AN EXAMINATION OF INTEGRATED CRM SYSTEMS IN ENHANCING CUSTOMER EXPERIENCE: A CASE STUDY OF A TELECOM PROVIDER IN KADUNA, NIGERIA.
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Background of the study:
Integrated Customer Relationship Management (CRM) systems are pivotal in delivering a seamless and personalized customer experience across multiple touchpoints. Telecom providers in Kaduna are increasingly implementing integrated CRM systems to consolidate customer data, streamline communication channels, and deliver targeted services. By unifying various customer interaction channels, these systems enable telecom companies to respond more effectively to consumer needs and preferences (Uche, 2023). Integrated CRM systems facilitate real-time data analysis and customer segmentation, which can improve service personalization, reduce churn, and enhance overall satisfaction. The ability to track customer interactions across sales, support, and marketing channels allows for a holistic view of the customer journey. However, challenges such as data integration issues, high implementation costs, and system complexity can hinder the effectiveness of CRM initiatives (Afolabi, 2024). This study investigates how integrated CRM systems impact customer experience for a telecom provider in Kaduna, evaluating improvements in service delivery, customer satisfaction, and loyalty, and offering strategic recommendations for optimizing CRM integration (Ibrahim, 2025).
Statement of the problem:
Although integrated CRM systems promise enhanced customer experiences, telecom providers in Kaduna face challenges in effective implementation. Issues such as system complexity, data integration difficulties, and high costs can lead to fragmented customer service and reduced satisfaction (Uche, 2023). These challenges hinder the provider’s ability to fully leverage CRM capabilities, resulting in missed opportunities for personalization and customer retention. A systematic evaluation of these obstacles is required to improve CRM integration and enhance customer experience (Afolabi, 2024).
Objectives of the study:
To assess the impact of integrated CRM systems on customer experience.
To identify challenges in implementing CRM solutions in telecom.
To propose strategies for optimizing CRM integration.
Research questions:
How do integrated CRM systems enhance customer experience?
What challenges affect the implementation of CRM systems?
What strategies can improve CRM integration in telecom services?
Significance of the study:
This study is significant as it provides insights into optimizing integrated CRM systems to enhance customer experience. The findings will help telecom providers in Kaduna streamline their customer interactions, improve service personalization, and increase customer loyalty, thereby boosting overall market competitiveness (Ibrahim, 2025).
Scope and limitations of the study:
The study is limited to evaluating integrated CRM systems for a telecom provider in Kaduna, Nigeria, focusing exclusively on customer experience enhancement.
Definitions of terms:
Integrated CRM Systems: Unified platforms that consolidate customer data and manage interactions across various channels.
Customer Experience: The overall perception and satisfaction of customers based on their interactions with a brand.
Telecom Provider: A company that offers telecommunications services, such as voice, data, and internet connectivity.
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