CRM Implementation in DBA

This report analyzes the implementation of CRM systems in the Design Business Association (DBA) and its impact on business processes and profitability. The study found that CRM is widely used by DBA, helps in understanding customers, and contributes to improved business performance and profitability. The report provides recommendations for enhancing CRM implementation within DBA, including providing training to employees, upgrading technology, and allocating resources based on customer value.

“An analysis of how UK trade bodies can
maximize working process and profits
through the implementation of a CRM
system” - A study on Design Business
Association (DBA)”

Executive Summary
Most generally accepted classification of Customer Relationship Management (CRM)
systems consists analytical, operational, e-CRM and collaborative. While collaborative,
operational and e-CRM has obtained an important interest among the scholars and practitioners
but most of them neglect analytical Customer Relationship Management. The main function
analytical CRM is to assist in strategic customer knowledge acquisition and customer
information provision. It helps in achieving the main aim or goal of CRM which is to increase
sales and customer profitability. This research study focuses on examining the role of Customer
Relationship Management CRM in maximising work processes and profit in context to Design
Business Association (DBA), the trade association of the design industry. DBA symbolizes a
vibrant group of designs driven businesses and designs consultancies. In order to achieve the
aim and objective of the research various tools, methods and theories are applied. The major
focus of this thesis is to identify various problems faced by DBA and the impact of implementing
CRM in the company. The report concludes and determine that CRM technology can help an
organisation to improve its business functions, increase customers and enhance the profit of the
business. Systematic data collection method is used to collect and analyse relevant data related to
the topic of the research study.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background of the study ..................................................................................................1
1.2 Research aims and objectives ..........................................................................................2
1.3 Rationale of the study.......................................................................................................3
1.4 Framework and Analysis .................................................................................................3
1.5 Research structure............................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction .....................................................................................................................6
2.2 Concept of Customer Relationship Management (CRM) ...............................................6
2.3 Importance of CRM in a business or organisation ..........................................................8
2.4 Significance of CRM in building customer relationship..................................................9
2.5 Impact of CRM on the process and profitability............................................................11
2.6 Conclusion......................................................................................................................13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................14
3.1 Introduction....................................................................................................................14
3.2 Research Philosophy......................................................................................................14
3.3 Research Approach.........................................................................................................14
3.4 Research Design.............................................................................................................15
3.5 Research Strategy...........................................................................................................15
3.6 Data Collection...............................................................................................................15
3.7 Sampling.........................................................................................................................16
3.8 Data Analysis..................................................................................................................16
3.9 Ethical Considerations....................................................................................................17
3.10 Research Limitations....................................................................................................17
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................18
4.1 Introduction....................................................................................................................18
4.2 Analysis of primary data................................................................................................18
4.3 Findings..........................................................................................................................27
4.4 Conclusion......................................................................................................................29
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................30
5.1 Conclusion......................................................................................................................30
5.2 Recommendations..........................................................................................................32
REFERENCES..............................................................................................................................34
APPENDIX I.................................................................................................................................36
Questionnaire.................................................................................................................................36

