Bridging relationship management gaps in BGIC: A qualitative study

Abstract

This internship report analyzes the customer relationship management (CRM) practices, procedural constraints and digital transformation gaps of Bangladesh General Insurance Company PLC (BGIC). The report will evaluate the effect of traditional relationship marketing on B2B and B2C customer engagement in the insurance industry of BGIC. The report is divided into three chapters, which contain internship experience, organisational analysis and a qualitative research study. The study relies primarily on qualitative data collected from five organizational personnel from various functional areas of the company using in-depth interviews. Thematic analysis was performed to analyze the collected data. The findings show that the traditional relationship marketing, manual customer tracking and offline sales are key processes that are heavily relied upon by BGIC, and that there is a low level of integration of digital CRM systems. The identified areas of weakness were lead management, customer follow-up, data handling and sales and marketing coordination. The report suggests that the introduction of digital CRM infrastructure, the increased automation of processes, and the increased digital marketing practices can significantly improve customer engagement, operational efficiency, and business sustainability in the long-term.