Penerapan Customer Relationship Management untuk Meningkatan Customer Loyalty di Perusahaan XYZ

The era of information technology development has encouraged the importance of implementing Collaborative Customer Relationship Management (CRM) to increase customer satisfaction and loyalty. This research focuses on the implementation of CRM at XYZ Company, an online ticket booking and tourism service platform in Indonesia. The main goal is to enhance customer satisfaction and loyalty through an Email Marketing strategy using Zoho CRM, as well
as to measure its success using Net Promoter Score (NPS) calculations. The method used is quantitative and descriptive. The research results indicate that the application of Zoho CRM in
Email Marketing has successfully elevated customer satisfaction levels, with NPS calculations reaching 36%, surpassing the minimum expected value for a Travel Website, which is 16%. Despite not all customers utilizing email, the high NPS results signify the effectiveness of the implemented CRM strategy. This research offers insights into the role of CRM in maintaining robust customer relationships and bolstering business success in the digital era.