<![CDATA[The focus of this research is to determine the effectiveness of implementing the CRM application in handling public complaints in Pancoran Village, inhibiting factors and formulating strategies for optimizing the implementation of the CRM application. Researchers used Duncan's effectiveness measurement theory with three dimensions, namely goal achievement, integration and adaptation. This research uses a descriptive qualitative research method with a phenomenological approach. Research data was collected using observation, interview and documentation techniques and then processed through data reduction techniques, data presentation and drawing conclusions. This research uses data analysis, namely data source triangulation. The research results show that the effectiveness of implementing the CRM application in handling public complaints in Pancoran Village is effective. The CRM application makes it easier for officials to coordinate and follow up on public complaints. The Pancoran Village apparatus is also able to adapt quickly to developments in digital-based public services because it is supported by adequate infrastructure and through self-development training. There are several inhibiting factors such as limited number of human resources, system errors and lack of employee competence. The strategic effort that needs to be carried out by the Pancoran Village Apparatus is to form a team of employees to monitor the CRM application, optimize the performance of the apparatus in serving complaints according to standard procedures and study and understand the legal basis of CRM.]]>
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