Project– DMBA404
ENHANCING CUSTOMER
RELATIONSHIP MANAGEMENT
STRATEGIES AT EASTNETS FOR
IMPROVED CLIENT SATISFACTION
AND RETENTION
Project Report Submitted in Partial fulfilment of the requirement for
the award of Degree of
MASTER OF BUSINESS ADMINISTRATION
MBA
Submitted by
JESINTHA ANNAMMA SAJAN
Reg. No.: 2314104083
Under the guidance of
PRAJIT SADANAND PATTAT
CENTRE FOR DISTANCE AND ONLINE EDUCATION
MANIPAL UNIVERSITY JAIPUR
JANUARY 2025
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BONAFIDE CERTIFICATE
This is to certify that Jesintha Annamma Sajan, a student of Master of
Business Administration, 2314104083, has successfully completed the project
titled " Enhancing Customer Relationship Management Strategies at Eastnets
for Improved Client Satisfaction and Retention" under my supervision as a
part of the requirements for the MBA program at centre for distance and online
education, Manipal University Jaipur during the academic year 2024-2025.
This project report embodies the original work of the student, conducted with
due diligence, and adheres to the standards expected by the institution. It has not
been submitted to any other institution for any degree, diploma, or certificate.
[Guide’s Signature]
Prajit Sadanand
Senior Team Leader
Business Banking, MIT School of Business
Date: 15-January 2025
Place: Dubai, United Arab Emirates
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DECLARATION BY THE STUDENT
I, Jesintha Annamma Sajan, a student of Master of Business Administration (MBA),
2314104083, hereby declare that the project report titled " Enhancing Customer Relationship
Management Strategies at Eastnets for Improved Client Satisfaction and Retention "
submitted to Centre for Distance and Online Education, Manipal University Jaipur is a record of
my original work carried out under the guidance of Prajit Sadanand Pattat, Senior Team
Leader.
I affirm that this project is the result of my own independent effort, and to the best of my
knowledge, it does not contain any material previously published or written by any other person
or material which has been accepted for the award of any other degree or diploma at any other
educational institution, except where due acknowledgment has been made in the text.
I also declare that I have adhered to all the guidelines and standards required for academic
honesty and have cited all sources wherever used.
[Student’s Signature]
JESINTHA SAJAN
2314104083
Date: 15 JANUARY 2025
Place: DUBAI, UAE
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ACKNOWLEDGMENT
I would like to express my heartfelt gratitude to everyone who supported and guided me
throughout the completion of this project. First and foremost, I would like to extend my
sincere thanks to my mentor and guide for their invaluable advice, encouragement, and
constant support. Their expertise and guidance played a crucial role in shaping the project
and ensuring its successful completion.
I am also deeply grateful to the employees of Eastnets for their active participation in
providing feedback, sharing their insights, and helping me understand the internal processes
and challenges. Your contributions have been essential in understanding the dynamics of
customer relationship management within the company.
A special thanks to the HR team of Eastnets for their assistance in coordinating the
feedback collection process and ensuring smooth communication across all levels. Your
efforts were critical in making this project a reality.
I would also like to express my gratitude to Hazem Mulhim, the CEO of Eastnets, for
giving me the opportunity to work on this project and for the trust he placed in me. His vision
and leadership in driving Eastnets forward are truly inspiring.
Lastly, I would like to extend my deepest appreciation to my family for their unwavering
support, encouragement, and understanding throughout the course of this project. Their
constant motivation has been a source of strength and has helped me stay focused and driven.
Thank you all for your contributions and support. This project would not have been possible
without your collective efforts.
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TABLE OF CONTENTS
N Page
Contents of the Project
o Numbers
1 Executive summary Page 6
2 Introduction Page 7
3 Literature review Page 8
4 Research Methodology Page 9
5 Data Analysis and Interpretation Page 10
Page 11-
6 Findings and Discussion
13
7 Conclusion Page 14
8 Recommendations Page 15
9 Limitation of Study Page 16
10 References/Bibliography Page 17
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EXECUTIVE SUMMARY
This project focuses on evaluating the effectiveness of Customer Relationship Management
(CRM) strategies at Eastnets, a global leader specializing in compliance, payment, and
cybersecurity solutions. The primary objective of the study is to assess the current CRM
practices, pinpoint challenges, and provide actionable recommendations to improve client
satisfaction and retention.
