Customer Relationship Management Practices and Customer Experience at REDTAPE: A Qualitative Case Study Analysis

Abstract

Customer Relationship Management (CRM) has become an essential strategic approach for retail brands to enhance customer satisfaction, loyalty, and long-term business sustainability. This qualitative case study examines the CRM practices and customer experience strategies adopted by REDTAPE, a prominent fashion and lifestyle retail brand. The study is based on a structured interview conducted with a REDTAPE store representative to understand customer interaction practices, personalisation strategies, complaint handling mechanisms, employee behaviour, digital integration, and customer retention approaches.
The findings reveal that REDTAPE focuses significantly on maintaining long-term customer relationships through personalised services, staff training, quick response systems, customer feedback mechanisms, and integrated online-offline experiences. The study also highlights the importance of customer satisfaction, store ambience, employee coordination, and technological support such as billing systems, QR codes, and websites in strengthening CRM effectiveness. Common challenges identified include service delays, stock-related issues, and occasional billing problems. The organisation attempts to address these issues through immediate problem identification, verification, and resolution processes to maintain customer trust and loyalty.
The study integrates various CRM, retail management, customer satisfaction, and digital marketing concepts supported by academic literature. The research concludes that effective CRM practices positively influence customer loyalty, repeat purchases, brand trust, and word-of-mouth marketing in the retail sector.