Adoption of Customer Relationship Management System and Performance of Insurance Companies in Nairobi City, Kenya

Abstract: This study examined the relationship between Customer Relationship Management Systems (CRMS) and the performance of insurance companies in Nairobi County, Kenya. Despite rapid growth in CRM adoption globally, many implementations fail due to poor planning, limited technical expertise, and weak system integration. The study focused on the influence of lead management, workflow automation, business reporting, and customer data analytics on performance. It was guided by Customer Relationship Management Theory, Sales Maximization Theory, and the Technology Acceptance Model. A descriptive research design was used, with data collected from selected insurance firms in Nairobi County using structured questionnaires. Data analysis involved descriptive and inferential statistics, including Pearson correlation and multiple regression. Findings revealed that all CRMS components positively influence performance. Customer data analytics had the strongest effect, followed by business reporting, workflow automation, and lead management. Overall, CRMS adoption significantly enhances efficiency, customer engagement, decision-making, and organizational performance. The study concludes that effective use of CRMS improves insurance firm performance and recommends greater investment in integrated CRM solutions to strengthen operational efficiency and competitiveness. Keywords: Customer Relationship Management Systems, Insurance Company Performance, Lead Management, Workflow Automation, Customer Data Analytics. Title: Adoption of Customer Relationship Management System and Performance of Insurance Companies in Nairobi City, Kenya Author: Martha Nyokabi Machaga, Lydia Gachengo International Journal of Social Science and Humanities Research ISSN 2348-3156 (Print), ISSN 2348-3164 (online) Vol. 14, Issue 2, April 2026 - June 2026 Page No: 69-77 Research Publish Journals Website: www.researchpublish.com Published Date: 30-April-2026 DOI: https://doi.org/10.5281/zenodo.19939137 Paper Download Link (Source) https://www.researchpublish.com/papers/adoption-of-customer-relationship-management-system-and-performance-of-insurance-companies-in-nairobi-city-kenya