Abstract

The purpose of this study is to examine, from the viewpoint of the customers, the impact of implementing the concept of customer relationship management (CRM) on customer acquisition, satisfaction, retention, and reducing customer loss in the coastal municipalities water utility (CMWU). For a number of reasons, a CRM installation is probably going to have an impact on information and customer happiness. Out of the fourteen municipalities, the city of Anantnag was chosen. Using stratified sampling, responses from 393 clients in the city of Anantnag were obtained through the use of a delivery and collection questionnaire. The consumers were divided into three groups based on their level of commitment to paying their monthly water bills: the committed customers (CC), the partially committed customers (PCC), and the uncommitted customers (UCC). According to the study, achieving customer acquisition, happiness, retention, and reducing customer loss were all positively connected with the CMWU's adoption of the CRM idea. Additionally, the influence of CRM on client retention has been examined. Items pertaining to customer satisfaction in customer relationship management were taken from secondary sources and utilized to support the analysis. While the mean for all other factors combined was approximately 76.00%, the proportional mean for customer loss was 82.24%. In order to achieve the ultimate goal of CRM adoption, the study recommends that the CMWU focus more on improving the services it offers, handling customer complaints and inquiries in an effective and proper manner, gathering customer feedback, incorporating customers in any future strategies, and establishing ongoing communication with customers through various communication channels.

Description