An evaluation of unified CRM and digital marketing on customer retention: Evidence from a telecommunications firm in Kano, Nigeria.
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Background of the study
Unified Customer Relationship Management (CRM) systems combined with digital marketing have emerged as vital tools for enhancing customer retention in the telecommunications sector. This study evaluates how a telecommunications firm in Kano integrates CRM systems with digital marketing initiatives such as email campaigns, social media engagement, and online customer support to foster long-term customer relationships. The unified approach enables the firm to streamline customer data, personalize communications, and proactively address customer needs (Ibrahim, 2023). By synchronizing CRM and digital marketing efforts, the firm can improve customer satisfaction, reduce churn, and build brand loyalty. Recent studies indicate that such integration not only enhances retention rates but also boosts overall marketing efficiency (Okeke, 2024). Despite these benefits, challenges such as data privacy, system interoperability, and technological adoption persist. This study investigates the impact of a unified CRM and digital marketing strategy on customer retention and provides recommendations for overcoming associated challenges (Balogun, 2025).
Statement of the problem
Telecommunications firms in Kano face challenges in retaining customers due to fragmented CRM and digital marketing efforts. Disconnected systems lead to inconsistent customer communications and hinder the ability to deliver personalized experiences, which are critical for customer retention. Despite investments in digital marketing and CRM technologies, the lack of integration often results in lower customer satisfaction and higher churn rates. This study seeks to identify the barriers to unified CRM and digital marketing integration and evaluate their impact on customer retention (Ibrahim, 2023; Okeke, 2024).
Objectives of the study:
To assess the impact of unified CRM and digital marketing on customer retention.
To identify challenges in integrating CRM systems with digital marketing tools.
To propose strategies for enhancing customer retention through integration.
Research questions:
How does unified CRM and digital marketing affect customer retention?
What challenges impede effective integration of these systems?
What strategies can optimize customer retention outcomes?
Significance of the study
This study is significant as it offers insights into how integrating CRM and digital marketing can improve customer retention for telecommunications firms in Kano. The findings will provide actionable recommendations to enhance customer relationship practices and drive long-term loyalty (Balogun, 2025).
Scope and limitations of the study:
The study is limited to one telecommunications firm in Kano and focuses exclusively on the integration of CRM and digital marketing in relation to customer retention.
Definitions of terms:
CRM (Customer Relationship Management): Systems and strategies used to manage interactions with customers.
Digital Marketing: Marketing conducted via digital channels.
Customer Retention: The ability to keep existing customers over time.
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