SALES FORCE AUTOMATION, CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS: IMPLICATIONS FOR CUSTOMER VALUE CREATION IN TELECOMMUNICATION FIRMS IN PORT HARCOURT

Abstract

This research focused on how sales force automation and customer relationship management systems impact customer value creation in the telecommunications companies in Port Harcourt, Nigeria. A quantitative survey research method was used and the sampling method adopted was the purposive sampling method. Copies of questionnaire were used to collect data from a hundred salespeople. A multiple regression analysis was performed to test how customer value creation is influenced by sales force automation and customer relationship management. The analysis results showed that customer value creation is positively affected by sales force automation as well as customer relationship management. The findings indicate that the telecommunications companies' ability to develop value for customers is enhanced by the adoption and effective utilization of these technological systems. From the analysis, the null hypotheses were all rejected. These results affirm that the combination of customer relationship management and sales force automation systems increases customer value creation in the telecommunications companies. The study however, concludes that effective sales force automation and customer relationship management system’s implementation can strengthen long-term customer relationships and improve sustainable value creation for the firm and the customer. Hence, it recommends integrating sales force automation tools into daily operations to improve service alignment to customer needs and expectations.