Analisis Tantangan dan Strategi Manajemen Hubungan Pelanggan pada UMKM Rockologist Analysis of Customer Relationship Management Challenges and Strategies in Rockologist MSMEs

Abstract

UMKM Rockologist is a micro business engaged in producing custom rings with personalized designs. The main problem is the gap between customer expectations and the final product, particularly regarding engraving details and finish quality. This has led to complaints from about 10-15% of consumers who feel the final product does not match the agreed-upon digital design. The focus of this service project is to analyze the factors that cause customer dissatisfaction and to formulate more effective customer relationship management strategies. The topics covered include communication, design documentation, and after-sales service. The objective of this community service is to provide strategic recommendations to help MSMEs improve customer satisfaction and loyalty. The methods used include a literature review to strengthen the theoretical basis of Customer Relationship Management (CRM), primary data collection through customer interviews and questionnaires, and secondary data from sales records and online reviews. The results of the analysis show that the root of the problem stems from ineffective communication, limited technical documentation, and differences in interpretation between designers and craftsmen. The proposed strategies include preparing customer-approved digital design documents, using social media as an interactive communication channel, and improving after-sales service. These findings are expected to help UMKM Rockologist in improving their business.