The research utilized a mixed methods approach to gather comprehensive data. Primary data
was collected through surveys directed at both employees and clients of Eastnets, ensuring
diverse perspectives were captured. Employee feedback was gathered through emails and
chats, while client feedback was collected using digital surveys designed to ensure
anonymity. Secondary data from internal CRM reports supplemented these insights,
providing a detailed view of existing practices.
The findings highlighted key areas requiring improvement, particularly in personalized
customer engagement, timely responses, and seamless integration across various systems,
such as accounting, support, sales, and order management. The study revealed that current
systems could benefit from enhanced technology integration and better employee training to
meet evolving client demands.
To address these challenges, the project recommends implementing AI-driven CRM tools to
streamline processes, personalize interactions, and offer predictive insights. It also suggests
introducing a centralized platform where all customer-related data—such as orders, support
requests, and custom requirements—can be recorded, updated, and easily accessed.
Additionally, regular updates to CRM strategies and stronger feedback mechanisms are
advised to align with changing market trends and client expectations. These steps aim to
reduce manual work, empower employees, and foster a more client-centric approach for
long-term success.
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INTRODUCTION
Background of the Study
Customer Relationship Management (CRM) plays a vital role in building and maintaining strong
relationships with clients, ensuring their satisfaction and long-term loyalty. Effective CRM
strategies help organizations streamline interactions with current and potential clients, optimize data
usage, and improve customer engagement. In the case of Eastnets, a company that operates in
compliance, payment, and cybersecurity domains, maintaining robust client relationships is critical
due to the complex and high-stakes nature of its operations.
Despite the importance of CRM, Eastnets faces several challenges that hinder its effectiveness.
These challenges include outdated practices that do not fully leverage modern CRM tools,
inefficient utilization of customer data, and integration issues between different CRM systems. As a
result, these obstacles reduce the company’s ability to provide personalized services, anticipate
client needs, and ensure seamless communication. To remain competitive and enhance customer
satisfaction, Eastnets must address these shortcomings by assessing its current CRM strategies and
identifying areas for improvement.
This study aims to evaluate Eastnets' existing CRM practices, analyze their effectiveness in meeting
client needs, and provide recommendations for optimizing customer relationship management. By
doing so, the research will contribute to the company’s ability to foster stronger client relationships,
improve service quality, and drive business growth.
Research Objectives
The primary objectives of this study are as follows:
To evaluate how effectively Eastnets' CRM strategies meet client needs and expectations.
To identify shortcomings and inefficiencies in current CRM practices.
To recommend actionable strategies that can enhance client satisfaction and retention.
By addressing these objectives, this research seeks to provide practical insights that can help
Eastnets refine its CRM approach and implement improvements that align with industry best
practices.
Research Questions and Hypotheses
To achieve the study’s objectives, the following research questions will be explored:
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What factors influence the success of CRM practices at Eastnets?
How do CRM strategies impact client satisfaction and retention?
Additionally, the study is guided by the following hypothesis:
Enhanced CRM systems positively correlate with better client satisfaction and loyalty.
By testing this hypothesis, the study aims to establish a clear link between effective CRM practices
and client retention, demonstrating the benefits of investing in CRM enhancements.
Scope of the Study
This study focuses on Eastnets' CRM operations, specifically within the compliance, payment, and
cybersecurity domains. Given the technical and regulatory complexities associated with these
fields, a well-structured CRM strategy is essential to maintaining strong client relationships and
ensuring operational efficiency.
The study includes feedback from clients to assess their experiences with Eastnets' CRM initiatives
and gain insights into areas requiring improvement. Additionally, employee perspectives will be
considered, as they play a crucial role in implementing and managing CRM strategies. The research
will also examine current trends and best practices in the CRM landscape to provide a benchmark
for evaluating Eastnets’ CRM performance.
By narrowing the scope to these specific areas, the study ensures a focused and in-depth analysis of
CRM challenges and opportunities within Eastnets. The findings will be instrumental in
formulating recommendations that align with the company's strategic objectives and industry
standards.
