Analysis and Design of Customer Relationship Management System on the SMEs Using Iconix Process

Abstract

Background: Integrating Customer Relationship Management (CRM) systems is crucial for small and medium enterprises (SMEs) to enhance customer relations and profitability. Many SMEs in Indonesia, including Go-Sumber Plastik, still need to fully utilize CRM systems, which are essential for managing customer data, improving satisfaction, and retaining customers. Objective: The purpose of this research is to analyze and design a web-based CRM system for Go-Sumber Plastik using the Iconix Process methodology to enhance user interaction and overall system effectiveness. Methods: The study employed the Iconix Process methodology, which includes a use case, robustness, sequence diagrams, a GUI prototype, and a test plan. The design was tested using Maze to measure user interaction efficiency and satisfaction. Results: The research revealed significant challenges in user understanding of the CRM system, particularly in managing activities and adding customer information. Tasks such as reporting and logging in had good user performance. The overall user interaction score was 81.1, indicating moderate effectiveness of the initial design. Conclusion: The results underscore the necessity for a more intuitive and streamlined CRM system interface for Go-Sumber Plastik. Implementing an effective CRM system can improve SMEs' competitiveness and profitability by systematically enhancing communication, managing customer data, and boosting business performance. Future research should focus on refining the user interface to reduce error rates and improve task completion efficiency. Enhanced visibility and user guidance are recommended to optimize system usability and customer satisfaction.