DEVELOPMENT OF AN INTERNAL CONTROL SYSTEM FOR CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TECHNOLOGY TO INCREASE RETAIL BUSINESS COMPETITIVENESS IN THE ERA OF DIGITAL DISRUPTION
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Abstract
This article is research that explains how to develop an internal control system for CRM technology in increasing the competitiveness of retail businesses in the era of digital disruption. Digital technology disruption is an era of fundamental innovation and massive change due to the presence of digital technology, thereby changing the internal control system that occurs in Indonesia and globally. The development of digital technology is able to replace human work. The retail business is one of the businesses with a fantastic global turnover. There are various important aspects to focus on when developing a digital business: especially its internal control and increasing the scope of business operations as well as the implementation of the latest IT solutions to make this strategy a long-term “improvement” plan intended to maintain the company's viability, performance and contribute to the achievement of objectives sustainable development. This article aims to determine the development of an internal control system for CRM technology to increase the competitiveness of retail businesses in the era of digital disruption. The method used in this analysis is a qualitative descriptive method. The results of this discussion show that in the era of digital disruption, innovative internal control based on sophisticated IT solutions and in line with the SDGs is a great opportunity for companies to deviate from competitors and gain a competitive advantage.
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