Customer Relationship Management Practices and Customer Loyalty: A Case Study of Blackberrys at Blackberrys Shyamal Store
Keywords:
Customer Relationship Management (CRM), Customer Loyalty, Omnichannel Retailing, Customer Satisfaction, Retail Fashion IndustryAbstract
Abstract
This case study examines the Customer Relationship Management (CRM) practices followed by Blackberrys at Blackberrys Shyamal Store and analyses their impact on customer satisfaction, customer loyalty, and overall customer experience in the organised retail fashion industry. The study is based on a primary interview conducted with the store manager, which provided detailed insights into the company’s customer engagement strategies, complaint handling methods, omnichannel retailing practices, and loyalty management systems. The research highlights the importance of customer-centric business approaches in maintaining long-term customer relationships and generating repeat business in a highly competitive retail environment.
The findings of the study reveal that the organisation strongly focuses on personalised customer interaction, staff training, customer database management, and service quality improvement to strengthen customer loyalty. The store follows a structured “GUEST” interaction model to maintain professional customer communication and improve shopping experiences. The study also identifies the importance of omnichannel retailing and digital integration, where online platforms, Omni-applications, and inventory-sharing systems are used to improve product accessibility and customer convenience. In addition, the organisation uses Net Promoter Score (NPS) analysis and complaint handling systems to evaluate customer satisfaction and identify areas for service improvement.
The research concludes that effective CRM practices, personalised service, digital integration, and customer feedback management significantly contribute to customer retention and organisational performance. The study also emphasises that businesses focusing on trust, convenience, and customer satisfaction are more likely to achieve sustainable growth and competitive advantage in the modern retail sector.
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