International Journal of Cyber and IT Service Management (IJCITSM) p-ISSN: 2797-1325

Vol. 1 No. 2 October 2021 e-ISSN: 2808-554X

CRM-Based E-Business Design (Customer

Relationship Management)
Case Study : Shoe Washing Service Company
S-Neat-Kers

Tsara Ayuninggati 1, Ninda Lutfiani2, Shofiyul Millah3

Gadjah Mada University1, University of Raharja2,3.
Bulaksumur, Caturtunggal, Daerah Istimewa Yogyakarta1, Jenderal Sudirman No.40, Cikokol,
Kota Tangerang2,3.
Indonesia1,2,3
e-mail: [email protected] , [email protected] , [email protected]

To cite this document:

Ayuninggati, T., Lutfiani, N., & Millah, S. (2021). CRM-Based E-Business Design (Customer
Relationship Management). International Journal of Cyber and IT Service Management
(IJCITSM), 1(2), 216-225. Retrieved from
https://iiast-journal.org/ijcitsm/index.php/IJCITSM/article/view/58

DOI:
https://doi.org/10.34306/ijcitsm.v1i1.58

Abstract

S-Neat-Kers is a shoe-washing service firm with troubles. S-Neat-Kers is a freshly

created SME with problems. The issue at hand is how to acquire new potential clients while
still retaining old ones. It is hoped that by creating an e-Business system based on CRM, the
company's challenges would be solved. It begins with an analysis based on the CRM phase,
followed by the design and development of e-Business applications utilising UML tools. The
system is implemented when the application's design and development are completed. Based
on the implementation findings, an implementation study was conducted to assess the
design's applicability for the company's challenges. As a result, it can be inferred that the
application's capabilities can assist businesses in gaining new consumers and increasing
sales, as well as processing customer data that can be utilised to retain existing customers,
thanks to data that is now held by the business.

Keywords : Customer Relationship Management, E-Business, System Design, Management

Information System.

1. Introduction
With the advancement of the internet, a new way for businesses to do business has
emerged: online transactions, sometimes known as e-business (Laudon and Travis. 2007).
Many studies in the field of E-Business have been conducted, such as Ke and Li (2009)
conducting collaborative research as one of the application areas of CRM for successful
collaborative applications in CRM, people collaboration, information collaboration, and process
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Copyright © 2021 Tsara Ayuninggati 1, Ninda Lutfiani2, Shofiyul Millah3.
This work is licensed under a Creative Commons Attribution 4.0 (CC BY 4.0)
International Journal of Cyber and IT Service Management (IJCITSM) p-ISSN: 2797-1325
Vol. 1 No. 2 October 2021 e-ISSN: 2808-554X

collaboration, and then introducing the framework. CRM collaboration apps Yu et al. (2009)
suggested a novel approach that allows proprietary data and internet data from small and
medium enterprises (SMEs) to be smoothly integrated in CRM. His research identifies three
dimensions for customers, including the use of SaaS schemes and models, the creation of a
new CRM prototype, and the use of 1,000 real customers for this trial. His findings reveal that
CRM extracts a lot of useful data from the internet and saves a lot of time when it comes to
consumer research.
Many organisations are vying to attract clients by offering exceptional service,
however the offered services are less focused on particular customer needs, as competition
for customers becomes increasingly strong (Darudiato et al. 2006). As a result, their efforts are
not yielding ideal results, necessitating the implementation of a CRM strategy to enhance
marketing, sales, and services. S-Neat-Kers is a brand-new shoe-washing service with
minimal human resources and management. The number of shoes washed and customers is
still tiny; the typical shoe only has 17 to 18 pairs after seven months. A graph depicting the
growth in the number of shoes imported in the previous seven months is shown below :

Figure 1. Graph of the Number of Shoes Washed Per Month January 2016 – July 2016

Even if the quantity of shoes received fell short of the goal, it was still feasible to boost
it. Consumers who wish to place an order submit the shoes and the necessary craftsmanship
specifications manually at the moment. In order for the shoe washing service business to grow
even more, old customers to stay loyal, and new customers to be attracted, business
management must be aligned with customer needs, which can be accomplished, among other
things, by better managing customer data and information and employing appropriate methods
and technology. Customer data is turned into information needed for promotions, allowing
customers to obtain corporate information without being constrained by time or location, and
without having to visit the firm. An e-business system based on CRM is one viable option.
The goal of the study is to create an information system to manage customer data, as
well as to design and develop e-business CRM-based applications that are more focused on
the marketing function, to provide facilities for channelling complaints, suggestions, and
criticisms, to provide facilities for online consultations, and to provide facilities for how to pay
for washing services.

