CRM Report On Banglalnk

The picture of Bangladesh helps to realize the matter more clearly that we have six operators even in this small country. And out of 15 core population, almost 7 corers are

Introduction

using this service. Millions of dollars have already been invested in this sector and also are 7th May marks the anniversary of the signature of the first International Telegraph being invested. Convention and the creation of the International Telecommunication Union. Since 1973, Technology was not only transforming the character of the telecommunications industry the occasion has been recognized as World Telecommunication Day. So the significance from within, but more significantly, much more significantly in my view, is changing the is clear here that Telecommunication Sector has a particular acknowledgement in the role played by telecommunications in economic and social life. Telecommunication has world and the result is the creation of World Telecommunication Day. In fact, come to play a significant role in facilitating Bangladesh as well as the whole world Telecommunication is one of the talks of the world at present. changing social division of labor between material production and business and consumer Tele density of Bangladesh is still the lowest in South Asia, according to the statistics of services. Optical fiber cables, microwave and satellite links to the mainland, to say nothing the International Telecommunication Union (ITU). About 1.56% among 100 people has of cross-border roaming with cellular mobile telephones and pagers, are daily reducing the access to telecom facility. It shows the high potential in the telecommunication sector in transactions costs of doing business, widening the scope of markets as well as bringing Bangladesh. The existing telecommunication companies operating in Bangladesh have together friends and families. But more than that, telecommunications is becoming part of been enjoying competitive advantage because of less global competition but this scenario the strategic value-chain at the heart of modern business. Obvious examples include the is soon to be changed as global giants are focusing on Bangladeshi markets with customer services banks provide over their ATM networks; the facilities offered by airline differentiated service and competitive advantages. and travel agency customer reservation systems; the information available from online With the advancement of science and technology, we wonder regularly. Todays world is service providers; the planning and co-ordination and monitoring and control facilities the world of technology. No doubt of it that the most success sector is telecommunication. available over wide area computer networks together with file transfer and data Few days ago people cannot even imagine about the todays communication ways. And it management capability; and so on. Much speculation takes place as to the future is also true that people have become more desperate to think about new things in this possibilities afforded by inter-active multi-media broadband networks, often with the sector. In this course of action, mobile, voice call service, SMS, video telephony, thought that the technological potential is developing so rapidly that research and teleconference, video conference etc. along with other communicating ways, have development engineers are fast creating solutions in search of problems, and services in emerged. So, the best news from the business point of view is the creation of the search of markets. telecommunication market. Its size is beyond imagination that there are 750 GSM operators doing business throughout the world. So it can be easily said that working and studying with this sectors not only clear our view about the Telecommunication but also grasp ample opportunity from this sectors.

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CRM Report On Banglalnk

1.1 Origin of the Report:

This report has been prepared as a requirement of the internship program. The report is based upon the organization BANGLALINK. The report will definitely increase the knowledge of other students to know the various services of BANGLALINK in Bangladesh.

1.2 Objectives of the Study: The broad objective of this report is to provide the CRM practices in customer care of Banglalink. The specific objectives are given below:

To have an idea of Customer Relationship Management practices in Banglalink.

To identify problems regarding CRM practices and services of Banglalink. To know about the subscribers opinion about Banglalink customer care service. To develop some recommendations regarding the problems found.

1.3 Scope of the Study: The report focuses on Customer Relationship Management of Banglalink. It also determines the loyalty factor of Banglalink. This report covers the present status of corporate sales as well as the customer cause and effect relationship analysis of their promotional activities, their tariffs and other issues. This study covers only Dhaka City because of possible complexity and difficulty in covering whole country and because of shortage of time and manpower required for the survey.

1.4 Methodology: Methods and Techniques followed to perform a job or educating activities to complete a task is called Methodology. In other words it can be defined all the steps and procedure to accomplish this report.

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1.4.1 Types of Research: For my Projet Report I have conducted Descriptive Research.

1.4.2 Sources of Data: The necessary information is collected from both primary and secondary sources.

1.4.2.1 Primary Data:

The primary data were collected by customer survey conducted on subscribers of Banglalink. It had taken ten days to collect respond.

1.4.2.2 Secondary Source:

The secondary data were collected from the following sources: Internal newsletter of the company Various research journals of different research organizations Web pages Various books and other internal publications of the company

1.4.3 Data Collection:

Both secondary and primary data are used for preparing this report. But the research was mainly based on the information collected from the subscribers.

1.4.4 Questionnaire:

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Questionnaire survey is followed to organization based question that helps to clear my concept about CRM practices of Banglalink. To write down the respondent opinion, their feelings, any objection if they have and their recommendation about Banglalink I prepare the questionnaire with:

Both closed and open ended questions

1.4.5 Sampling Plan:

Below the sampling plan has described specifically.

1.4.5.1. Population:
My population is the subscribers of Banglalink.

1.4.5.2. Sample Unit:

Businessman Service holder Students

1.4.5.3 Sample size:

Sample size is 50 which are divided into three parts. Among them 30 were students, 10 were service holder, 10 were businessman.

1.4.6 Limitations:
Despite of the researchers highest effort the internship is not free from limitations. Some of those limitations are mentioned as follows:

One of the major limitations faced while conducting the study was to communicate with the subscribers because they were very busy with their regular jobs.

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As, I had more dependence on the primary sources, so there might be some levels of inaccuracy with those collected information. Many of the analysis on the obtained data are based upon my sole interpretation. This in result might bring some biases, as lack of knowledge and depth of understanding might hinder me to produce an absolute authentic and meaningful report.

