THE ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SYSTEMS IN SALES EFFECTIVENESS
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THE ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SYSTEMS IN SALES EFFECTIVENESS
This research investigates the role of Customer Relationship Management (CRM) systems in enhancing sales effectiveness. Objectives are: (1) to determine the impact of CRM systems on sales efficiency, (2) to analyze the relationship between CRM usage and customer retention rates, and (3) to identify the challenges in CRM implementation. A survey design is chosen for its ability to collect extensive data efficiently. Utilizing Taro Yamane's formula, the sample size is 350, ensuring accuracy and reliability. The study focuses on the telecommunications sector in Port Harcourt, Nigeria, where CRM systems are extensively utilized. The reliability coefficient score is 0.88, reflecting robust measurement consistency. Findings indicate that CRM systems significantly improve sales efficiency and customer retention. However, challenges such as system integration and user adoption are noted. Recommendations include providing comprehensive training for CRM users and ensuring seamless integration with existing systems to maximize benefits.
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