This research discuss the Implementaion of Customer Relationship Management (CRM) strategy in Small and Medium Entreprise Trijaya Ban workshop that focusing on service repairment industry. The mapping of business condition mention that there is no service differentiation with big and small customer. There are some gap situation in Trijaya Ban 83 workshop such as there is no intense service treatment for customers who generate biggest profit and there is no comprehensive customer database. In this business coaching, coach want to help the business to create a comprehensive Customer Relationship Management Strategy in purpose to increase customer loyalty and keep contributing profit to Trijaya Ban 83 workshop. Methods used in this thesis is qualitative method to gather and analyze customer data of Trijaya Ban 83 workshop in 2016. The result of this research is to create a customer categorization that needs service differently also the implementation to the focus category. The purpose of this Customer Relationship Management implementation is for the workshop to have a systematic selling dan the customer become more loyal in the thight competition of service repairment industry.
- Customer Relationship Management, Automotive Industry, Customer Loyalty, Business Coaching, Small and Medium Entreprises