DIGITAL INNOVATION AND CUSTOMER RELATIONSHIP MANAGEMENT TO IMPROVE COMPETITIVENESS OF WARUNG DE’SATE MSMES
Universitas Internasional Batam
Universitas Internasional Batam
Universitas Internasional Batam
Universitas Internasional Batam
DOI:
https://doi.org/10.56943/joe.v3i4.772Warung De'Sate MSME is a local culinary business in Batam City that has been operating for more than 15 years with its main strength in emotional closeness with customers. Despite having high customer loyalty, the business has not fully adopted digital approaches in its marketing and customer management strategies. This study aims to analyze the implementation of conventional customer relationship management (CRM) and evaluate the potential integration of digital strategies to improve competitiveness. The method used is a descriptive qualitative approach with a case study, through observation, semi-structured interviews, and documentation studies. The results showed that Warung De'Sate's main strength lies in the aspect of customer retention through personalized service, but is weak in the aspect of customer acquisition and development due to the lack of utilization of digital technology. This study recommends the implementation of simple digital CRM such as the use of social media, customer database, and loyalty program as a strategic step to maintain business identity while expanding the market.
Keywords: CRM Customer Relationship Management Customer Retention Marketing Strategy MSMEs
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