Customer relationship management in Lesotho utility companies

[摘要] The objective of this study is to investigate how CRM could be managed andimplemented in view of improving WASCO and LEC service delivery. The research isconducted against a backdrop of service delivery and quality continuing to be asignificant challenge for Lesotho utility companies, resulting in frustrated customers, andnon-profitability despite the fact that they are operating in a monopolistic arena. Thepoor service quality and delivery is highly pertinent �?particularly for monopolisticcompanies like WASCO and LEC that offers essential services of water and electricity –as they not only put at risk the lives of the society as a whole, but also hampers theeconomic growth and development of Lesotho.An empirical research study was conducted using a quantitative approach and a nonprobability,convenience sampling technique. The sample size of 250 was drawn from atarget population that represented both companies' different categories of customers,stakeholders, and employees. The research instrument used was a self-administeredquestionnaire. The findings of the study indicate that both WASCO and LEC's servicequality and delivery are not of acceptable standard.The main reasons identified by this research for unacceptable service delivery andquality by WASCO, in order of significance are, Unappealing appearance of WASCO'sfacilities, Lack of commitment and customer-centricity demonstrated by frontline staff,Non-availability of a customer charter that is known by customers, WASCO's badservice reputation, Untimely communiqué with respect to service failures,Unguaranteed service works, Unconvincing responses provided by the frontline staff,Non-availability of customers' applicable information at the disposal of the frontline staffas and when needed at the different service stations, Unacceptable service costs, Nonadherenceto service-level standards/agreements, and Rudeness demonstrated byfrontline staff while dealing with customers.On the other hand, the main reasons identified by this research study for unacceptableservice delivery and quality by LEC, in order of significance are, Non-availability of acustomer charter that is known by customers, Non-adherence to service-level standards/agreements, Non-availability of dedicated relationship managers to interactwith high-consuming customers like industries, High service costs, Unguaranteedservice works, Service delivery standards that are not known by all the customers,Unconvincing responses provided by the frontline staff, LEC's bad service reputation,Untimely communiqué with respect to service failures, and Failure to contact customersin the event that LEC fails to offer service on the promised time.

[发布机构] University of the Free State