Understanding CRM Implementation in SMEs

Abstract

This study aims to analyze the implementation of Customer Relationship Management (CRM) by Small Medium-sized Enterprises (SMEs) in West Java Province, Indonesia. This research is qualitative research using in-depth interviews for the data collection. Five small enterprises participated in this study. They cover different fields of business, namely fashion, travel, food, sneakers, and photography. Interview guidelines were set up to observe customer relationship management programs in every company. This was categorized into three programs: continuity marketing, one-to-one marketing, and partnering program. The study shows that participants basically have implemented CRM in their businesses. They have known the fundamental function of CRM, although they are not fully aware of CRM terminology. It is crucial for those enterprises to know and understand more of what CRM is and the benefit of its implementation to perform well and create customer loyalty.