Design and Implementation of a Web-Based E-CRM System for Customer Management in Muslim Fashion MSMEs

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Micro, small and medium enterprises (MSMEs) in the Muslim fashion sector compete through digital channels, yet many still record customer data manually and promote products generically. Toko Alya, a Muslim fashion retailer in Kisaran, North Sumatra, keeps paper-based transaction records, handles customer interaction across scattered messaging channels and manages an uneven stock of sixteen product items without an integrated view of its customers. This study designs and implements a web-based Electronic Customer Relationship Management (E-CRM) system that integrates customer management and marketing on a single e-commerce platform. Following a qualitative descriptive approach, data were collected through interviews with the owner, observation, a closed-ended questionnaire and a literature study. The system was modelled with the Unified Modeling Language and an Entity Relationship Diagram, built with PHP and MySQL, and verified through functional testing. It provides 28 interfaces organised around the acquire, enhance and retain phases of E-CRM, including a product catalogue, voucher module, order tracking, rating and review, member database and sales reporting. The system consolidates fragmented customer records, delivers targeted promotions to identified customers and supports on-demand reporting for managerial decisions. Its effect on customer loyalty, satisfaction and sales was not measured and is left for further research.