AI-Based Social CRM: Dari Sentiment Analysis menuju Strategic Customer Engagement
DOI:
https://doi.org/10.58812/jekws.v4i04.3988Kata Kunci:
AI-Based Social CRM, Sentiment Analysis, Customer Engagement, Pemrosesan Bahasa Alami, Customer InsightAbstrak
Media sosial memperluas ruang bagi pelanggan untuk menyampaikan pengalaman dan keluhan, tetapi keluaran social listening sering belum terhubung dengan keputusan CRM. Artikel konseptual ini mengembangkan kerangka AI-Based Social CRM untuk menjelaskan bagaimana analitik sentimen dapat diterjemahkan menjadi strategic customer engagement. Tinjauan literatur naratif dengan seleksi purposif menyintesis tiga aliran, yaitu Social CRM, customer engagement, serta NLP dan AI dalam pemasaran. Sintesis menghasilkan kerangka empat lapisan dengan tata kelola data dan etika sebagai prinsip lintas lapisan; model kematangan empat tingkat; serta lima proposisi penelitian. Kontribusi konseptual artikel terletak pada penjelasan mekanisme penerjemahan, kontekstualisasi, dan aktivasi yang menghubungkan analitik teks dengan tindakan CRM dan umpan balik hasil. Artikel juga membahas tantangan data berbahasa Indonesia, termasuk bahasa gaul, alih kode, dan sarkasme, serta implikasi Undang-Undang Pelindungan Data Pribadi. Karena tinjauan bersifat naratif dan kerangka belum diuji secara empiris, model dan proposisi yang diajukan masih memerlukan validasi lebih lanjut.
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