Abstract:
The major objective of this study was to suggest a model for implementing customer
relationship management at Ceylon Electricity Board as a strategy for enhancing
business performance.
CEB is unable }.9 «SPC! customer complaints on time for éu; power rectifications in
different areas. As a result, customers are not getting timely services. Any customer
requests such as name change, getting estimates for special requests, etc. consume a
great deal of time to fulfill the needs of CEB’s customers. Customer loyalty is also
declining towards CEB, which is proved by way of hooks supply, illegal theft in
meter, an adjustment in measurements, etc., directly affect the CEB marketing and
financial performance. For the last, so many years the relationship gap between
the management of CEB and consumers is increasing which proves that customer
relationship management is not implemented at CEB.
In order to address the research problem, primary data and secondary data were
collected? Suctownaire machined: uapléyed for primary date collection of the. study.
CEB annual 1¢:s»"«-other published journals and magaziis<s us 4 for secondary data.
The collected data fed into the SPSS and multiple regressions were used as a tool for
analysis.
This study attempted to conclude that Customer Relationship Management
implementation will improve Ceylon Electricity Board's overall business performance.
Business performance is mainly influenced by Technology-Based Customer
Relationship Management. Customer relationship management organization (CRMO)
is not much contributing to the business performance of CEB. It is, further, revealed
that Knowledge Management is also one of the main variables that influence on
Business performance of CEB. Key customer focus is also one of the key variables
which will contribute to the business s performance of CER.