Indonesia Conference Directory

This study aimed to analyze the implementation of Customer Relationship Management in Small Medium Enterprises in West Java Province, Indonesia. This research is a qualitative research using in-depth interview to collect data. There were 5 small enterprises participating in this study. All of them came from different fields of business, namely fashion, travel, food, sneakers and photography. Interview guidelines was set up consisting customer relationship management program that has been done in the company. This was categorized into three programs: continuity marketing, one to one marketing, and partnering program. The study showed that participants basically has implemented CRM in their businesses. They have known the basic function of CRM although they aren-t fully aware of CRM terminology. It is important for those enterprises to know and understand more of what CRM is and the benefit of implementing it so that they can perform better and create customer loyalty.