Customer Relationship Management Practices in Titan Showroom: A Case Study
Keywords:
1. Customer Relationship Management (CRM) 2. Customer Satisfaction 3. Digital CRM Tools 4. Customer Loyalty 5. Retail ManagementAbstract
Customer Relationship Management (CRM) has become an essential business strategy for improving customer satisfaction, customer loyalty, and long-term organizational growth in the retail sector. This case study focuses on analyzing the CRM practices adopted by a Titan showroom located in Gandhinagar, Gujarat. The study examines various CRM activities including customer interaction, customer segmentation, loyalty practices, digital CRM tools, complaint handling, staff training, and after-sales services. The research is based on a primary interview conducted with the showroom representative to understand practical CRM strategies used in daily retail operations.
The findings of the study reveal that the showroom effectively uses customer-oriented strategies such as personalized product recommendations, attractive discounts, exchange offers, and after-sales support to strengthen customer relationships and improve customer retention. The showroom also utilizes digital CRM tools including SMS marketing, WhatsApp communication, automated messaging systems, digital invoices, and customer feedback mechanisms to maintain continuous communication with customers. Staff training programs focusing on communication skills, grooming standards, and customer handling further contribute to service quality and customer satisfaction.
The study also identifies several challenges faced by the showroom, including crowd management during peak hours, maintaining service consistency, online competition, and handling customer expectations regarding discounts and offers. Based on the findings, recommendations such as improving digital CRM systems, strengthening loyalty programs, enhancing complaint management, and increasing staff support during busy periods have been suggested.
Overall, the study concludes that effective CRM practices significantly contribute to customer satisfaction, loyalty, competitive advantage, and sustainable business growth in the organized retail watch industry.