CHAPTER 1: INTRODUCTION
1.1 Background of the study
Design Business Association (DBA) was established in the year 1986. It is a successful
company that support transformation power of design, promotion of economic and strategic
value to government and business. The industry's trade association DBA symbolizes community
of designs driven business and design consultancies. Design Business Association is a strong
representative body which focuses on assisting businesses of their members. These members are
committed to form a positive future for all those who are working in the design industry and
passionate to bring business and design together for delivering the most desirable outcomes.
In the present business environment, there is high competition in each and every industry
or sector. Customer relationship management (CRM) refers to the best practices, strategies and
methods a business or organization can utilize in order to nurture potential and existing customer
relationships. Furthermore, it has been defined that customer relationship management
distinguishes a management philosophy that is an absolute orientation of the organisation
towards existing and expected customer relationships. It also consists of each and every
information important to maintain these connections, documents and information that are
essential to develop overall customer content.
Customer relationship management (CRM) has been defined as a business approach or
theory that incorporates process, people and technology which helps in increasing relationships
with customers. It is beneficial for a business or organisation to implement customer relationship
management as it helps a company to develop a strong relationship with their customers. This
relationship further supports the organization to increase their sales and profit. There are various
studies related to the impact of CRM on a business which focuses on various areas of an
organisation and have different conclusion. Although, it is mostly believed and supported by
many researchers that CRM system has positive impacts on a business or organisation. There are
various benefits of Customer Relationship Management such as - Effective management of time – Every business or organisation has time management
solutions but CRM is the best among all. A customer relationship management system
can show the company a general overview of what the organisation is working on, how
much time is utilized on a specific project till date and it also helps in prioritizing the
projects on which it should work next.
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 Understanding the clients or customers – A CRM system helps an organisation to access
a huge amount of information and time-lines related to customers. It allows a company to
optimize its marketing activities related around psycho-graphics, demographics and
micro moments. All this data or information assists in opening the opportunities to up-sell
customers on particular services or products on the basis of information collected through
CRM system.
 Improve customer relationship – Customer relationship management system helps in
improving relationship between business and customers. It helps in setting the tasks
which allows company to stay connected with existing customers.
Customer relationship management therefore plays an important role in any company or
business because failure or success of a business totally depends upon the relations with
customers. An effective management of customers helps a business to focus on every
streamlining and open all sales activities within a company. A business or organisation can select
CRM software according to their choice of application and needs. It provides an organisation
real time access to information and details of each and every activity to make sure the best return
or outcome of investment made by company.
The present research will determine the impact of customer relationship management on
functions, sales and customer profitability on an organisation. . It is essential to identify the
impact of customer relationship management on sales, functions and customer profitability on a
business and it can be done through various theories and tools of research study.
1.2 Research aims and objectives
Aim - “To analyse the effect of implementation of CRM system on maximizing working
process and profits”
Objectives
 To identify the importance of CRM in Design Business Association
 To determine the significance of CRM in building customer relationship at the Design
Business Association
 To examine impact of CRM on the process and profitability of DBA
 To provide appropriate recommendations for using CRM in DBA effectively.
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1.3 Rationale of the study
In the current competitive environment, it is essential for each and every business or
organisation to build a strong relationship with the customers by implementing different tools or
strategies. Many companies and businesses are using Customer Relationship Management
(CRM) to connect with customers, understand their needs and provide the most appropriate
products or services to them. This tool related to digital technology also helps in increasing the
sales and profitability of an organisation. Therefore, it is essential to understand impact of CRM
on business processes, customers and profitability of the trade body or association DBA.
Main reason for choosing DBA for this research is that it is growing organisation and it
deals with various business rather than ordinary customers in the market. This research study can
help in identify various business which care linked with DBA and help it to sustain in the
competitive market. Company works in a competitive market due to which it is important to
identify the impact of CRM, its performance and competitiveness. In order to examine overall
effect of customer relationship management, this research topic has been chosen. It is essential to
apply various research methodologies, theories and tools such as questionnaire interview method
for data collection, literature review, books and articles to achieve the most relevant outcomes or
results. These research tools are very useful in order to direct the research study, collect most
appropriate information useful for achieving research outcomes and identify appropriate
recommendations for using CRM effectively within an organisation.
1.4 Framework and Analysis
Framework and analysis of research is very crucial and important as it supports the
researcher in obtaining research aim and objectives (Kumar and Reinartz, 2018) . In the present
report, researcher will use quantitative method to collect and analyse data or information.
Quantitative method is selected as it is helpful for collecting statistical data which is more
reliable and assist in analysing data effectively (Lyon, Mšllering and Saunders, 2015).
Researcher will use primary data and information collected from a sample of employees working
in Design Business Association. Primary data is fresh and specific, it can be collected directly
from the sources which can be essential in obtaining more relevant outcomes. The secondary
data related to chosen topic is very limited therefore researcher preferred primary data collection
in this examination. Main targets of a framework is to collect the most relevant and significant
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information related to a research topic or subject. The collected data or information is further
analysed in order to obtain the most appropriate research outcomes.
1.5 Research structure
For achieving aim or objectives of a research effectively and easily, it is significant for
researcher to use an ordered structure or steps to complete the investigation. There are different
chapters which are developed in this research study as described below -
Chapter 1: Introduction
This chapter is an introductory part of the dissertation which helps readers or viewers to
understand subject of this study. Researcher has used various tools of research along with areas
covering research methodologies, literature review, data collection and analysis to identify the
various impacts of customer relationship management on DBA (Design Business association).
Chapter 2: Literature review
Historical investigation related to this subject of research will be included within the
literature review chapter. Most of the information is collected by books and articles related to
customer relationship management. The literature review concluded that CRM is an important
part of every business which helps in retaining as well as attracting new customers.
Chapter 3: Research Methodology
This chapter consist data and information with regards to different methods which can
help researcher in completing the examination. Various research methodologies have been
applied in the present research including inductive research approach, quantitative data collection
etc. The research methodologies are applied with respect to the nature and importance of
research topic.
Chapter 4: Data examination
This chapter of the research will include data collection, analysis and interpretation after
collecting the facts from employees working in DBA. Researcher has used interview method for
collecting relevant information from the employees working in DBA. In order to conduct this
interview, an effective questionnaire is developed by researcher consisting various questions
related to customer relationship management and its impact. The data is examined to get
appropriate results or outcomes and then interpretation has been made to communicate it
properly and developing meaningful conclusion for current investigation.
Chapter 5: Conclusion and recommendations
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This is the last section of research which concludes that customer relationship
management is very essential for each and every business for retaining and attracting customers.
This approach helps DBA to improve market position of their company and ensure increase in
proficiency of the business. This chapter will also include various recommendations related
useful for DBA in using CRM system in an effective manner.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
To apply systematized work presentation, it is necessary to look towards the views of
other researchers. This is because; with the assistance of survey conducted on secondary data,
understanding and knowledge will be enhanced with elaborated description. It will assist to
determine the research problems and issues through which new programs will be formulated
easily. In the present research analysis, concept and importance of Customer Relationship
Management will be discussed along with its impact on business process and profitability of an
organization. This literature review will focus on CRM system and impact of its implementation
in DBA (Design Business Association).
2.2 Concept of Customer Relationship Management (CRM)
Customer Relationship Management (CRM) has been outlined as a business theory or
approach that integrates process, people and technology which help in improving the
relationships with customers. Furthermore, it has been defined that customer relationship
management distinguishes a management philosophy that is a complete positioning of the
organisation towards existing and potential customer relationships (Soltani and Navimipour,
2016). Author characterizes customer relationship management as a highly dynamic aspect of a
business or organisation and also stated that firm needs to adopt a proactive approach in devising
relevant initiative and programs creating competitive advantages in the industry Kumar and
Reinartz (2018) relate the importance for getting engaged in customer relationship management
to high cost of direct sales and highly intensifying level of competition in international market as
well as requirement for data or information related to various characteristics of organisation.
According to Kaul (2017) there is a global tendency within CRMwhich is related to the
shift from transactional framework to the relationship model. Pagoti, Mathew and Manoharan
(2018) stated that in order to ensure long term growth or development of the business, it cannot
depend upon satisfaction of customers form one time transaction. Organisations and businesses
are needed to be developed and maintain a long term relationship with their customers for
maintaining flexibility and capability of adopting their enhancing exceptions or demands &
therefore obtaining lifelong loyalty of their customers. Companies that avoid this approach or
concept in the global market may develop risk or harm on their future growth and market share.
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Customer relationship management (CRM) is evolved as one of the most dynamic technology
element nowadays. It is not a newly developed concept but due to recent advances and
development in enterprise and information software technology, it has developed a great
significance. The base of CRM system is relationship marketing which has goal to improve long
term profitability of customers by ignoring product centric marketing or promotion.
Badwan (2017) stated that CRM was developed due to difference among customer's
purchasing habits and preferences. The customer relationship administration idea was moulded
and affected by the theory or approach of aggregate quality administration and by innovative
standards (Al-Azzam and Khasawneh, 2017). There is however an apparent absence of clearness
in the significance of customer relationship management. Every acknowledged definition shares
around the same essential ideas: customer connections, administration, advertising procedure,
maintenance and personalization.
Tiwari and Misra, (2018) contended that different associations see CRM as a device,
which has been especially intended for balanced customer interaction, which is the quality of
offers, call focuses or the marketing offices. Duncan (2017) included that CRM supports two-
way communication between the customer and provider for retaining clients. The two-way
correspondence has been upgraded incredibly by advances in innovation especially the Internet.
In terms of data innovation (IT), CRM implies an organisation – wide coordination of
advancement function like information distribution centre, website and internet, telephone
supportive network, bookkeeping, deals, advertising and generation. Eichorn (2018) guaranteed
that CRM utilizes IT to assemble information. In brief, it delivers a strategy for constant
examination and activities keeping in mind the main goal to improve customer's lifetime loyalty
with firms.
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2.3 Importance of CRM in a business or organisation
According to Badwan (2017) CRM applications have the quality to provide facility of
customer information or data at a comparatively smaller cost through old network technologies.
CRM system can store, accumulate, maintain and distribute customer knowledge throughout a
business or organisation. Rahimi (2017) states that effective management of data or information
plays an essential role in CRM as it can be utilised for service innovation, product tailoring and
identifying customer's perception as well as calculating lifetime value of the customers. CRM
systems assist companies to evaluate profitability and customer loyalty based on repeat
purchases, the amount of money spent and length of service (Santouridis and Veraki,2017)
Ryu and Lee (2017) added that CRM makes it easy for companies to find unsatisfied
customers that other organizations have abandoned. This position is found by Ryu and Lee
(2017) that CRM helps a business organization to fully understand which customers are worthy
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Illustration 1: Customer relationship management
(Source: Customer relationship management, 2016)

