Customer Relationships Management Perspective of Family-Owned Business Palembang Songket (Study on SMEs Business Data)

Palembang songket business is an example of a small business that is managed by a family, and has been a family business for generations for decades to date. This business only focuses on songket sales efforts, but ignores personal relationships with customers. Relationships with customers are not managed properly, even most do not have complete data on their customers. This research is finding out and analyzing Customer Relationship Management (CRM) perspectives of Palembang songket business entrepreneurs. Research uses qualitative methodology with case study research methods, and observation. The results of the research are (1) Some of the songket entrepreneurs still do not understand the importance of CRM, (2) According to some of the songket entrepreneurs who have understood the CRM is important, (3) The songket entrepreneurs are still not enough knowledge to build business data.