I In the face of intense competition, scarce resources, and more selective customer power, business leaders are trying to increase profitability by shifting their focus to customers. PT Pendar Andhika Paramartha seeks to improve its customer relationship management by implementing a CRM (Customer Relationship Management) system. The purpose of this research is to observe related parties related to CRM performance, identify the causes of the decrease in demand for medical devices by customers and provide examples of implementation and evaluation of implementation related to the CRM scorecard to the management of PT Pendar Andhika Paramartha. The results of this study show 4 prospects which include; Customer Value shows the number of customers and the number of sales decreased in 2018-2021, Customer Satisfaction shows the quality of service and customer satisfaction is considered good enough to achieve the expected performance targets, Customer Interaction shows the use of social media technology in operations and relationships with customers have been realized by good and Customer Knowledge shows the level of database systems and employee understanding in meeting customer needs is still considered poor by not being able to store customer data properly and lack of training for employees. Lack of training for employees will require a solution method by increasing customer relationship management through the CRM scorecard. The initiative strategy that can be carried out at PT Pendar Andhika Paramartha is by expanding the distribution network and collaboration with health companies/institutions, improving service to customers and further increasing the development of returns on world medical devices. PT Pendar Andhika Paramartha needs to improve the performance of its employees so they can work well and quickly. With adequate employee understanding, employees are expected to be able to understand customer needs and solve customer problems quickly and correctly. The suggestion from this research is that PT Pendar Andhika Paramartha needs to improve the performance of its employees so they can work well and quickly. With an understanding of capable employees, employees are expected to be able to understand customer needs and solve customer problems quickly and correctly.