have a technology-based support model such as customer databases, market segmentation, or digital marketing strategies. According to the analysis of a CRM framework from the other writer, identify, differentiate, interact and customize that we can see under the interaction part below has already performed quite good as far as our company is concern but rest still needs to be developed. As such, the advice given to this business is to switch to a digital-based CRM plan for better quality long-term relations with customers. In conclusion, the application of CRM at De'Sate Taman Kota Mas Batam MSME is implemented but not optimal; further development is needed to improve business competitiveness.