A study on

CUSTOMER RELATONSHIP MANAGEMENTINBHARAT SANCHAR

NIGAMLIMITED % GMTDRAJAHMUNDRY
A Project report Submitted to Andhra University in thePartial fulfilment of the
Requirement for the Award of theDegree of MASTER OF BUSINESS
ADMINISTRATIONSubmitted byKOLA GANESWARA RAOREG.NO 109287302011
(2009-2011)
Under the Guidance of SriJJJ JEEVAN RAM
Lecturer in management studies
SREE RAMA INSTITUTE OF MANAGEMENT
(Sponsored by Sree ^aira Educational Society)
.
Affiliated to
Andhra University / A I.C.T.E. New Delhi..
Pydiparru, TANUKU
-534211 W.G.Dist (A.P) Andhra Pradesh

ACKNOWLEDGEMENT.
I Would like to express my Sincere thanks to
P. Srinivas, MBA.,HEAD, PG Dept., of Management Studies
,(
MBA)
for his Constructive Cooperation and Valuable Guidance throughout the Course and
alsoduring the Project Work.I am Grateful to my Project guide
Sri. J. J J. JEEVAN RAM, MBA,
lecturer in management Studies for his valuable guidance and Suggestions tocomplete
this project report successfully.I express my gratitude to
Sri. G. RAGHAVENDRA RAO, I.T.S.,GENERAL MANAGER
East Godavari Telecom Division.
Sri. G.V. Manoj kumar,I.T.S Dy. General Manager(AP) BSNL, RJY. Sri. Y. Prabhakar
Rao AGM(CFA)%GMTD Rajahmundry.
I am also thankful to
Sri. P. Narasimha Rao, Divisional Engineer (Admn.)% GMTD Rajahmundry.
Express my thanks to
Sri. CH. VENKATARAO , SDE (MKTG&PR) BSNL, RJY
for Providing me With the opportunity to do myproject in their organization.I express my
thanks to My parents, and friends Who helped andSupported me a great extent to
complete this Project. Further I thank the Almighty inBestowing his blessings on me for
Successful completion of my studies.K. Ganeswara Rao.

CONTENTS
CHAPTER-I1INTRODUCTION OF THE STUDYOBJECTIVES OF THE
STUDYSCOPE OF THE STUDYMETHODOLOGY OF STUDYLIMITATIONS OF
THE STUDYCHAPTER-II15INDUSTRY PROFILECHAPTER-IH23COMPANY
PROFILECHAPTER-IV42THEORETICAL FRAME WORK CHAPTER-
V74ANALYSIS & INTERPRETATIONCHAPTER-
VI86FINDINGSSUGGESTIONS

