A Case Study on Customer Relationship Management and its Effect on Customer’s Satisfaction

Abstract

Customer relationship management is the strategy that has shown to be the most powerful and successful in terms of preserving and constructing customer connections. Managing your relationships with your customers is not only good business, but it also forges deep personal connections between individuals. A person or company that purchases goods or services from a different company is referred to as a customer of that first company. Customers are essential to businesses because they generate revenue; without them, companies have nothing to offer. Because of this, their importance cannot be overstated. The study's primary purpose is to investigate several aspects of customer relationship management. The research is designed to be descriptive, and the convenience sample method is used. The use of a questionnaire is the primary data collection method. Several statistical tools, including percentage analysis, chi-square analysis, ANOVA, and correlation, have been utilised. According to the findings of the survey, respondents had a negative attitude towards the implementation of customer loyalty programmes and have a strong agreement that added value products and services are superior to those offered by competitors. It says that the corporation must express its reward points through mobile devices and many other gadgets in order to entice customers to purchase the things that the company offers. It was determined that the working atmosphere of the organisation, support from top management, and coordination across the departments of the company are some of the aspects that influence customer relationship management. The use of information technology is significantly lower than what it ought to be. The organisation employs tried-and-true customer relationship management methods such as quantitative research and personal interviews. The organisation has to implement some modern tools such as data mining, contact centres, electronic customer relationship management systems, and web-based survey tools.