<![CDATA[This study develops and evaluates an adaptive Electronic Customer Relationship Management (E-CRM) model to strengthen the competitiveness of Indonesian Micro, Small, and Medium Enterprises (MSMEs) amid accelerating digital transformation. Using the Technology–Organization–Environment (TOE) framework and a Design Science Research (DSR) methodology, the research integrates iterative problem identification, design, implementation, evaluation, and refinement. Surveys of 120 MSMEs, interviews with 15 owners, and a three-month pilot with ten diverse enterprises informed the artifact’s design. The adaptive E-CRM prototype leverages familiar technology such as the WhatsApp Business API and modular dashboards to match varying digital readiness levels. Results show significant improvements in customer retention (+23.2%), faster response times (from 4.2 to 1.8 hours), and notable cost reductions in communication and administration (average 25.8%). Usability testing via the System Usability Scale yielded a mean score of 78.5, confirming accessibility across low-to-high digital literacy users. The findings demonstrate that context-aware, low-cost E-CRM solutions can overcome MSME barriers of limited digital skills, financial constraints, and scarce human resources. Practically, the model offers a scalable guide for policymakers and business associations to promote inclusive, sustainable digital transformation and provides a theoretical contribution to technology adoption research in developing economies]]>
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