Investigating factors influencing the successful implementation of customer relationship management (CRM) at Ranhill SAJ Sdn Bhd

The water services industry holds a critical role in sustaining human existence and fostering economic growth. Indeed, service failures and customer complaints are inevitable in any business, including the water services industry. Despite efforts to provide high-quality service, occasional failures or issues may arise, leading to customer dissatisfaction and complaints. However, how an organization responds to these situations can significantly impact its reputation, customer relationships, and overall performance. By implementing effective complaint relationship management processes, organizations can maintain customer satisfaction, loyalty, and trust even in challenging situations. This study examined the implementation of Customer Relationship Management (CRM) in selected companies. Effective customer management systems, efficiency of skilled employees, and procedural approaches were further explored. Moreover, SWOT analysis was utilized when studying the company's strengths, weaknesses, opportunities, and threats to get an overview of the current implementation of CRM in the organization. Overall, this research contributes to the strategy of business tools for the companies in CRM. The significance of this study is aimed for the organization, industry, and researcher. This study also further examined the identified variables in the CRM context and provided recommendations based on statistical analysis. This will ultimately lead to improved service quality and enhanced customer satisfaction