Customer data management and performance of Amugold global network, Ilorin, Kwara state

The ineffective customer data management has crippled a list of organisational capacities in the pursuit of sustainable sales growth and customer retention through ill-built records and deficient data protection of client information that would not support decision-making and customer targeting. This study examines customer data management and performance of Amugold Global Network, Ilorin, Kwara State. The study adopted survey research design. The study utilized consensus of 37management staff of Amugold Global Network. A structured questionnaire was the primary data collection instrument. The structured questionnaire was used as the primary data collection instrument. Analysis and testing of the hypothesis were conducted using simple linear regression with the aid of SPSS version 27. Findings of the study established that customer data management has a positive effect on the sales growth (b = 0.412, t = 4.222, p < 0.00) and data security has a significant positive effect on repeat patronage (b = 0.714, t = 3.818, p < 0.00). The study concluded that management of customer records and data security are significant performance drivers of organisations that improve customer loyalty and sales. The study recommended that Amugold Global Network should establish and sustain a well-organized customer records management system and should strengthen its data security system.