[01] Omorogbe Comfort E., Department of Accounting and Finance, Crawford University, Igbesa, Ogun State, Nigeria. [02] Ogunlusi Gbenga, Department of Business Administration and Management, Crawford University, Igbesa, Ogun State, Nigeria.

Contemporary studies have highlighted customer relationship management (CRM) as an antidote for company’s survival. This study examined how the automated CRM could be positioned to provide real-time data for cost control in relation to customer management to improve performance. Both the primary (questionnaire) and secondary (financial statement) data sources were accessed. A total of 156 respondents drawn from companies listed in the Nigerian Stock Exchange were sampled. Three linear regression models were formulated covering cost control system (CCS), CRM and performance in terms of financial and non-financial (NFP) measures. The results revealed significant influence of CRM – CCS influence on performance, with CRM – CCS explaining about 31% (adj. R²=0.031), of NFP and 20% (adj. R²=0.020), of TGR (turnover growth rate) (p < 0.05) variation in performance. This relatively low influence might be due to the poor development of CCS and level of efficient usage of CRM. The study suggested the need for conscious effort to position CRM not only for relationship building but also for provision of real-time data for cost control; while improving on the cost management system.

Customer Relationship Management, Cost Control System, Performance, Operational Environment, Contingency

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