Aarong's Customer Relationship Management

Abstract

Aarong, a name associated with one of the most popular lifestyle chains in Bangladesh, was established in 1978 with a purpose of reducing poverty from the rural areas. Working under BRAC, a non-profitable NGO, Aarong operates its production as a part of social enterprise. Born from humblest of beginnings, Aarong is now Bangladesh’s largest lifestyle retail chain owning a total of 21 outlets all over the country. Aarong has turned 40 this year and it operates 13 AAF centers while ensuring the livelihood of over 70,000 artisans spreading throughout the country. The primary objective of this report is to get hands-on experience of CRM of Aarong and applying the theoretical knowledge in real life situation. CRM entails all ways of interactions which a company uses to communicate with its customers whether it is sales or service related issues, or how they are going beyond even after a purchase has been made. Aarong is operating two loyalty marketing program for maintaining CRM. The loyalty marketing program means a company’s membership card holder customers own to get discounts or privileges from Aarong and all their brand alliances. Aarong provides a membership card policy named “My Aarong Rewards Program” and "Club Taaga" for its regular customers depending on the purchase value of Aarong and Taaga & Taaga Man products. There are three types of membership cards for both MARC and Club Taaga. There are some very important issues and information that I have learned about during the internship period. I could not share those issues and information because of being too much confidential. However I have tried my best to work with all the important CRM activities and to provide all the valid and legal information in the report.