Penguatan Loyalitas Pelanggan pada UMKM Kuliner melalui Peningkatan Pengelolaan Customer Relationship Management Berbasis Digital

Abstract

This community service program aims to improve the capacity of culinary MSME actors in implementing digital-based Customer Relationship Management (CRM) to strengthen customer retention and business competitiveness. The program responds to four urgent issues: the low understanding of CRM among MSMEs, various obstacles in implementing CRM strategies, the limited use of digital tools, and the absence of structured mentoring to sustain CRM practices. The method used includes socialization, technical workshops, digital tool training, creation of customer databases, and periodic mentoring over several weeks. The results show significant improvement in MSMEs’ knowledge, skills in using WhatsApp Business features, capability in building customer databases, and awareness of customer journey–based service enhancement. Participants also demonstrated increased interaction with repeat customers following the intervention. This program highlights the importance of digital CRM training as a strategic intervention to strengthen MSMEs’ competitiveness and proposes continued mentoring and digital ecosystem development for sustainability.