Customer Relationship Management to Drive Sales for XYZ’s Sales Department

Abstract

The purpose of this research was as follows: (1) to examine the impact of the Customer Relationship Management (CRM) system on the sales performance of XYZ Company; and (2) to explore approaches for developing customer relationship management. Data were collected through semi-structured interviews and focus group discussions with six sales staff and three corporate clients and were analyzed using content analysis. The findings revealed that the CRM system played a crucial role in enhancing service speed, improving data accuracy, and providing personalized offerings that aligned with the needs of regular client factors that positively influenced repeat purchasing decisions. However, several limitations were identified, including system instability, incomplete data integration, and limited staff competency in using the system effectively. Based on these findings, three strategic development directions are proposed: (1) improving system stability and ensuring comprehensive data integration; (2) providing regular training programs to enhance staff proficiency in CRM usage; and (3) applying segmented marketing strategies tailored to customer behavior to stimulate sales and strengthen long-term customer relationships. These findings can serve as a practical framework for improving CRM effectiveness in service delivery, relationship management, and sustainable sales growth within the logistics business context.