2.0 Organizational Overview:

2.1 Background
In Bangladesh, Banglalink aims to understand peoples' needs best and develop appropriate communication services to improve peoples' life and make it simple. All our work is aimed towards meeting our vision. All members of the Banglalink family are highly passionate individuals, fully committed to achieving the vision that we have set ourselves. Our customers' needs matter most to us- making their life simple and improving it is all we want. To ensure our vision is achieved, we have set ourselves a few values, we want to be: Straight Forward Reliable Innovative Passionate

All the Banglalink family members have one thing in common- a passion to serve. We want to go that extra mile, so that you can have the best possible service investing in the future of Bangladesh. The biggest barrier today for people is the cost of handsets. We will strive to lower the total cost of owning a mobile. We are here to help make a difference in people's lives by providing affordable and reliable connectivity solutions. We will strive to connect people and link their lives by listening to them and by understanding their needs. We are here to help you speak your language.

2.2 Incorporation of Banglalink 5 of 44

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Orascom Telecom Holding purchased 100% of the shares of Sheba Telecom (Pvt.) Limited (Sheba) in March 2005. OTH operates a GSM network in Bangladesh and provides a range of prepaid and postpaid voice, data and multimedia telecommunications services. As of March 1, 2005, Banglalink served approximately one core subscribers. Banglalink estimates that it had 8.3% market share of total mobile subscribers in Bangladesh

2.3 Operating License

Banglalink license is a nationwide 15-years GSM license that expires in November 2011. It was acquired for US$ 60 million and re-branded and launched its services under Banglalink in March 2005.

2.4 The Project:

2.4.1 Basic Objectives For Which our Company Was Formed Are Highlighted Here Under: To provide mobile telephone service to the people from the public sector; To ensure fair competition between public and private sectors and thereby to safeguard public interest; To meet a portion of unmitigated high demand of mobile telephone; To create a new source of revenue for the government.

2.5 Launch of Banglalink:

The long awaited launching of a mobile telecom network by a state-run enterprise had finally materialized on 1 March 2005. It also fulfilled a cherished dream of people who continuously demanded to the government for such an enterprise. The government started the "Mobile Telephone Project" and Bangladesh Telegraph & Telephone Board (BTTB) was entrusted with the responsibility for implementing the same. The Project work started in June 2004 and the network was soft launched on 1 march, 2005. I am happy that BTTB had been able to keep its promise and deliver in time.

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Banglalink. Was formed to operate the network installed by Ericsson and it has been successful in operating a standard network and give proper service to the people of Bangladesh. Banglalink has introduced many attractive packages and all of them have been welcomed by the market. From the very beginning of its launching, Banglalink got huge popularity as it triggered the true competition in the market. I am happy to know that within one year, Banglalink has covered 64 districts, 120 upazillas and most part of the three major highways of the country. However, there is still a long way to pass for improving its network. People have high expectation from Banglalink. They expect continuous network coverage all over the country, prompt customer service, and more value added services, data services of high band-width etc. from Banglalink. Banglalink must honor its customers by improving its services day-by-day so that people can realize that even in a competitive scenario, the public sector organization can achieve remarkable development if they get opportunity.

2.6 Present Status of Banglalink:

Definitely there is no justification brooding on the past unless we utilize that experience in the further course of time. Lets try to find out the present standing of Banglalink.

Subscriber Base: At present there around 2, 00, 00,000 subscriber of Banglalink. Customer Care: There are Twelve customer cares of Banglalink situated on Dhaka, Mymenshing, Barisal, Khulna, Bogra, Chittagong, Uttara, Faridpur, Sylhet, Rajshahi and Comilla etc.

Changes Taken Place In The Market

2.6.1 Market competitiveness:

Competition among the mobile phone operators has reduced subscription rates and call rates. This triggered a lot of changes in the market. There are now options in the hand of the customers at an affordable price. This contributed to the high growth rate in this sector.

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Increase in number of players in the channel has reduced revenue for everyone.

2.6.2 Migration of businesses:

High profitability has attracted many people to the distribution channel. A lot of people got involved in subscription selling business as a supplementary to their original line of business. Some others came into this business as a replacement for their original business. Because of drastic reduction in call rates, profitability of PCOs has dropped, and as a result, some PCOs are migrating to subscription distribution business. Because of rise in number of mobile phone connections, revenue from recharging business has increased. In some areas, growth in subscription business has declined, as many of the potential customers have turned into current subscribers. This loss of revenue from subscription business was compensated in cases by profit from selling handsets.

2.6.3 Supporting businesses:

A lot of supporting businesses have strung up to cope with the high demand created by extremely high growth rate in the market. Many people are now involved in businesses of scratch cards, electronic recharging, handsets, accessories, PCOs, handset repair, value added services (ring-tones, music, games, downloads), etc.

2.6.4 Industry Growth: Important Factors:

Growth in mobile phone subscription business is affected by various factors:

Entrance of new companies. Whenever new companies have entered the market, there
had been a surge in subscription selling business. This has happened in case of entrance of Banglalink and that of Banglalink.

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New package offers by existing operators. New offers from existing operators have
always created interest among the customers. A segment of the customer segment is always interested in buying new offers. Reduction in tariff and subscription fee has encouraged these kinds of buyers. These low price offers have also brought some periphery customers under mobile subscription

Penetration of mobile phone subscription. There are some areas where there has been
a drop in subscription selling, because of increase in current subscribers and reduction in potential subscribers.