to acquire, which to keep, which have unexploited potential, strategic, essential, profitable and
unoccupied. CRM can increase true economic worth of business by improving the total lifetime
value of the client, adding that successful CRM strategies promote customers to buy more
products or services, stay loyal for longer periods and communicate effectively with an
organization. CRM can also make sure customer satisfaction through scheduling, allocation and
dispatching right people, with the precise parts, at the correct time.
A CRM software helps an organisation to access a large amount of data and time-lines
related to customers. It allows an organization to optimize its marketing activities related around
psycho-graphics, demographics and micro factors. All this data or information helps in finding
the opportunities to up-sell customers on particular services or products on the basis of the data
collected through CRM system. Every business or organisation has a time management solution
but CRM is the best among all. A customer relationship management system can demonstrate a
general overview of what the company is working on, how much time has been utilized on a
specific project till date and it also assists in prioritizing the projects on which the organisation
should work next. Customer relationship management system helps in improving the relationship
in between business and customers. It helps in setting up the work which allows company to stay
affiliated with existing customers.
2.4 Significance of CRM in building customer relationship.
According to Yawised, Ellis and Wong (2017) the model of CRM is for customers. In
order to build effective, healthy and a happy relationship, organisation uses this model. It is very
important to have a good and effective relation in between organisation and customers because if
the relationship of clients is not good then company will not be able to succeed. Customers are
the backbone of each and every company. In order to generate high revenue, it is essential for
company to have effective and healthy relationship with customers (Udunuwara, Sanders and
Wilkins, 2017). CRM model also helps organisation in retention and gaining customer loyalty.
The relation with customers can only be effective if organisation has proper strategies in order to
make customers satisfied and happy.
CRM theory is one of most effective approaches in developing as well as maintaining
effective relationship with customers. The powerful or strong relationship not only develops
business but also creates a strong and effective bonding with customers. A better customer
relationship is not just an application of technology but it is the strategy to learn more about
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needs and wants of customers. In order to build effective relationship with clients , it is also
essential to learn about their behaviour because it develops a strong relationship in between
clients and organisation.
The significance of CRM within business plays a vital role in achieving the goals and
objectives of company because it is the world of globalization which increases level of
competition to a high extent. Thus, each and every organisation now needs to implement CRM
model in order to stay ahead of their competitors. In order to understand who are consumers and
potential customers as well as for improving the relationship with them, CRM model is used.
Actual use of CRM is to understand the demand and behaviour of customers in an effective
manner.
According to Nyadzayo and Khajehzadeh, (2016) customer relationship management
system and application now become essential part of organisation. It helps in increasing the
brand reputation, loyalty and customer retention. Through its use, management of firm can
understand the needs and expectations of the customers effectively and efficiently. Khodakarami
and Chan, (2014) said that in CRM system, customers are grouped according to different aspects
according to the type of business they do or according to physical location and are allocated to
different customer managers often called as account managers. This helps in focusing and
concentrating on each and every customer separately. To sustain in the competitive environment
it is essential and important for the management to utilise customer relationship management
systems effectively and efficiently. In this context Soltani and Navimipour, (2016) stated that
efficiently dealing with all the customers and providing them what they actually need increases
the customer satisfaction. This increases the chance of getting more business which ultimately
enhances turnover and profit. Customer relationship management applications helps management
in gathering concerns and issues of customers and provide prompt response to them so that their
satisfaction and retention can be enhanced. Choudhury and Harrigan, (2014) defined customer
relationship management as an organisational practice implemented to synchronise all processes
systematically thereby, making it easy to fulfil customer requirements. It assists in eradicating
hard work, helps in managing resources and with its application organisation can be more
efficient and achieve more. Customer relationship management systems helps in enhancing the
customer satisfaction as with its use, management can understand the needs and expectations of
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customers. Real time data can be obtained, scrutinise and analyse with the help of CRM and
management can promptly responds to the concerns and complaints of the customers.
2.5 Impact of CRM on the process and profitability
According to Agariya and Tikoria (2017) CRM is a process that helps in developing and
maintaining a strong customer relationship in the market place. It is obvious that positive
customer relationship helps in retaining the existing customers as well as attracting new ones.
The increase in level of customers assist an organisation to enhance its sales and profitability.
The organisations and businesses can improve their functions with the help of digital technology
tool such as Customer Relationship Management Software. Badwan (2017) stated that CRM was
developed due to variation among customer's buying habit and preferences. Customer
relationship management (CRM) is developed as one of the most dynamic technology factors
today. It is not a newly developed concept but due to modern development and advances in task
and information software technology, it has developed high importance. The base of CRM
system is relationship marketing which has objective to develop long term profitability of
customers by ignoring product centric marketing or promotion. Therefore, it can be stated that
any organisation can easily improve its business functions with the help of CRM application and
it has a positive impact on profitability of business. Customer relationship management systems
are now used widely by numerous organisations in order to enhance the productivity and
profitability of the organisation. According to Navimipour and Soltani, (2016) customer
relationship management or CRM systems helps in understanding the concerns of customers and
managers could promptly responds to them with precise solutions. This helps in raising the
satisfaction rate of the customers which eventually increases the profits and growth of the firm.
Hassan and et.al., (2015) argued that though customer relationship management systems helps in
enhancing the profitability of the firm, it also affects the employees behaviour in the
organisation. Different vendors provide their own version of software which makes it difficult
for the management to install the precise and appropriate application which reduces time and
efforts in training. Those systems which are difficult to understand affects the employees
behaviour and they deny to work on those systems. Thus, it eventually increases the time and
cost of organisation to provide adequate training to the employees so that their skills and
competencies to operate and work on those systems can be enhanced. Tseng and Wu, (2014) said
that in order to sustain in the competitive and volatile market environment, it is essential and
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vitally important for the firms to utilise advance and latest technologies. This will further assist
in reducing the efforts time and cost of the company and raises the profitability and productivity
of the firm (Williams, Ashill, Naumann and Jackson, 2015). Customer relationship management
systems helps management to track complaints and concerns of customers and after tracking
them management could provide them rapid solutions so that customer retention can be
enhanced. If customers are fully satisfied with the post sales services than there is higher
probability that they will make a repeat purchase. Thus, by using CRM, firms not only enhancing
their productivity but also increasing their brand reputation which is considered to be crucial
element from which firm can sustain in the competitive market. Zhang, van Doorn and Leeflang,
(2014) straightforwardly said that management and managers must utilise customer relationship
management application in order to understand the needs and expectations of customers. The
system is sophisticated which helps management to obtain real time data and information. By
obtaining data and information managers can formulate precise strategies and plans which helps
in achieving the set goals and objectives of the organisation. Rodriguez, Peterson and Ajjan,
(2015) said that Customer relationship management systems positively impacts on the growth
and development of the organisation. With the helps of CRM, organisation can thrive in the
market environment as it helps in providing customers concerns and issues which further can be
resolved by the organisation. Mullins and et.al., (2014) straightforwardly said that customer
satisfaction is very crucial factor that determines the success of the firm. If customers found that
their complaints and concerns are not considering by the organisation than they avoid repeat
purchase from the firm which results in diminishing profits and revenues. In order to obtain the
issues and complaints of customers, management needs to make use of customer relationship
management software. It helps the management to gather real time data and feedbacks of
customers which helps the management to provide quick service to them in order to eliminate it.
Zou and et.al., (2014) elucidated that CRM not only helps in providing real time data, it also
avails a comprehensive history of customers. A CRM system will have the whole history of
customer trends and habits, even of those managers had acquired before installing the systems
