Utilization of CRM-Based Customer Data for Sales Decision-Making in MSME-Scale E-Commerce
Keywords:
CRM, Customer Data, Sales Decision-Making, MSME, E-Commerce, Data-Driven Management, Business Intelligence, IndonesiaAbstract
Data-driven decision-making is increasingly vital for Micro, Small, and Medium Enterprises (MSMEs) in e-commerce, yet empirical evidence on how Customer Relationship Management (CRM) data improves sales decisions remains limited. This study examines the role of CRM-derived customer data such as purchase history, segmentation, returns, browsing behavior, feedback, loyalty metrics, and social media interactions in enhancing sales decision-making. Using a mixed-methods approach, quantitative data were collected from 240 MSME operators across five Indonesian sectors over a nine-month intervention, complemented by in-depth interviews with 20 participants.Results show a significant 50.2% improvement in decision accuracy (from 2.70 to 4.06, p < .001). MSMEs fully adopting CRM achieved 84.3% sales forecast accuracy compared to 51.2% among intuition-based operators, alongside higher monthly revenue growth (33.8% vs. 5.1%). Regression analysis indicates that CRM data utilization breadth (β = .512), update frequency (β = .341), and owner digital literacy (β = .274) strongly influence decision quality (R² = 0.681, p < .001).Qualitative findings reveal key barriers, including data fragmentation, limited analytical skills, tool incompatibility, and inconsistent data updates. Overall, the study provides strong empirical support for CRM-based data utilization as a scalable strategy to improve sales decision-making and competitiveness among MSMEs in Indonesia’s e-commerce sector.
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