CUSTOMER RELATIONSHIP MANAGEMENT IN THE DIGITAL AGE: A SYSTEMATIC REVIEW OF THE LITERATURE

Abstract

This research discusses customer relations (customer relationship management) in the current digital era. This research uses a qualitative approach with analytical tools in the form of regression tests, and the population used in this research is related to consumer and community tastes. The way to obtain information and data is analyzed using the target level of MSMEs which continues to develop at this time which highlights economic growth in customer relationships and the era of digitalization. The techniques used in this research are observation or review of the development of customer relationship management (CRM), data analysis and literature study. Researchers use accurate techniques based on data and reinforced with arguments based on factual sources. The data reviewed is based on an analysis of the sources based on the year, variables used, analytical tools, and approach provisions. So the results of this research provide factual data, that the tastes of consumers and MSMEs show an approach to obtaining or allocating customer relationships in the era of digitalization as an assessment that is valid and effective

Keywords: CRM, Digital Era, MSMEs, Marketing, Bussiness To Bussiness