Studi ini bertujuan untuk mengidentifikasi kebutuhan Customer Relationship Management (CRM) untuk Usaha Kecil Menengah (UKM) serta mengidentifikasi desain Customer Relationship Management (CRM) yang cocok diterapkan bagi UKM yang bergerak di hospitality industry (restoran, hotel dan salon). Dipilihnya hospitality industry karena bidang ini merupakan proporsi terbesar UKM yang ada di Indonesia (34,3%). Metode riset yang digunakan adalah studi kasus, dengan observasi dan in depth interview, sedangkan untuk pengambilan sampel digunakan metode purposive sampling. Responden dari penelitian ini adalah Natural Semesta Salon, Polim Residence, Melia Laundry dan PT. Raynet Aplikasi Semesta Pratama sebagai solution service provider. Hasil observasi dan in depth interview terhadap semua responden ternyata didapatkan permasalahan yang sama yang menghambat laju bisnis UKM di sektor hospitality ini, yaitu tidak adanya database konsumen sehingga mereka tidak dapat melacak kebiasaan konsumen mereka sendiri. Berangkat dari permasalahan database konsumen ini, penulis menawarkan solusi Customer Relationship Management (CRM) bagi Usaha Kecil Menengah (UKM) yang bergerak di hospitality industry di Indonesia. Selain menawarkan solusi Customer Relationship Management (CRM), penulis juga mengajukan desain e-Customer Relationship Management (CRM) yang berbasis web yang cocok diterapkan bagi UKM yang bergerak di hospitality industry (restoran, hotel, salon).

The objective of this study is to identify the needed of Customer Relationship Management (CRM) for Small and Medium Business (SMB) and to identify the fit design of CRM that can applied for Small and Medium Business (SMB) in hospitality industry (restaurant, hotel, and salon). Hospitality industry is the majority in SMB in Indonesia (34,3%). This research used case study with observation and in depth interview. After using purposive sampling method, there are three SMB (Natural Semesta Salon, Polim Residence, Melia Laundry) and one solution service provider (PT. Raynet Aplikasi Semesta Pratama) to be analyzed in this study. Using observation and in depth interview, this study found that the respondents had the same problem with their customer database, they did not have it. This problem caused Small and Medium Business (SMB) can’t track their customer’s transactions. The Small and Medium Business (SMB) can use Customer Relationship Management (CRM) for the solution. This study also offer web based design CRM for SMB in Indonesia.

Kata Kunci : Customer Relationship Management,Usaha Kecil Menengah,Hospitality Industry,Web Based Customer Relationship Management