An appraisal of CRM implementation on marketing performance: A study of a tech company in Lagos
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Background of the Study:
Customer Relationship Management (CRM) systems have become integral to enhancing marketing performance, particularly in the technology sector. In Lagos, tech companies are increasingly implementing CRM systems to streamline customer interactions, personalize marketing campaigns, and improve overall service delivery (Ibrahim, 2024). These systems enable businesses to collect and analyze customer data, thereby allowing for targeted marketing strategies that improve conversion rates and customer satisfaction. The integration of CRM tools has also facilitated more effective segmentation and follow-up, leading to more efficient marketing expenditures and higher returns on investment. As competition intensifies in the tech industry, the ability to leverage CRM data for improved marketing performance has become a crucial differentiator. This study appraises the effectiveness of CRM implementation on marketing performance, evaluating its impact on campaign efficiency, customer engagement, and revenue growth in a tech company in Lagos (Okafor, 2023).
Statement of the Problem
Despite widespread CRM adoption, many tech companies struggle to quantify its impact on overall marketing performance. The lack of standardized metrics and clear benchmarks for CRM success often leads to ambiguity regarding its benefits. This challenge makes it difficult for companies to justify continued investment in CRM technologies, as the direct link between CRM implementation and improved marketing outcomes remains underexplored. The study aims to address these issues by providing a detailed evaluation of CRM's impact on marketing performance (Chinwe, 2023).
Objectives of the Study
To assess the impact of CRM implementation on marketing performance.
To identify key metrics influenced by CRM usage.
To provide recommendations for optimizing CRM strategies in tech companies.
Research Questions
How does CRM implementation affect marketing performance in tech companies in Lagos?
Which marketing metrics are most influenced by CRM systems?
What strategies can optimize CRM utilization for improved marketing outcomes?
Significance of the Study
This study is significant as it provides empirical evidence on the role of CRM systems in enhancing marketing performance. The findings will assist tech companies in Lagos to refine their CRM strategies, optimize resource allocation, and ultimately drive higher customer engagement and revenue growth (Ibrahim, 2024).
Scope and Limitations of the Study
This study focuses on a tech company in Lagos and examines the impact of CRM implementation on marketing performance. The results are limited to the tech sector and may not be applicable to other industries or geographic areas.
Definitions of Terms
CRM Implementation: The process of integrating customer relationship management systems into business operations.
Marketing Performance: The effectiveness of marketing activities as measured by metrics such as conversion rates, customer engagement, and revenue growth.
Tech Company: A business engaged in the development, production, or marketing of technology products or services.
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