APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT ON A WEBSITE

Building material distribution is the business of PT. Kejora Inti Mas. The corporation engages in limited customer interaction and has a narrow target market since it adheres to traditional business methods. To build solid client relationships, broaden target markets, and boost competitiveness, businesses need websites that include a customer relationship management (CRM) strategy. PT. Kejora Inti Mas is implementing the CRM strategy by integrating various features such as live chat support, product recommendations, subscriber features, email notifications for order statuses, customer testimonials, rewards programs, live chat support, seamless integration with WhatsApp chats, and shipping cost calculation. The system is being developed using the Rapid Application Development (RAD) approach, which consists of three steps: system design, system implementation, and requirements planning. The system was implemented for a month before


INTRODUCTION
To maintain business continuity, companies do not only rely on the products they produce but also need to make efforts to attract and retain customers in order to win competition in the market (Syahnita et al., 2022).In the era of globalization, business competition encourages companies to be innovative and creative in their management, including increasing the number of customers by utilizing technology and social media.(Fadly & Wantoro, 2019).Progress in the business world supports companies in improving services to customers and building good relationships with customers to gain customer loyalty (Supriyanto & Setiyawati, 2021).This effort can be carried out directly or through an online platform by implementing customer relationship management.(Nurohim & Perbawa, 2021).The features of a CRM system enable the measurement of customer loyalty (Nugraha, 2022).With a CRM system, it can support better company service performance (Guerola-Navarro et al., 2021;Masrina et al., 2022;Zailani, 2019).Implementing CRM in information systems also makes it easier for customers to use company services.(Amatullah et al., 2018;Ariska et al., 2022;Babar & Saitakela, 2019;Sihotang, 2017).
In sales conditions like this, the company and customers have limited interaction, and marketing is constrained by time and location.Therefore, companies need an alternative solution to reach a wider target market by implementing a customer relationship management (CRM) strategy through a website.With a website, companies can market their products online, establish good relationships with customers, and study customer behavior for business strategy (Anggara et al., 2022;Anh & Tien, 2021;Firhan et al., 2022;Lamrhari et al., 2022;Sari & Prasetiawati, 2020).
Implementing CRM is related to profits for the company, as evidenced by the benefits resulting from this system.Implementation of customer relationship management will be carried out by building a website-based information system using the Rapid Application Development (RAD) software development method.The RAD (JDAICS) Volume 1, No 1 -Januari 2024 e-ISSN : 3032-4696 Hal. 11 method can reduce the time required to create, design, and implement a system (Aldisa, 2021).

RELATED RESEARCH
This section describes research related to the implementation of customer relationship management that has been carried out previously.The research titled "Application of Customer Relationship Management (CRM) in a Web-Based Cosmetic Sales Information System" utilizes the Rapid Application Development (RAD) system development method.This research was conducted at the ZU MS GLOW SUMUT STOCKIST Store, which has less effective marketing reach and transaction recording is done manually, making it vulnerable to loss of customer data.As a result, this research produces a web-based CRM system application that can manage customer data, product promotions, product sales, data, and customer service management, which is used to store customer questions and complaints to create and maintain good relationships with customers.and to reduce the possibility of customers moving to other competitors (Anggara et al., 2022).
Research by Beni Frandian, Rido Dwi Yudhanata, Samsudin, and Suendri (Beni Frandian et al., 2022) entitled "Implementation of CRM (Customer Relationship Management) at UPT Public Health Center Perbaungan Web-Based" applies CRM at UPT Public Health Center Perbaungan to attract new patients and maintain service quality so that it can help the marketing process for service satisfaction at the Community Health Center.As a result, the CRM system can facilitate and organize the process of collecting aspirations from patients and visitors to the Community Health Center through criticism and suggestion forms to support visitor comfort.Additionally, a CRM system enables doctors and employees to receive information about areas that require improvement in supporting patient health services.
The research entitled "Analysis of Web-Based Customer Relationship Management Information Systems at PT. Innovative Mechanical Engineering," which was motivated by problems at PT. Machinerydo's innovative technique, namely increasing the number of customers, is not followed by updating the customer data management system, causing ineffective and inefficient performance.This research aims to develop a Customer Relationship Management Information System that enables companies to effectively identify customer desires and habits by analyzing customer activities.This will facilitate decision-making processes to enhance the company's quality.As a result, this research produces a customer relationship management information system that can help companies improve service to customers quickly and precisely (Sari & Prasetiawati, 2020).The research entitled "Snack Food Distribution Application Design Using a Customer Relationship Management Approach and RAD Method" builds an application using a CRM approach with the aim of making it easier for customers to purchase their needs and making it easier for companies in terms of transactions with customers (Nasri et al., 2022).

RESEARCH METHODOLOGY
This research is qualitative.This qualitative research does not obtain data through statistical procedures and aims to reveal problems through data collection, with the researcher as the key instrument.In this research, the data collected was based on interviews with company staff and company documentation, and a system analysis was carried out based on the company's needs.Researchers used primary data in this research.In the data collection process, researchers used interviews and documentation.The development team used the Rapid Application Development (RAD) system development method to carry out system development.RAD minimizes discrepancies in the software development process with a short processing time.

RESULTS AND DISCUSSION
The development of a CRM-based information system uses the RAD (Rapid Application Development) method with three stages, namely requirements planning, system design, and implementation.