In conclusion, this study aims to provide a comprehensive evaluation of Eastnets’ CRM strategies,
identifying key challenges and offering practical solutions for improvement. By leveraging modern
CRM practices, integrating data-driven insights, and adopting a client-centric approach, Eastnets
can enhance its customer relationships, improve retention rates, and maintain its competitive edge
in the industry.
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LITERATURE REVIEW
Customer Relationship Management in Eastnets: An In-Depth Analysis
Introduction
Customer Relationship Management (CRM) has become a crucial component of modern
business strategies, focusing on improving customer satisfaction and building strong,
long-term relationships. By leveraging technology, teamwork, and structured processes,
businesses can effectively manage interactions with customers and address their needs
efficiently. CRM systems help organizations gain valuable insights into customer
behavior, enhance communication, and streamline customer service operations.
For Eastnets, a leading provider of compliance, payment, and cybersecurity solutions, an
effective CRM strategy is vital for maintaining strong relationships with clients. Given
the sensitive and high-stakes nature of its industry, customer trust and satisfaction are
paramount. This study explores how Eastnets can refine its CRM practices to enhance
customer satisfaction, increase retention, and ensure seamless service delivery.
Theoretical Framework of CRM
Several researchers have highlighted the significance of CRM in modern business practices.
Payne and Frow emphasize the integration of customer data and company processes to
provide superior services. Oliver’s Expectation-Confirmation Theory suggests that
customer retention depends on meeting or exceeding expectations. When businesses fail
to meet these expectations, customer dissatisfaction arises, leading to churn. Reichheld
further highlights the importance of tools like Net Promoter Scores (NPS) in assessing
customer loyalty. A higher NPS score indicates stronger client advocacy and long-term
retention potential.
Recent research also highlights the role of emerging technologies, such as data analytics and
artificial intelligence (AI), in improving CRM systems. These tools allow companies to
predict customer needs, personalize communication, and automate service responses.
However, despite these advancements, there is still a need for further research on
customizing CRM strategies for specialized industries such as compliance and payment
solutions, where regulatory requirements add complexity to customer interactions.
CRM Challenges in Specialized Industries: Eastnets’ Perspective
Although CRM strategies have proven effective in many industries, specialized sectors such
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as compliance and cybersecurity present unique challenges. In Eastnets’ case, these
challenges include:
1. Regulatory Compliance: Clients operating in the financial and security sectors require
strict adherence to regulations, making CRM interactions more complex. Ensuring
compliance while maintaining seamless customer interactions remains a challenge.
2. Data Integration Issues: Eastnets deals with vast amounts of sensitive customer data.
Proper integration of CRM systems with compliance and cybersecurity solutions is critical
but often challenging.
3. Customization and Personalization: Unlike traditional CRM systems that cater to
general industries, Eastnets requires highly customized CRM solutions tailored to client-
specific security needs.
4. Response Time and Support Efficiency: Given the nature of cybersecurity and payment
compliance, customers expect immediate responses to issues. Delayed response times can
lead to financial risks for clients, reducing trust in Eastnets' services.
5. Client Retention in a Competitive Market: Retaining clients in a field where
competitors continuously enhance their compliance and security offerings requires
Eastnets to go beyond standard CRM functionalities and offer more personalized service.
Methodology for Improving Eastnets’ CRM Practices
To gain deeper insights into CRM performance at Eastnets, multiple data collection methods
were used, including:
1. SurveyMonkey Surveys: Clients and employees provided feedback on CRM efficiency,
response times, and areas for improvement.
2. Direct Employee Feedback: Emails and chat logs with employees helped identify
internal CRM challenges, including workflow inefficiencies and communication
bottlenecks.
3. Internal CRM Reports Analysis: Support cases and implementation surveys were
reviewed to detect recurring issues and customer pain points.
4. Industry Benchmarking: Comparing Eastnets' CRM performance with industry best
practices to identify gaps and opportunities for enhancement.
These methodologies provided valuable insights into CRM effectiveness and areas needing
improvement. By combining structured research approaches with real-world feedback,
the study aimed to create a clear roadmap for CRM optimization.
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Enhancing Eastnets' CRM Strategy
Based on research findings and industry best practices, the following recommendations can
help Eastnets refine its CRM strategy:
1. AI-Driven Predictive Analytics: Implementing AI tools can help predict client needs,
allowing Eastnets to proactively address potential issues before they arise. AI can also
enhance personalization by analyzing client behavior and suggesting customized solutions.
