Analysis of the Implementation of Customer Relationship Management (CRM) in Enhancing Customer Loyalty at Sinaran Coffee Klaten

Abstract

This research aims to investigate the implementation of Customer Relationship Management (CRM) carried out by Sinaran Coffee in order to increase customer loyalty. This descriptive research employed the qualitative approach. The approach in this study is used because it explains and describes how CRM is used by Sinaran Coffee to increase customer loyalty. This research was conducted in Sinaran Coffee Klaten with two groups of research subjects. Sinaran Coffee's internal management is intended for the Directorate of Business and Marketing and Human Resources, and Finance, while Sinaran Coffee's external management is intended for customers. The data collection techniques used were observation, interviews, and documentation. The results show that Sinaran Coffee's customer loyalty is reflected in the high frequency of repurchases, resistance to competitors, and the tendency to recommend Sinaran Coffee, which shows that the combination of product quality, positive experience, and good relationships with customers has succeeded in building customer loyalty. The implementation of Customer Relationship Management (CRM) at Sinaran Coffee successfully integrates people, processes, and technology to improve the customer experience, although it needs improvements in employee hospitality, service facilities, and information on social media. The implementation of the IDIC Customer Relationship Management (CRM) Model at Sinaran Coffee significantly increases customer loyalty through four main elements, namely Identify, Differentiate, Interact, and Customize, although there are still aspects that need to be improved, such as data collection and interaction quality.