A Air Phibi Tour & Travel is a travel agency that always put the customer's satisfaction on top within every service they give. By considering the voice of customers, the company has discovered some particular-internal details that could be evaluated and be improved to achieve the customer's satisfaction in the future. By using the servqual method on the customer's satisfaction problem, it's been identified that the gap score between the customer's expectation (3.91) and perception (3.73) is -0.18. The gap score itself signifies that the AirPhibi Tour & Travel service quality is nearly hit the customer's satisfaction ideal value, which is 0 or more. The calculation of Customer Satisfaction Index (CSI) gives result score 75.21, this index respresents that the AirPhibi Tour & Travel's service quality is in the "Satisfying" range of customer's satisfaction categories. From the analysis of the Importance Performance Matrix (IPM) categorization, there are 8 points of customer's requirements that subsequently will be developed in order to construct a Quality Function Deployment (QFD) matrix. The eight points are online features development as the company's information and transaction directory, domestic and international tour destination offering, railway travel and cruise ticketing service, notification of new information or special event, delivery service, request for a self-programmed tour, adding more branches in other locations, and membership system. The next phase is to develop those 8 points of customer's requirements to QFD's technical requirements. From developing each issue, it is obtained 19 of technical requirements, and the 19 points themselves need to be ranked based on each importance relative value. The ranking itself is essential in order to alleviate the company in prioritizing the target of realization. All of the QFD technical requirements should be aligned along with the company's business strategy. The company wants to implement the strategic objective in the same way as the most logical and relevant business idea of Customer Relationship Management (CRM). The CRM itself has to be well-linked relationship between the company and its customer. Based on the focused technical requirements, AirPhibi Tour & Travel is able to vary the offerings, the services, the promotional programs, the messages, and the media. All of them can be represented by developing and consolidating the online communication and information sharing aspects. As the company manages to execute an expansion strategy in the future competition, thus the most relevant CRM concept to carry out straightforwardly is e-CRM. This concept leads to an idea of designing a virtual community under the AirPhibi Tour & Travel's online development focus. The AirPhibi.org forum is designed as the instrument of company's e-CRM, with the purpose of having good relationship with the customers, retaining the customer's loyalty, plus potentially gaining new customers.