PERAN CUSTOMER RELATIONSHIP MANAGEMENT PADA UMKM LOCKY CHICKEN
DOI:
https://doi.org/10.53363/buss.v5i2.381Keywords:
Relationship Management, Culinary MSMEs, Customer Loyalty, social media, Customer Retention, UMKM Kuliner, Loyalitas Pelanggan, Media Sosial, Retensi PelangganAbstract
This research aims to analyze the implementation of Customer Relationship Management (CRM) at UMKM Locky Chicken, a culinary business in Pontianak which has shown significant development since the end of 2023. In the context of the competitive culinary industry, CRM plays a strategic role in increasing customer loyalty and optimizing business operational efficiency. However, limited resources and technological infrastructure are the main challenges in implementing CRM optimally. This research uses a descriptive qualitative approach with data collection methods through online interviews and social media content analysis (@lockyfood.id). The research results revealed that 80% of customer interactions, including orders, complaints and feedback, were carried out via the WhatsApp and Instagram platforms without an integrated recording system. This condition causes around 30% of complaints related to delivery delays not to be handled effectively. As a recommendation, the study suggests utilizing simple CRM tools such as structured spreadsheets or free CRM platforms such as HubSpot to increase customer retention by up to 20%. These findings can be a reference for MSME players in the culinary sector in designing effective CRM strategies at affordable costs.
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