Impact of CRM on Organizational Performance - Case Study of MTN Nigeria: The Link between Customer Relationship Management and Organizational Performance

Customer Relationship Management concerns the relationship between the organization and its customers and asserted customers are thelifeblood of any organization be it a global corporation with thousands of employees and amultibillion turnover, or a sole trader with a handful of regular customers. Customer RelationshipManagement is the same in principle for these two examples -it is the scope of CRM which can vary drastically. The organization and the customers both have sets ofconditions to consider when building the relationship, such as wants and needs of bothparties; organizations need to make a profit to survive and grow customers want good service, aquality product and an acceptable price.