Implementasi Platform CRM sebagai Upaya Peningkatan Kepuasan Pelanggan pada Pelaku UMKM

Abstract

The digital transformation of Micro, Small, and Medium Enterprises (MSMEs) requires not only the adoption of digital marketing but also effective customer relationship management to enhance business competitiveness. However, many MSMEs still manage customer data manually, resulting in limited customer engagement and inconsistent service quality. This community service program aimed to implement a Customer Relationship Management (CRM) platform to improve customer satisfaction among MSMEs. The program involved ten MSMEs operating in the trade and culinary sectors through a series of activities consisting of needs assessment, CRM training, platform implementation, mentoring, and evaluation. Data were collected using questionnaires, observations, and customer satisfaction surveys. The effectiveness of the program was evaluated using descriptive statistical analysis based on participants' competency improvement and customer satisfaction scores. The results demonstrated significant improvements in participants' understanding of CRM concepts, customer database management, customer interaction recording, and the utilization of CRM features. Furthermore, customer satisfaction achieved a very good category across all evaluation indicators, indicating that CRM implementation contributed positively to service quality, communication effectiveness, and customer experience. This community service program demonstrates that implementing a digital CRM platform, supported by continuous mentoring, is an effective strategy to strengthen MSMEs' digital capabilities and improve customer-oriented business management in the digital era.