Implementation of Electronic Customer Relation Management (Ecrm) Program in Shaping Positive Word of Mouth at Pt Mandiri Utama Finance

This study aims to analyze the implementation, implementation process, obstacles, and impacts of Electronic Customer Relationship Management (E-CRM) on the formation of Positive Word of Mouth at PT Mandiri Utama Finance. This study uses a qualitative approach with a descriptive research method. The research approach is carried out with case study approach. This research is expected to provide solutions to businesses at the company in determining strategic steps as well as making regulations or implementing appropriate policies, and providing input for the next implementation of E-CRM. The results show that the company's overall satisfaction was 6.35 or equivalent to 96%. The implementation process and obstacles in forming a positive word of mouth are identified as the main obstacles in the implementation process. The use of social media and other digital media plays an important role in the development of positive words of mouth.