Analisis Strategi Penerapan Customer Relationship Management Dalam Meningkatkan Kepuasan Pelanggan di Adorable Projects Cimahi

Abstract

This study aims to analyze the implementation of Customer Relationship Management (CRM) strategies on customer satisfaction at Adorable Projects Cimahi. CRM is a business strategy that aims to build and maintain good relationships with customers in order to increase their loyalty and satisfaction. The research method used is a descriptive qualitative method. Data was collected through questionnaires distributed to Adorable Projects Cimahi customers and interviews with management. The research results indicate that the CRM strategy at Adorable Projects is implemented through three main indicators: people, processes, and technology. Employees actively engage in building personal relationships with customers, service processes are flexible yet structured, and the use of media such as WhatsApp, marketplaces, and internal databases is employed to support personalized interactions. This strategy is primarily implemented through Instagram as the main channel for greeting, responding to, and building emotional connections with customers. In terms of customer satisfaction, most respondents expressed satisfaction with product quality, competitive pricing, friendly employee service, attractive promotions, as well as comfortable and aesthetically pleasing store facilities and ambiance. However, some customers noted the need for improvements in the ordering system and transaction speed. The conclusion of this study is that a well-implemented CRM strategy can enhance customer satisfaction and has the potential to strengthen customer loyalty toward the Adorable Projects Cimahi brand.

Keywords

Customer Relationship Management; Customer Satisfaction; Adorable Projects