Customer Relationship Management as a Strategy to Build Customer Loyalty in the Digital Era

Abstract

The development of digital technology has changed the pattern of interaction between companies and customers and increased the demand for fast, relevant, and personalized service quality. In conditions of increasingly open competition, companies need to build long-term relationships with customers in order to maintain loyalty. Customer Relationship Management (CRM) is one of the strategic approaches that can be used to manage these relationships through the use of data, technology, communication, and customer service. This research aims to analyze the application of CRM in the digital era, its contribution in building customer loyalty, and its challenges and strengthening strategies. The research uses a qualitative approach with the library research method. Data is obtained from various relevant academic literature, then analyzed descriptively-analytically through the process of selection, thematic grouping, comparison, and synthesis. The results of the study show that digital CRM can be applied through the integration of various communication channels, customer data management, service personalization, customer engagement, complaint handling, and after-sales service. The implementation contributes to increasing satisfaction, trust, attachment, and sustainable relationships with customers that support the formation of loyalty. The effectiveness of CRM requires the integration of technology, HR, data, and service processes as well as the continuous management of data security and privacy.