Customer relationship management (CRM) : a case study of selected companies in the Mafikeng Area

Abstract

The study is aimed at investigating Customer Relationship Management in the selected companies in Mafikeng area. The sample consisted of twenty selected companies in Mafikeng area, four companies rejected questionnaires with the reason that they are not allowed to divulge information. One hundred and fifty questionnaires were issued and with twenty of the questionnaires not fully completed. Only one hundred questionnaires was fully completed and used for findings . This method of sampling was preferred because it is highly reliable and simple to carry out. Responses were expected over three weeks but the researcher had to wait for more than four weeks. From the figure 5 .11, respondents were asked to indicate whether they see any improvement on customer retention towards their organisation. 45% of the respondents indicated that there is a constant improvement on the said question. From the statistical point of view, more especially figure 5.14 above, 55% of the respondents opted for yes with the view that the employees proved themselves willing to change the way they work, if necessary, to provide better service to their customers. The researcher recommends that regular customers, employees and management, need to be trained on customer loyalty, customer retention and about the implementation of CRM'S strategy. The question of why customer service is so important should be relatively simple to answer: no customers, no work, no income and jobs. The customer should be taken as the core of the business success. The researcher further stresses the point that the success of a business relationship lies in the development and growth of trust and commitment among partners. To create meaningful customer relationships, relationships that will not only be more satisfying and fulfilling for the customer, but also more rewarding for the organisation, it needs to have

a better understanding of the notion of meaning and how meaningful relationships may be created in a business context.