<![CDATA[ABSTRAK Customer Relationship Management (CRM) merupakan strategi pengelolaan hubungan pelanggan untuk meningkatkan kualitas pelayanan dan loyalitas pelanggan. Penelitian ini bertujuan menganalisis penerapan CRM pada UMKM Amelia Laundry sebagai usaha jasa laundry di Kota Batam. Penelitian menggunakan pendekatan kualitatif deskriptif melalui wawancara, observasi, dan studi literatur. Hasil penelitian menunjukkan bahwa penerapan Strategic CRM, Operational CRM, Analytical CRM, dan Collaborative CRM mampu mendukung pelayanan yang lebih personal, komunikasi yang responsif, serta meningkatkan retensi pelanggan. Dengan demikian, CRM berperan penting dalam mendukung keberlanjutan usaha dan keunggulan bersaing. ABSTRACT Customer Relationship Management (CRM) is a customer relationship management strategy aimed at improving service quality and customer loyalty. This study aims to analyze the implementation of CRM at Amelia Laundry, a laundry service SME in Batam City. The research uses a descriptive qualitative approach through interviews, observations, and literature studies. The results show that the implementation of Strategic CRM, Operational CRM, Analytical CRM, and Collaborative CRM supports more personalized services, responsive communication, and improved customer retention. Thus, CRM plays an important role in supporting business sustainability and competitive advantage.]]>
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