Evaluating The Impact of CRM Systems on Enhancing Customer Satisfaction : A COMPREHENSIVE ANALYSIS

In the current competitive business landscape, customer satisfaction has emerged as a crucial factor in determining an organization's success. Companies are increasingly relying on CRM systems to optimize customer interactions, enhance service delivery, and ultimately drive customer loyalty. This study seeks to assess the influence of CRM systems on improving customer satisfaction by examining several factors, including service quality, complaint resolution, and customer retention. The research employs a mixed-methods approach that combines quantitative analysis.(using ANOVA and Percentage Analysis) and qualitative insights to understand customers’ perceptions of CRM-driven interactions. Primary data was collected from a sample of 110 customers through surveys, while secondary data was obtained from existing literature, reports, and industry case studies.The findings of this study suggest that the effective implementation of CRM systems leads to a notable improvement in customer satisfaction levels. A one-way ANOVA analysis was conducted to compare satisfaction across different customer groups based on their engagement duration with the business, revealing insights into the importance of personalized engagement and efficient service resolution mechanisms. Moreover, a correlation analysis established a strong relationship between CRM usage and customer loyalty Emphasizing the significance of data-driven decision-making in customer relationship strategies is crucial.