Customer relationship management- a tool for reducing customer churn - a case study of Ghana telecom (Vodafone)
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Date
2009-05-15
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Abstract
The importance of customers to every business cannot be overemphasized. Currently, technology has taken over almost every aspect of daily life in organization’s. With the introduction of technology comes the Customer Relationship Management (CRM) software that helps companies to keep in touch with their clientele and respond to them over the Worldwide Web.
The study focused on how the use of Customer Relationship Management solutions could help reduce customer churn in Ghana Telecom (Vodafone). It looked at existing practises that put customers off and suggested what would encourage customers to stay.
With the aid of questionnaires and interviews, the research came out with findings that 54% of the sampled population preferred Customer Relationship Management as a way of reducing customer churn.
The study showed that although customer churn has been a challenge to GT (Vodafone) because of the increasing number of telecommunication companies in the country, CRM could be exploited to retain customers. The results of this study may further strengthen the Customer Relationship Management activities that are currently in place in Ghana Telecom (Vodafone).
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A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirement for the degree of Commonwealth Executive Master of Business Administration.