A CRITICAL ANALYSIS OF SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) FOR SMALL MEDIUM ENTERPRISES (SMES)

Abstract

This research is a qualitative descriptive study which aims to analyze the internal and external environment of SMEs in Indonesia when implementing Social Customer Relationship Management (SCRM). This research invited 11 SMEs in the service sector as participants. Data was taken by conducting FGDs, then the data was transcribed, coded and analyzed using PEST and SWOT. The results of this research show that in general, it was found that social media has helped SMEs in marketing, but SMEs agree that it requires a special approach in managing relationships with customers in the digital transformaton era which is by Social CRM approach. The factors that influence MSMEs consist of political, economic, social and technological factors where these four factors become strengths, weaknesses, opportunities and threats for SMEs. From these four analyzes it is concluded that specifically, in the implementation of Social CRM, many parties help MSMEs to optimize the implementation of Social CRM by providing easy access and policies that support the creation of a superior digital ecosystem for SMEs. Both the government, communities, partners and investors have issued many programs and policies that are interconnected with each other and also have the same goals. This research recommends that further research quantitatively examine how the influence of the internal and external environment can maintain loyalty and good relationships with customers and also design what kind of Social CRM model is most suitable for SMEs in Indonesia.