Analisis Penggunaan CRM Powerapps di PT Nabel Sakha Gemilang

Abstract

PT Nabel Sakha Gemilang mengembangkan sistem Customer Relationship Management (CRM) berbasis Powerapps sejak 2024 untuk meningkatkan efektivitas penjualan. Namun, pemanfaatannya belum optimal akibat rendahnya kedisiplinan input data serta adaptasi pengguna. Penelitian ini bertujuan menganalisis implementasi CRM Powerapps, mengukur tingkat penerapan, mengidentifikasi akar permasalahan, serta merumuskan rekomendasi adaptasi pengguna. Penelitian menggunakan pendekatan kualitatif melalui wawancara, observasi, dan analisis dokumen. Analisis akar masalah dilakukan dengan fishbone diagram dan teknik 5 Whys, sedangkan penentuan prioritas rekomendasi menggunakan metode eckenrode. Hasil penelitian menunjukkan rekomendasi utama berupa penerapan Standard Operating Procedure (SOP) kepatuhan input data dengan mekanisme reward dan punishment. Rekomendasi berikutnya adalah redesign mandatory step, integrasi CRM ke dalam Key Performance Indicator (KPI), serta optimalisasi automasi digital. Temuan ini menegaskan bahwa keberhasilan CRM lebih ditentukan oleh disiplin pengguna dibanding kecanggihan teknologi. Implikasi penelitian menunjukkan bahwa rekomendasi adaptasi yang diusulkan mampu memperkuat efektivitas kerja tim sales serta mendukung keberlanjutan transformasi digital perusahaan.

PT Nabel Sakha Gemilang developed a Customer Relationship Management (CRM) system based on Powerapps in 2024 to enhance sales effectiveness. Nevertheless, its utilization remains suboptimal due to low data input discipline and limited user adaptation. This study aims to analyze the implementation of CRM Powerapps, assess its adoption level, identify root problems, and formulate user adaptation rekomendasies. A qualitative approach was employed through interviews, observation, and document analysis. Root causes were identified using the fishbone diagram and 5 Whys technique, while strategy prioritization applied the Eckenrode method. The findings indicate that the main strategy is the establishment of a Standard Operating Procedure (SOP) for data input compliance supported by a reward and punishment mechanism. Other rekomendasies include redesigning mandatory steps, integrating CRM into Key Performance Indicators (KPI), and optimizing digital automation. The results highlight that CRM success relies more on user discipline than on technology sophistication. The implications demonstrate that the proposed adaptation rekomendasies can strengthen sales team effectiveness and ensure the company’s digital transformation remains sustainable.