Documente Academic
Documente Profesional
Documente Cultură
Submitted by
REG.NO 109287302011
(2009-2011)
Under the Guidance of
SriJJJ JEEVAN RAM
Lecturer in management studies
K. Ganeswara Rao.
CONTENTS
♦ CHAPTER-I 1
• METHODOLOGY OF STUDY
♦ CHAPTER-II 15
• INDUSTRY PROFILE
♦ CHAPTER-IH 23
• COMPANY PROFILE
♦ CHAPTER-IV 42
♦ CHAPTER-V 74
♦ CHAPTER-VI 86
• FINDINGS
• SUGGESTIONS
♦ BIBLIOGRAPHY 88
♦ QUESTIONNAIRE 89
INTRODUCTION
Some of the methods connected with CRM are automated, and the
purpose of this is to create marketing strategies which are targeted towards
specific customers. The strategies used will be dependent on the
information that is contained within the system. Customer relationship
management is commonly used by corporations, and they will focus on
maintaining a strong relationship with their clients.
The telecommunications market, in the last few years, has seen incredible
Technological advancement, which has fueled massive consumer adoption
and brutal competition driven by commoditization. To drive profits in this
business. You must increase the average lifetime value per customer and
minimize the service cost even as service choices increase. Common to all
of our customers in the telecom sector is an abiding belief in delivering the
best service to customers by investing in technology that empowers
consumers and service agents to have intelligent, productive conversations.
In a marketplace where consumers are increasingly aware of their choices,
consistent service quality is the foundation of a durable brand.
TELECOMMUNICATION SECTOR
The telecom sector has seen much change during the past two
decades. At first, it was the opining up of the equipment manufacturing
sector, followed by the corporatisation of the government owned entities,
Videsh Sanchar Nigam Limited (VSNL) and Mahan agar Telephone
Nigam Limited (MTNL). Subsequently, the sector was opened for private
participation in basic other value added services. The most recent
liberalization moves have been the corporatization of the Department
of Telecom into Bharat Sanchar Nigam Limited (BSNL) and the
privatization of VSNL.
CRM AND THE TELECOM SECTOR
An effective CRM system includes tools such as a skilled customer care
staff and leading edge automation and workflow management software
platforms. With this tool, it is possible for a telecom company to track
sales enquiries, trouble tickets, emails, telephone calls, and customer
satisfaction surveys.
MARKETING RESEARCH
"Marketing research is the functions which links the customer and public
To marketer through information used to identity and define marketing
Opportunities and problems; generate define and evaluate, marketing
Actions, monitor marketing performance, and improve understanding of
Marketing as a process”. Simply, marketing research is the systematic
design, collection, analysis and Reporting of the data findings relevant to a
specific marketing situation facing the company.
• Basic research
• Applied research
• Designated fact gathering
BASIC RESEARCH
APPLIED RESEARCH
In a very sense, this is the heart of the research process. This is the first
step,which calls for the marketing manage and marketing research.
The second calls for developing the most efficient plan for gathering the
needed information. Not to forget the cost or values of research the
Marketing manager must estimate process its approval, Research plan
calls For decision on
a) Data source
I. Primary data to be collected for a specific purpose,
II. Secondary data collected for another purpose and already
existing somewhere.
1. Observational research
2. Focus group research
3. Survey research
4. Experimental research
COLLECTION OF INFORMATION
Data collection phase is generally the most expensive and the most phase
to error. Carry out the field Work, collect data using the instruments,
adjust the Problem of not at homes, replaced, refusal to co-operate, biased
or dishonest answers.
The next to last step is to extract pertinent findings from the collected data.
The researcher edits, code, tabulate the collected data.
PRESENTATION OF FINDINGS
As the last step in marketing research the researchers present the findings.
The researchers have to arrange the researched result according to an
approved reporting format, get the report typed and bound, present the
copies of the report to the concerned authorities.
The methodology adopted for eliciting the data required for the study was
survey method. It is the overall pattern or framework of the project that
will dictate as to what information is to be collected, from which sources
and by what procedures.
RESEARCH METHOD
DATA COLLECTION
PRIMARY DATA
SECONDARY DATA
The respondents are the mobile connection holders with BSNL toppings
facilities. The survey was carried in BSNL CUSTOMER SERVICE
CENTER at Rajahmundry with the sample size of 50. The survey was
carried out with the help of a structured questionnaire, which helps in
accomplishing the research objectives. The respondents by means of
personal interview administer this structured ended questionnaire.