2. Seamless Data Integration: Upgrading CRM systems to integrate more effectively with
compliance and cybersecurity tools will ensure smoother data flow and improved
customer interactions.
3. Automated Customer Support: Deploying AI-powered chatbots and automated ticketing
systems can enhance response times and provide immediate assistance to clients dealing
with urgent compliance issues.
4. Enhanced Customer Training Programs: Providing clients with educational resources,
webinars, and personalized onboarding sessions can improve their understanding of
Eastnets' offerings, reducing support requests and increasing satisfaction.
5. Improved Customer Feedback Mechanisms: Establishing a more structured feedback
system can help Eastnets continuously improve its CRM practices. Regular client surveys,
NPS assessments, and one-on-one interviews can provide deeper insights into customer
expectations.
6. Stronger Client Relationship Management: Assigning dedicated account managers for
high-value clients ensures personalized service and proactive problem-solving, leading to
increased trust and retention.
Conclusion
CRM plays an essential role in customer satisfaction and long-term business success. For
Eastnets, refining CRM strategies is crucial in navigating the complexities of compliance,
payment, and cybersecurity solutions. By integrating AI-driven analytics, improving data
management, and enhancing customer support, Eastnets can elevate its CRM practices to
new levels. The study highlights key challenges and solutions, providing a roadmap for
Eastnets to strengthen client relationships and maintain a competitive edge in the
industry.
Future research can explore additional CRM advancements, such as blockchain-based
security measures for customer interactions or deeper AI applications for fraud detection.
By continuously evolving its CRM strategies, Eastnets can ensure it remains a trusted
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partner in compliance and cybersecurity solutions.
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RESEARCH METHODOLOGY
1) Research Design: This study used a mixed-methods approach, combining both qualitative
and quantitative methods to get a clear understanding of how Eastnets can improve its
Customer Relationship Management (CRM) strategies. This helped explore customer needs
while also backing up findings with numbers.
2) Data Collection Methods:
(1) Surveys: Structured surveys were used to collect numbers-based data about client
satisfaction, retention, and the effectiveness of current CRM strategies.
(2) Interviews: Semi-structured interviews were conducted with employees and clients to
understand their views and experiences with Eastnets' CRM practices.
(3) Sampling Method and Size: The participants were selected purposefully to include those
with direct experience in CRM:
(a) Clients: several customers from different industries and regions.
(b) Employees: 20 staff members involved in customer interactions, sales, or CRM work.
3) Data Analysis Techniques: Survey data was analysed using statistical tools like Excel or
SPSS to find patterns and trends. For the interview data, recurring themes and ideas were
identified using thematic analysis, which provides deeper insights.
4) Limitations of the Study: The research had some challenges like survey responses may
have personal biases and the sample size may not fully represent all clients and employees.
Limited time might restrict a deeper analysis of interview responses. Even with these
limitations, this study aims to provide useful insights to help Eastnets improve its CRM
strategies.
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DATA ANALYSIS AND INTERPRETATION
Survey Analysis:
Responses from Eastnets customers were collected to assess their satisfaction levels and evaluate
the effectiveness of the company's CRM strategies. Key findings include:
1. Customer Satisfaction:
o 70% of customers expressed satisfaction or high satisfaction due to timely
responses from the support team and implementation engineers.
o However, 15% of respondents expressed dissatisfaction, citing delays in
development and insufficient personalized attention in specific areas.
2. Net Promoter Score (NPS):
o The NPS score of +30 reflects moderate customer loyalty. While some customers are
willing to recommend Eastnets, opportunities remain to enhance customer advocacy
and loyalty further.
3. Service Quality:
o 80% of respondents stated that Eastnets provides reliable services.
o 20% reported challenges, including system integration difficulties and inadequate
post-implementation support.
Interview Analysis: Discussions with Eastnets employees provided additional insights:
Employees indicated that their current CRM tools lack advanced features for predicting
customer behavior and needs. Additionally, the system is not user-friendly, making it
challenging to retrieve required data efficiently.
Many employees expressed the need for improved tools to reduce manual effort and reports.
Employees also highlighted the importance of more training to offer better and more
personalized customer service.
