Perkembangan teknologi informasi mendorong perusahaan untuk meningkatkan kualitas pelayanan pelanggan melalui sistem berbasis digital. Talaga Surian Camp Park masih mengalami kendala dalam pengelolaan reservasi, data pelanggan, serta pemanfaatan ulasan pelanggan sebagai bahan evaluasi pelayanan. Penelitian ini bertujuan untuk membangun sistem Customer Relationship Management (CRM) berbasis website dengan penerapan CRM Analytical menggunakan metode K-MEANS Clustering dan pembobotan Term Frequency-Inverse Document Frequency (TF-IDF) untuk menganalisis ulasan pelanggan. Hasil penelitian menunjukkan bahwa website yang dibangun berhasil mempermudah proses reservasi, pengelolaan data pelanggan, dan pengelolaan testimoni secara lebih efektif dan terintegrasi. Selain itu, penerapan metode TF-IDF dan K-MEANS Clustering berhasil mengelompokkan ulasan pelanggan ke dalam beberapa cluster, dimana sebagian besar pelanggan memberikan ulasan positif terhadap kenyamanan tempat camping, suasana alam, dan fasilitas yang tersedia di Talaga Surian Camp Park sehingga hasil Clustering dapat digunakan sebagai bahan evaluasi untuk meningkatkan kualitas pelayanan pelanggan.

The rapid development of information technology encourages companies to improve customer service quality through digital-based systems. Talaga Surian Camp Park still faces challenges in managing reservations, customer data, and utilizing customer reviews as evaluation material for service improvement. This research aims to develop a website-based Customer Relationship Management (CRM) system with the implementation of CRM Analytical using the K-MEANS Clustering method and Term Frequency-Inverse Document Frequency (TF-IDF) weighting to analyze customer reviews. The results show that the developed website successfully simplifies reservation processes, customer data management, and testimonial management in a more effective and integrated manner. In addition, the implementation of TF-IDF and K-MEANS Clustering successfully grouped customer reviews into several clusters, where most customers provide positive reviews regarding the comfort of the camping area, natural atmosphere, and available facilities at Talaga Surian Camp Park. The Clustering results can be used as evaluation material to improve customer service quality