ABSTRACT : The capital market industry is one of the most data-driven sectors of the economy. Investors now rely on financial market data to help them choose wise investments, and financial market data has never been more valuable. In 2019, The Indonesia Stock Exchange (IDX) formed the Data Service division and has included Market Data License Products as one of their revenue streams and provides businesses with reliable and accurate market data. The number of IDX Data customers significantly increased because of the rising demand for market data from both local and foreign businesses. However, this makes IDX Data Service Sales and Marketing staff overwhelmed in carrying out daily operations, such as customer service, managing customer data, and administrative documents. In addition, IDX must also be responsive in obtaining information related to market data such as what customers want and be able to market their products to the right target customers. IDX Data Service are keen to invest in technology to help them resolve their sales and marketing issues and Artificial Intelligence based Customer Relationship Management System or AI based CRM is one of the technologies that can be utilized by IDX. There is an increasing trend regarding the use of AI to conduct operations, decision making, and make better marketing strategies in various B2C and B2B industries. This study aims to evaluate the task fit of AI based CRM system implementation in IDX Data Service and IDX resources viability to adopt such systems for the implementation to be successful. An internal have been carried out using the Fit and Viability model by conducting in depth semi-structured interviews with 4 respondents from IDX internal team. This study then finished by proposing best option of AI based CRM implementation approach for IDX.

KEYWORDS -Market Data, Artificial Intelligence (AI), Customer Relationship Management (CRM), Fit and Viability, IDX Data Service.