Interpretation: The analysis reveals that while Eastnets has a functional CRM system, there are
significant areas for improvement.
1. Customer Expectations: Customers appreciate the reliability of Eastnets' services but
desire faster responses, enhanced personalization, and a self-service portal to generate and
monitor their reports independently.
2. Employee Insights: Employees are keen on upgrading their CRM tools to reduce manual
effort and gain access to predictive and user-friendly features. They also emphasize the need
for training to better meet customer expectations.
Recommendations: To address these gaps and strengthen customer satisfaction and loyalty,
Eastnets should:
Invest in upgrading the CRM system to include predictive analytics and a more intuitive
interface.
Develop a customer portal that enables clients to access reports and track the status of their
issues.
Offer comprehensive training programs to employees to improve their skills in delivering
personalized support.
Focus on resolving system integration issues and providing stronger after-implementation
support.
By implementing these measures, Eastnets can enhance customer and employee satisfaction,
ultimately solidifying its position in the market.
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FINDINGS AND DISCUSSION
The research aimed to evaluate Eastnets' Customer Relationship Management (CRM) strategies,
focusing on customer satisfaction, loyalty, and areas for improvement. Based on the survey and
interview data, several key insights emerged.
1. Customer Satisfaction:
o A significant portion of customers (69.81%) reported satisfaction with Eastnets’
services, indicating that the company is generally meeting their needs. However,
30.19% of respondents were dissatisfied, citing delays in response times and lack of
personalized service. These findings align with the research question regarding the
effectiveness of current CRM strategies. While Eastnets performs well overall, there
are still gaps in delivering timely and individualized services, which needs attention.
2. Net Promoter Score (NPS):
o The NPS score of +35 reveals a moderate level of customer loyalty. This finding
connects with the objective of understanding customer loyalty and retention. A
higher NPS would suggest stronger customer advocacy, but the current score reflects
that some customers are neutral or dissatisfied. This moderate score highlights the
need for Eastnets to improve customer experience to increase loyalty and encourage
more recommendations.
3. Service Quality:
o The survey results showed that 79.25% of customers were satisfied with the
reliability of services, which is positive. However, 20.75% mentioned issues with
system integration and after-sales support. These findings suggest that while
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Eastnets is successful in offering reliable services, there are technical and support-
related challenges that need improvement. This connects to the objective of
evaluating service quality and identifying areas for enhancement in the products as
well as the services provided to the customer.
4. Employee Insights:
o Employee interviews highlighted the need for better CRM tools and more employee
training. Employees feel that the current CRM systems are not fully optimized for
understanding customer needs and demands. This supports the objective of
identifying internal barriers to CRM success and suggests that investing in advanced
tools and training programs would help employees deliver better customer service.
They suggested taking users’ opinions and discussing them before implementing any
new CRM tools to get different perspectives.
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Discussion:
The findings confirm that while Eastnets has a solid CRM foundation, there are areas requiring
improvement. The dissatisfaction due to delays and lack of personalization suggests that Eastnets
should focus on improving response times and offering tailored services. The moderate NPS score
indicates the need to enhance customer loyalty by improving the overall customer experience. The
issues with system integration and after-sales support show that technological and operational
improvements are necessary to provide seamless service.
Comparing these findings with previous studies, it becomes clear that many CRM systems,
including those at Eastnets, face similar challenges in balancing efficient operations with
personalized customer care. Unexpectedly, employee feedback highlighted the importance of better
CRM tools and training, which was not initially anticipated but is crucial for improving customer
relationships.
By addressing these issues—enhancing CRM systems, offering better support, and investing in
employee training—Eastnets can significantly improve customer satisfaction and loyalty, leading to
long-term business success.
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CONCLUSION
The study in the project highlights key insights into Eastnets' CRM strategies and their impact on
customer satisfaction. While Eastnets performs well in service reliability, customers expressed a
demand for personalized reports that they can download through a portal. Employees also
emphasized the need for their feedback to be considered by conducting surveys before
implementing new systems. Additionally, there is a strong desire for a system that reduces manual
work, allowing employees to focus more on customer satisfaction. These findings suggest that
improving response times, personalizing interactions, and investing in advanced CRM tools will
strengthen customer relationships and enhance retention. Addressing these areas will ultimately
help Eastnets improve its CRM strategy and boost customer loyalty.
