Optimizing CRM Systems to Increase Customer Loyalty in Micro, Small and Medium Enterprises in The Culinary Sector
Keywords:
CRM, Customer loyalty, Micro small and medium enterprisesAbstract
Micro Small and Medium Enterprises (MSMEs) currently play a crucial role in boosting the national economy. However, they often face many challenges, especially in retaining customers amidst increasingly intense competition. This study focuses on optimizing the implementation of a Customer Relationship Management (CRM) system to enhance customer loyalty in Micro Small and Medium Enterprises, particularly in the culinary sector. CRM is a strategic solution as it enables more effective management of customer relationships through technology. This study aims to analyze the impact of CRM implementation, improve customer loyalty, and identify optimal strategies that can be applied. The results of the study will show that the use of CRM can increase customer loyalty by providing more personalized services to enhance satisfaction and strengthen long-term relationships with customers. The integration of customer data through CRM can also help Micro Small and Medium Enterprises understand customer preferences and design more effective marketing strategies. This study also provides recommendations, including training on CRM usage, developing technology-based platforms, and utilizing data analytics to improve the customer experience. With this, Micro Small and Medium Enterprises are expected to enhance their competitiveness and ensure the sustainability of their businesses.
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