Project

Subject:-CRM

Industry:Telecom

Company:RCOM

TO: Ms. Kavita Sukla

By: Damodar Pareek

Bharti Sharma
Dharmendra
Sandeep bharti
Mohan

1
INTRODUCTION

“it is not enough to have great qualities, we should also have the abilities to manage them”. The same
concept can also be applied in an organization. For e.g. a company may produce a very high quality
products but it won’t be able to succeed if it fails to manage or satisfy their customers.

According to Harward Business Review “an exceptionally satisfied customer is 6 times more likely to
buy again as one who is merely satisfied & only 5% increase in customer loyalty can boost profit from
25% to 85%”.

Thus all these quotes & experts opinion highlights the importance of Customer Relationship
Management. Customers are considered to be king of every business enterprise and loyal customers
are the backbone of their business. So customer satisfaction is the primary motive of every business
which can be attained through effective CRM (Customer Relationship Management) policy

Customer Relationship Management (CRM):

CRM is a comprehensive strategy & process of acquiring & retaining customers to create superior
value for the company as well as the customers. It consists of the processes a company uses to track
and organize its contacts with its current and prospective customers. To support these processes,
various CRM Software like SAP, ORACLE Sales force.com etc. are used. These software record and
store information about customers, various customer interactions, their problems etc which can be
accessed by employees in different departments of the company. These information are used by the
organization to make future plans that can satisfy the customer on a better way and retaining them for
a longer period.

Goal of CRM:

2
The goal of CRM is to provide improved services to the customers, and to use customer contact
information for targeted marketing.

Evaluation and growth of the CRM:

CRM passes through three generations such as 1st generation in 1990, 2nd generation in 1996 and the
3rd generation in 2002.

In 1st generation following systems were applied for CRM:-

 Call centre management-

It is a web based CRM technology, the enables users browsing a company’s web site to leave a phone
number where company representative can call back with more information.

 Customer service support-

It is a part of a company’s CRM department that interacts with a customer for their immediate
benefits.

 Sales force automation-

It is software that automates business tasks like inventory control, sales processing, customer
interaction, etc-.

 Campaign management-

It is a planning, executing, tracking and analyzing of direct marketing campaigns.

In 2nd generation following improved systems were used for CRM:-

 Integrated customer facing front end-

3
It is face to face interaction between the customers and sales man. This system is used for marketing,
sales and services.

 ERP integrations-

ERP stands for Enterprise Resource Planning. It is a business management system that integrates all
functions of the business.

 Customers analytics-

It comprises all the programming that analyzes data about an enterprise’s customers for business
decision.

 Complete web integration-

It allows end users to have access the data function of a serve hosted application through internet
browser window.

In 3rd generation the strategic CRM was followed and is continuing-

Strategic CRM updates and expands the original content and combines into one, convenient
value that guides users through the entire CRM implementation process, from strategic planning
software.

Scope and goals of different generations:-

There is successful increment in the scope of CRM from 1 st generation to 3rd generation. In
1st generation the scope consists of service function and sales function, in 2 nd generation it includes
another function i.e. marketing function and in 3 rd generation it includes entire function of the
organization.

Goals of the CRM have also changed with better customer service from 1 st generation to 3rd
generation. In 1st generation the goals were improve service operation and increase sales efficiency, in

4
2nd generation reduce cost of interaction, improve customer experiences, and increasing the customer
interaction; in 3rd generation cost reduction & revenue growth and competitive advantages.

Options for Implementing CRM:

Increasing customer is not the ultimate objective of any organization but to retain customer and t build
long term relationship with them is important. It is only through CRM that a prospect can be turn into
customer and then finally into a client. But to achieve these any organization require proper
implementation.

But at the same time CRM implementation is a challenging task because it ties together many people,
process, technologies within the organization which are separate from each other.

1) IN HOUSE DEVELOPMENT- This means all the strategies, processes are developed and
implemented within the organization.
Advantage-

1. It is tailored made according to organization needs and structure thus is flexible as compared to
others.
2. Avoid dependency on others be it software or outsourcing.

Disadvantage

1. It is at the same time expensive

2. And comparatively takes longer time depending on the organisation.

2) BUY LICENSED CRM SOFTWARE- This is purchasing software and implementing in

organization.
Advantage-

1. Usually the maximum chance of success.

2. It just need to install and trained the workforce accordingly.

5
Disadvantage-

1. Again it is expensive because of many costs as license cost, renewal cost etc. associated with it.
2. Adding new software with change is a complex task.

3) OUTSOURCING A MANAGED SERVICE- This means hiring from outside.