(Hu, Lin and Shieh, 2018). This information is crucial for the analysis of the wishes and
tendencies of each customer. Once managers know this, they will know what to offer them.
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2.6 Conclusion
It can be summarised that authors have clearly described the essence of customer
relationship management, its significance and impacts on organisational growth and productivity.
In this dissertation, researcher will move one step forward by discussing how CRM helps in
enhancing the work process and revenues of business firm. Authors stated that customer
relationship management or CRM systems helps in understanding the concerns of customers so
that managers could promptly respond to them with precise solutions. To survive in competitive
market environment, it is important that firm uses CRM systems efficiently.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is considered as an essential part of the dissertation. In the
methodology, researcher describes the research methods which have been used by him or her in
order to accomplish the aim and objectives of study. In this chapter, researcher will elaborate the
research philosophy, design, approach and strategy as per Saunders research onion (Saunders,
2011). Moreover, process of collection of information, method of sampling and way of analysing
the data will be discussed in this chapter. Eventually, research limitations faced by researcher
and ethical considerations followed by him or her will be discussed.
3.2 Research Philosophy
According to Saunders Research Onion, research philosophy is the first area which is to
be described by researcher (Saunders, 2011). Research philosophy deals with the source, nature
and development of knowledge. It has been classified into four different types which are
positivism, realism, pragmatism and interpretivism. In the present research, interpretivism
research philosophy has been used by the researcher. Interpretivism research is essential for
investigator to comprehend the distinction between human and their role as social actors. This
emphasises on the difference between carrying out research among people rather than objects.
By acting as an interpretivist, researcher was able to carry out the study effectively which
ultimately helps him or her in conducting research on analysing implementation of Customer
Relationship Management system by Design Business Association in order to enhance profits
and work process.
3.3 Research Approach
Discussion of research approach is vitally important for the investigator in research
methodology section. According to Saunders Research Onion, research approach is the second
step which is to be discussed by researcher (Saunders and Lewis, 2012). Research approach
describes the way used by researcher to generalise hypothesis or research questions formulated
at beginning of the study. Research approach has been broadly classified into two which are
Deductive and Inductive. Deductive research approach is used when any hypothesis has been
formulated by the researcher involves the process which helps in testing and justifying the theory
by using various statistical tools and applications (Lyon, Mšllering and Saunders, 2015).
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Inductive approach is a way of developing theory that begins with the identification of a pattern
in a social phenomenon and then proceeds to the development of a theory to explain the pattern.
Thus, inductive approach has been used in the present study.
3.4 Research Design
Different authors propose different definition of research design. Some author consider
research design as selection between qualitative and quantitative methods. Other authors argued
it as a choice of specific method of data collection and analysis (Robertson and et.al., 2013). In
dissertation, research design can be defined as the plan which helps researcher in assessing
answer to research question (Saunders, 2011). Research design is further classified into two
groups which are exploratory and conclusive. Exploratory research aims to explore particular
aspects of research area (Mackey and Gass, 2015). It does not aim to provide conclusive answers
to the research questions. On the other hand, conclusive research design is very specific to
insights and also assists in choosing course of action. It aims to provide conclusive answer to
research question (Saunders and Lewis, 2012). As the aim of research was to analyse
implementation of CSR in Design Business Association, UK, researcher has used exploratory
research design.
3.5 Research Strategy
Research strategy is the plan devised by investigator which helps him or her in attaining
aim and objectives of study. It is the strategy which is formulated by researcher that helps him
or her in analysing aim and objectives of the study effectively. Researcher has used quantitative
research as a part of examination strategy. Quantitative research is used when numerical data has
been used and needs to be analysed by using different statistical methods or approaches (Lewis,
2015). There are other research studies such as qualitative, systematic review, case study
analysis, empirical study, etc. which can be used by researcher in order to carry out the
respective dissertation. As quantitative study is highly structured and data collected through
questionnaire tool, thus, quantitative research method would be considered to be the best and
effective for present study. Furthermore, in quantitative study results are documented by using
objective language (Taylor, Bogdan and DeVault, 2015). Thus, it helps in analysing the
implementation of CSR at Design Business Association to enhance the work process and profits.
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3.6 Data Collection
Data collection is the process of gathering relevant and important research information by
using different means and approaches. It is an essential process which needs to be carried out in a
sophisticated manner in order to enhance the quality and effectiveness of dissertation. There are
two sources from where researcher could gather data and information. One is primary and other
is secondary source. A primary source of data provides firsthand evidence about research(Flick,
2015). There are several research instruments such as questionnaire, focus groups, interviews,
observation, surveys, etc. which are used for collecting data from primary source. To collect data
from secondary source, investigator would investigate books, journals and articles which are
relevant to the subject area. Thus, both the sources have been used by researcher in order to
collect data. Researcher thus can compare the data and provide robust outcome in the study.
From primary source, researcher has used questionnaire method and provided it to the managers
working at Design Business Association. From secondary source, data has been collected by
analysing books, journals and company's website.
3.7 Sampling
Sampling is the process of reducing the sum of survey group in order to reduce efforts
and time of research without compromising with the quality of research. In the present study,
researcher has taken sample of 25 managers working in Human Resource Department,
Marketing Department and Customer Service Department of DBA. Every manager has more
than 5 year of experience and they hold senior level position in their respective departments.
Managers has been selected as they have significant knowledge and information regarding the
utilisation of CRM within DBA. Other managers were excluded from the survey. Through
stratified sampling method researcher reduce the size of total survey population. Stratified
sampling is probability sampling method where subsamples are drawn within different strata.
Each stratum is more or less equal on some characteristic and sample does not confuse with
quota sampling. Thus, researcher divided population into three groups which were Human
Resource Department population, Marketing Department and Customer Service Department
population. As compared with other sampling method, this method was selected as it was precise
and effectively synchronised with quantitative study.
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3.8 Data Analysis
Data analysis is the process through which researcher transforms raw collected data into
meaningful information. It is a crucial and important part of the dissertation. Here, investigator
aims to explain the meaning of collected data so that comprehensive understanding of readers
can be enhanced. There are different tools and applications that can be used by researcher in
order to analyse the data. For complex statistical analysis, tools like SPSS, R, etc. have been
used. Thematic analysis can be used for both qualitative and quantitative study (Ledford and
Gast, 2018). In this context, researcher has used thematic analysis in order to analyse and
interpret the collected data efficiently. Thematic analysis is easy to apply and readers can
comprehend the aspects covered in the study adequately (Smith, 2015). Themes have been
formulated for every question asked from the participants. Interpretation has been done with the
help of tables and figures. This helps in enhancing the quality and effectiveness of dissertation.
3.9 Ethical Considerations
To enhance the effectiveness of dissertation, it is essential for researcher to follow ethical
norms and guidelines of research (Robertson and et.al., 2013). It helps investigator to avoid
uncertain consequences and occurrence during the course of study. Researcher thus described the
motive of study to participants in order to gain their consent. Confidentiality and anonymity of
the participants has been maintained as researcher didn't disclosed their names. Researcher also
informed the participants that their participation is voluntary and they could leave the survey
whenever they wish to. Prior information and permission has been taken from authorities before
providing questionnaire to the participants of organisation. This helped the researcher in
attaining the aim and objectives of dissertation effectively and efficiently.
3.10 Research Limitations
Every researcher faced one or many obstruction during the research study which appears
to be the limitation of the research (Saunders, 2011). Discussing research limitation is considered
to be good practice as it provides information to the users that what difficulties has been faced by
the researcher and how he overcome it. In the similar manner, researcher has faced few
limitations in the present study which are described as below: Time Restriction: Data collection and analysis were both time consuming processes and
researcher has a deadline for dissertation. Some of the selected participants were not
17