2.6.5Consumer Profile:
At the point of purchase, sellers do get the opportunity to draw a picture of the consumer. Age of visitors: Most of the visitors at the mobile phone shops are young, between the age of approximately 15 and 30 First time buyers: Of all the visitors at the shops, most are found to be current owners of mobile phones. The ratio between new users and current users vary from place to place. In most of the places, around 10-30% visitors at mobile shops currently do not possess a mobile phone. The rest (70-90%) are current owners of mobile phone. Of the current owners most are young and always looking for new offers. Some even buy more than one connections at a time. The current non-users of mobile phone who visit shops are mostly from the lower SEC and possess little knowledge about mobile phones

2.7 Departments of the Banglalink:

As the service marketing concept must demand the process, persons, physical evidence along with products, place, price, promotion, any service company must have its department compatible with this

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concept. Banglalink does not deny the concept, having the following department to achieve its objectives: Human Resource Marketing Customer Service Billing And It Operations: Network Planning System Engineering: Procurement Finance

2.8 Banglalink and its business analysis

Banglalink is a newly emerged Govt. mobile service operator in countrys cell phone service market with nationwide coverage. Within a very short period of time, it has covered 61 dist. HQ, 158 Thana and the main national highways and developed 11 full-fledged customer care centers. Over 200 outlets are being working to distribute Sims and Scratch cards in the country.. Banglalink has gone into interconnection agreement with all four private cell phone service providers named City cell (PBTL), AKTEL (TMIB), Grameen Phone (GP) and Banglalink for providing more superior services to banglalinks consumers. Recognizing its tremendous success (introducing web based lottery, self employed virtual dealership, fastest coverage progress and price-cut), BANGLALINK has been emerged a trend setter in mobile phone sector of Bangladesh. It got unique position for its special features that other players are not offering right now, such as, born out of commitment. To make profit but not at the cost of customer, nationwide transmission backbone support, professional excellence, transparent financial transaction, all transaction through Bank, fewer Packages, no tricks: customer Confidence, no incoming Charge, all Package has BTTB incoming and outgoing, 100% ISD and EISD facility. The most remarkable success of Banglalink is the slump in Tariff Structure. As soon as Banglalink announced its tariff the long-lasting oligopoly between other private mobile operators were shattered. Healthy competition came into the mobile market causing almost 50%, if not more,

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reduction in price both in terms of SIM price and usage rate. The slump in price made mobile phone affordable even for the low-income group of people. Using a mobile phone soon became a necessity; it's no more a luxury. The strength of Banglalink was the confidence of the subscribers in the government institution. On the other hand it's being the part of government, is probably the biggest weakness from operational perspective of Banglalink, which will be understandable as we go through this article. At a time when people were desperately searching the way out to get rid of the oligopoly of a few operators, j Banglalink started its operation with big bang of response. People became frenzy to get a Banglalink SIM. Another good reason for that craze was its flexibility in connectivity with the other operators. It's the only SIM, which has such a, versatility of connections having ISD, Economy ISO service along with both incoming and outgoing connectivity with any of the land phones. The biggest weakness was a premature entrance in a mature market. As soon as anyone could catch hold of a Banglalink mobile, he started comparing it with the services of Grameen Phone, Banglalink or Aktel.

Having the slightest of ideas of what problems can impound and compound starting a commercial operation with such a small coverage containing pockets all over the places, Banglalink had its first setback. Many of us used to say "Where is the harm in throwing a system on use with such a small number of BTSs if operator like Grameen Phone could start its commercial operation with couple of BTSs around." But "think-tanks" of Banglalink miserably failed to identify the difference of stepping into a developed market and that into a developing market. Moreover, the progress of development of network was far below the expectation of subscribers. Above all the interfacing with other operators was so poor, especially with GRAMEEN, mostly because of non-cooperation, it became a nightmare for the Banglalink subscribers to use a Banglalink mobile. Peoples' hope was immediately dashed out and all the opportunities Banglalink had started with immediately began shrinking and squeezing.

2.9 Network Coverage:

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Network Coverage, now-a-days, has become most strategic strength for any operator and Banglalink has given the highest priority regarding the coverage. At present, TBL has 668 BTS around the Bangladesh and the distribution is like in Dhaka City (177), Dhaka Division (134), Chittagong City (71), Chittagong Division (77), Khulna Division (50), Rajshahi Division (86), Barisal Division (35) , Sylhet Division (38). In fact it has network coverage in 61 districts but the truth is that the weakest part of the TBL is its low network coverage.

2.10 Marketing Mix:

2.10.1 Product Profile: Different packages of Banglalink. Personal package 1 (Post- paid): provides you the lowest call rates Waiver of monthly fee if usage is greater than Tk.500 (without VAT) Duplicating mobile number facility Up to 2 supplementary connections with attractive group talk rate.

Personal package 2 (Post- paid): Minimum monthly bill of Tk.1, 000 at the lowest call rates Monthly 150 FREE News SMS FREE itemized bill FREE golden number upon availability Duplicating mobile number facility Up to 2 supplementary connections with attractive group talk rate.

Personal Call & Control (Post- paid): Usage through recharging scratch card/I top up Lowest monthly fees Helps you keep your usage within your control.

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ISD and E-ISD:

All Banglalink Sims are ISD and it has opportunity to call only 7.50/= to 55 countries by using 012 code called economy ISD.

Corporate Package:

Banglalink has around 40 corporate clients using prepaid or postpaid service. International Roaming:

It has roaming facilities in 5 countries also. The fortunate matter is that within one month it is going to inaugurate roaming service in over 400 operators of 159 countries.

2.10.2 Price:
Pricing is one of the marketing mix tools that a company uses to achieve it marketing objectives. Banglalink decides its service pricing on the basis of cost based pricing. They always think about the consumer purchase capability. Thats why they try to fix a reasonable price for the consumer. Pre-paid (Standard) Package:

Connection fee : 450.00 Tk. (20 Tk. Talk Time Free) 1st pulse for first 30 sec and 15 sec pulse onwards Any other operator tk - .99/min [9-5 pm] Any other operator, tk- 1.45/min [5-12 pm] Banglalink to Banglalink, tk- .25/min [12-9 pm] Banglalink to Other operator, tk- .25/min [12-9 pm] 20% Incoming bonus. 4 (FnF) facility in any operator ( Banglalink to Banglalink 0.25 Tk or Banglalink to Other operator .79)

VAT will be added as usual

SME Enterprise Package:

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Connection fee. 499.00 Tk (50 Tk. Talk Time Free,50 Free SMS) 20% Incoming bonus. Any other operator, tk - .99/min [9-5 pm] Any other operator, tk- 1.25/min [5-12 pm] Banglalink to Banglalink, tk- .25/min [12-9 pm] Banglalink to Other operator, tk- .25/min [12-9 pm 1 sec pulse Banglalink to Banglalink & 15 sec pulse other operator Minimum Monthly Bill tk - 100 4 (FnF) facility in any operator ( Banglalink to Banglalink 0.25 Tk or Banglalink to Other operator .79) Vat applicable

PCO Package: Connection fee : 600 Tk 1 sec pulse Payment facility in Cash Card Minimum charge 500 Tk . If monthly bill exceeds 2000 tk 5% exempted and if 4000 tk. 10% exempted.

