Abstract
Customer Relationship Management/CRM is a program and system that focuses on identifying and building a relationship with a valued customer. CRM can make it easier to develop a loyal customer base and increase the percentage of customer purchases. The partner who is the place of activity is a business engaged in the culinary field located in the city of Jambi. Culinary products sold by partners have the Salsabila Cake brand. Partners sell various cakes, especially with batik motifs. This community service activities are carried out using the lecture method or online socialization through the zoom application which includes a basic understanding of CRM, CRM goals, repeated CRM process cycles to make customer data into loyal customers and repeat purchase habits. The results of the activities carried out run smoothly, partners get stock of knowledge about customer relationship management, in an effort to increase customer loyalty.
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