<![CDATA[This community service activity aims to: (1). Increase partners' understanding of the importance of building customer loyalty, (2). Upgrade partners' knowledge and skills in managing customer databases so that they can be used for implementing further marketing programs such as: providing information on new products or to promote products, and (3). Broaden partners' insights in managing customer loyalty as one of the bases to support improving MSMEs business performance. The method used in this community service activity is through outreach activities, training and monitoring or mentoring program implementation. The results of the implementation of the community service program indicate an increase in partners' knowledge regarding the importance of building customer loyalty, managing customer data and an increase in partners' skills in documenting customer databases. Besides that, partners also have additional knowledge about managing customer loyalty Based on the programs that have been implemented, it can be concluded that customer relationship management is an important key to building customer loyalty. For this reason, entrepreneurs need to focus on consumers so that they feel satisfied and are willing to make repeated purchases of the products offered by MSMEs.]]>
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