Thesis Title: Automating Customer Relationship Management System as Value Indicator in Service Delivery in Water and Sanitation Companies: Case Study of Nzoia Water Services Company, Kenya

Student`s Name: Mutali Marine Benard

Supervisors Names:

1. Laura Catherine Mamuli
2. Anselimo Peters Ikoha

Abstract:

Heightened competition in the business environment with many players seeking for market share and the ever-changing customer behavior due to changing customer needs coupled with rapid innovations in technology has led businesses to seek strategies to guard their existing clientele to avoid losing them to the competition. Automation of Customer Relationship Management systems in businesses is a key strategy of dealing with this challenge. The purpose of this study was to investigate automating of Customer Relationship Management System as a value indicator in customer service delivery in water and sanitation industry in Western Kenya. The study was guided by the following objectives; to evaluate the automation of customer relationship management system in Nzoia Water Services Company, determine the relationship between customer support and customer satisfaction in Nzoia Water Services Company, and determine the effect of business processes on service delivery in Nzoia Water Services Company. The study adopted descriptive survey design and targeted a population of 32,392 (thirty-two thousand three hundred and ninety-two) broken into: 265 (two hundred and sixty-five) employees and 32,127 (thirty-two thousand one hundred and twenty-seven) external customers. Stratified sampling method was used to select the sample for the study. The total sample size was 246 (two hundred and forty-six) divided as under: 101(one hundred and one) company employees and 145(one hundred and forty-five) external customers. Data was collected using structured questionnaires and interview schedule. Various forms of validity were used. Cronbach`s alpha was used to measure internal consistency which yielded alpha value of 0.804. Data was analyzed on the basis of descriptive and inferential statistics. Results of the study were: automating of Customer Relationship Management System b= 0.755, t = 15.639, p=0.000 <0.05), customer support (b= 0.973, t = 14.143, p=0.000 <0.05) and business processes (b= 1.007, t = 22.651, p=0.000 <0.05) had positive and significant associations with customer service delivery. It was therefore concluded that when CRMS services such as receiving alerts, utilizing technology, accessing real-time information, utilizing digital self-service platforms, and ensuring receipt acknowledgement of payments are well-incorporated and effectively implemented in company, there is a significant improvement in service delivery. With an improvement in water meter reading promptly, transparent transactions, proper channel to raise complaints, prompt handling of customer complaints and embracing professionalism in handling queries would definitely improve service delivery. From the study findings, automating information communication technology (ICT) into company processes: By integrating ICT into the company’s operations, company can capture and utilize customer knowledge effectively. This enables the company to provide personalized and valuable services to customers, ultimately enhancing customer satisfaction. Implementing design of service operations systems: To improve customer contact, capital intensity, level of customer involvement, customer satisfaction, and market environment, it is important for company to implement service operations systems. These systems can streamline customer interactions, increase customer engagement, and adapt to market dynamics, leading to improved service delivery. Integrating CRM systems with other systems and enabling mobile access: It is recommended to integrate the CRM system with other organizational systems and allow employees to access and update data using mobile devices. This integration and mobile accessibility enable seamless information sharing and real-time updates, improving efficiency and enabling employees to access information from any client site or location.