An Exploratory Study on Customer Relationship Management Implementation and Strategies

Establishing and maintaining strong customer relationships is essential for business continuity and growth.In this context, many businesses have adopted Customer Relationship Management (CRM) strategies to enhance their sales and customer engagement.However, PT.XYZ, a retail company, has observed a gap between their targeted sales and actual sales performance despite implementing CRM.This study aims to analyze the factors contributing to this gap by applying the Factor Analysis Method to the case of PT.XYZ.Additionally, a suitable regression model is constructed to assess PT.XYZ's CRM performance and propose necessary strategies for the company.The findings reveal five key factors influencing the performance gap: CRM Reliability, Underutilization of CRM, CRM Capability, CRM Unpreparedness, and Customer Relation's Quality.Furthermore, a regression model is developed to assess the company's CRM performance and guide future strategies.These insights provide PT.XYZ with valuable information to address the identified factors and enhance their CRM implementation and strategies.