Customer Relationship Management Implementation in the Small and Medium Enterprise

To win the global competition and sustain the business, small and medium enterprise shall implement a reliable information technology application to support their customer data base, production and sales as well as marketing management. This paper addresses the implementation of Customer Relationship Management (CRM) in small and medium enterprise, CV. Densuko Jaya. It is a small and medium enterprises in Semarang, Central Java, Republic of Indonesia deal with rubber processing industry supply chain. ADDIE model utilized in study to setup the CRM functionality at these enterprises. The aim of the authors is to present the benefits resulting from the application of CRM technologies at these enterprises to solve their chronicle issues in the field of integrated customer data base, production management process and sales automation in order to boost their business in the near future. Training and coaching have been delivered to the enterprises staffs and management to ensure that they can execute the system.