<![CDATA[Customer Relationship Management (CRM) is an important strategy for building long-term customer relationships, especially in today’s competitive digital landscape. This study aims to assess the impact of implementing a CRM system on customer satisfaction, operational efficiency, and marketing strategies at Zidan Salon Yogyakarta. A qualitative descriptive approach was used, with data collected through observation, interviews, and on-site documentation. The results indicate that implementing CRM enables Zidan Salon to better understand customer needs, manage customer data more effectively, and improve scheduling, communication, and promotion. Data-driven strategies developed from the CRM system have been shown to increase customer loyalty and provide Zidan Salon with a competitive advantage in the highly dynamic beauty industry. This study also identifies challenges in system integration and data management and proposes strategic steps to optimize future CRM implementation.]]>
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