Model CRM Adaptif untuk Usaha Konter HP Skala Mikro di NUCA CELL

Abstract

Micro enterprises play a strategic role in the Indonesian economy due to their sheer numbers and significant contributions to GDP and employment. This study aims to design and develop an adaptive Customer Relationship Management (CRM) model tailored to the specific characteristics, needs, and constraints of NUCA CELL a micro-scale mobile phone shop thereby enabling more effective, efficient, and sustainable customer relationship management. A descriptive qualitative approach utilizing a case study design was employed for this research. This approach was selected to facilitate an in-depth understanding of existing customer relationship management practices at NUCA CELL and to develop a CRM model adaptable to the realities of micro-enterprises. The study demonstrates that the designed adaptive CRM model successfully provides a more effective solution for managing customer relationships at NUCA CELL. The developed web-based system integrates customer data, transaction history, and product catalogs into a centralized database, resulting in a more structured, accurate, and efficient information management process compared to the previous manual record-keeping method. Furthermore, the implementation of features such as ratings, comments, and automated loyalty point calculations allows NUCA CELL to gather customer feedback systematically, leading to a better understanding of customer needs and satisfaction levels without relying solely on direct communication.