The Impact of Effective CRM Or Company Performance in It Industry MNC in Malaysia

Abstract

The international market of CRM software is estimated to be $88.19 billion in 2024 due to the tendency to integrate the solutions through clouds, which optimize the provision of customer services, marketing, processes, and business reports. This paper conducts a study of how effective Customer Relationship Management (CRM) influences the performance of a company in multinational IT firms in Penang. The survey method was used gathering information on IT professionals and managers, and by case studies to look at the CRM practices and look at their direct impact on the organizational performance thereof. The study discusses some of the limitations that involve limited access to internal data, study of large MNCs, issues in the measurement of adaptation of global CRM practices in the Malaysian setting. As a countermeasure to these problems, the paper specifies measures to assess CRM performance and to understand the process of internationalizing CRM strategies in Malaysian businesses. The method of research quantitative research has been used, and the study has distributed 500 questionnaires out of which 220 people completed. Multiple regression and correlation tests were used on the data. Based on the findings, there is a positive impact on customer service, and process efficiency enhancements in the performance of the company with the marketing activities being less influential.