2. Research Methodology
CRM is an integrated function of sales, marketing, and service techniques targeted at
improving income from customer pleasure, according to Kalakota and Robinson (2001). The
customer life cycle is divided into three phases: acquire (customers), improve (raise the
profitability of current customers), and retain (maintain customers for the long term).
Meanwhile, a full CRM, according to Helgeson (2017), helps organisations understand what's

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going on in the sales process, track how individuals are more intimately involved in the
company's marketing activities, and track other contacts with company operations employees
(for example,staff) customer service, manage company activities, manage company projects,
and billing /invoicing).
According to Steven Alter, e-business is the practise of using communication
technology, computers, and computerised data to develop and manage important business
operations such as product design, raw material supply management, production, sales,
fulfilment, orders, and service providers. Electronic commerce, according to Turban (2005:
181), is the process of purchasing, selling, transferring, or exchanging things, services, or
information through computer networks, such as the internet. E-Marketing is the marketing
side of E-Commerce, according to Armstrong and Kottler (2004:74), which is the company's
efforts to communicate about the promotion and sale of its products and services over the
internet. In addition to hardware, information technology infrastructure includes software such
as operating systems (OS), applications middleware, and databases.
To aid in the marketing process and make it easier for customers to acquire firm
information, an e-Business CRM-based problem-solving model was deployed. Because the
firm still has a small number of consumers, this strategy was chosen. This strategy might be
useful for new customers who are interested in learning more about the company's products
and services.
There are two stages to system analysis. The first step is to assess the present
system through literature reviews, observations, and interviews with relevant parties, including
both firms and customers. The second stage is to determine information requirements and
express them as-is using UML (Unified Modeling Language).
The object-oriented method is used in the application design and development phase,
and the suggested design of an e-business CRM-based system is specified using UML as a
system to be. The building of an application model, which is expressed using UML notation, is
the first stage in the development of a web application utilising object-oriented concepts. Use
case diagrams and class diagrams based on Mathiassen et al. (2000) theory, as well as
activity diagrams and sequence diagrams based on Bennet et al. theory, are among the
system models mentioned (2005). The second step entails the creation of an e-business CRM
system. This system uses the Wix programming language and MySQL database.

3. Results and Discussion

S-Neat-Kers began operations in 2015, with consumers drawn from the company's
immediate circle and the surrounding neighbourhood. Now, S-Neat-Kers has its own location
and a large customer base. Some individuals consider shoes to be collectibles of various sorts
and values, and they take great care of them. S-Neat-Kers took advantage of the chance and
now provides services under the slogan "We Know How To Treat Your Kicks," which defines
the high-quality services they give.
A positive customer connection is a factor that can influence a company's success.
Companies who use the CRM idea are believed to be able to sustain long-term client loyalty,
attract new consumers, and improve the quality of their services. CRM's functions include
informing consumers and collecting feedback from them in the form of complaints,
recommendations, and replies to services provided.
CRM, according to Kalakota and Robinson (2001), has three stages: acquisition,
enhancement, and retention. These three steps are used to examine the present system,
which is then applied to the CRM application that will be created. The CRM application is built
using the steps listed below :

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a. Acquiring (Getting Customers)

S-Neat-Kers frequently run campaigns to clarify what services they offer under
the present system to attract new consumers. Potential clients will be more aware of
the benefits of S-neat-Kers if this campaign is repeated more frequently. Meanwhile,
its application to applications is e-business CRM base, which may display information
through the website, prospective customers can use forums and the most up-to-date
information, and email data that is used to market and provide products and services
to potential consumers.
b. Enhancing (Strengthening relationship)
S-Neat-Kers usually strive to give alternative promotions when the promos
offered are less popular with consumers in the present system to enhance their
relationship with clients. S-Neat-Kers will make every effort to provide special offers,
such as free pick-up delivery without postage. Meanwhile, S-Neat-Kers can show the
information needed by consumers by describing some exceptional quality services or
some free laundry service promos that can be used by S-Neat-Kers customers
through its application to application e-Business, a CRM based.
c. Retaining (Sustain)
S-NeatKers contacted consumers to give information about upcoming
services such as pick-up and delivery, as well as washing. Meanwhile, its application
to application is -e-Business, a CRM-based system that allows customers to be
informed quickly about any promotions that are being held, provide information and
congratulations to customers via email, provide information needed by customers
online, and provide suggestions and criticism facilities. Customers use this to assess
the results of laundry or other services.

