PERAN CRM BAGI LOYALITAS PELANGGAN DI TOKO FASYA PANE

Devika Yani Nainggolan; Dewi  Maharani; Abdul Karim Syahputra

doi:10.30656/6604rp15

Authors

Devika Nainggolan UNIVERSITAS ROYAL
Dewi Maharani Universitas Royal
Abdul Karim Syahputra Universitas Royal

DOI:

https://doi.org/10.30656/6604rp15

Abstract

The growing competition in the business world demands that companies adopt strategies to keep and improve customer. Through discussions with shop proprietors, several operational and marketing challenges were revealed. Studies show that the management of consumer data has not been approached in an organized way, hindering the ability to discern consumer desires and preferences. Moreover, the available promotional methods are extremely narrow, leading to ineffective marketing efforts for drawing in new clientele and keeping current customers. In terms of engaging with customers, follow-up communication after purchases is infrequent, which diminishes ongoing interaction between the store and its patrons. Furthermore, the store is missing a clear and quantifiable customer loyalty initiative. Consequently, there is a lack of a defined approach for enhancing customer retention in a methodical fashion. This creates a threat to the levels of customer loyalty, as patrons may opt for rivals that provide superior service experiences and more appealing promotional offers. Loyalty One effective approach is to use Customer Relationship Management (CRM), which is designed to help manage and maintain long-term relationships with customers. This study seeks to examine how the use of CRM contributes to enhancing customer loyalty at Fasya Pane Store. The findings show that using a CRM system helps customers buy products more easily, enhances the quality of service they receive, and provides a more efficient and pleasant shopping experience. Responsive service, clear communication, and focus on customer needs have been shown to boost customer satisfaction. The rise in customer satisfaction contributes positively to building lasting customer loyalty in a sustainable manner. Therefore, using a CRM system is crucial for improving the connection between Fasya Pane Store and its customers, and it helps in maintaining the store's business in the long term.

Keyword: Role, Customer Relationship Management, Customer Loyalty, Customer Satisfaction, Service Strategy

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