A Case Study on Customer Relationship Management Practices and Customer Engagement Strategies at Blackberrys Store, Shyamal Ahmedabad

Abstract

This study focuses on analysing the Customer Relationship Management (CRM) practices and customer engagement strategies adopted by Blackberry's Store located at Shyamal, Ahmedabad. The main purpose of the study is to understand how the brand maintains long-term customer relationships, improves customer satisfaction, handles complaints, and develops customer loyalty in the organised retail sector. The research is based on primary data collected through an in-depth interview with the store manager. A qualitative research approach was used for the study. The interview data was transcribed and analysed using thematic analysis with the support of NVivo software to identify major patterns and themes from the responses. The findings of the study revealed important themes such as customer trust and loyalty, repeat business generation through CRM databases, personalised customer interaction, omnichannel retail experience, staff training through the GUEST model, complaint handling practices, and the use of Net Promoter Score (NPS) to measure customer satisfaction. The study also highlighted the importance of maintaining relevant product collections and providing timely service to customers. The implications of the study suggest that effective CRM practices and strong customer engagement strategies play a significant role in improving customer retention, enhancing brand loyalty, and increasing overall business performance in the retail fashion industry.