Advantage-

1. Most of the times lower cost.

2. Can adopt “pay- as- you go” approach with visible result.

Disadvantage-

1. For any new requirement needs to contact the company and pay for the development.
2. Also there is a risk of losing CRM solution investment if outsourcing company goes out of
business

Impl e me nt ing CRM: The

De c is io n Pr o c e s s
Stage-wise
Purchase and install a implementation
complete CRM
Decision solution from a vendor
To Implement an
YES
Implemen enterprise-wide
t
CRM CRM program
Entirely outsource
the CRM application
process
NO

In house
development

6
STAGEWISE- In this CRM software is offered in different, independent modules, according to
specific department needs.

Company buys sales automation software and contact management module from different providers.

ENTERPRISE WISE CRM SOLUTION- This is composed of different modules from same
providers; it is implemented as a whole by connecting different modules and existing database.

VARIOUS ASPECTS OF CRM

CRM includes many aspects which relate directly to one another:

• Front office operations — Direct interaction with customers, e.g. face to face meetings, phone
calls, e-mail, online services etc.

• Back office operations - Operations that ultimately affect the activities of the front office
(e.g., billing, maintenance,..planning, marketing, advertising, finance, manufacturing etc.)

INDUSTRY: - TELECOM

Company: Reliance Communications Limited

.

Company Overview: Reliance Communications is the flagship company of the Anil

Dhirubhai Ambani Group (ADAG) of companies. Listed on the National Stock Exchange and the
Bombay Stock Exchange, it is India’s leading integrated telecommunication company with over 40
million customers. The company’s business encompasses a complete range of telecom services
covering mobile and fixed line telephony. It includes broadband, national and international long
distance services and data services along with an exhaustive range of value‐added services and
applications.

7
Product/Service Support

 Audio Conferencing
 Business Broadband Internet
 E1-DID
 Enterprise Broadband Internet
 Ethernet Leased Lines
 IDC
 IPLC
 ITFS
 Leased Line
 Office Centrex
 OneOffice Duo
 SSL VPN
 Toll free
 Video Conferencing
 Virtual Private Network
 Wireless Data VPN
 Work from Home VPN

CRM in RCOM: The innovation was centred around Reliance Communication’s CRM
system, which needed to be upgraded to improve performance, scalability and stability, improve
transactional integrity across systems to address operational pain areas and implement database
storage transformation. Normally, the technical complexities of the process would have necessitated a
downtime of about seven days. The innovation was to shrink the 7‐day downtime to zero‐downtime

8
for the major upgrade of the CRM application and associated infrastructure in a live environment.
This was completed in a seamless manner so that customer service, revenue and reputation was not
impacted or compromised in any manner. RCOM prioritized the core business processes to ensure the
acquisition of new customers, the acceptance of payments, management of customer inquiries and
complaints, synchronization of transactions with external systems and synchronization of transactions
with old as well as new CRM database instances. A light‐ weight software application, named UCS
(Uninterrupted Customer Service), was engineered and developed for all the core business processes
to continue unchallenged and without compromising any Business SLAs or Customer Service Quality
Levels.Key Achievements: RCOM operated in a normal fashion, throughout the seven days whenthe
CRM application and associated infrastructure was upgraded. UCS (UninterruptedCustomer Service)
is now the Business Continuity solution for any planned and unplanned outage of CRM for
maintenance. As a result, the availability of the CRM has improved to 99.99 percent from 99.9 percent
which translates into improved availability of 76 hours annually. The mitigation of “impact to
profitability,” through this additional availability, can be estimated at approximately Rs. 2.74 crore.

SAP the application software giant is catering CRM application for the Reliance
Communications.CRM software is vital for the telecommunications industry and Reliance Mobile is
one of the major users of CRM application in India. This in turn is maximizing the return on customer
investment using CRM Software. CRM software identifies profitable customers and processes.CRM
focuses attention on customer service problems and the associated costs.

CRM software at Reliance Communication finds incremental profit and cost savings opportunities. As
telecommunication industry and CRM go hand in hand this is helping Reliance Communications target
sales and marketing to prospects most like the profitable market segments using telecommunications
CRM tools.

Telecommunications CRM applications implemented in Reliance Communications find the products

that generate the highest customer service costs, information and restructure the products to cut costs
and increase savings. It helps in identifying customer service bottlenecks and the information
developed by Reliance Communication. This software at Reliance Communication has a high
contribution towards increasing customer satisfaction and retains customers.
9
Major IT/IS Investment made by Reliance Communication

Reliance Communications is concentrating mostly to bring in many services and IT applications on

its telecommunication network and has a further plan of investing nearly $3.5 billion on the
applications.

One of the major IT investment made by the Reliance Communication is on their Customer
Relationship Management (CRM) and on Enterprise Resource Planning (ERP) in the recent years.