present at the time of survey. Because of the same, researcher was a day late in collecting
information. Resistance of participants: Participants were reluctant in participating as they were not
sure about the research motive. After explaining them the motive of study in
comprehensible manner, researcher was able to gain their consent effectively.
 Sampling: During sampling, researcher was not sure about the amount of sample that
would be appropriate for analysing purpose as too large sample would affect the results
and too small sample would not provide any outcome.
18

CHAPTER 4: DATA ANALYSIS AND FINDINGS
4.1 Introduction
Data analysis is a crucial chapter in the dissertation. Investigator after collecting the
relevant data scrutinises it and interprets in this chapter. There are different techniques or
approaches which can be used in order to analyse the data. In this chapter, researcher shows the
analysis and interpretation of primary data which has been collected by using questionnaire
method. Important findings will be provided and discussed in this chapter.
4.2 Analysis of primary data
Theme 1: Very frequently management of DBM uses CRM systems and application.
Q1. How frequently your organisation uses CRM applications and systems? Frequency
Extremely frequently 5
Very frequently 10
Slightly frequently 7
Not frequently 3
Total 25
19
Extremely frequently Very frequently Slightly frequently Not frequently
0
1
2
3
4
5
6
7
8
9
10
5
10
7
3
Frequency

Interpretation: In the questionnaire survey conducted at Design Business Association (DBA),
investigator asked participants of study regarding how frequently they used CRM applications
and systems. From the analysis of questionnaire, it was identified that 5 managers agreed
extremely frequently that their organisation uses CRM applications. 10 managers agreed on very
frequently and 7 managers agreed on slightly frequently. Further, only 3 managers agreed that
their organisation does not use CRM applications frequently. Thus, from the analysis, it is clear
that DBA uses CRM applications and systems are used very frequently which help the
organisation in understanding customers effectively and efficiently.
Theme 2: CRM system assists in understanding customers in DBA.
Q2. How well the applications of CRM did assist you in understanding
customers?
Frequency
Extremely Well 12
Quite Well 3
Moderately Well 4
Not at all 6
Total 25
20

