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All Journal Sinkron : Jurnal dan Penelitian Teknik Informatika Jurnal Pendidikan Teknologi Informasi dan Vokasional JR : Jurnal Responsive Teknik Informatika The Indonesian Journal of Computer Science Jurnal Responsive Teknik Informatika JUTEKDISI: Jurnal Teknologi Digital dan Sistem Informasi
Syofiawan, Doni
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Computer Science & IT Control & Systems Engineering Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Other

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Journal : Sinkron : Jurnal dan Penelitian Teknik Informatika

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Smart CRM Application Development Using Artificial Intelligence and Extreme Programming Method Syofiawan, Doni; Miftahul Ilmi
Sinkron : jurnal dan penelitian teknik informatika Vol. 9 No. 4 (2025): Articles Research October 2025
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/sinkron.v9i4.15254

Abstract

Customer Relationship Management (CRM) is an important strategy for companies to understand customer behavior, increase loyalty, and reduce churn rates. However, the challenge that is often faced is how to manage increasingly complex customer transaction data and turn it into useful information for decision-making. This research aims to develop an artificial intelligence-based smart CRM application by integrating the K-Means algorithm for customer segmentation and XGBoost for retention prediction, as well as using the Extreme Programming (XP) methodology in the development process. The XP methodology was chosen because it is able to provide a fast, adaptive, and user-oriented iterative cycle, so that applications can be developed according to user needs. The results showed that K-Means can group customers into segments that are relevant to marketing strategies, while XGBoost provides retention prediction results with good accuracy. In addition, the application was tested using Blackbox Testing to ensure that the functionality runs according to specifications, as well as the System Usability Scale (SUS) which resulted in an average score of 89 and was included in the excellent usability category. This confirms that the system built is not only technically feasible, but also well received by users. This research contributes to presenting a smart CRM application that combines AI with modern software development methodologies, as well as opening up opportunities for advanced research at a larger data scale and integration with digital marketing systems.
Co-Authors Abd Basith, Abd Afrina, Afrina Agus Suryadi Arifin, Nofri Yudi Crystalia, Nike Fadila, Anisa Rizki Ismail Ismail Larisang Laurensius Setyabudhi, Albertus Martino, Hisar Gusdian Miftahul Ilmi Miftahul Ilmi Nizal, M. Abdul Novi Hendri Adi Putri, Weni Lestari Ropianto, Muhammad Rusman, Al Sabtu, Sabtu Setyawan, Didin Sikumbang, Alex Sandri Sufian, Indra Suraya Veza, Okta