The impact of Customer Relationship Management (CRM) on a beer

The shift away from an economy focused on transactions and towards one based relationships has taken place worldwide, this movement can be observed quite plainly in South Africa's business environment. Individualized customer care is becoming increasingly important factor for customers who now have higher expectations than before. Therefore, study analysed the impact of relationship management (CRM) a beer manufacturing company’s sales performance. A quantitative, cross-sectional descriptive research design was adopted to collect data stratified random sample 172 liquor outlet owners within Durban region. respondents categorised as retailers, distributors, On-Con Off-Con. findings show that were generally satisfied with trading environment, order placing, delivery information sharing. use analytics technology general should put at forefront any effective solution firm. This might very helpful tool organization its attempts mould environment better suit clients. contributed literature sector, specific reference Africa.   JEL Classification: M31, M11, L66.