Customer Relationship Management Strategies and Organizational Performance A case of Insurance Company of East Africa Lion of Kenya (ICEALION) Mombasa.
Orwa, Bula Hannah
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In every organization the bottom-line is always maximizing profits at the same time retaining the existing and acquiring new customers. CRM is one of the best tools being used in making customer relations solid and enhancing consumer loyalty thus making re-buy behavior a frequent aspect in consumers` minds. This research project aims at providing a deeper insight on CRM implementation and its effect on company performance specifically in the insurance industry. The insurance industry in various countries around the world is in different stages of their organizational performance, the importance of CRM practices in the achievement of organizational performance has been highlighted in many studies. The purposes of this study are to propose Customer Relationship Management (CRM) and Organizational Performance (OP) model for ICEALION insurance. This research is to investigate what CRM contributes to OP in the insurance industry Customers have become crucial for every organization. Due to the competitive environment, customer relationship management (CRM) is one of the important business strategies for companies. Insurance firms can benefit from focusing and concentrating on Customer Relationship Management. There is a stiff competition in the insurance industry in Kenya, so insurance firms try to reform their strategies and process to achieve competitive advantage. The customers are an important element that helps the insurance firms to achieve this objective. Insurances try to notice the customer’s requirements and needs for satisfying their customers. Insurance firms went through reform from product orientation to customer orientation. More importantly, the banks realized that building long-term relationship with their customer is crucial for achieving sustainable competitive advantage and improving performance. This study examined the link between customer relationship management and different measures of performance on the insurance sector. Data were collected from the insurance firm (ICEALION). Based on extensive review of literature, the sub processes in implementing CRM were extracted and also key sub elements of CRM applied to performance. The results indicated that CRM processes are associated with insurance firm’s performance.