Implementation of a Customer Relationship Management Strategy to Increase Sales at Abon Sewa Kamera Semarang

Abstract

Efficient customer relationship management is essential for photography equipment rental businesses, yet manual record-keeping often leads to human errors, inefficient data processing, and fragmented customer information. These challenges highlight the need for an integrated digital solution to improve operational efficiency and strengthen customer relationships. This study aimed to design and implement a Customer Relationship Management (CRM) strategy at Abon Camera Rent Semarang by integrating people, processes, and technology. The study employed a systematic CRM development approach encompassing CRM development strategies, foundational building programs, business process reengineering, project implementation, and performance evaluation. The implementation focused on transforming manual record-keeping into a web-based CRM platform to integrate customer data across multiple channels and support more effective customer management. The findings indicated that the web-based CRM system reduced the potential for human error, improved data integration, and facilitated cross-selling and up-selling strategies. The implementation also supported service personalization, inventory optimization, and customer satisfaction and retention initiatives, with a target of increasing sales by 10%. This study contributes a practical framework for applying integrated CRM in photography equipment rental businesses. The findings highlight the importance of aligning human resources, business processes, and digital technology to enhance customer relationship management, improve operational effectiveness, and support sustainable business growth.