The effect of CRM tools on service delivery:a case study of IBEDC
Alabi, Oluyemisi (2023)
Alabi, Oluyemisi
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202302272873
https://urn.fi/URN:NBN:fi:amk-202302272873
Tiivistelmä
The customer relationship management (CRM) approach to business seeks to simultaneously optimize cus-
tomer satisfaction as well as profitable customer-business relations. Implementation of customer relationship
management is multi-faceted. This thesis was undertaken to review the scope of CRM as regards service
delivery and the impact of Internet Technology as a tool for attaining service delivery. The overall objective of this research was to study the impact of CRM IT tools as performance drivers in process improvement and better customer service experience at various touch points in the case company Ibadan Electricity
Distribtion Company (IBEDC), Nigeria. This thesis sought to further propound advantages inherent in investing in CRM tools by organisations in the service-delivery sector particularly by those with a large customer base, a plethora of information, and multiple interactions.
A qualitative research approach was adopted and data for this study were collected via literature review and
interviews of two categories of staff at IBEDC. The interviewees at customer touch points provided
first-hand experience of their use of the CRM tools in their daily operations, interactions, and customer rela-
tionship management. The second group of interviewees were middle managers who provided the company's management view of the effectiveness of the CRM tools in use and a comparison with the previous experience. These data were combined, streamlined, evaluated, and analysed to address the hypothetical questions.
The result of the research provided an appraisal of the use of CRM IT tools by an organisation with a large customer base to improve their service delivery function by front-end staff. Moreover, the outcomes revealed that although strategic CRM is widely acclaimed as instrumental in attaining the company's goal of customer satisfaction, the CRM IT tool is also a veritable tool to achieve customer satisfaction. This thesis provided a customer satisfaction review from a company's point of view rather than from the customer's feedback which is predominantly the focus of most of the previous research works.
tomer satisfaction as well as profitable customer-business relations. Implementation of customer relationship
management is multi-faceted. This thesis was undertaken to review the scope of CRM as regards service
delivery and the impact of Internet Technology as a tool for attaining service delivery. The overall objective of this research was to study the impact of CRM IT tools as performance drivers in process improvement and better customer service experience at various touch points in the case company Ibadan Electricity
Distribtion Company (IBEDC), Nigeria. This thesis sought to further propound advantages inherent in investing in CRM tools by organisations in the service-delivery sector particularly by those with a large customer base, a plethora of information, and multiple interactions.
A qualitative research approach was adopted and data for this study were collected via literature review and
interviews of two categories of staff at IBEDC. The interviewees at customer touch points provided
first-hand experience of their use of the CRM tools in their daily operations, interactions, and customer rela-
tionship management. The second group of interviewees were middle managers who provided the company's management view of the effectiveness of the CRM tools in use and a comparison with the previous experience. These data were combined, streamlined, evaluated, and analysed to address the hypothetical questions.
The result of the research provided an appraisal of the use of CRM IT tools by an organisation with a large customer base to improve their service delivery function by front-end staff. Moreover, the outcomes revealed that although strategic CRM is widely acclaimed as instrumental in attaining the company's goal of customer satisfaction, the CRM IT tool is also a veritable tool to achieve customer satisfaction. This thesis provided a customer satisfaction review from a company's point of view rather than from the customer's feedback which is predominantly the focus of most of the previous research works.
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