Abstract
M.Ing. (Engineering Management)
The increasing levels of competition amongst organisations for customers has forced organisations to constantly adopt new strategies to acquire new customers and retain the existing customers. The strategies to acquire new customers, regain lost customers and retain existing customers, form part of customer relationship management. The study was conducted within the context of a company (Company X), part of a global organisation, operating as a sales unit in South Africa. Company X provides engineering products and services. Literature pertaining to customer relationship management assesses strategies within existing frameworks, such as knowledge management, project management and quality management systems, amongst others. Limited literature combines the success factors of customer relationship management within these frameworks. The purpose of this study was to identify common success factors of customer relationship management principles, enhance customer relationship management strategies in an organisation and to assess them within Company X. Eight critical success factors were identified for customer relationship management. The practice level of these factors was assessed within Company X. The success factors comprise, customer focus, knowledge management, department collaboration, management support, organisational commitment, information technology use for customer relationship management, organisational culture and organisational compatibility for customer relationship management. A survey research strategy was used as the data collection strategy. A questionnaire represented the data collection method. This study established that most customer relationship management success factors were applied within Company X. Factors needing improvement were identified. More specifically, department collaboration indicated to be the least practised success factor within Company X. The study provided a basis from which organisations in a customer centric environment can assess their level of application of customer relationship management success factors. The study established strategies that can be used to enhance the application level of customer relationship management success factors.