LIMITATIONS
The telecom network in India is the fifth largest network in the world
meeting up with global standards. Presently, the Indian telecom industry is
currently slated to an estimated contribution of nearly 1% to India's
The Indian. Telecommunications network with 110.Q1 million
connections is the fifth largest in the world and the second largest among the
emerging economies of Asia. Today, it is the fastest growing market in the
world and represents unique opportunities for U.S. companies in the stagnant
global scenario. The total subscriber base, which has grown by 40% in 2005,
is expected to reach 250 million in 2007. According to Broadband Policy
2004, Government of India aims at 9 million broadband connections and 18
million internet connections by 2007. The wireless subscriber base has
jumped from 33.69 million in 2004 to 62.57 million in FY2004- 2005. In the
last 3 years, two out of every three new telephone subscribers were wireless
subscribers. Consequently, wireless now accounts for 54.6% of the total
telephone subscriber base, as compared to only 40% in 2003. Wireless
subscriber growth is expected to bypass 2.5 million new subscribers per
month by 2007. The wireless technologies currently in use are Global System
for Mobile Communications (GSM) and Code Division Multiple Access '
(CDMA).. There are primarily 9 GSM and 5 CDMA operators providing
mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns
across the country.
Evolution of the industry-Important Milestones
History of Indian Telecommunications
Year
1851 First operational land lines were laid by the government near
Calcutta (seat of British power)
1932 Merger of ETC and IRT into the Indian Radio and Cable
Communication Company (IRCC)
BSNL
MTNL:
RELIANCE INFOCOMM:
Tata Teleservices is a part of the $12 billion Tata Group, which has 93
companies, over 200,000 employees and more than 2.3 million
shareholders. Tata Teleservices provides basic (fixed line services), using
CDMA technology in six circles: Maharashtra (including Mumbai), New
Delhi, Andhra Pradesh, Tamil Nadu, Gujarat, and Karnataka. It has over
800,000 subscribers. It has now migrated to unified access licenses, by
paying a Rs. 5.45 billion ($120 million) fee, which enables it to provide
fully mobile services as well.
The company is also expanding its footprint, and has paid Rs. 4.17
billion ($90million) to DoT for 11 new licenses under the IUC
(interconnect usage charges) regime. The new licenses, coupled with the
six circles in which it already operates, virtually gives the CDMA mobile
operator a national footprint that is almost on par with BSNL and
Reliance Infocomm. The company hopes to start off services in these 11
new circles by August 2004. These circles include Bihar, Haryana,
Himachal Pradesh, Kerala, Kolkata, Orissa, Punjab, Rajasthan, Uttar
Pradesh (East) & West and West Bengal.
VSNL:
VODAFONE:
40
35
30
25
consumar share market
20
revenue share market
15
Series3
10
0
airtel vodafone idea bsnl reliance
COMPANY PROFILE
Type State-owned
Founded 19th century, incorporated 2000
Headquarters Bharat Sanchar Bhavan,
HarishChandra
Mathur Lane,Janapth,New Delhi
Key people Kuldeep Goyal(Chairman) & (MD)
Industry Telecommunications
Products wire!ess,telephone internet
television
Revenue USS 7.03 billion (2009)
Owners(s) The Government of India
Employees 357,000-march 31,2009
Web site www.bsnl.co.in
Bharat Sanchar Nigam Limited (known as BSNL, India
Communications Corporation Limited) is a state-owned
telecommunication company in India. BSNL is the fourth largest cellular
service provider, with over 53.96 million customers as of March 31, 2009
and the largest land line telephone provider in India. Its headquarters are at
Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New
Delhi. It has the status of Mini Ratna, a status assigned to reputed public
sector companies in India.
MISSION
To provide world class State-of-art technology telecom services to
its customers on demand at competitive price,
OBJECTIVES
The Company has a net worth of Rs. 88,634 crores (US$ 17.40
billion), authorized equity capital of Rs. 10,000 crores (US $ 1.96 billion),
Paid up Equity Share Capital of Rs. 5,000 crores (US $ 0.98 billion) and
Revenues is Rs. 35,812 crores (US $ 7.03 billion) in 2008-09.
