CRM TECHNOLOGY IN AFTER SALES AS THE MAIN STRATEGY FOR CUSTOMER RETENTION IN OCISTOK

Abstract

In the digital era, business competition is getting tougher, especially in the business to business (B2B) e-commerce industry. Ocistok, as a Chinese imported wholesale product provider platform, faces challenges in customer retention after the initial transaction. Customer Relationship Management (CRM) becomes a key solution in the after sales strategy to increase customer loyalty and long-term business value. This article aims to analyze how CRM (Customer Relationship Management) helps improve customer satisfaction through service personalization, effective communication, and optimal customer data management that enables Ocistok to provide a more relevant and responsive experience. Analysis of customer satisfaction with the shopping experience at Ocistok uses data taken from Google Ratings to measure customer satisfaction levels and find out customer constraints on after sales services. The results of this article show that implementing CRM (Customer Relationship Management) can significantly increase customer retention by strengthening post-purchase engagement, providing faster customer support, and providing offers tailored to customer needs. With this strategy, Ocistok not only increases customer loyalty but also optimizes business profitability in the long run.