DIGITALISASI LAYANAN PELANGGAN UMKM: PELATIHAN PENERAPAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PADA SENTRA IKM JADAH TEMPE KALIURANG, SLEMAN - Asri Sekar Mawar Firdausi; Yoga Religia; Dedy Sunaryo Naingolan; Muhamad Ridwan (Universitas Muhammadiyah Mataram, 2025)
ABSTRAK Sentra IKM Jadah Tempe di Kaliurang, Kecamatan Pakem, Kabupaten Sleman, Daerah Istimewa Yogyakarta merupakan klaster usaha kuliner tradisional dengan potensi ekonomi lokal yang signifikan. Namun, sebagian besar pelaku usaha masih mengandalkan pencatatan manual dan pendekatan konvensional dalam mengelola pelanggan, sehingga pengelolaan relasi pelanggan belum optimal. Program pengabdian kepada masyarakat ini memperkenalkan konsep CRM dan alat digital kepada 32 peserta dari Sentra IKM Jadah Tempe di Kaliurang dengan tujuan agar dapat meningkatkan keterampilan pada pelayanan pelanggan yang diharapkan akan mendorong loyalitas. Pelatihan dilaksanakan pada tanggal 22 April 2025 dengan fokus pada konsep dasar CRM, manajemen data pelanggan, serta demonstrasi aplikasi digital. Metode pelatihan mencakup ceramah interaktif, diskusi kelompok, simulasi, dan praktik langsung penginputan data penjual serta pelanggan ke dalam aplikasi berbasis CRM. Evaluasi dilakukan melalui pre-test dan post-test, observasi, serta lembar umpan balik. Hasil pelatihan menunjukkan adanya peningkatan pemahaman peserta sebesar 55%, dengan 27 dari 32 peserta berhasil menyelesaikan simulasi pembuatan database pelanggan dan merancang strategi loyalitas sederhana. Peserta menunjukkan antusiasme tinggi, dengan 90% menyatakan bahwa CRM relevan dengan usaha mereka. Pelatihan ini menegaskan pentingnya keterampilan pengelolaan pelanggan berbasis digital bagi UMKM sektor kuliner, serta membuktikan bahwa intervensi yang terarah dan praktis dapat mendorong kesiapan digital dan strategi berorientasi pelanggan pada klaster bisnis tradisional. Sebagai tindak lanjut, Sentra IKM Jadah Tempe berencana membentuk tim CRM internal didampingi tim pengabdian UPN Veteran Yogyakarta dan menerapkan sistem basis data pelanggan secara rutin sebagai upaya keberlanjutan untuk memperkuat daya saing dan loyalitas pelanggan dalam jangka panjang. Kata kunci: Pelatihan; UMKM; customer relationship management; digitalisasi ABSTRACTThe Jadah Tempe Small and Medium Industries (IKM) Center in Kaliurang, Pakem District, Sleman Regency, Special Region of Yogyakarta, is a traditional culinary business cluster with significant local economic potential. However, most business owners still rely on manual record-keeping and conventional approaches in managing customer relationships, resulting in suboptimal customer relationship management. This community service program introduced the concept of Customer Relationship Management (CRM) and digital tools to 32 participants from the Jadah Tempe IKM Center in Kaliurang. The program aimed to enhance customer service skills, which are expected to foster greater customer loyalty. The training was held on April 22, 2025, focusing on fundamental CRM concepts, customer data management, and demonstrations of digital CRM applications. The training methods included interactive lectures, group discussions, simulations, and hands-on practice in entering seller and customer data into a CRM-based application. Evaluation was conducted through pre- and post-tests, observations, and participant feedback forms. The results showed a 55% increase in participants’ understanding, with 27 out of 32 participants successfully completing the simulation of building a customer database and designing simple loyalty strategies. Participants demonstrated high enthusiasm, with 90% stating that CRM was relevant to their businesses.This training highlights the importance of digital customer management skills for micro, small, and medium enterprises (MSMEs) in the culinary sector and demonstrates that targeted and practical interventions can effectively enhance digital readiness and customer-oriented strategies in traditional business clusters. As a follow-up, the Jadah Tempe IKM Center plans to establish an internal CRM team, supported by the UPN “Veteran” Yogyakarta community service team, and to implement a regular customer database system as a sustainability effort to strengthen competitiveness and customer loyalty in the long term. Keywords: Training; MSMEs; customer relationship management; digitalization