2.10.3 Place:
Banglalink has a proper distribution team and channel. It has already appointed 62 dealers over the country. Besides it is distributing its product by customer care and bank. It is struggling very hard to make its product available countrywide. The distribution channel for mobile phone subscription has changed somewhat over the last year or so. There is still a multitude of levels within the channel. This channel has shrunk vertically during the last year or so and created a shallower channel.

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Company

Customers

Main Dealers (Area-based)

Authorised Dealers SubAuthorised Dealers Area-based Authorised Dealers

Wholesalers Wholesalers without Stores

Retailers

Fig 1: Distribution channel

2.10.4 Promotional Activities of Banglalink

Promotion: Promotion is one of the marketing tools that a company uses to achieve its marketing objectives. Each promotion tools has unique characteristics to improve their total sales. Banglalink are trying to do more promotional activities for their service. Banglalink Marketing promotion can be classified in several steps

Advertisements in the national newspapers Examples of advertisements published in the national newspapers:

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Advertisements through billboards The billboards installed so far by Banglalink Bangladesh Limited are listed below:

SL No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Location Kachpur- Dhaka Facing Op N. U- Dhaka Facing Saidabad bridge Mohakhali Flyover (Both) Shahabagh GEC Circle (Ctg) Gabtoli Bus Stand-Savar face Chittagong Railway Station Dhanmondi Rassel Square Coxs Bazar,near sea beach Patanga sea beach more Dewanhat moor, Ctg Zatrabari Moor Uttara, Azampur Asulia road, Dhaka qty 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 View

Unipol Unipol

Unipol Unipol Unipol Unipol Unipol

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16 17 18 19 20 21 22 23 24 25 26 Khamarbari, Farm gate Sheraton Hotel Gulshan-1, Moor Khilgaon Flyover Mohakhali, Airport Bus Branding Agrabad, SK Mujib Road Banani, Front of Community Center Malibagh Moor Mirpur-10 Hatikamrul Moor, Shirajgang 1 1 1 1 1 10 1 1 1 1 1

Unipol Bus Unipol Unipol

Unipol

Table 1: Advertisements through billboards

Advertisement through Electronics media: Banglalink published their advertisement different channel as like- ntv, channel 1, Rtv, Bangla vision, ATN Bangla, radio today etc.

Personal Selling: Personal presentation by the firms sales forces for the purpose of making sales and building customer relationship. Banglalink uses personal selling in different stages of marketing and distribution. Company distributes their product (SIM, Scratch, I-top, Cash card) among the wholesalers and retailers by maintaining the excellent relationship. Banglalinks communicate with corporate client by its sales force building and keeping relationship with potential and existing valued customer.

Sales promotion:

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Sales promotion includes a wide way of tools that can attract consumers attraction, strong incentive of purchase, free gifts, discount and several types of occasional program. Banglalink sales promotion includes credit sales, commission etc. Banglalink arrange conference every year among the dealers, wholesalers and retailers. They always try to influence and convince them for creating a market demand and sale their product. Here is some examples of Banglalink promotion that can be highlighted: Road show: Banglalink organized a two days long road show. Here subscribers got the opportunity to buy SIM of different pre-paid package at 70TK, where regular offer is 150TK. Handbag Distribution: At Bangla academy Ekusay Boi Mela Banglalink distributed handbag in visitors who bought book from fair. There was slogan on handbag for raising awareness for reading book. Scarf Distribution: Banglalink distributed scarf to attract their existing and new customer at Pahela Baisakh, That scarf create brand awareness of Banglalink. Public Relation: Public relation is used to promote products, people, places, ideas, activities, organizations and even nations. Public relation can also influence a product sales or brand awareness. Banglalink arrange meeting always with the wholesalers and retailer for maintaining a good relationship with them. General people can also come to the Banglalink office for their queries and for expressing their concern about any telecom related factors. Following address is the public relation office of Banglalink. Social Commitment: Blood Donation program: One of prominent social contribution of Banglalink is in the field of Voluntary blood donation. Banglalink has sponsored and directly participated in various voluntary Blood Donation Programs around the country. ORCA (Old Rajshahi cadet association) had organized a blood donation program which was sponsored by Banglalink.

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Blanket distribution Program: In Ranjpur district Banglalink distributed 500 blankets in distressed people by Anjuman Mofidul Islam. In Bangladesh every year in cold prone area people died in cold related disease due to their disability to buy warm cloths.

2.11 Service offered:

Services Banglalink ISO facilities: Every subscriber of Banglalink gets the opportunity of economy ISO or EISD in 25 countries. In this way subscriber has to pay 7.50 Tk per minute. To get this service instead of access code 00 dial 012, then country code, then area code and then desired number SMS A SMS of 160 characters nationally charge Tk .0 .75 only and internationally Tk.1.62 Both Bengali & English language can be used.

Banglalink Push-Pull Service It is like SMS, one can get answer to the question he requires. Banglalink offers different types of Entertainment through push-pull service. To know the song 5858 you will be able to get the Sheri and Iftar's time during the Ramadan, Cricket, Weather, Quotes, Jokes, Horoscope, and Pray time with the push-pull service.

