An Analytical Study of CRM Strategies and Customer Loyalty at Louis Philippe Iconic Shyamal, Ahmedabad

Abstract

This case study examines the Customer Relationship Management (CRM) practices implemented at the Louis Philippe Shyamal Store, Ahmedabad, and analyses their impact on customer satisfaction, customer loyalty, and repeat business performance. The study is based on a detailed interview conducted with the store representative to understand the organisation's CRM strategies, customer engagement methods, loyalty programmes, complaint handling systems, employee training practices, and use of CRM technologies.

The findings reveal that the organisation strongly focuses on customer bonding, personalised communication, premium customer service, and relationship-building practices to maintain long-term customer relationships. CRM tools such as Power App and Capillary Pro are used for customer data management, customer engagement, and personalised recommendations. The organisation also follows structured loyalty programmes categorised into Silver, Gold, and Platinum membership levels to improve customer retention and encourage repeat purchases. Employee training and SOP-based service systems further help maintain consistency in customer interactions and service quality.

The study identifies that personalised services, effective complaint handling, digital customer engagement, and employee behaviour management significantly contribute towards customer satisfaction and organisational performance. Theoretical concepts related to relationship marketing, service quality, customer loyalty, and digital CRM systems support the findings of the study (Vidani & Das, 2021; Vasveliya & Vidani, 2019; Vidani & Dholakia, 2020).

Overall, the study concludes that effective CRM practices play a vital role in strengthening customer loyalty, improving customer experience, and maintaining competitive advantage in the premium retail fashion industry.