The Impact of CRM Systems on Customer Satisfaction in Engineering ServiceCompaniesThe Impact of CRM Systems on Customer Satisfaction in EngineeringService Companies
DOI:
https://doi.org/10.53840/e-jpi.v13i3.419Keywords:
engineering service industry, Customer Relationship Management (CRM), Google Sheets, customer satisfaction, Small and Medium Enterprises (SMEs)Abstract
Malaysian engineering service companies work in a project-driven, extremely competitive market. Completing high-value projects while maintaining client satisfaction is essential to success in this industry. Unfortunately, a lot of small contractors still face operational challenges that harm these relationships. The Selangor-based contractor Aliran Tenaga Technology Sdn. Bhd. is the subject of this research. The organization tracked project details using a disconnected email-based system. In a single year, 47 formal consumer complaints resulted from this lack of organization. The researchers used Google Sheets to create a digital CRM system in order to solve this. The researchers used a mixed-methods design to combine qualitative interview insights with quantitative survey data. To test and improve an innovative approach, the team conducted two rounds of action research. The new approach greatly increased on-time delivery rates to 60%, according to the findings. The mean score for customer satisfaction was a solid 4.00. In particular, a more methodical and professional approach to resolving service concerns was promoted by the implementation of a structured complaint monitoring module. This research shows that costly software is not necessary for small businesses to enhance their services. Operational efficiency can be raised by 20–35% using a straightforward, well-designed digital technology.
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