Assessment of Customer Relationship Management Practice in EEU (The Case of Woldia District)

Abstract In today‘s competitive business environment, organizations are in a constant race to Increase profitability, retain current customers and gain new ones. Customer Relationship Management (CRM) is aimed at building a strong long-term relationship that keep Customers coming back repeatedly. The purpose of this thesis is to assess the level of CRM application in Ethiopian Electric Utility woldia district. The study have adopted both quantitative and qualitative methods of research. The main objective of the study was to assess the practice of CRM in EEU as measured by four behavioural dimension variables. These variables are key customer focus, knowledge management, technology based CRM and CRM organization. The study have focused on employees of EEU who are aware of Customer Relationship Management (CRM) practice being pursued by the organization as well as customers of the organization who are aware of the Customer Relationship Management (CRM) practice. .A sample size of 398 customers of Ethiopian Electric Utility in different customer service centres and 23 members of staff have selected for the study. The researcher have adopted the non- probability sampling procedure for both customers and employees. The data would primarily attained through the administration of questionnaires to customers and employees of the organization and Interview guides managers of staff. The collected data could be analysed using SPSS version 25