CRM software in customer retention and customer loyalty in a B2B sewing thread company in Bangladesh

Abstract

Sewing thread is an indispensable part of a garment. The garment industry has a great contribution to the socioeconomic development of Bangladesh. The benefit of a strong backward linkage has led to an increase in the demand for a local provider of garment accessories, which is unquestionably expanding the market and enhancing the opportunities. Customer relationship management has evolved to be a significant factor in raising the position of the industry by retaining customers and sustaining this demand. CRM software is also included in state-of-the-art development. Therefore, the purpose of this study is to explore the advantages and potential of CRM software in terms of customer retention and loyalty in the sewing thread business. The sources of data include information from a company's data management system and formal interviews with professionals from sales, marketing, and customer support. The study has found that the sewing thread industry use data management technologies for order placing, order tracking, and sales report generation and they forecast their buyers’ and customers’ activities through buyer visits and in-person phone calls. Due to the fact that the communication outcome, shared documents, etc. with the buyer and customer are not integrated into a specific system, they have to constantly face problems in the buyer or customer forecasting and they try to solve them in their own way.