Crosswords Customer Relationship Management

Crosswords is a book retailer that has been setting new benchmarks in

book buying and reading habits of customers in India. It runs a loyalty
programme for its high value customers and would like to formulate a
strategic plan for making the programme more effective. We will use this
case to
a. Understand loyalty programmes.
b. Elicit the concepts of loyalty and patronage.
c. Delineate the drivers of loyalty.
d. Bring strategic fitment of Loyalty Programmes to
Corporate/Marketing Strategy.
Questions
1. Please review the merchandise philosophy, store layout,
organisation structure, store ambience, sales strategy and services
offered for Crosswords in line with their mission, vision and values.
2. Please analyse the BRP member profile for Crosswords and decide
the possible course of action for each segment.
3. Please review the image perceptions for walk-in customers, BRP
members, national benchmark and international benchmark (Tables
CS 14.1a and b) to help Crosswords overcome the perception
problem.
4. Please review Figures CS 14.7, 14.8 and Tables CS 14.2 a to f for an
analysis of drivers of loyalty against the various processes the
scores against each important attribute.
5. Please identify the key issues faced by Shriram and his team.
Explain the main reason behind low number of active members and
the low contribution of BRP to the performance of the store. Use the
loyalty/patronage matrix for analysis.

6. Please develop strategies to improve the performance of BRP so

that more members can be activated and the value delivered to
each customer can be enhanced.