Interpretation: Investigator carried out questionnaire survey at DBA, UK in order to assess the
information regarding how well the CRM application assists managers in understanding their
customers. In this regard, it was identified that 12 managers agreed that CRM applications assists
extremely well in understanding customers, 3 managers agreed that CRM applications assists
quite well in understanding customers, 4 managers agreed that CRM applications assists
moderately well in understanding customers and 6 managers agreed that CRM applications
assists not well in understanding customers. Thus, from the analysis, it can be understood that
CRM systems helps managers in understanding their customers.
Theme 3: CRM systems help in improving the performance of business by understanding
customers.
Q3. To what extent do you agree that CRM systems help in improving the
performance of business by understanding customers?
Frequency
Strongly Agree 7
Agree 10
Neutral 2
Disagree 3
Strongly Disagree 3
21
Extremely Well Quite Well Moderately Well Slightly Well
0
2
4
6
8
10
12
12
3
4
6
Frequency

Total 25
Interpretation: In the questionnaire survey conducted at DBA, UK, investigator investigated the
CRM system implemented by the organisation and asked the participants regarding whether
CRM applications help in improving the performance of business by understanding their
customers or not. In response to this, 7 managers strongly agreed with the fact that CRM systems
helps in improving performance of business by understanding customers. 10 managers also agree
with the same. 6 managers strongly disagreed with the fact that CRM systems help in enhancing
performance of business. Only 2 managers have neutrally responded to the question. Thus, it is
implied that managers agreed that CRM systems help in improving the performance of business
by understanding customers.
Theme 4: CRM systems are useful in improving the productivity of business.
Q4. How useful is CRM for improving the productivity of DBA? Frequency
Extremely Useful 13
Very Useful 6
Slightly Useful 4
Not at all useful 2
22
7
10
2
3
3
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Total 25
Interpretation: In order to attain aim and objectives of study, researcher conducts survey at
DBA, UK in order to assess the information regarding usefulness of CRM from business
performance perspective. After analysing the responses of total respondents, it was identified that
13 managers agreed with the fact that CRM systems and applications are extremely useful for
business performance. 6 managers agreed that CRM systems are very useful for improving the
business performance. 4 managers agreed that the application is slightly useful for improving
business and 2 managers agreed that CRM systems are not at all useful for businesses. Thus,
from the analysis, it can be understood that CRM systems and applications are extremely useful
for improving business.
Theme 5: CRM systems are very important for the organisation.
Q5. To what extent do you agree that CRM is significant for your
organisation?
Frequency
Strongly Agree 11
Agree 3
Neutral 2
Disagree 6
23
Extremely Useful Very Useful Slightly Useful Not at all useful
0
2
4
6
8
10
12
14 13
6
4
2
Frequency

Strongly Disagree 3
Total 25
Interpretation: In the questionnaire survey, researcher asked participants whether CRM is
significant for organisation or not. After analysing questionnaire survey, it was identified that 11
managers strongly agreed with the fact that CRM systems and applications are significant for
organisation. 3 managers agreed that it is important for improving the organisational
performance. 9 managers strongly disagreed with the fact that CRM system is significant for the
organisation. Thus, from the analysis, it can be understood that managers strongly agree that
CRM is significant for organisation.
Theme 6: Managers used collected data by CRM systems in order to devise new product or
service development strategy.
Q6. Do you use the collected data by CRM systems in order to devise new
product or service development strategy?
Frequency
Yes 14
No 9
Not Sure 2
24
11
3
2
6
3
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Total 25
Interpretation: In the questionnaire survey, researcher asked the participants regarding the data
which collected by using CRM systems helps management in devising new strategies for product
or service development. After analysing the questionnaire, it was identified that 14 managers
agreed with the fact that data collected from customer relationship management system helps
managers in devising new product developmental strategies. 9 managers on the other hand
denied that data gathered from CRM systems and applications help in devising new product
development strategies. Only 2 managers were not sure whether it helps in developing strategies
or not. Thus, from the analysis, it is confined that managers used collected data by CRM systems
in order to devise new product or service development strategy.
Theme 7: Managers agree that CRM systems help in enhancing the work process of
organisation.
Q7. To what extent do you agree that CRM systems help in enhancing the
work process of organisation?
Frequency
Strongly Agree 4
Agree 9
25
14
9
2
Yes
No
Not Sure

Neutral 2
Disagree 3
Strongly Disagree 7
Total 25
Interpretation: To attain dissertation aim and objectives, researcher carried out the research
study at DBA, UK. In the questionnaire, investigator asked the participants regarding the
whether they agree that CRM systems helps in enhancing the work process of the organisation or
not. In this context, it was identified that 4 participants strongly agreed with the fact the CRM
system helps in enhancing the work process of the organisation. 9 participants agreed with the
statement. 10 participants strongly disagreed with the fact that CRM system helps in enhancing
the work process of the organisation. Thus, from the analysis, it can be concluded that CRM
system helps in improving the work process of the organisation as major proportion of
participants are agreed with it.
Theme 8: Managers agree that CRM system assists in increasing the profit of organisation.
Q8. To what extent do you agree that CRM system assists in increasing the
profit of your organisation?
Frequency
Strongly Agree 5
26
Strongly Agree Agree Neutral Disagree Strongly Disagree
0
1
2
3
4
5
6
7
8
9
10
4
9
2
3
7
Frequency

Agree 12
Neutral 3
Disagree 5
Strongly Disagree 0
Total 25
Interpretation: In the survey, participants has been asked regarding whether they agree that
CRM system assists in increasing the profit of DBA or not. From the analysis it was found that 5
managers strongly agree that CRM helps in increasing profits of firm, 12 managers agree with
the same, 5 managers disagree with the statement and 0 managers strongly disagreed with the
fact. Only 3 managers neutrally responded to the question. Thus, from the analysis it can be said
that CRM systems assits in increasing the profitability of the firm.
Theme 9: Managers are moderately satisfied with the results of CRM system.
Q9. Overall are you satisfied with the results of the CRM system? Frequency
Extremely Satisfied 6
Moderately Satisfied 9
Slightly satisfied 3
27
5
12
3
5
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Not at all satisfied 7
Total 25
Interpretation: From the analysis of survey, it was identified that out of 25 managers 6 managers
were extremely satisfied with CRM systems, 9 managers were moderately satisfied with the
application, 3 managers were slightly satisfied by implementation of CRM systems and 7
managers were not at all satisfied with the CRM systems and application. Thus, from the
analysis it can be concluded that managers were satisfied from the implementation of CRM
systems and application within DBA.
Theme 10: More extensive training to employees is recommended by managers to
management to improve the use of CRM systems and application.
Q10. How would you recommend management to improve the use of CRM
systems and applications?
Frequency
More extensive training to employees 9
Use of advance and effective applications 5
More investment 3
28
Extremely Satisfied
Moderately Satisfied
Slightly satisfied
Not at all satisfied
0 1 2 3 4 5 6 7 8 9 10
6
9
3
7
Frequency

