Web-Based Operational CRM System for Client Retention in Wedding Organizer MSMEs: Design and Black-Box Validation

Abstract

Elita Wedding Organizer, a wedding service micro, small, and medium enterprise (MSME) in Asahan Regency, Indonesia, faces markedly seasonal demand but records orders on paper and keeps no client database. This study designs, develops, and validates a web-based operational Customer Relationship Management (CRM) system to strengthen client relationships and retention. Requirements were elicited through semi-structured interviews with the owner, observation of service processes, and analysis of 2025 revenue records covering 168 service units, showing 65.5 per cent of revenue concentrated in 15.5 per cent of units. Development followed the waterfall model, with UML and ERD modelling and implementation in PHP and MySQL on an eighteen-table database. The system delivers twenty functions for three actors, mapped onto the acquire, enhance, and retain phases of CRM, including an online package catalogue, a structured price-negotiation module, two-way live chat, testimonials and ratings, tier-based membership vouchers, and transaction reporting. Black-box testing of thirteen scenarios across six functional groups achieved 100 per cent conformance to specification. The novelty lies in integrating structured price negotiation with tier-based membership vouchers, features not reported by four comparable wedding organizer systems. The effect of the system on client retention was not measured and is left for future research.