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ABSTRACT

CRM IMPLEMENTATION STRATEGY IN IMPROVING
COMPETITIVE ADVANTAGE IN CV KEDJORA

By : Lala Arifin (20.22.0393)
CV Kedjora is a company engaged in sales and printing. In running its business, this company experiences several problems, such as purchasing goods is still done by coming directly to CV Kedjora, data management is still recorded in the ledger, there is no media and tools to promote the goods they sell online, making it difficult to get new customers outside the city of Kisaran. In addition, the absence of an integrated information system causes the business processes in the company to be rather slow. The purpose of this system is to increase company revenue, simplify the process of purchasing goods, expand marketing reach through online platforms and facilitate the data management process, which ultimately can increase customer loyalty and encourage competitive advantage by implementing CRM on CV Kedjora using the PHP Programming language and MySQL Database. The research method used in this study is the Qualitative Research Method. Data collection was carried out using the interview method or direct interviews. From the results of the implementation of the web-based Customer Relationship Management system design, the design of the Customer Relationship Management system creates coordination of the relationship between customers and CV Kedjora in the form of activities to provide goods according to the needs of CV Kedjora and customer needs and the web-based Customer Relationship Management software has been successfully built as an information system that can assist in the process of purchasing goods and managing data at CV Kedjora.

Keywords: CRM; cv kedjora; competitive advantage