ENHANCING SMEâS PARTNERSHIP SYSTEMS THROUGH DIGITAL TRANSFORMATION WITH DIGITAL CUSTOMER RELATIONSHIP MANAGEMENT (CASE STUDY: ARBAS WATER BOTTLED COMPANY)
Indonesia's economy heavily relies on Micro, Small, and Medium Enterprises (SMEs), which need innovation and digital transformation to enhance competitiveness in the knowledge-based economy. A case study of Arbas Bottled Water Company reveals several issues with its partnership system, inclu...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/86169 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia's economy heavily relies on Micro, Small, and Medium Enterprises
(SMEs), which need innovation and digital transformation to enhance
competitiveness in the knowledge-based economy. A case study of Arbas Bottled
Water Company reveals several issues with its partnership system, including
limited communication and poorly structured customer data management. These
issues result in slow responses to customer complaints and low operational
efficiency. This research proposes the development of a digital Customer
Relationship Management (CRM) system to improve customer data management,
expedite communication with partners, and enhance the company's responsiveness
to customer needs. The CRM system is also integrated with data analytics to
support more effective strategic decision-making. The implementation of this
digital CRM system is expected to improve operational efficiency, increase
customer satisfaction, and optimize partnerships with SMEs. This digital
transformation is anticipated to serve as a model for other SMEs aiming to
enhance business performance amid increasingly complex market dynamics. |
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