Effectiveness of Complaint Management in CRM System

Abstract

Customer Relation Management (CMR) is a tool that has shown prospect even beyond customers’ retention to customers’ attraction. A focus on an aspect of CRM is important to retain customers and also attract customers. The aim of this study was to propose a Complaint Management System that could add more value to CRM in businesses. The research employed the use of secondary data and telephone interview. The study showed that there is a need to re-direct attention/focus in the area of complaint management, in order to facilitate and enhance intelligence in business.

Keywords: Complaint Management, Customer Relation Management, Customers’ retention