Factors enhancing the growth of customer relationship management. The case of Safaricom corporate customers within Nairobi.
Customer Relationship Management is a comprehensive strategy and process of acquiring, retaining, and partnering with selective customers to create superior value for the company and the customer. It involves the integration of marketing, sales, customer service, and the supply- chain functions of the organization to achieve greater efficiencies and effectiveness in delivering customer value. Due to the competition arising from liberalization of telecommunication services in Kenya, Safaricom as a mobile services provider needs to develop strategies on ways it can enhance growth of customer relationship management for its corporate clients to make it more competitive and attractive. The interest in focusing on long-term and profitable customers and the need to better understand their behaviours have changed the view of marketers about the marketplace. Traditionally, they have been trying to acquire new customers and the currently other firm's customers, which needed heavy price-oriented promotions and mass advertising rephrase. Today, customers have access to a variety of services and products and when their needs are not easily met; by one player they can choose those companies that provide them the level of services that they require. Many studies show that the cost of acquiring new customers is six times much greater than the cost that firms pay for retaining current ones. (Ang & Buttle, 2006). The study assessed to find out the factors which enhance the growth of customer relationship management in Safaricom’s corporate customers. The study employed descriptive method and utilize both quantitative and qualitative data. In order for Safaricom to respond to the key findings of this study, there is need for Safaricom to reduce the cost of its products and services i.e on voice and data products, adhere strictly to the Service Level Agreement with its corporate customers( SLA), improve on the network coverage, improve on speed especially at the retail outlets, introduce more loyal programs and enable new customers to enjoy loyalty programs like the bonga matrix, enable more simplicity in terms of procedures within the company noting that simplicity is one of the core values within the business and improve on the postpay billing timelines, since customers frequently experience this monthly Also, employees within the company stated that frequent training is important so that they can be equipped with more skills, learn on the right escalation matrix within the company and understand fully the company’s products and services. However Safaricom should also note that most of the respondents rated it to be the best in innovation and its good reference of availability of products and services.