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This research focuses on the implementation of Customer Relationship Management (CRM) at the Kak Ema Tanjungbalai Shop, which operates in the cosmetics sector. This shop faces challenges in managing sales, marketing and customer relations, so it requires an effective and efficient CRM system. The CRM applied in this research is operational CRM which focuses on automating sales and customer service processes. This research uses qualitative methods, such as interviews and observations, to understand customer needs. The CRM application was developed using the PHP programming language and MySQL database. The aim of the research is to increase the efficiency and convenience of customer interactions. The implementation results show ease in obtaining product information and simplify the ordering process. As an effort to increase customer loyalty. This research provides a contribution in the form of understanding the application of CRM, creating innovative solutions for the Kak Ema Tanjungbalai Shop, and supporting improving service quality and customer satisfaction.

Keywords: CRM; customer; Sis Ema's shop, Tanjungbalai.