Customer Relationship Management Activities in Titan Showroom: A Case Study On Customer Satisfaction, Loyalty And Digital CRM Practices

Abstract

Customer Relationship Management (CRM) has become an essential strategy for organisations to build customer satisfaction, loyalty, and long-term business growth in the retail sector. This study focuses on CRM activities adopted by Titan Company Limited's showroom and examines how customer engagement, after-sales service, digital communication, loyalty practices, and staff behaviour influence customer satisfaction and retention. The research is based on primary data collected through interviews and customer interaction analysis at a Titan showroom located in Gandhinagar. Secondary data has also been referred to from books, journals, articles, and previous studies related to CRM, customer satisfaction, influencer marketing, retail management, and digital marketing practices

The findings reveal that personalised interaction, quality after-sales service, regular promotional communication, discount offers, and trained staff members play a significant role in maintaining long-term customer relationships. The study also identifies that digital CRM tools such as SMS marketing, WhatsApp communication, billing software, and customer feedback systems help improve customer engagement and service quality. However, challenges like crowd management, waiting time during peak hours, and handling window-shopping customers still affect customer experience.

The research concludes that effective CRM practices strengthen brand loyalty and customer retention in the retail watch industry. The study also provides recommendations for improving customer service efficiency and digital engagement strategies.