Banglalink Own VAS Offerings: 1. GPRS:

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2. Cricket Update: 3. Post-paid bill query. 4. Cash card electronic charging: 5. Music station 6. Friends and family Number. 7. Voice adda 8. MCA 9. Amar Tunes 10. Voice Portal 11. Call me back 12. I- bubble 13. Namaz Alert 14. Payment through ATM. 15. Ring Tones 16. Yellow Pages 17. Conference Call. 18. Krishi Jiggasha 19. Babsha Jiggasha 20. Emergency 21. Advance

GPRS 20 of 44

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Babsha Jiggasha

Grand Master Idea Competition

Some Other Value Added Service of Banglalink:

Jokes joke<space><joke number> Example: joke 001 Send to 500 Joke Number: 001 - 200

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Weather wt<space><city name> Example: wt dhaka Send to 500 City Name: Dhaka, Delhi, Tokyo, Bangkok, Beijing, Singapore, London, New York, Paris, Moscow, Calcutta, Chittagong, Barisal, Bogra, Sylhet, Sydney, Melbourne, Karachi

Taxi

Cab<space><division> <space><taxi type> Example: Cab dhk navana Send to 500 hor<space><sign> Example: hor ari Send to 500 qot<space><quote type><space><quote number> Example: qot love 023 Send to 500

Division: dhk, cht, khl, syl, jes, raj, brs Taxi Type: navana,metro,anudip

Horoscope

Signs: ari, leo, sag, tau, vir, cap, gem, lib, aqu, can, sco, pis

Quotes

Love Quote Number: 001 - 095 Fun Quote Number: 001 - 038 Birth Quote Number: 001 - 076 Friend Quote Number: 001 - 043

Emergency

emrg<space><division> <space><ph num type> Example: emrg dhk pol

Division: dhk, cht, khl, syl, jes, raj, brs Ph Number Type: pol, fire, amb

Send to 500 International fc<space><city name> Weather Forecasting Example: fc new york Send to 500

City Name: Dhaka, Delhi, Tokyo, Bangkok, Beijing, Singapore, London, New York, Paris, Moscow, Calcutta, Chittagong, Barisal, Bogra, Sylhet, Sydney, Melbourne, Karachi

Cricket

cric<space><first 3 alphabet of cricketing country> Example for Bangladesh : cric ban

Bangladesh as ban,India as ind,Pakistan as pak,Australia as aus,etc

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Send to 500

Table 2: Value Added Service of Banglalink

2.12 Conclusion: Banglalink Is a Trend Setter in Bangladesh

Banglalink is the private cellular operator in Bangladesh. Banglalink has a goal to receive an economic return on its investments and to contribute to the economic development of Bangladesh where telecommunications can play a critical role. Banglalink believes in service, a service that leads to good business and good development. Telephone helps people work together, raising their productivity. This gain in productivity is development, which in turn enables them to afford a telephone service, generating a good business. Thus development and business go together. The main goal of Banglalink is to deliver SIM to the subscriber at a cheap rate and make a competitive market. All the categories of subscribers, in our initial offerings, had collected their SIM kits through banks. This is very satisfactory of SIM collection rate. When the subscriber received their SIM kits, the innocent smile of them shows recessive support to Banglalink. This is the great achievement of Banglalink. In service sector, FDI inflow in Bangladesh is enormous. Telecom sector is become the core of interest in FDI in Bangladesh. So it is expected in the long run, Banglalink has to face an immense competition. As well as we are also forecasting the market culture might change if the profit margin reduce at current ratio. In the long run Banglalink can able to face the market competition

successfully if it can meet the strategic marketing approaches in all levels of policy decisions and applications.

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3.0 Customer Relationship Management: The old way of storing client information, such as customers names, addresses and phone numbers, are no longer enough these days. To succeed in this very competitive environment, your business has to track customers needs and behaviors in order to foster stronger relationship with them. Customers are the backbone of any business and its survival and growth lies with your customers. So what measures are you taking to gain more customers for your business? How do we manage existing customers? 3.1 Definition: What is CRM or Customer Relationship Management? CRM is the acronym for the term "customer relationship management". CRM is the common terminology used to describe the managing of prospects all the way through the entire sales process. CRM is often an entire data system that can either be manipulated manually, such as an index card system or a computer automated system. There is specially designed software for customer relationship management (CRM) that can be either installed directly into a computer or through a web based system that is accessible only online. CRM systems are useful in that they enable the management of the entire prospect/customer details such as the names, addresses, phone numbers, call records and purchase history and more. Other uses include planning of appointments, schedule of call back times and other sales related activities. Automated CRM, depending on the system, can be for only one user, or for several users to have access to customer accounts. Also Known As: CRM; sometimes called customer service management.

3.2 What is CRM? Customer Relationship Management, or CRM, is the combination of processes, software, principles and strategies for achieving effective customer relationship management. CRM is 24 of 44

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not only the use of software technology but also the employment of business strategies to provide businesses with a smart way to understand the dynamic needs of their customers and to respond to those changes promptly. 3.3 Benefits of Customer Relationship Management: An excellent customer relationships management is at the heart of every business success. With CRM, you will easily understand customer requirements, meet those needs effectively, predict market trends and enhance your bottom line. Specifically, your business will have the following benefits:

Customer satisfaction - Using CRM, marketing, selling and servicing your customers will be organized and systematic. As every customer interaction is done in a consistent way, your business exceeds customer's satisfaction.

Increased revenue - Customer Relationship Management will result to shorter sales cycles because of efficient management of accounts and orders. This will then naturally spur business growth and long term profitability as the number of customers increases and opportunities are maximized.

