<![CDATA[This study investigates the implementation of Customer Relationship Management (CRM) and its role in fostering customer loyalty at PT Sentra Karya Mandiri, a business-to-business (B2B) construction and general supplier company characterized by long-term client relationships. Addressing the gap in understanding CRM practices within this sector, the research employs a qualitative case study approach. Primary data were collected through in-depth interviews with five informants the Marketing Manager, Sales Staff, and three regular clients (PT KAPM, PT AMNT, and PT AMMIN) supplemented by internal company documents, and analyzed using the interactive model by Miles, Huberman, and Saldaña. The findings reveal that CRM implementation encompasses operational, analytical, and collaborative dimensions, including proactive communication, customer need identification, project updates, complaint handling, and post-project relationship maintenance. These practices effectively shape positive customer experiences and satisfaction, thereby fostering long-term loyalty as evidenced by sustained contracts, repeat orders, and client referrals. However, the implementation faces internal challenges, particularly concerning optimal CRM system utilization, the establishment of clear business objectives and Key Performance Indicators (KPIs), and the seamless integration of CRM with existing company applications.]]>
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