Digital Customer Relationship Management: Building Long-Term Loyalty through Data-Driven Engagement
DOI:
https://doi.org/10.59971/jumawa.v3i1.389Keywords:
DCRM, Customer Loyalty, Customer Engagement, Personalization, MSMEsAbstract
A critical issue faced by cosmetic consumers is the difficulty in selecting the correct product shade due to variations in skin tone, lighting conditions, and product presentation online. This mismatch often leads to dissatisfaction, return requests, and decreased trust in the brand (Sarin et al., 2020). The problem becomes more pronounced in digital spaces, where sensory experiences such as touch and physical testing are absent. Therefore, cosmetic brands must develop innovative CRM strategies through social media to ensure that consumers receive accurate, personalized, and visually reliable information before purchasing. Social CRM not only serves as a marketing channel but also as a virtual consultation space where consumers can interact with brand representatives, seek advice, and validate their product choices.
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