Customer Relationship Management

The cases of customer relationship management (CRM) address key CRM issues which are: the conceptualization and implementation of CRM by practitioners as well as the customer building blocks of CRM to manage winning and sustainable customer relationships. The first case focuses on the conceptualization of the CRM approach and practices by an MNC, Berger Paints Bangladesh Limited, the market leader of paint and coating products in Bangladesh. This case presents how the company comprehends customer relationships, the end goals of CRM activities, and the working patterns of CRM. The case also highlights how the understanding is nourished within the organization and how it brought innovation in such practices including the shift from customer relationship management approach to comprehensive relationship management approach. The second case is on Mutual Trust Bank Limited (MTB), a leading 3rd generation financial services provider in Bangladesh, and is about how it deals with customer-centricity—one of the primary building blocks of CRM. This case focuses on the ways MTB understands customer centricity along with its constituents and the reasons why it does or does not consider customer-centricity as a CRM building block. The case also explores whether MTB has the requisite characteristics to be a customer-centric organization to build CRM on its terms. Furthermore, it presents the relationship building blocks with specific reference to customer-centricity, considered and practiced by the case company. The third case deals with the underlying dimensions that are considered by an MNC, Robi Axiata Limited while applying the IDIC (e.g., Identification, Differentiation, Interaction, and Customization) framework for customer relationship management. The case highlights the ways the company conceptualizes the IDIC framework as well as the specific steps it follows when applying the IDIC framework across different products in a price-sensitive B2C market. The case also demonstrates the strengths and strategies around CRM that Robi enjoys and uses to offer top-notch service quality at a minimum rate.