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RECOMMENDATIONS
1. Personalized Customer Reports: Customers want the ability to generate and download
personalized reports easily. Eastnets should create a portal where customers can customize
and access reports on their own, improving their experience.
2. Employee Feedback: It’s essential to involve employees in decisions, especially when
introducing new systems. Regular surveys and feedback sessions will help address any
concerns early and improve internal processes.
3. Automating Manual Tasks: To boost efficiency, Eastnets should focus on automating
repetitive tasks. This will free up employees to concentrate on customer service and
improve satisfaction.
4. System Integration: Eastnets should integrate its systems (accounting, support, orders,
sales, etc.) into a single platform. This will allow for easy access to customer data and
ensure that all teams are aligned and efficient.
5. AI-based CRM Solutions: Implementing AI-driven CRM tools will streamline processes
and help personalize customer interactions. These tools can predict customer needs,
improve response times, and enhance the overall customer experience.
6. Proactive Customer Service: Instead of reacting to issues, Eastnets should anticipate
customer needs and offer personalized solutions, helping build stronger relationships.
7. Employee Training: Continuous training will ensure employees are equipped with the
latest tools and knowledge, leading to better customer service.
8. Regular CRM Updates: Eastnets should update its CRM strategies regularly to stay
aligned with changing customer needs and market trends.
By adopting these recommendations, Eastnets can improve customer satisfaction, enhance
operational efficiency, and create a more engaged workforce.
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LIMITATIONS OF THE STUDY
The limitations of the study are given below briefly:
1. Time Constraints: The study was conducted within a limited timeframe, which meant
that not all aspects of Eastnets' operations and customer feedback could be thoroughly
explored. Some insights may not have been fully captured due to time restrictions.
2. Data Availability: The study depended on the data available from surveys, interviews,
and existing company records. Some data might have been incomplete or not as detailed as
required, which could limit the depth of the analysis.
3. Sample Size: While the survey and interviews provided valuable insights, the sample size
was limited to a specific group of customers and employees. This may not fully represent
the entire customer base or workforce of Eastnets, affecting the generalizability of the
findings.
4. Subjectivity in Feedback: Employee and customer feedback could be subjective,
influenced by personal experiences or opinions. This can affect the accuracy of the
insights and may not always reflect the broader trends within the company.
5. Implementation Delays: Recommendations based on the study may take time to
implement. External factors, such as resource availability and technological limitations,
could delay the adoption of new systems or strategies.
6. Market Changes: The study reflects the current state of customer preferences and
company processes, but these can change over time due to shifts in market conditions,
technology, or customer expectations. Future changes may influence the relevance of the
findings.
7. Technological Limitations: Integrating advanced systems like AI and CRM solutions
may face technical challenges. There could be issues with compatibility, cost, or required
infrastructure that may limit immediate implementation.
Despite these limitations, the study provides valuable insights into improving customer
relationship management at Eastnets, guiding future strategies for better client
satisfaction and retention.
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REFERENCES/BIBLIOGRAPHY
o For this study, the data was collected through surveys and feedback from both Eastnets'
employees and customers. The surveys for customers were designed using SurveyMonkey,
a popular tool that helps create and distribute surveys efficiently. This platform allowed the
collection of responses in an organized manner, ensuring that all responses were anonymized
to maintain privacy and encourage honest feedback.
o In addition to the surveys, feedback from Eastnets' employees was directly gathered through
emails using Outlook and chat conversations using Microsoft Teams. This method allowed
employees to share their thoughts and experiences about the company's CRM strategies,
customer interactions, and the overall service delivery process in a more informal and direct
way. By using these two methods of communication—survey tools and direct feedback
through email and chat—valuable insights were gathered from both customers and
employees.
o The feedback collected from employees provided insights into their views on the internal
processes, potential areas of improvement, and their overall satisfaction with the CRM
systems in place. Meanwhile, the customer feedback offered a broader view of the client
experience and highlighted their expectations and concerns regarding the services provided
by Eastnets.
Overall, this approach ensured the data was collected in a structured, efficient, and reliable
manner, helping to assess the current state of CRM practices at Eastnets and to identify areas
for improvement.
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