ASSETS:
Bharat Sanchar Nigam Limited has got net fixed assets valuing more than
Rs. 54,321 Crores (US $ 10.67 billion), which are in the form of Land,
Buildings Cables, Apparatus & Plants etc. as on 31.03.2009.
REVENUE:
BSNL has Gross Fixed Assets of over Rs. 132243 Crores (US $ 25.96
billion) ason31.03.2009.
GROWTH PLAN
BSNL's future plan include a fast expansion programme of increasing the
present 34 million lines to twice that number by 2005 and some 120
million lines by 2010.
The shift in demand from voice to data domination, and from wire
line to wireless, has revolutionized the very nature of the network. BSNL
has already set in place several measures that should enable it to evolve
into a fully integrated multi-operator by 2005 and its incumbent status,
size, infrastructure and human resource should certainly, give it a distinct
advantage.
• Voice over IP
• E-Commerce.
• Managed OPE
BSNL also offers Web hosting and co-location services at very cheap
rates.
ISDN
INTELLIGENT NETWORK
• Tele-voting
I-NET:
India s x.25 based packet Switched Public Data Network is operational in
104 cities of the country. It offers x.25 x.28 leased, x.28 Dial up (PSTN)
Connection) and frame relay services.
BSNL's GSM cellular mobile service Cellone has a customer base of over
5.2 million. BSNL Mobile provides all the services like MMS, GPRS,
Voice Mail, E-mail, Short Message Service (SMS) both national and
international, unified messaging service (send and receive e-mails) etc.
You can use BSNL Mobile in over 160 countries worldwide and in 270
cellular networks and over 1000 cities/towns across India. It has got
coverage in all National and State Highways and train routes. BSNL
Mobile offers all India Roaming facility to both pre-paid and post-paid
customers (including Mumbai & Delhi).
WIRELESS IN LOCAL LOOPS:
BROADBAND SERVICES;
Key Objectives
Dial VPN Service: This service allows remote users to access their
private network securely over the NIB-II infrastructure.
Majority of the local network is built up on jelly filled and OFC for
trouble free service.
Internal Distribution Points (DPs) being provided in the customer
premises to eliminate the faults arising out of overhead wires.
1. Operational
2. Analytical
3. Collaborative
OPERATIONAL CRM
The automation of horizontally integrated business processes involving
front office customer touch points - sales, marketing, and customer service
(call centre, field service) - via multiple, interconnected delivery channels
and integration between front office and back office. The operational
CRM is a process or an approach, which involves the areas where direct
customer contact is possible. Operational CRM represents the automation
of business processes involving customers.
the past. The various interaction points are referred as "Customer Touch
points."
o Technological Developments have made the job of a marketer
more difficult. The consumer today is flooded with information from
various sources to the extent that it
sometimes leads to information overload. For organizations, this is a major
problem as it means that there are several ways by which a prospect or a
customer learns about or experiences any organization.
o This could be the organization's catalogue, website, word of mouth
The analysis of data created on the operational side of the CRM equation
for the purpose of business performance management, Analytical CRM is
inextricably tied to data warehouse architecture and is most often
manifested in analytical applications that leverage data marts. Analytical
CRM is the synthesis and interpretation of operational data to identify
opportunities, optimize customer interactions and manage business
performance. It also provides the insight into customer behavior needed to
implement intelligent personalization.
Database Marketing
COLLABORATIVE CRM
The second stage is to assess the state of the customer base when
viewed as an asset. That can be achieved by plotting the strength and
value of customer relationships along two perspectives:
The third stage is to define the objectives to be met and the tactics
to be used. The customer strategy customizes the traditional marketing
strategy for different target customer segments, and thus supersedes it.
CRM strategy as derived from business strategy:
Business Strategy
How do we deliver stakeholder value and build competitive advantage?
Know your objectives — The idea is to keep and acquire customers with
the greatest value potential. By establishing objectives, one can determine
specific, quantifiable customer acquisition, development and retention
targets that meet corporate financial goals.
Analyze your customers. Look for ways that customer value is lost
or unexploited. When you've spotted where action is required, you can set
metrics and monitor them.
Jibe CRM and corporate strategies.' CRM strategy cannot stand
alone; it must be derived from corporate goals and imperatives, and it must
be linked to other operational strategies.