Reduced costs - Thru the use of CRM, work and activities become systematic and coordinated. This will eliminate waste of funds and result to reduced labor costs and more effective and efficient business operations.

A well-implemented CRM will increase customer satisfaction and increase your profits. In reality, the actual benefits of CRM are as diverse and endless as the businesses implementing the software and processes. A Customer Relationship Management for your company is a worthwhile investment and a smart solution to keep your business stay competitive. 3.4 Importance of Customer Relationship Management: 25 of 44

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Companies that need customers in order to build a profit need to have a system in place that effectively and successfully manages the customer/client relationship. Many companies are choosing to have some of their employees earn a certificate in customer relationship management or contact management. This type of education will prepare employees to interact with customers and potential customers in a positive way that encourages future communication and the sought after sale. Customer relationship management teaches the tools that are needed to reach a customer in a way that instills trust and confidence. Some of these tools include methods in the way the customer is approached. Building up a level of common ground with the customer is an effective way to start building that confidence. Studies show that people are drawn to what they are attracted to. When a customer is approached by a salesperson that is confident, well dressed, and can communicate well, they are more likely to listen from the beginning to the end.

Contact management is all about teaching companies to successfully manage all the contacts that they initiate over a period of time. Its one thing to develop those contacts, but it's important that you know what to do with them when you have them. Contact management teaches tools that allow employees to take those contacts and turn them into profits and sales. Customer relationship management and contact management are effective tools for generating profits that more and more companies are using to improve their leverage in the market. With the level of competition today in any industry, companies need to have the edge up on all the others. This means utilizing customers and contacts as strongly and effectively as possible without losing one along the way. With these types of tools at their disposal many more companies are watching their customer sales improving. 3.5 For Small businesses, customer relationship management includes:

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(CRM) refers to the methodologies and tools that help businesses manage customer relationships in an organized way. For businesses large and small, their profitability and success depends upon customer retention, customer relationship enhancements and customer acquisition. This is often known as Customer Relationship Management or CRM. CRM is the managing of all business and interactions with customers. The main purpose of Customer Relationship Management is to allow businesses to better manage their customers through the introduction of reliable systems, processes and procedures for interacting with those customers. A good CRM program helps the business acquire customers and service the customers. Good CRM also helps retain good customers, and identify which customers can be given a higher level of service. CRM processes that help identify and target their best customers, generate quality sales leads, and plan and implement marketing campaigns with clear goals and objectives; CRM processes that help form individualized relationships with customers (to improve customer satisfaction) and provide the highest level of customer service to the most profitable customers; CRM processes that provide employees with the information they need to know their customers' wants and needs, and build relationships between the company and its customers. CRM is a complex mix of business processes, enterprise strategies and information technologies, which are used to study customers' needs and behaviors to help businesses develop more substantial relationships with them in order to get greater results. In the late 90's, customer relationship management mainly consisted of just an index file, an answering machine and a telephone. Today, an advanced CRM system has evolved into an Excel spreadsheet and more. CRM systems normally consist of email and/or snail mail, 27 of 44

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marketing campaigns, contact manager programs, sales tracking program, and multi-media contact center or voice mail system. A successful CRM involves a wider approach including modifying business processes based on the needs of customer, training of employees, adopting relevant IT systems and software, and IT services that allows firms to track their CRM strategies. One of the most common causes for customer relationship management failure is poor data quality, which can be easily avoided. CRM systems are as useful as the information it provides. The old saying "garbage in, garbage out" can be applied to CRM data quality. To ensure good CRM data quality, be sure to input the data accurately; check data entries twice to minimize the possibility of duplication; if there is an error in the provided information or if the information is not complete, then re-establish contact with the customer to recheck the data. Customers generally do not get annoyed at this; instead it makes them more appreciative of the extra customer service.

4.1 Customer Relationship Management in corporate sales of Banglalink

Banglalink is the only mobile Telecommunication service provider in private sector in Bangladesh providing services throughout the country. Since, launching its commercial operation on 30 September 2005 Banglalink grows from strength to strength with the vision to provide universal mobile telecommunication services all over Bangladesh at an affordable cost. At present, Banglalink is providing various services to its subscribers throughout the country. Banglalink supports to various organizations officers and staffs through corporate service. Banglalink has around 52 corporate clients using prepaid, postpaid, Professional Package services.

4.2. Banglalink Customer Relationship Management policy in Corporate Sales:

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Banglalink maintains customer relationship management which is really need for profit maximization. Customer relationship management is the overall process of building and maintaining profitable customer relationship by delivering superior customer value and satisfaction. This is the process of managing detailed information about individual customer and carefully managing all customer touch point to maximize customer loyalty.

4.2.1Goals of customer relationship management

The primary goal of relationship management is to build and maintain a base of committed customers who are profitable for the organization. To achieve the goal the Banglalink will focus on the attraction, retention and enhancement of customer relationship.

4.2.2 Customer relationship management builds up a profitable relationship as follows

Identify prospect and customer- Banglalink find out the potential customer. Build, maintain and mine a rich customer database with information derived from all the channels and customer touch points.

4.2.3 Identify prospect and customer

Banglalink identify prospect and customer through different kind of government organization, private organization or association such as FBCCI, DCCI, ICCI, IEB, DRU, Nitol Group etc. It also collects reference group and official personal reference.

4.2.4 Differentiate customers in terms of their needs and their image

Banglalink offer their customer to understand their condition. Banglalink

offer them post purchase

reassurance and promote the price value relationship, then spend proportionately more effort on the most valuable customer. Applied actively based costing and calculate customer life time value. Estimate net present value of all future profits coming from purchases, margin level, and referrals,

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less customer specific servicing cost. Banglalink estimates customer life time value, net present value of all future profit through company's papers, documents, goodwill etc.

