Penerapan Sistem Informasi Customer Relationship Management (CRM) di PT Lucas Djaja

Abel Roman Saviola (Prodi Teknik Industri, Fakultas Teknik, Universitas Islam Bandung, Indonesia)
Otong Rukmana (Prodi Teknik Industri, Fakultas Teknik, Universitas Islam Bandung, Indonesia)
Ahmad Arif Nurrahman (Prodi Teknik Industri, Fakultas Teknik, Universitas Islam Bandung, Indonesia)

Bandung Conference Series: Industrial Engineering Science
527-536

Abstract. PT Lucas Djaja has experienced a downward trend in sales due to the lack of an integrated digital customer information system, relying instead on conventional transactions and communication methods. This study aims to design an e-commerce-based Customer Relationship Management (CRM) system to automate information acquisition and provide digital communication channels. The system design method began with an analysis of the company's condition using the 7C Framework of Customer Interface, followed by implementation using the PrestaShop e-commerce platform integrated with the Tawk.to live chat module. The results indicate that this CRM system successfully digitalizes and automates marketing, sales, and customer service processes. This integration provides a digital product catalog database, self-service transactions, real-time communication, and automated analytical reports. In conclusion, implementing a CRM system using PrestaShop and Tawk.to offers a strategic solution to overcome operational issues, enhance work efficiency, and strengthen customer loyalty at PT Lucas Djaja. Abstrak. PT Lucas Djaja mengalami tren penurunan penjualan akibat ketiadaan sistem informasi pelanggan berbasis digital yang terintegrasi, di mana transaksi dan komunikasi masih dilakukan secara konvensional. Penelitian ini bertujuan merancang sistem informasi Customer Relationship Management (CRM) berbasis e-commerce guna mengotomatisasi perolehan informasi dan menyediakan saluran komunikasi digital. Metode perancangan diawali dengan analisis kondisi perusahaan menggunakan kerangka kerja 7C Framework of Customer Interface, kemudian diimplementasikan menggunakan platform e-commerce PrestaShop yang diintegrasikan dengan modul live chat Tawk.to. Hasil penelitian menunjukkan bahwa sistem CRM ini berhasil mendigitalisasi dan mengotomatisasi proses pemasaran, penjualan, dan layanan pelanggan. Integrasi ini menyediakan pangkalan data katalog digital, transaksi mandiri (self-service), komunikasi real-time, serta laporan analitis otomatis. Kesimpulannya, penerapan CRM berbasis PrestaShop dan Tawk.to menjadi solusi strategis dalam mengatasi permasalahan operasional, meningkatkan efisiensi kerja, serta memperkuat loyalitas pelanggan di PT Lucas Djaja.