CUSTOMER RELATIONSHIP MANAGEMENT FOR SMALL BUSINESS ENTITY: A CASE OF ROSAMIN ENTERPRISE
This is a case study concerning the customer relationship management at ROSAMIN Enterprise in Shah Alam. ROSAMIN Enterprise is a small business that sells Malay traditional cookie. The business relies very much on word of mouth for advertising but no real effort was made to properly store customer information when order was delivered. As a result, follow up was not done to track customer satisfaction and eventually the number of customer started to dwindle and business has been quite sluggish for a few months. The owner of the business would like to carry on with the business and the owner thinks that the problem was due to ineffective customer data retention and information utilization. This case illustrated how proper Customer Relationship Management practice could help to assist the owner to retain customer and potentially increase sales and market share.