4.2.5 Interact with individual customer:

Banglalink interact with individual customer to improve knowledge about their needs through communication. It creates long term relationship and committed to loyal customer to develop service. It also identifies close service gaps and improves the service recovery to solve the customer problem.

Banglalink offers negotiable price for large volume of customer. Offering the attractive rate at the competitive market-customer want to better service at lower rate. For that reason Banglalink offers lower rate to attract the customer.

Increasing the longevity of the customer relationship- the more involved a customer is with the company, the more likely subscriber is to stick around. Banglalink treat their customer as partners. It also provides emergency service for the customer.

4.2.6. Customer Relationship Management maintain relationship as follows

Focusing disproportionate effort on high value customer- The most valuable customer can be treated in a special way. Thought gestures such as Eid greetings, Christmas, birthday cards, small gifts, or invitation to special event can send a strong signal to the customer. Banglalink also send or fax helpful news paper clipping and relevant articles. Enhancing the growth potential of each customer through share of wallet cross selling and up selling. Banglalink offers bonus taka such as if any Banglalink subscriber recharge 300 tk for this purpose he or she will get 345 tk. Other facilities like National University's result, load shading update, Unlimited GPRS facility etc. Making low profit customers more profitable - Banglalink always monitoring their corporate subscriber and find out the lower profit customer. Then they identifying the problem and take necessary steps to solve the problem.

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4.3 Questionnaire Analysis:

4.3.1 The Graphical Representation of Subscriber Respondents

Fig: Our Valued Respondents

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According to the survey, pie chart shows the amount of our respondents. We survey on total fifty Banglalink subscribers. Among them the percentage of student was 70, the percentage of businessman and service holder was respectively 15 & 15. Most students are studying at different colleges and universities at Mirpur in Dhaka.

4.3.2 Satisfaction Level Diversification

120% 100% 18% 80% 60% 40% 20% 0% Satisfied Highly Satisfied Dissatisfied 37% 30% 45% 62% 72% 88% Service Tariff Network 8% 5%

12%

16%

7% Highly dissatisfied

Fig: Different areas of the Satisfaction Level Diversity

According to the survey bar diagram shows that satisfied and highly satisfied subscribers mostly satisfied on their tariff rate. The percentages are respectively 45 and 62. Whereas dissatisfied and highly dissatisfied subscribers are not happy with their tariff rate. It proves that Banglalink tariff is the

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most influencing factors of maximizing and minimizing satisfactory level. The percentages are respectively 72 and 88.

4.3.3 Subscribers Expectation and Suggestions

10% 14% Tariff Rate Network Coverage 53% Prom otional Offer GPRS

23%

Fig: Subscribers Expectation level on various areas

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The chart shows us different expectation level of Banglalink subscribers on various areas. They express their opinion frankly. They emphasis on network coverage particularly in remote areas. They expect to minimize the tariff rate of Banglalink. By the chart we can see that the majority portion expect the reasonable tariff rate. The amount of this portion is 53 among total 100. GPRS service need to be more wide and fast expected 10% subscribers.

4.3.4 Nature of Response to the Subscribers Problem:

Highly Cordial

12 Subscribers

24%

Cordial

17 Subscribers

34%

Moderate Cordial

12 Subscribers

24%

Neutral

09 Subscribers

18%

From the table we found that almost 34+24=58% subscribers of Banglalink said Customer Care service of Banglalink is cordial to them. This is the highest percentage among all percentages. On the other hand we found the lowest number of percentage is 18 who remain neutral in this respect. It proves Customer Care agents of Banglalink are cordially responding the subscribers problem.

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4.3.5 No. of Respondents are using Other Operator:
Total No of surveyed Respondents are No: of Respondents are using other operator

50

24

From the survey we found that among our valued respondents almost 50% subscribers still using other operator. Among them the number of students is the highest. It proves they expect more services from Banglalink. They are using other operators most of cases because they enjoy lower tariff rate from other operator in compare to Banglalink.

4.3.6 Overall subscribers satisfactory level on customer care service

satisfied 42% highly satisfied 8% dissatisfied 25% highly dissatisfied 3% neutral 22% 4200% 800% 2500% 300% 2200%

satisfied 42%

highly satisfied 8% dissatisfied 25% highly dissatisfied 3% neutral 22%

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Fig: Overall Satisfactory Level

Pie chart shows 42% subscribers are satisfied with their customer care service. On the other hand Pie chart shows 25% subscribers are dissatisfied with their customer care service. Also here we can see that Pie chart shows 22% subscribers are neither satisfied nor dissatisfied with their customer care service. They remain neutral. We observe the percentage of highly satisfied subscribers is 8 while the percentage of highly dissatisfied subscribers is 3. It proves that different type of category subscribers satisfaction level is different. Although number of satisfied subscribers is higher than others.

4.4 Customer relationship management (CRM) practices by Banglalink: Customer relationship management (CRM) is a widely-implemented strategy for managing a companys interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments. 4.4.1 Banglalink gets advantages through CRM:

Quality and efficiency

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Decrease in overall costs Decision support Enterprise agility Customer Attention

4.4.2 Banglalink faces challenges: 4.4.2.1 Challenges Successful development, implementation, use and support of customer relationship management systems can provide a significant advantage to the user, but often, there are obstacles that obstruct the user from using the system to its full potential. Instances of a CRM attempting to contain a large, complex group of data can become cumbersome and difficult to understand for an ill-trained user. Additionally, an interface that is difficult to navigate or understand can hinder the CRMs effectiveness, causing users to pick and choose which areas of the system to be used, while others may be pushed aside. This fragmented implementation can cause inherent challenges, as only certain parts are used and the system is not fully functional. The increased use of customer relationship management software has also led to an industry-wide shift in evaluating the role of the developer in designing and maintaining its software. Companies are urged to consider the overall impact of a viable CRM software suite and the potential for good or harm in its use.

