CUSTOMER RELATIONSHIP MANAGEMENT AND ORGANIZATIONAL PERFORMANCE

This study examined customer relationship management and organizational performance. Three (3) research questions and hypotheses guided the study, providing valuable insights into Management Techniques, Corporate Culture, Training and Business Competence and Organizational Performance. The descriptive Survey research Design was employed. The population of the study consisted of 33 employees of MTN in Benin City, Edo State. A structured questionnaire was used to retrieve data from the respondents. The number of questionnaire retrieved was 30; therefore the analyses were done based on the total number of returned questionnaire. The findings of the study were as follows; knowledge management technique directly influences business performance by enabling the effective utilization of both explicit and tacit knowledge. corporate culture significantly influences employee engagement, organizational commitment, and ultimately, business performance. and also training and business competence directly correlate with improved job performance and business outcomes. The study concluded that organizations that prioritize CRM practices are better positioned to enhance their operational efficiency and competitive advantage. Based on the findings of the study it was recommended that; Organizations should design and implement effective customer retention programs, including loyalty schemes and value-added services, to build long-term relationships and improve profitability and employee satisfaction should be prioritized through continuous training, recognition programs, and involvement in CRM initiatives to enhance their productivity and commitment.