In the dynamic landscape of B2B businesses, maintaining high-quality customer relationship management (CRM) is imperative for achieving operational excellence and sustained growth. This study delves into organizations’ challenges in verifying customer satisfaction post-delivery and proposes a novel model to address these concerns. The research conducted within an aircraft engine maintenance company reveals the critical role of effective CRM in preventing customer downsizing and financial losses. The study employs a theory-building approach based on case study research, integrating data from archives, interviews, and observations in the quality domain of the organization. Focusing on customer satisfaction analysis in B2B deals, the proposed model is a strategic tool for quality managers and can be adapted across industries to foster ongoing client relationships. A comprehensive literature review informs the development of an up-to-date model, emphasizing the pursuit of operational excellence and quality. The study recommends a survey tool implemented through Google Forms for validation, offering companies a practical means to validate and refine the model with inputs from quality professionals. Results from evaluating the model within an aeronautical component repair company showcase its effectiveness in achieving operational excellence and quality. Despite its specific application in the aerospace industry, the proposed model holds promise for broader relevance in diverse sectors. This research contributes significantly to the knowledge and practice of quality professionals, promoting closer alignment between companies and their customers. It can potentially shape future thinking in CRM strategies for B2B enterprises.