CRM STRATEGY AT THE EX-FOUR WEBSITE-BASED COFFEE SHOP AS AN EFFORT TO INCREASE PRODUCT SALES
Perkembangan teknologi digital telah memengaruhi berbagai aspek bisnis, termasuk industri kuliner. Salah satu tantangan utama bisnis kuliner adalah mempertahankan pelanggan dan membangun hubungan jangka panjang yang saling menguntungkan. Penelitian ini membahas penerapan Customer Relationship Management (CRM) di Kedai Ex-Four, yang menggunakan platform berbasis website untuk pemesanan produk. CRM memungkinkan perusahaan memahami kebutuhan pelanggan, meningkatkan kepuasan, dan mendorong loyalitas Pelanggan.
Penelitian ini bertujuan untuk menganalisis strategi CRM yang diterapkan oleh Kedai Ex-Four dalam meningkatkan pengalaman pelanggan. Beberapa fitur utama yang dikaji meliputi personalisasi pemesanan, rekomendasi produk berbasis data, dan sistem umpan balik pelanggan. Fitur-fitur ini diharapkan dapat menciptakan interaksi yang lebih baik antara pelanggan dan Kedai Ex-Four serta menyediakan layanan yang lebih responsif.
Metode penelitian yang digunakan adalah pendekatan kualitatif dengan studi kasus. Data dikumpulkan melalui wawancara mendalam dengan pemilik Kedai Ex-Four, staf dan pelanggan, serta analisis data pemesanan. Hasil penelitian menunjukkan bahwa penerapan CRM yang terintegrasi dengan teknologi digital memiliki potensi besar dalam meningkatkan kepuasan dan loyalitas pelanggan. Selain itu, sistem CRM membantu Kedai -Ex-Four menciptakan keunggulan kompetitif di pasar kuliner yang kompetitif melalui pengalaman pelanggan yang lebih personal dan efisien.
The advancement of digital technology has significantly influenced various business sectors, including the culinary industry. One of the main challenges in the culinary business is retaining customers while building long-term mutually beneficial relationships. This study examines the application of Customer Relationship Management (CRM) at Kedai Ex-Four, which utilizes a web-based platform for product ordering. CRM serves as a crucial tool for companies to understand customer needs, enhance satisfaction, and foster loyalty.
This study aims to analyze CRM strategies implemented by Kedai Ex-Four to improve customer experience. Key features examined include order personalization, data-driven product recommendations, and a customer feedback system. These features are expected to create better interactions between customers and the company while providing more responsive services.
The research employs a qualitative approach with a case study method. Data were collected through in-depth interviews with managers, staff, and customers, as well as an analysis of order data. The findings reveal that the integration of CRM with digital platforms has significant potential to enhance customer satisfaction and loyalty. Furthermore, the CRM system helps Kedai Ex-Four achieve competitive advantage in the highly competitive culinary market through more personalized and efficient customer experiences.
This study offers practical guidelines for implementing CRM as an effective digital strategy to address competition in the culinary business..