Reason for using telecommunication CRM application in customer support costs at Reliance:
CRM telecommunications application solutions at Reliance Communication, link customer support costs to
products and the markets. It uses the information to correctly price products and services. Reliance is using
data from telecommunications CRM applications to accurately identify profitable and unprofitable market
segments

Tools of CRM In Reliance Communication:-

1. Acquisition of new customers (Potential customers),

2. Acceptance of payments,
3. Management of customer inquiries and complaints,
4. Synchronization of transactions with external systems,
5. UCS (Uninterrupted Customer Service and skilled customer care staff.

CRM at Rcom

10
CRM POLICY OF RELIANCE COMMUNICATION

CRM policy of Reliance Communication can be divided into four major parts, namely;
1) Customer loyalty
2) Customer retention
3) Customer communication
4) Customer gratification

11
1) Customer loyalty: Under customer Loyalty Programme, Rcom introduced its scheme and
offers to the existing customer so that it could recover loyalty out of it and maintains best
customer relationship to their valuable and potential customers Eg. Corporate Employee plans
like free call in between the Employees of same organization, Unlimited Internet at low cost for
life Time, etc.

Customer experience and account management

o End to end to program management

o Customer experience management - Is covered under 3 extensively organised

programmes: Program Management (for Customer Life Cycle Management), Tech Check (for
complete health check of customer's network)  and CNMS ( a tool which gives Network view tool
for SLA based customers).

o Tech Check - Periodic sharing of customer specific/ circuit specific service uptimes, 
number of faults, action plan for repeat faults, advise on improving customer’s network
infrastructure.

o Managed Solutions - To enable you to focus on your core area, the service covers
Monitoring & Alarm Management, Service Management, Fault Management, Configuration
Management, Change Management, Performance Management and Network Engineering Service
(Network Planning & Design, Network Optimisation, Network Migration Service & Network
Implementation & Integration Service).

2) Customer retention policy implementation is at the zonal level. Generally each state is
regarded as a zone and the offers and Free schemes in a zone are not available in other zones.
Such policy helps Rcom to understand and capture the local markets better and best coverage Of
Network Even in the Backward areas where no other telecom Industries Present.

12
The products which show improvement due to offers and Schemes on them are repeated with
these offers again so as to retain the sales of the customers for Long Period.
Also such the days best offers are constantly announced in the RCom store making the regular
customers aware about them and also Informing the Customers Via SMS and promotion calls About
Schemes & Offers so that they can avail the offer with out delay.
Availability of Reliance Web Store at all the places is also a part of customer retention policy of
RCOM.
A fast billing system and good and easy grievance handling system which can be accessed thru
customer service desk and company website ensures that customers feel satisfied with the RCOM
Store management. Less harassment to customers means better customer retention.
Various Customer Retention Policy of Reliance Communication are:
1. DND services.
2. Availability Of various Option For Billing and Prepaid Recharge.
3. Best Network Coverage.
4. PAN India convergence ready broadband network.
5. Best Offers for corporate level. Etc.
6. Best customer care services Different for different uses like a separate Toll free no for
customer complains (198) and For detail of reliance Product(*333)
7. Option to choose its Own Network CDMA or GSM.

 Innovative solutions For Customer Relationship management As Customer Retention

o Reliance has been always on the forefront of cutting edge technology and has been a
pioneer in bringing products and services to its customers. Some of the unique firsts that came
from us to India:-

o Speed Select – First time in India, an Internet consumer can select his bandwidth while
surfing.

o One Office Duo - India’s first fixed mobile convergence solution, offering a nationwide
VPN across Reliance Landline, Fixed Wireless and Reliance Mobile services.

13
o Tech Check – Another first from Reliance, part of Reliance’s three pronged Customer
Experience Management. It is done to check the complete health of the customer‘s network. 

o Aggregated Internet – Optimal utilization of bandwidth across multiple locations in a

city is done by aggregating the bandwidth at one central location.

o Remote wireless based access to corporate VPN - Using a 3G1XCDMA wireless data
solution, remote site users can access a secure VPN access without any exposure to Internet.

o Smart PRI – Introduced for the first time in India by Reliance, to provide better
visibility and control to customer. It not only provides extension wise bill for each DID number
but also eliminates the need for additional investment in PBX billing software and PC.

o Another first in India, use of Ethernet-based circuits eliminating the need for routers

Communication to existing customers takes the form of sms and e-mails Term as Feedback
system, generally sent to the customer who calls on customer care center. They get information about
ongoing offers and also information and latest news about New schemes and Full talk time Offers.
Another source of customer database is the information collected during the organizing of special
events organized by the company like sponsorship of Local Cricket to make Publicity Of the products
and hanging out Banners and Free providing to them Shop name printing Large Banner for the good
response of Customer and Shop Keeper. Customers participating in such events provide their contact
information which are also used in form of database for communication purposes.
Thank you and festive SMS on special occasions are an innovative way of communicating with the
customers.
Trained salespersons make customer gratification very easy. A simple thank you with a smile goes a
long way for the Customer Executive to keep the customers happy. The special events organized by
the RCOM across India are also a way to gratify the customers by allowing them to play and win
prizes.
Gift vouchers and discount coupons are an attraction for the customers and give them the feel that
the RCOM Store cares about them and their money.

