<![CDATA[Perkembangan teknologi informasi mendorong pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk meningkatkan kualitas pelayanan dan pengelolaan hubungan pelanggan melalui penerapan Customer Relationship Management (CRM). Penelitian ini bertujuan untuk menganalisis implementasi CRM berbasis software pada Home Laundry Taman Kota Batam. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan metode studi kasus melalui observasi terhadap aktivitas operasional usaha. Analisis dilakukan menggunakan framework CRM yang terdiri dari People, Process, dan Technology serta tahapan CRM acquire, enhance, dan retain. Hasil penelitian menunjukkan bahwa Home Laundry telah menerapkan CRM melalui pelayanan yang ramah, komunikasi yang responsif, dan upaya menjaga kualitas layanan untuk mempertahankan pelanggan. Aspek people dan process telah berjalan dengan cukup baik, sedangkan aspek technology masih memerlukan pengembangan karena belum adanya sistem CRM yang terintegrasi. Oleh karena itu, penggunaan perangkat lunak CRM sederhana seperti WhatsApp Business dan aplikasi pengelolaan data pelanggan direkomendasikan untuk meningkatkan efektivitas hubungan pelanggan. Implementasi CRM berbasis teknologi diharapkan dapat meningkatkan loyalitas pelanggan serta mendukung pertumbuhan usaha secara berkelanjutan. ABSTRACT The development of information technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to improve service quality and customer relationship management through the implementation of Customer Relationship Management (CRM). This study aims to analyze the implementation of software-based CRM at Home Laundry Taman Kota Batam. The research employed a qualitative approach using a case study method through observation of business operational activities. The analysis was conducted using the CRM framework consisting of People, Process, and Technology, as well as the CRM stages of acquire, enhance, and retain. The findings indicate that Home Laundry has implemented CRM through friendly service, responsive communication, and efforts to maintain service quality in order to retain customers. The people and process dimensions have been implemented relatively well, while the technology dimension still requires improvement due to the absence of an integrated CRM system. Therefore, the use of simple CRM software such as WhatsApp Business and customer database management applications is recommended to enhance the effectiveness of customer relationship management. The implementation of technology-based CRM is expected to increase customer loyalty and support sustainable business growth.]]>
