Customer Relationship Management

(CRM) System Enhancement in

Jaria Contracting and Maintenance
Establishment
z

Student Name: Mohamed Sultan Saif Aljari Alketbi

Student ID:bbaw2003015
 z Executive Summary

 This research argues that UAE-based construction and maintenance firm Jaria Contracting and
Maintenance Establishment needs to improve its CRM system.

 Although the current CRM system is satisfactory in performance, it has some limitations,
specifically, it does not incorporate today’s digital tools.

 The study establishes the need for a better CRM system with higher intelligence and automation
features included.

 This implementation plan recommends updating software and training people before investing in AI-
based CRM systems.

 Jaria can improve its market position and productivity to compete in the UAE market by making the
following improvements.

 The combined report shows that CRM development and customer attention drive the company's
competitive edge and sustainable growth.
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Introduction

 Jaria Contracting and Maintenance Establishment is a well-established

company in UAE involved in construction and maintenance business.
 As the years went by and the company grew the customers’ requirements and
needs also evolved.
 The CRM system should be used to facilitate management of all the clients and
their timely servicing.
 . If analyzed correctly, this data could help understand customers’ behavior and
preferences for providing specific services.
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Mission and Vision
Mission:
 The services of Jaria Contracting and
Maintenance Establishment are thus aimed at
delivering quality services that create good
business relations.

Vision:
 The vision of Jaria Contracting and
Maintenance Establishment is to be the best
contracting and maintenance Company in UAE
with the best customer relations and effective
use of technology.
 Statement of the Problem and Objectives of
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Problem Statement the Study

 The currently used CRM system at JCM is not capable of capturing and utilizing customer
information and feedback optimally and does not integrate with other advanced technological
tools.

Objectives:

 Based on the objectives of the research the following questions are formulated:

 1. To determine which specific areas of the CRM system, need improvement to increase the
satisfaction and loyalty of the customers.

 2. The very questions that need to be answered to establish the likelihood of AI and
automation integration in the sphere of CRM.

 3. To test the hypothesis of the possibility of deriving added benefits from the enhancement
of the CRM system to the company’s performance and profitability.
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Research Methodology
 The research strategy used in this study is both exploratory and explanatory and both primary and
secondary data collection methods are used in the study.

 The research employs both primary and secondary research methods to ensure that the research collects
as much data as possible.

 The study had to take quantitative data from the target population, which comprises the employees who
often use the CRM system.

 Secondary research involved mention of other organizations that have upgraded their CRM systems; this
was useful to Jaria because it provided real-life examples.
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Questionnaire

Specifically, the survey employed questions where the respondents used the Likert scale to
respond to aspects such as;

1. 1. The performance efficiency of the existing CRM system.

2. 2. The imperative of applying the technology.

3. 3. The correlation between CRM and customer satisfaction and business outcomes.

4. 4. The fact that Jaria is ready to adopt modern CRM technologies.

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Proposed Analysis
Qualitative Analysis:

In analyzing the data collected from the interviews and the literature reviews, thematic
analysis was used.

The analysis involved several parameters, namely:

1. Technology Integration: The conclusions drawn were that there is a high level of need
for the integration of new technologies into the CRM system

2. Customer Satisfaction: The second vital concept was the impact of the CRM system on
customer satisfaction.

3. Operational Efficiency: It also highlighted the need to look at the effectiveness of the
CRM system in terms of the firm’s operations.
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Quantitative Analysis:

 Descriptive statistics are used to provide details of data collected

in a given study as indicated in the following classification.

1. Customer Turnover Rates: The following are the reasons that

customers may be dissatisfied and churn, according to the respondents:
are often characterized as slow response time and non-personalized.

2. Customer Satisfaction Levels: The survey data also facilitated in

determining the level of satisfaction of the customers.

3. Operational Performance: From the data, the current system is

sufficient in terms of supporting organizational operations but it is
unsatisfactory as far as automation and data analysis are concerned.
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Result and Analysis

Figure 1: Effectiveness of Current CRM Figure 2: Strong Alignment of CRM System

System with Organizational Objectives

According to the pie chart, 60% of the respondents have

used the current CRM system with a label of ‘Very According to the pie chart, 80% of respondents say
Effective,’ while 40% have used the label of ‘Effective. that the current CRM system “Strongly Agree”
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Figure 3: Critical Need for Modern Technology Figure 4: CRM System's Significant Role in
Integration in CRM System Enhancing Customer Satisfaction

it is seen that 73% of the respondents have agreed. 3% 73. 3% of the respondents said that the current CRM system
of respondents said that it is ‘Extremely Important’ to has an ‘A Great Deal’ impact on customer satisfaction while
incorporate the current CRM system with modern 26% of them said ‘Somewhat’
technologies
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Figure 5: CRM System's Positive Impact on
Business Performance

66% belongs to the category of a

medium budget and 33%. 3% believe
that the situation has “Somewhat
Improved”. This indicates that there is a
perceived positive influence of CRM
system on the company’s performance.
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Recommendations

Immediate Software Enhancements

Adopt Advanced Technologies
Staff Training and Development
Enhance Customer-Centric Practices
Monitor and Evaluate Performance
Phased Implementation
Customer Feedback Mechanism
Long-Term Strategic Planning
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Learning

 This research also found that there is a gap in the current CRM system that needs to be
implemented in Jaria Contracting and Maintenance.

 Need for AI and automation to meet organizational goals and customer expectations.

 Another activity that was established as a continuous process related to optimizing the
potential of the CRM system was staff training.

 Similarly, data analytics was considered important for personalization of the communication
with customers and for the business strategy
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Conclusion
Improving Jaria’s CRM system is crucial to remain competitive in the UAE
environment.

Ideas such as the use of technology in service delivery and redesign of work processes
should enhance customers’ satisfaction and organizational performance.

The above changes will assist the company in enhancing its market position and making
the much-needed long-term strategic changes it needs to attain sustainable success.
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