Figure 2 depicts a detailed visual representation of the process of carrying out system
actions.

Figure 2. Rich Picture of Running System Activities

The system design was developed using Use Case Diagrams, Activity Diagrams and Class
Diagrams.
Use Case Diagram of the proposed system is as follows:
a. Use Case Diagram of the Front End public and customer

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Figure 3. Use Case Diagram of the Front End Public of the Customer

b. Use Case Diagram of the Back End (Admin)

Figure 4. Use Case Diagram of the Back End (Admin)

Organize your activities into a diagram. A set of activity flows, either business
processes or use cases, is graphically shown. This diagram may also be used to represent the
action that will be taken when an operation is carried out, as well as the outcomes of that
action (Jeffrey L. Whitten, Lonnie D. Bentley, Kevin C. Dittman, 2004: 419).

a. Activity Diagram Front End (Public and Customer)

A front-end activity diagram example (Home). The public conducts their activities
by visiting the S-Neat-Kers web, to which the system responds by showing a home
page with some S-Neat-Kers information material on the main page, and then the
activity home use case terminates. Products/Services, News Testimonials,
Consultations, Criticisms and Suggestions, Book Online, Subscribe, and About Us all
have their own activity diagrams.
b. Activity Diagrams Back End (Admin)
Figure 6 shows an example of a back end (Home) activity diagram.
Notifications, Products/Services, Order Lists, News Testimonials, Contact & CRM, and

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Staff are some of the other activity diagrams.

Figure 5. Example of Front End Activity Diagram (Home)

Figure 6. Example of Back End Activity Diagram (Service Products)

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The Class Diagram depicts the many classes of things that make up the system, as well as
their relationships. The Class Diagram depicts the many categories of items in the system, as well as
their numerous relationships and interactions (Jeffrey L. Whitten, Lonnie D. Bentley, Kevin C. Dittman,
2004: 418). The following is an example of a class diagram that represents the use case's object.

Figure 7. Class Diagram

Interface Design

Figure 8. Interface design (Interface) Home, Consultation Criticism & Suggestion, and Online Book

The platform builder Wix website was used to develop the system in an e-Business
CRM-based design in the shoe cleaning service firm S-Neat-Kers. Wix is utilised because it
makes it easier to design the layout of a website and offers features that make it easier for
people to visit the website, both firm administrators and customers. The programme may
operate on a variety of operating systems and hardware, although it is only fully implemented
on PC (Personal Computer) hardware running Microsoft Windows 10. Some screenshots of
the -e-Business CRMbased interface.

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Figure 9. Examples ofInterfaces Home, News Testimonials, Service Products, and Online
Books

Each programme is thoroughly tested to guarantee that it runs smoothly and is error-free.
The unit test technique is used in conjunction with aapproach black box testing to carry out the
tests. testing A black box technique is used to evaluate whether all of the application's
functions are working properly. Customers can provide information to each other, customers
can provide the latest information from the latest news and products offered, provide the latest
information in real time, can be used to retain customers, and provide convenience in
transactions such as payments and pickup & delivery services are all features that exist in the
system that can assist in solving existing problems.

4. Conclusions
Conclusions of this study are as follows:
a. Companies may communicate with prospective new consumers, improve client
relationships, and extend marketing regions, all of which are projected to enhance
service sales.
b. Customers will be able to quickly examine everything S-Neat-Kers has to offer, as
well as testimonials and the ability to give criticism and ideas.
c. Make it easy for businesses or administrators to handle client information such as
contact information, comments, and critiques.
To run an e-business using this CRM-based system, human resources must be
developed to support the application's operation and maintenance. Other academics could
adapt this technology for use in a shoe-washing service business with a larger operational
area and the ability to collaborate with partners in multiple Indonesian cities.

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