EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICE ON ORGANIZATIONAL PERFORMANCE IN THE CASE OF ETHIOPIAN ELECTRIC UTILITY AUTHORITY AT WOLKITE TOWN,

Abstract

A crucial aspect of business success today is managing customer relationships (CRM). Companies aim to enhance productivity and stay ahead of their rivals by implementing effective CRM tactics. This research examines the effects of customer relationship management practice on organizational performance at the Ethiopian Electric Utility Authority in Wolkite Town using a blended methodology. Both qualitative and quantitative approaches were used to collect data from workers and clients via surveys, questionnaires, focus groups, and interviews. We would examine how different CRM techniques, such as customer information administration, consumer contact management, and customer care management, affect revenue, customer satisfaction, and brand loyalty in order to determine how effective they are. In the context of the Ethiopian Electric Utility Authority at Wolkite, the study's conclusions should offer helpful information on the connection between CRM practices and organizational efficacy. The company would be able to pinpoint areas where its CRM strategies need to be improved and create practical solutions to raise performance levels all around. Implementing customer relationship management has an impact on organizational performance, according to the study's findings. The results may also be useful to managers in similar companies that want to enhance their CRM procedures for increased organizational efficacy. Since, it can be conclude that organizational performance in the sampled population was moderate due to unsatisfactory of customer relationship management.