Redefining CRM for the Digital Age: The Critical Role of Customer Data Protection from Islamic View

Reni Furwanti, Casmini Casmini, Muhammad Ghafur Wibowo

Abstract


ABSTRACT - This study refines Customer Relationship Management (CRM) as a strategic approach for the digital era. It proposes Customer Data Protection (CDP) as a crucial new dimension for a more holistic CRM framework. This revised framework addresses inconsistencies in past CRM definitions, which have contributed to implementation failures across industries. The urgency for this refinement is further emphasized by Indonesia's weak data security landscape. Employing a quantitative survey methodology, the study gathers data from 412 respondents selected through purposive sampling. Confirmatory Factor Analysis (CFA) is then utilized to analyze each CRM dimension within the collected data. The empirical findings establish five significant dimensions of CRM, forming a strategic framework referred to as the "5C CRM." This framework encompasses processes for cultivating positive stakeholder relationships, preserving company value, and ultimately enhancing customer satisfaction. From an Islamic perspective, data protection aligns with the Maqāṣid Sharia principle of hifdz al-nafs (protecting life). By securing customer data, companies safeguard customers from potential dangers associated with cybercrime and unauthorized access. This aligns with the Quranic verse An-Nur:27, which emphasizes seeking permission before entry. This verse signifies the company's responsibility to secure and protect customer data from unauthorized access. Ultimately, businesses that actively safeguard personal information are more likely to cultivate customer satisfaction and loyalty. The findings suggest that prioritizing data security not only aligns with Islamic principles but also fosters stronger customer relationships.

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ABSTRAK - Redefinisi CRM untuk Era Digital: Peran Kritis Perlindungan Data Konsumen dalam Perspektif Islam. Penelitian ini meredefinisi konsep Customer Relationship Management (CRM) sebagai pendekatan strategis untuk era digital dengan mengusulkan dimensi baru, yaitu Perlindungan Data Konsumen (Customer Data Protection - CDP), untuk menciptakan kerangka kerja CRM yang lebih komprehensif. Penyempurnaan ini bertujuan untuk mengatasi persoalan inkonsistensi definisi CRM yang berakibat pada kurang efektifnya implementasi di berbagai sektor. Urgensi penyempurnaan ini disebabkan oleh kondisi keamanan data di Indonesia yang masih lemah sehingga sering terjadi kebocoran data. Penelitian ini menggunakan metode kuantitatif yang mengumpulkan data melalui survei kuesioner dari 412 responden yang dipilih secara purposif. Confirmatory Factor Analysis (CFA) digunakan untuk menganalisis dimensi-dimensi CRM dari data yang terkumpul. Hasil kajian menetapkan lima dimensi kunci CRM yang membentuk kerangka strategis yang disebut “5C CRM”. Kerangka ini mencakup proses yang dilakukan perusahaan untuk membina hubungan positif dengan pemangku kepentingan internal dan eksternal, menjaga nilai perusahaan, dan meningkatkan kepuasan pelanggan. Dari perspektif Islam, perlindungan data konsumen sejalan dengan prinsip Maqashid Syariah, khususnya aspek hifdz al-nafs (melindungi kehidupan). Dengan pengamanan data konsumen, perusahaan akan melindungi pelanggan dari bahaya kejahatan dunia maya dan akses yang tidak sah. Hal ini sesuai dengan ayat Al-Qur’an An-Nur:27 yang menekankan pentingnya meminta izin sebelum memasuki suatu tempat, yang menandakan tanggung jawab perusahaan untuk mengamankan dan melindungi data konsumen dari akses tidak sah. Pada akhirnya, perusahaan yang secara aktif melindungi informasi pribadi cenderung meningkatkan kepuasan dan loyalitas pelanggan. Temuan penelitian menunjukkan bahwa prioritas terhadap keamanan data tidak hanya sejalan dengan prinsip Islam tetapi juga memperkuat hubungan dengan pelanggan. 

Keywords


Customer Relationship Management, Strategic, Digitalization Industry, Maqashid Shariah

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