An Evaluation of Customer Relationship Management (CRM) Initiatives and Their Effects on Customer Satisfaction - Employee Perspective

Abstract

CRM programs around the world have generally struggled to achieve the desired benefit, owing to organizations' failure to master this increasingly evolving market competency at a strategic level. Furthermore, in this information period, Customer Relationship Management (CRM) is a must-have for any company. Against this backdrop, the study assesses Mascom wireless CRM initiatives in order to enhance current trends and build future relationships in order to remain viable. Likewise, the organisation’s ability to retain existing customers is rightly conceived to be more lucrative than acquiring new ones. In view of the above, it is also an open secret that organisations spend copious amounts of money on various CRM initiatives but the unfortunate being; they are not able to delimitate or suffice the reality of CRM. This premise led the researcher to investigate and attempt to comprehend the functional consequences and implementations of a successful CRM initiative for a specific organization, as well as how it can be implemented in its environment to gain a competitive advantage