Keep it flexible. In a challenging, competitive environment
unpredictably impacted by discontinuous change, CRM strategy
needs to be dynamic and timely, adapting operational efforts and
corporate direction to market conditions. Thus, successful CRM
strategy evolves in an iterative process that takes advantage of
customer and operational feedback to refine objectives, tactics and
processes.
Business must build top-line growth strategies upon the foundation of their
CRM programs by ensuring that strategic intent and cost management
measures are institutionalized. Many companies have not determined
strategic intent or have not focused on developing clear metrics to measure
performance. Yet many have done some cost cutting within customer-
facing functions and lowered their cost-to serve just to reduce the overall
cost of sales.
It is not suddenly that the business managers have realized that the
customer is supreme or the need to render personalized service. However,
it was not possible to address the preferences of a massive group of
widely dispersed individuals. Neither the tools nor the technology were
available.
The smart business managers did the next best thing, which was to
conduct a market research and classify the market into broad segments
with different preferences. The product managers would (and still do)
then position their products catering broadly to these segments.
Rental 10 20
Brand value 25 50
Network coverage 10 20
All of those 5 10
Total 50 100
INTERPRETATION:
1 year 20 40
2 years 10 20
Total 50 100
INTERPRETATION:
In this survey I came to know that, 40% of subscribers were
stick to this since 3 years. This shows their loyalty toward
BSNL.due to introduction of new offers 40 % of subscribers
were using from 1 year and only 20% were using from 2
years.
Analysis on Type of connection used by the customers.
No. of respondents 100%
Prepaid 35 70
Postpaid 15 30
total 50 100
INTERPRETATION;
I found that 70% of the subscribers were interested i prepaid
connection and only 30% of were prefer postpaid connection.
Analysis on customer's monthly expenses on mobiles
151/-to 350/- 10 20
351/-to 500/- 30 60
Above 500/- 5 10
total 50 100
INTERPRETATION:
Yes 37 74
No 13 26
Total 50 100
INTERPRETATION:
In my survey I found that 74% of subscriber told that
they receive remainders regularly and only 26% of
subscribers told that they are not receiving any remainders.
78
Analysis on problem faced by the customers in their
connection
No. of respondents 100%
Signal problem 30 60
Problems with 15 30
recharge coupons'
Unwanted activation 5 10
Total 50 100
INTERPRETATION:
•Immediately 0 00
1 day 35 70
2 days 5 10
Total 50 100
INTERPRETATION:
In my survey I found that 70% of subscribers told that 1 day takes to
rectify problem. And 10% & 20% of subscribers says that it takes 2 days and
more than 2days.
Analysis on receiving promotional calls from BSNL
Yes 45 90
No 5 10
Total 50 100
INTERPRETATION;
In my survey I came to know that 90% of subscribers
were receiving promotional calls from BSNL.And only 10%
were not receiving any calls from BSNL.
Analysis on information provided by the BSNL 'CUSTOMER
SERVICE CENTER' representatives to the customer that they are
providing required information or not.
Yes 40 80
No 10 20
Total 50 100
INTERPRETATION:
I ask this question to know that the CSC representatives provide the
information they required or not.
INTERPRETATION:
I found that 60% of subscribers were satisfied with BSNL offerings.
Only 40% were unsatisfied.
Comparative analysis on advertisement promotion and punch
lines of various telecom companies
No. of respondents 100%
BSNL-connecting India 1 2
total 50 100
INTERPRETATION:
Most of the subscribers like Airtel advertisement (80%) only 2%
of subscribers like BSNL advertisement. 8% and 10% of subscribers
like Reliance & Idea adds.
Analysis on the rate of the overall quality of customers relationship
with BSNL, considering all of their experiences with them
No. of respondents 100%
Excellent 20 40
Good 30 60
Fair 0 00
Poor 0 00
Total 50 100
INTERPRETATION:
In my survey I found that the overall relationship between (60%)
subscribers and BSNL were good. And excellent were in between 40% of
subscribers.
FINDINGS
MANAGEMENT MOHAMMED
WEBSITES:
www.bsnl.com
www.apbsnl.co.in
www.google.com
QUESTIONNAIRE
1. Name :
2. Age :
3. Mobile No: :
4. Occupation
a)prepaid b)postpaid
a)yes b)no
a) satisfied b)unsatisfied
a) Satisfied b) unsatisfied
18. How would you rate the overall quality of your relationship BSNL,
considering
19. Would you like to give your suggestions to improve the satisfaction level of
the customers?
a)yes b)no