The Bangladesh Steel Re-Rolling Mills, commonly known as BSRM, is a

Bangladeshi steel manufacturing company based in Chittagong. It is the oldest

Steel re-rolling mill in Bangladesh. BSRM started its journey in 1952 with four
manual rolling mills. It was the first steel mill in Bangladesh. Today, it is the
biggest merchant steel re-rolling mill in Bangladesh. And BSRM Group is the
largest and leading industrial conglomerate in the steel sector of Bangladesh.

Conversation:
Saikat: What is the focus of your company about customer centricity?

Team member, branding &Market Outreach: Our Company mainly focuses on

customer satisfaction. As our product customer is generally one time customer so
we mainly concentrate on customer satisfaction .If the customer is satisfied, he will
recommend our company to other.

Saikat: How does your company provide value to customers?

Team member, branding &Market Outreach: We generally provide value by

doing on time delivery raw product, easy access to the dealer and through
complaint raise and solving it quickly.

Saikat: What about the longevity of your customers? Do customers stay long?

Team member, branding &Market Outreach: The customers stick to us as

much as they need .They purchase from us from the first purchase to end the
project. So we can say that the customers stay long to us and they do word of
mouth promotion as they got satisfaction using our product.

Saikat: What do you do to retain customers? Please explain

Team member, branding &Market Outreach: We provide some promotional

activity, service activity, and free consultancy and sometimes we provide gifts to
some customers to retain them. Some discounts are provided to retain customers.
They are told that if they want to trade for a long time, they are reduced to a certain
amount.
Shanewaz: Do you think that the company's relationship with customers is strong?
How do you understand it?

Team member, branding &Market Outreach: Yes, of course. We maintain

strong relationship with customers. We maintain a database and perform some
casual researches .We always maintain database and research so to find out how
customers evaluate us.

Saikat: What attempt you take to make the firm –customer relationship profitable?

Team member, branding &Market Outreach: Generally customers do word of

mouth promotion for us and we firstly concentrate on customer’s choice of product
then we think of competition with other firms. Customers are our main priority.

Shanewaz: Do you maintain databases (software/technology) for customers? Why

and how?

Team member, branding &Market Outreach: Oracle EBS for recording

database to connect with the customers. We do it in system generating process.

Shanewaz: What elements do you check from the database to maintain

relationships with customers?

Team member, branding &Market Outreach: We check demographic contents,

product quantity and product type purchase.

Shanewaz: Does your company offer any loyalty programs to customers? Please
tell some of them.

Team member, branding &Market outreach: We do it to dealers and dealers

give offers or discounts to the customers. We promote loyalty programs by channel
like in BSRM Facebook homepage. We post the picture of our loyal customer in
the official homepage.

Shanewaz: How do you handle customer complaints?

Team member, branding &Market Outreach: We use Standard operating

procedure by EBS.If any complaint is lodged, we contact with the consultancy
teams and they are given timeline to solve the complaint.
Shanewaz: What problems do you face in relationship marketing?

Team member, branding &Market Outreach: Customers sometimes feel

disturbed and they don’t show eagerness to be contacted further in some cases.
They think they bought the product and they don’t have any benefit left by keeping
contact with us.

Saikat: Do you find any unethical issues in relationship marketing? Tell us about
some.

Team member, branding &Market Outreach: No unethical issue as we keep the

communication clear and easily understandable.

Saikat: What potential offers are you considering for non-top-tier customers?

Team member, branding &Market outreach: We don’t provide significant

offers but sometimes we arrange different quiz, and provide gift to them. We do
some price discount to top tier customers, free delivery and provide engineering
support if they need which is free of cost.

Saikat and Shanewaz: Thanks a lot for giving us your valuable time and
information.

Team member, branding &Market Outreach: You both are most

welcome .Don’t hesitate to contact me if further information is needed.