Building Shared Understanding in Public Digital Services: CRM Communication Strategies in the Online PPDB System

Public digital services increasingly rely on complex information systems that require users to interpret procedural rules, policy constraints, and technical instructions within limited time frames. In high-stakes services such as online student admission systems, misunderstandings can quickly escalate into perceptions of unfairness and institutional failure. This study examines how Customer Relationship Management (CRM) communication strategies contribute to building shared understanding in the implementation of the Online PPDB System as a public digital service. Using a qualitative case study approach, data were collected through in-depth interviews with CRM personnel, non-participant observation of service interactions, and analysis of internal documents and user communication records. The findings show that user difficulties are predominantly communicative rather than technical, stemming from misalignment between institutional logic and user interpretation. CRM communication operates as a sensemaking infrastructure that translates abstract policies into actionable understanding through iterative interaction. The escalation mechanism functions not merely as a technical procedure but as a structured communication process that manages uncertainty, urgency, and accountability. Timely and consistent communication reinforces user trust, while delays or inconsistent explanations undermine perceived legitimacy. The study concludes that CRM communication is an integral component of policy implementation in public digital services. Effective digital governance therefore depends on sustained communicative alignment between institutions and users, positioning CRM as a strategic mechanism for enhancing service effectiveness, trust, and legitimacy.