THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON BUSINESS PERFORMANCE
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THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON BUSINESS PERFORMANCE
This study aimed to examine the impact of customer relationship management (CRM) on business performance, with objectives to evaluate how CRM systems enhance customer satisfaction, assess their effect on customer retention, and analyze their role in driving sales growth. A survey research design was employed to gather data from a wide sample, providing detailed insights. Taro Yamane’s formula was used to determine a sample size of 350 respondents from the financial services sector in Lagos. The reliability coefficient score for the survey was 0.88, indicating strong reliability. The study found that effective CRM systems significantly enhance customer satisfaction, retention, and sales growth. Recommendations include investing in advanced CRM solutions and continuously optimizing CRM practices to drive business performance and customer loyalty.
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