14
The implementation of the policies brings out certain limitations in them. Few major ones are
as follows:-
1. The personal contact numbers of reliance Customers Some times leak out of the reliance Web
database, or may be Out source by Employees cause unnecessary harassment to customers by
Tele marketing calls and Unwanted SMS from various marketing Company.
2. The customer communication policy is less followed in small towns and cities and is more
concentrated towards the metro cities.
3. Failure of DND disturbs Customer.

Working Of tech-Connect By Reliance in Handling out customer relationship management and

Data Warehouse.

15
Tech-Connect works with the intranet and extranet. Extranet is the internet which is limited to the
access for only few people. Tech-Connect connect to the client computers with the help of the server
that is placed in the company in one particular area and has the accessibility over all. The data
transformation is from the user computer to the server computer then to the virtual space with the help
of intranet and internet.

16
Data ware house: Data ware house is a decision support technology aimed at helping for better
decision and faster decision making. Data Warehouse Intelligence is a term to describe a system used
in an organization to collect data, most of which are transactional data, such as purchase records and
etc., from one or more data sources, such as the database of a transactional system, into a central data
location, the Data Warehouse, and later report those data, generally in an aggregated way, to business
users in the organization. 
Reliance Communications has deployed a data warehouse to expedite the process of loading data and
fulfilling queries from legal and regulatory agencies

 Benefits of Data warehouse:

 Achieved three to five times faster performance for data loading and ad hoc data query
responses in context of RCOM needs in CDR database.
 Helped in RCOM's goal of compliance with regulatory Service Level Agreements.
 Reduced data center rack space and lowered overall energy consumption.
 Easily store customer enquires and compliance so that it could easily solved the problem of
customer.

Other Top Players In India In TELECOM Industry:

1) Bharti Airtel
2) Vodaphone
3) Tata-Indicom
4) Idea
5) MTNL/BSNL
6) Etx.

17
Network infrastructure of reliance

o PAN India convergence ready broadband network

o Largest scalable and restorable global NGN footprint

o Largest MPLS enabled CORE data network

o Integrated BSS-OSS to support complex suite of services

o Largest MEN network - with services certified by MEF forum

o Only provider of end-to-end connectivity on fiber

o Largest data centre service provider in India - 48% of total market share

o Only data centre to have all the three ISO 9001:2005, ISO 20000-1, and ISO 27001
certification

o Ability to offer end to end solutions in voice and data services to enterprise customers,
helping them to outsource all their telecom services and infrastructure needs.

 System and process efficient

o Automated processes throughout the lifecycle of product.

o The systems and processes ensure uniform service experience across the country.

o Centralized NOC that monitors the services round the clock, ensuring proactive actions
in the area of change management, performance management, fault notifications and resolutions
and SLA monitoring.

18
 Company Roadmap

o Full range of managed service offerings

Businesses are becoming increasingly competitive and demands complete focus. Reliance
Managed Services portfolio enables the organizations to get optimal performance from the
resources, yet focusing on their core activities. Reliance Communications has a wide portfolio of
managed services like Managed WAN service, managed firewall, Managed Security, managed
voice.  It is the endeavors of RCOM to extend this all the products and services across voice,
video, data and collaborative services to achieve managed communications for customer.

o  Convergence solutions for the need of tomorrow 

Today, Enterprises are using multiple disjointed tools for business, these include email, desk
phones, email, mobile phones etc.. . With the advent of IP communications and its increasing
adoption, it is possible to have a common synergized platform for delivery of all these services.
This will not only result in simplified operations and service from service provider side, but will
lead to next generation of Enterprise tools, enhancing the productivity multiple times.

o Launching of new data center to other major cities 

Reliance data centres are specialized IT infrastructure facilities that house mission-critical
applications and business data of enterprises which need extraordinary security, availability,
reliability, scalability and manageability. Currently we are operating with four world class Level-
3+ data centres at Mumbai and Bangalore, aggregating to over 200,000 sq. ft. of facility space.
More facilities are being built in other prominent cities namely Delhi, Chennai, Hyderabad and
Kolkatta, that would result in aggregate facility space of over 500,000 sq. ft.

19
Bibliography :

1. MarketingGuru.com
2. Wikipedia.com
3. www.rcom.co.in
4. Class notes
5. Reliance Store visit situated in Rohini
6. Customer Care executive at 198 and *333

20