ENHANCING SME’S PARTNERSHIP SYSTEMS THROUGH DIGITAL TRANSFORMATION WITH DIGITAL CUSTOMER RELATIONSHIP MANAGEMENT (CASE STUDY: ARBAS WATER BOTTLED COMPANY)

• Main Author: Immanuel Ginting, Hefin
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/86169
• Institution: Institut Teknologi Bandung

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.