No Recommendations 8
Total 25
Interpretation: In the questionnaire survey, researcher asked the participants their
recommendations so that management could effectively use the CRM systems and applications
in order to enhance the work process and profits of the firm. After analysing the responses of
participants it was identified that 9 managers advice the management to give more extensive
training to employees. 5 managers recommended to use advance and effective applications, 3
managers recommended management to lay more investment to CRM systems and 8 managers
have no recommendations.
4.3 Findings
Customer relationship management systems and applications are used widely by the
organisations in order to understand the needs and expectations of the customers. Investigator in
this context, carried out the research study at Design Business Association (DBA) to analyse the
implementation and use of CRM systems by the organisation. During the data analysis researcher
identified that DBA's management widely used CRM systems so that they can have better
glimpse of their customers. In order to sustain in the competitive environment it is essential and
29
9
5
3
8 More extensive training to
employees
Use of advance and effective
applications
More investment
No Recommendations
9
5
3
8 More extensive training to
employees
Use of advance and effective
applications
More investment
No Recommendations

important for the management to understand their customers effectively (Hassan and et.al.,
2015). In the analysis it was also identified that CRM systems and applications helps in
understanding the customers effectively. Managers utilised it precisely which produces reliable
and effective results that boost the revenue as well as performance of the firm. Managers further
believe that CRM applications helps in enhancing the performance of business greatly. It allows
the management to understand their customers which eventually raises the performance of
business in the market. Investigator also identified that CRM applications are significant for the
business growth and development. Managers strongly agreed with the fact that CRM systems
helps in improving the satisfaction among customers by reducing their issues. Management with
the help of CRM systems and applications were able to identify the issues and difficulties of the
customers and they make redundant efforts to clarify their doubts and issues (Tseng and Wu,
2014). In this manner, they able to enhance the satisfaction level of customers. Researcher found
that data collected from CRM used efficiently by the managers and they frequently update the
systems so that real time data could be obtained. This helps in understanding the current issues
and problems of customers. After carefully analysing the data, managers scrutinise it and
formulate precise strategies which helps in improving the overall quality of products and
services.
Managers in the analysis have different responses which could be on the ways or
techniques they utilised in order to deal with CRM systems. Some managers found it easy to use
and understand while other might have faced difficulties. Due to lack of training, all managers at
DBA were not able to utilise the systems appropriately. It was also found that DBA management
still using outdated CRM systems which becomes difficulty for manager to deal with. Lots of
complain has been tracked by CRM systems which managers at DBA fails to consider due to
obsolete technology. New feature of CRM automatically creates schedules which provide
assistance to manager where they can promptly respond to the complaints and concerns of
managers.
Researcher further identified that CRM applications helps in enhancing the overall work
process of the organisation as majority of participants strongly agreed on the fact. In the
questionnaire it was asked to the participants whether CRM systems helps in enhancing work
process or not. In this context, majority of participants agreed with the fact and also the
participants agreed that CRM systems and support helps in increasing the profits of the company.
30

Overall the managers were satisfied by using the CRM systems as it enhances the performance
of the business and increases the profits of the company. Managers recommended providing
extensive training to the employees so that they can utilise and understand the systems more
thoroughly and adequately. Customer relationship management systems and applications are
sophisticated tools which helps the management to scan and identify the needs and expectations
of the customers. It is digital application which drastically transformed the perception of
managers as well as consumers (Zhang, van Doorn and Leeflang, 2014). As customers can
convey their issues to the management and managers can obtain the information rapidly. This
helps them in dealing with the concerns of customers which ultimately raises customer
satisfaction and brand image. Customer relationship management is the tool which assists in
enhancing the relationship between customers and organisation.
Through this management can better understand the needs and expectations of customers.
This directly reflects in the findings where the managers strongly agreed that CRM support
systems enables greater understanding of customer needs and preferences. By frequently
updating the systems management further able to get real time data which further helps in
enhancing the profitability of the firm. Customers are very important for organisation and they
greatly influence the success and sustainability of the company (Williams, Ashill, Naumann and
Jackson, 2015). Management must consider the concerns and complaints of the customer. The
main questions arises that how management could be able obtain information about customer
satisfaction and needs? To answer it, customer relationship management system has been
developed which has been integrated with the organisation that provide greater support to
develop the relationship with customers. This ultimately lowers dissatisfaction among customers
and raises the organisational performance. By comparing and contrasting on literature review,
the findings of present research agree with previous researches. Authors stated that CRM assist
in managing effective relationship with customer as organisation can consider their complaints,
concerns and feedbacks more promptly and adequately.
4.4 Conclusion
From the above analysis it can be concluded that CRM systems and applications has been used
widely within the organisation which helps the managers to understand their customers
efficiently. This further assists in enhancing the work process and profits of the company.
Managers are overall satisfied with the systems and they agreed that it helps in improving the
31

overall business performance. Though they have recommended providing efficient training to the
workers so that their growth and development can be made.
32

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
Customer relationship management system has become significant part of the
organisation as it helps in providing real time data and information to the management. In order
to enhance the satisfaction of customers it is essential for the management to utilise CRM
efficiently. The dissertation aims to analyse the effect of implementation of CRM system on
maximizing working process and profits with reference to Design Business Association (DBA).
In order to underpin aim, researcher formulated objectives which has been covered in the
dissertation. The first objective of the study was to identify the importance of CRM in Design
Business Association. In order to achieve the objective, researcher carried out extensive research
and conduct questionnaire survey with the managers working at Design Business Association. It
was identified that CRM plays significant role in the organisation as it provides the management
with real time information and data which helps them in identify the issues and concerns of
consumers. Managers agreed that CRM is very important for the firm as it allows them to track
complaints of customers and allows management to make necessary changes and improvements.
In the second objective researchers aims to determine the significance of CRM in building
customer relationship at the Design Business Association. Establishing positive relationship with
customers are now become challenging task as management must carefully assess their needs
and expectations. By using traditional approaches to assess customers needs, management could
take years to collect and analyse the data. With the help of customer relationship management
system management can obtain large amount of data and analyse it very efficiently in short
period of time. Thus, this helps in developing effective and efficient relationship with the
customers. Furthermore, it allows consumers to easily give feedbacks or complaints regarding
the products or services they purchased from particular organisation to have prompt resolution.
Majority of the participants agreed in the questionnaire that CRM helps in developing positive
relationship with the customers. The third objective of the dissertation was to examine impact of
CRM on the process and profitability of DBA. In order to accomplish the objective researcher
study literature carried out on the impact of CRM on business organisation. After analysing the
literature present on it was found that customer relationship management system positively
impacts on the productivity and profitability of the firm. In the survey, managers agreed that
after implementing the customer relationship management systems within the firm, complaints
33