BIBLIOGRAPHY88

QUESTIONNAIRE89

INTRODUCTION
Customer relationship management (CRM) , is a number of strategies and technologies
that are used to build stronger relationships between companies and their customers. A
company will storeinformation that is related to their customers, and they will spend
timeanalyzing it so that it can be used for this purpose.Some of the methods connected
with CRM are automated, and the purpose of this is to create marketing strategies which
are targeted towardsspecific customers. The strategies used will be dependent on
theinformation that is contained within the system. Customer relationshipmanagement is
commonly used by corporations, and they will focus onmaintaining a strong relationship
with their clients.There are a number of reasons why CRM has become so importantin
the last 10 years. The competition in the global market has becomehighly competitive,
and it has become easier for customers to switchcompanies if they are not happy with the
service they receive. One of the primary goals of CRM is to maintain clients. When it is
used effectively, acompany will be able to build a relationship with their customers that
canlast a lifetime. Customer relationship management tools will generallycome in the
form of software. Each software program may vary in the wayit approaches CRM. It is
important to realize that CRM is more than just atechnology.Customer relationship
management could be better defined as being a methodology, an approach that a company
will use to achievetheir goals. It should be directly connected to the philosophy of
thecompany. It must guide all of its policies, and it must be an important part
of customer service and marketing. If this is-"not done, the CRM systemwill become a
failure. There are a number of things the ideal CRM systemshould have. It should allow
the company to find the factors that interesttheir customers the most. A company must
realize that it is impossible for them to succeed if they do not cater to the desires and
needs of their customers. Customer relationship management is a powerful system
thatwill allow them to do this.It is also important for the CRM system to foster a
philosophythat is oriented towards the customers. While this may sound like
commonsense, there are a sizeable number of companies that have failed to do it,and their
businesses suffered as a result. With CRM, the customer isalways right, and they are the
most important factor in the success of thecompany. It is also important for the company
to use measures that aredependent on their customers. This will greatly tip the odds of
success intheir favor. While CRM should not be viewed as a technology, it isimportant to
realize that there are end to end processes that must becreated so that customers can be
properly served. In many cases, these processes will use computers and
software.Customer support is directly connected to CRM. If a company failsto provide
quality customer support, they have also failed with their CRMsystem. When a customer
makes complaints, they must be handled quicklyand efficiently. The company should also
seek to make sure those mistakesare not repeated. When sales are made, they should be
tracked so that thecompany can analyze them from various aspects. It is also important
tounderstand the architecture of Customer relationship management. Thearchitecture of
CRM can be broken down into three
of customer service and marketing. If this is-"not done, the CRM systemwill become a
failure. There are a number of things the ideal CRM systemshould have. It should allow
the company to find the factors that interesttheir customers the most. A company must
realize that it is impossible for them to succeed if they do not cater to the desires and
needs of their customers. Customer relationship management is a powerful system
thatwill allow them to do this.It is also important for the CRM system to foster a
philosophythat is oriented towards the customers. While this may sound like
commonsense, there are a sizeable number of companies that have failed to do it,and their
businesses suffered as a result. With CRM, the customer isalways right, and they are the
most important factor in the success of thecompany. It is also important for the company
to use measures that aredependent on their customers. This will greatly tip the odds of
success intheir favor. While CRM should not be viewed as a technology, it isimportant to
realize that there are end to end processes that must becreated so that customers can be
properly served. In many cases, these processes will use computers and
software.Customer support is directly connected to CRM. If a company failsto provide
quality customer support, they have also failed with their CRMsystem. When a customer
makes complaints, they must be handled quicklyand efficiently. The company should also
seek to make sure those mistakesare not repeated. When sales are made, they should be
tracked so that thecompany can analyze them from various aspects. It is also important
tounderstand the architecture of Customer relationship management. Thearchitecture of
CRM can be broken down into three

CRM AND THE TELECOM SECTOR

An effective CRM system includes tools such as a skilled customer carestaff 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.
INDUSTRY CHALLENGES AND E-GAIN SOLUTIONS
CUSTOMER SERVICE IS KEY TO SALES AND LOYALTY
Telecom, especially mobile telecom, is a highly competitive andincreasingly mature
market. As network coverage, handsets, and price plans become less important as
differentiators, customer service isincreasingly seen as the key factor in customer
acquisition and customer retention.
INCREASING PRODUCT AND SERVICE COMPLEXITY:
Mobile telephony providers face a significant challenge to introduce andsupport the range
of new products and services such as email, multimediamessaging, and synchronization
with handheld devices, etc.Aliant, for instance, has achieved a 17% reduction in call
handletime, which is translates to a saving of approximately $ 1.5 million inoperating
staff expenses

THE OPPORTUNITY FOR SELF-SERVICE:

Organizations would like to reduce the costs of customer care bydeflecting calls to web-
based service channels, preferably to self-service.CUSTOMER SERVICE BECOMES
THE DIFFERENTIATOR:With the commoditization of products and services, fuelled by
greater access to competitive information over the web, customer service is one of the
few ways organizations can themselves and increase market share.
OBJECTIVES OF THE STUDY
To find out the relationship by knowing the satisfaction level of subscribers about the
telecom industry.To know the customer opinion about tariff rates of BSNL.Creating
awareness to BSNL subscribers about the facilities in prepaid and postpaid
connections.Analyzing the problem faced by BSNL subscribersAnalyzing which
connection is more used by customers.Analyzing which type of topping is more used by
customers.Analyzing the satisfaction level of customers towards