Customer Relationship Management: a Strategy for Enhancing Market Share and Organizational Productivity. (a Case Study of 7up Bottling Company, Ikeja.lagos)

Customer Relationship Management (CRM) has emerged as a pivotal strategy in modern business operations, especially in the pursuit of enhancing market share and organizational profitability. The increasing competition in global markets, coupled with the rapid advancements in technology, has compelled organizations to shift their focus from merely transactional exchanges to building long-term relationships with customers. Hence, this study examines customer relationship management as a strategy for enhancing market share and organizational profitability in Lagos, Nigeria. Descriptive statistics was employed for the analysis, presentation, and interpretation of the data collected via primary source. 7UP Bottling Company at Ikeja Lagos is the case study and four departments (sales, marketing, customer service, and IT) were selected. Five questionnaires were administered per department. Out of twenty questionnaires administered, fifteen questionnaires were returned. It was concluded that, to achieve successful CRM implementation, adopting strategic approaches is essential. Key strategies include clear goal setting, comprehensive planning, and effective change management. For 7UP, aligning CRM objectives with business goals, customizing the system to meet specific needs, and maintaining a focus on user training and support are crucial steps. It was recommended that, for successful CRM implementation, 7UP Bottling Company should adopt strategies that encompass both technological and organizational aspects. It was recommended that the company focuses on selecting a CRM system that is user-friendly and scalable, ensuring it meets current and future needs. KEYWORDS: Customer, Relationship, Management, Strategy