and concerns of customers got reduced. This further enhances the performance of DBA and
increases its revenue. In order to attain the aim and objectives of the study, researcher carried out
the dissertation in structured and systematic manner. In first chapter researcher provide brief
information about the research topic. The aim, objectives and questions to research has been
described succinctly in the introduction section and investigators also stated the background of
study. It was found that DBA (design business association) company is already using ecrm
system which enables them to track the real time information and data of customers. The
dissertation aim to analyse how it helps in enhancing the productivity and work process of the
firm. In second chapter researcher carried out literature review where robust arguments has been
established with respect with significance and impact of CRM on business organisation. Authors
explicitly explains their view regarding the importance of customer relationship management
systems on business organisation. Customer relationship management system and application
now become essential part of organisation. It helps in increasing the brand reputation, loyalty and
customer retention. Through its use, management of firm can understand the needs and
expectations of the customers effectively and efficiently. Though, it was found that researchers
also argued that despite of having numerous benefits associated with CRM, management faced
challenges like employees demotivation, lack of efficient use of technologies, increased cost to
organisation and frequent conflicts between customers and customer care staff. It was suggested
by these researchers that management must provide adequate training to the employees in order
to raise their skills and competencies. The gaps in literature review was found and discussed
briefly by the researcher in the dissertation. In the third chapter, investigator describe the
methods of inquiry which has been used in order to attain the aim and objectives of the study.
These methods helps the researcher in overcoming the challenges and guide him or her in the
right direction so that effectiveness and quality of research can be enhanced. For this researcher
interpretivism research philosophy has been used and inductive research approach has been
applied. In the quantitative study, data has been collected from managers working at DBA.
Questionnaire method has been used for collecting the data from managers. Close ended
questions has been asked from them in order to save their time. The sample of 25 managers has
been taken by using simple random sampling method in order to reduce the time and efforts of
the researcher. In the data analysis chapter, researcher provide interpretation of the data collected
in succinct and explicit manner. It was found that majority of managers strongly agreed that
34

CRM implementation helps in enhancing the work process and revenue of the firm. In order to
analyse the data, thematic analysis has been performed which further assists in enhancing the
comprehensive understanding of the readers. After analysing the data, researcher has provided
recommendations which could help management of DBA in enhancing the use of CRM for
improving the work process and increasing the profitability of the firm It is recommended to the
management to provide extensive training to the staff and employees so that they can use CRM
systems more appropriately and efficiently.
5.2 Recommendations
In order to sustain in the competitive environment it is essential for organisations to
consider the concerns and complaints of the customers promptly. Customer relationship
management systems are now widely used by the organisations in order to reduce the
dissatisfaction level among customers and enhances organisational brand value and loyalty.
From the analysis few issues has been identified which can be resolved by following the below
recommendations. In this context, the recommendations to enhance the use of customer
relationship management systems are discussed below: Providing training to employees: Training is given to the employees in order to raise
their skills and competencies to use particular software or work on specific platform.
Obtaining and scrutinising data obtained from CRM is considered to be more complex
and time consuming process (Nyadzayo and Khajehzadeh, 2016). Without proper skills
employees finds it difficult to manage and use the system effectively. Thus, it is
recommended to the management of DBA to provide training according to the needs
identified. This helps the management to enhance the skills and abilities of the
employees. Upgrading the existing technology: Updates rolled out by the vendor in order to improve
the current systems of the software. Some updates are provided free of cost while some
premium updates are chargeable (Khodakarami and Chan, 2014). In order to enhance the
effective use of customer relationship management system, it is being advised to the
management of DBA to install latest updates which improves the user interface and
makes it easier for consumers to use it more efficiently. Target Based Resource Allocation: Majority of the profits obtained by the organisation
from those customers who frequently made repetitive purchase from the firm. Therefore,
35

it is vital for the management to use analytical tools of CRM to know and keep track
record of top creamy layer of customers (Soltani and Navimipour, 2016). This sort of
tracking with the help of CRM software will in turn enable management to allocate
resources in precise manner so that the loyal customers can be retained. Thus, it is being
recommended to the management of DBA to use the tracking system of software which
helps in improving the customer relationship effectively. Ultra Quick Response to customer complaints: In order to boost up the customer
satisfaction, motivation and loyalty management must promptly respond to the concerns
and complaints of the customers. This not only enhances the satisfaction and motivation
of customers but also increases the brand loyalty and reliability (Choudhury and
Harrigan, 2014). If customers found that organisation is putting extra efforts in solving
their issue, then they will surely makes repeat purchase. Through CRM systems,
management would be able to response quickly to complaints of customers and thus
customers would be more attracted towards the organisation. Thus, it is recommended to
the management to use CRM effectively so that prompt response to customer complaints
can be made.
 Analysing Customer buying patterns: CRM systems and applications helps the
management in tracking the buying paradigm of customers (Navimipour and Soltani,
2016). In order to boost up the sales and increase the number of customers management
could use the tracking feature of CRM which helps in analysing the buying patterns of
customers. It is recommended to the management of DBA to use the special features and
applications of CRM so that customers attraction and profits can be raised.
36

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APPENDIX I
Questionnaire
Q1. How frequently your organisation uses CRM applications and systems?
 Extremely Frequently
 Very Frequently
 Slightly Frequently
 Not Frequently
Q2. How well did the applications of CRM assists you in understanding customers?
 Extremely Well
 Quite Well
 Moderately Well
 Slightly Well
Q3. To what extent do you agree that CRM systems helps in improving the performance of
business by understanding the customers?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q4. How useful is CRM from business performance perspective?
 Extremely Useful
 Very Useful
 Slightly Useful
 Not at all useful
Q5. To what extent do you agree that CRM is significant for your organisation?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
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