4.4.2.2 Complexity Tools and workflows can be complex, especially for large businesses. Previously these tools were generally limited to monitoring and recording interactions and communications. Software solutions then expanded to embrace deal tracking, territories, opportunities, and the sales pipeline itself. Next came the advent of tools for other client-interface business functions, as described below. These tools have been, and still are, offered as on-premises software that companies purchase and run on their own IT infrastructure.

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4.4.2.3 Poor usability One of the largest challenges that customer relationship management systems face is poor. With a difficult interface for a user to navigate, implementation can be fragmented or not entirely complete. The importance of usability in a system has developed over time. Customers are likely not as patient to work through malfunctions or gaps in user safety, and there is an expectation that the usability of systems should be somewhat intuitive: An intuitive design can prove most effective in developing the content and layout of a customer relationship management system. Two 2008 case studies show that the layout of a system provides a strong correlation to the ease of use for a system and that it proved more beneficial for the design to focus on presenting information in a way that reflected the most important goals and tasks of the user, rather than the structure of the organization. In many cases, the growth of capabilities and complexities of systems has hampered the usability of a customer relationship management system. An overly complex computer system can result in an equally complex and non-friendly user interface, thus not allowing the system to work as fully intended. A series of 1998 research indicates that each item added to an information display can significantly affect the overall experience the user.

4.4.3 Strategy taken by Banglalink:

For larger-scale enterprises, a complete and detailed plan is required to obtain the funding, resources, and company-wide support that can make the initiative of choosing and implementing a system successfully. Benefits must be defined, risks assessed, and cost quantified in three general areas:

4.4.3.1 Processes:
Though these systems have many technological components, business processes lie at its core. It can be seen as a more client-centric way of doing business, enabled by technology that consolidates and intelligently distributes pertinent information about clients, sales, marketing effectiveness,

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responsiveness, and market trends. Therefore, a company must analyze its business workflows and processes before choosing a technology platform; some will likely need re-engineering to better serve the overall goal of winning and satisfying clients. Moreover, planners need to determine the types of client information that are most relevant, and how best to employ them.

4.4.3.2 People:
For an initiative to be effective, an organization must convince its staff that the new technology and workflows will benefit employees as well as clients. Senior executives need to be strong and visible advocates who can clearly state and support the case for change. Collaboration, teamwork, and twoway communication should be encouraged across hierarchical boundaries, especially with respect to process improvement

4.4.3.3Technology:

In evaluating technology, key factors include alignment with the companys business process strategy and goals, including the ability to deliver the right data to the right employees and sufficient ease of adoption and use. Platform selection is best undertaken by a carefully chosen group of executives who understand the business processes to be automated as well as the software issues. Depending upon the size of the company and the breadth of data, choosing an application can take anywhere from a few weeks to a year or more.

5.1 Findings of the Study:

There are some important findings, which are given below: 1. Customer does not get diversified SIM packaging 2. Customers are not well-known about services and tariff 3. Existing customers are facing problems of billing system 4. Existing customers are not happy to promotional campaign

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5. Maximum subscribers face network problem. 6. Customers want to get free hot line 24 hours service. 7. The basic desire of the customer is to improve the value added service and reduce the charge. It graphs prove that maximum subscriber are not satisfied with the tariff rate.

6.1 Conclusion
Banglalink Bangladesh ltd introduce in 2005. When service came with lower tariff was the strong path to influence people about the new service. In that time Banglalink followed a smooth marketing strategy. Banglalink formed a cheap rate for the first time in Bangladesh. Banglalink maintains relationship management policy as well. So that there sales volume is more than others. At a time Banglalink takes also better position in consumer mind by its quality, attractive tariff plan etc. I gather some essential information from my survey that has needed to improve in some sector like network coverage, promotional activities, customer satisfaction etc. Finally it says that Banglalink estimates of life time relationship value accentuate the importance of retaining current customers. Banglalink provides proper information to their customer about new product or service. It is another good way to stay in touch and increase sales or get referrals. Banglalink offer discount for valued customer to maintain good relationship.

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Report on Customer Relationship Management of Banglalink is the part of our credit course of BBA Program. I learn so many things from this report about Banglalink Bangladesh its service nature, its distributors, retailers, consumers and its overall marketing condition in communication sector. This report will assist me to build up a better career in the job section.

7.1 Recommendations:
Banglalink can follow various measures to overcome these problems. Here are some recommendations in this regard: 1. Banglalink corporate SIM packaging must be different compare to other providers packages. 2. Tariff booklet must be necessary to inform about the facilities. 3. They should improve the performance of the billing system in a quick manner. 4. Attractive promotional items are necessary to satisfy the subscribers. 5. Network facilities should be wide. 6. Promotional advertising must be necessary for package. 7. Provide free 24 hours hotline service for subscribers. 8. Tariff must be lower than other 9. Increase the value added services 10. Should be monitored the existing customer and provide better service.

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11. The complexity of the GPRS facility should be reduced.

8.1 Bibliography 1. 1st anniversary publication, Banglalink 2. Business for the 21st Century, 2003 by Steven J Skinner, John M. Ivancevich. 3. " Taking the measuring of Quality, " Service Savvy, March 1992, p.3

4. Report on Mobile phones are everywhere and the business section of The Daily NEWAGE,
Friday, May 10, 2011, p.7.

5. Special feature of The Daily Prothom Alo on 2nd Anniversary Banglalink Saturday, March 31,
2010, p.18.

6. Main story and interview of Mobile personality of Monthly Magazine THE MOBILE
April 2011 p.7,1 7. Report of Banglalink on SERVICE PROMOTION POLICY OF BANGLALINK BANGLADESH LIMITED in the year 2006. 8. Website

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www.Banglalinkgsm.com.
www.wikipedia.org 9. Others Dealers Retailers Subscribers

Thank you very much for your time and support

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