Customer relationship management: A case study on ITS Labtest Bangladesh Ltd.

Abstract

Now a day, service providers realize the importance of Customer Relationship Management (CRM) and its potential to help them acquire new customer, retain existing ones and maximize their lifetime value. This paper deals with the role of Customer Relationship Management in testing sector and the need for Customer Relationship Management to increase customer value by using some analytical methods in CRM applications. The main objective is to identify the key factors that influence the extent to which CRM helps to improve the service quality of ITS Labtest Bangladesh Ltd. which is widely known as Intertek. Intertek is one of the leading inspection, verification, testing and certification companies. This organization is recognized as the global benchmark for quality and integrity. But the market is now very much competitive. To survive in the market, there is no other option than providing best services and going a way forward to manage good relationship with customers. However, Intertek maintains electronic CRM, Microsoft dynamics, to manage customer relationship. Through Outlook, employees can access Microsoft CRM sales, marketing and customer service modules to know about target customers, make sales decisions, market competitions, solve problems and get strategic views of the business. Moreover, at the end of every year Intertek arranges a survey to figure out the customer satisfaction level towards its services and encourages expressing their recommendations and expectations from the company. From the survey, it seems to have acceptable level of satisfaction with its customers. But there is always a room for improvement. At the end of this paper, some suggestions have been given as recommendation to make its services even better.