The development of technology and information systems in today’s digital era has transformed the business landscape for entrepreneurs.
This shift has encouraged MSMEs to be more innovative and creative in managing customer relationships. Online marketing has created significant opportunities for MSMEs to enhance purchase and sales satisfaction while enabling large-scale operations management.
Using technology and information systems in MSME businesses is expected to increase revenue, customer numbers, and market reach.
Thus, it is crucial to provide direction related to business success. This direction is essential for fostering commitment, loyalty, and consumer allegiance to businesses’ products and services.
Building a solid team with dedicated, skilled, competent, and committed human resources founded on mutual trust is a key investment for business sustainability.
Mahendra Kusuma Putra, Owner & Marketing Director of Sujud Group, stated that customer loyalty is a valuable asset for entrepreneurs. Marketing strategies based on creating relationships between businesses and customers, commonly known as Customer Relationship Management (CRM), are vital.
He explained that this strategy is used to maintain and enhance customer relationships to prevent them from switching to competitors. CRM aims to develop consumer loyalty and encourage them to commit to using a business’s products and services.
“This loyalty is key to driving repeat buyer behavior, where consumers are likely to make repeat purchases over a long period,” Mahendra Putra said during the UMKM Class Series #7, themed “Managing Human Resources and Customer Relationships.”
Dr. Ridwan Saptoto, a lecturer in Psychology at UGM’s Faculty of Psychology, emphasized that building a business cannot be separated from forming a solid team. Ensuring that human resources within the company are the right people, dedicated, and capable of fulfilling their roles is essential to minimize turnover.
In this era of globalization and increasing competition, he noted that managing human resources is not just a necessity but also an investment for the success of MSMEs.
“Competent, motivated, and skilled human resources will help MSMEs survive and grow in a dynamic market,” said Dr. Saptoto.
Meanwhile, Dr. Faiz Zamzami, a lecturer in the Department of Economics and Business at UGM Vocational College, highlighted the importance of managing human resource risks in the MSME sector.
According to him, effective HR risk management is crucial for organizations to avoid problems that negatively impact productivity, legal compliance, finances, corporate culture, and reputation.
“By regularly assessing HR risks, businesses can proactively address vulnerabilities and support strategic goals,” Dr. Zamzami explained.
HR risk management considers potential outcomes so that companies can minimize critical situations, develop adequate solutions, or even prevent problems from occurring.
Author: Agung Nugroho
Photo: DPKM UGM
Post-editor: Afif