Project Proposal

USING CMS SYSTEM

FOR AN EFFICENT CUSTOMER SERVICE

A STUDY ON

ROBI AXIATA LIMITED

Group-1

ABDOR ROB 1512877660

MD.ATIQUR RAHMAN 1715244660
JINIATH JAHAN 1530571660
MOSD.RAISA ISLAM
SUJON SAHA
 Background

Robi Axiata Limited has been one of the most customer oriented company serving millions of customers
across the country. From its inception, Robi has been dedicated to create values for the customer by
providing seamless network, superior customer service and utmost quality to create a significant
dominance in the telecommunication business in Bangladesh.
To provide service to this gigantic number of customer base, has been using state of the art Content
Management system to store customers information, providing a 24/7 customer helpline number, real
time information update etc. to maximize a seamless customer service which is ready to be there for the
customer at any given situation. Overall success of Robi relies not only on their sales; it depends of long
term customer perceived value and strong relationship with its stakeholders. To maintain a strong
relationship and provide a flawless customer service, Robi has been using various software platforms
which are responsible for the Content Management.
Robi has been using various software platforms as a backbone of the whole customer service and gain
insight about its customer base. From its inception, their CMS system has been updated and changed to
create a better synchronization, reduce system errors and provide seamless customer service through its 2
basic customer interaction platforms; a 24 hours call center and physical Walk-in Centers. But multiples
softwares were being used for different purposes and the challenges were inevitable. The company was
facing increased cost for the software maintenance, lack of synchronization between the softwares,
increase software downtime, more vulnerability and longer time to update the system in case of any
changes.
So, on the verge of technological evolution with the launching of 3G spectrum for the first time in
Bangladesh, an urgency for a more sophisticated multi-purpose software platform which can serve many
purposes at a time has been increased which eventually leaded to all new CMS system of , popularly
termed as CRM360. This is a single platform that is capable to serve almost all the purposes of Customer
Relationship Management, which has been developed by Siebel Corporation Limited, a segment of
worlds one of the most renowned software giant, Oracle Corporation.
In this paper, we will try to identify and analyze the Content Management System (CMS) of Robi
Axiata Limited, sort out their strength and weakness in this perspective and locate how it is contributing
to the success of this service oriented giant multinational company.
 Project Aims and Objectives

Most organizations recognize that a content management system (CMS) is a necessity when maintaining a
large corporate website or intranet.

It is important to ensure however, that beyond a general need, CMS solutions should be made to meet
specific business goals.

Without a clear vision of the business goals of the system, it is impossible to track the success of the
project, or ensure that the benefits are maximized.

To maintain a strong relationship and provide a flawless customer service, Robi has been using various
software platforms which are responsible for the Content Management System. In this paper, we will try
to identify and analyze the Content Management System (CMS) of , sort out their strength and weakness
in this perspective and locate how it is contributing to the success of this service oriented giant
multinational company. We will also look further to see how this company has implemented its state-of-
the-art software platforms and integrate the system along with it to perform at its maximum capacity to
serve a huge customer base throughout the country.

To be familiar with the different forms of IS used by Robi Axiata Limited

To find out about the CMS used by Robi Axiata Limited

To examine the benefits of CMS to investigate the SWOT analysis of CMS to probe the role of
CRM in strategic activities by managers and frontline employees.

To seek strategic advantage in using information assets in creative ways

To network business partner or agent who seek viewing information needs

To combine structure and unstructured information to and from both human and applications

To those who struggling with the volume accuracy or timeliness of information or their intranet
or internet sites.
 Sources of Data

This study covered two types of data, which are:

Primary data

Secondary data

Primary Data:
Primary data has been collected through unstructured questionnaire, constructed specially for this report.
To collect the primary data, the following steps have been followed to obtain the research objective:
Taking interviews of the Technology division personnel of Robi Axiata Limited.

Using unstructured/open ended questionnaire collected from front desk employees.

Collecting filled up Questionnaires from different sales outlets throughout the country.

Secondary Data:
Going through different documents and papers, newsletter (for internal purpose only), developed by the
company personnel, different books, journals, newspapers, brochures, website also was used to collect the
secondary data.

Expected Findings

CMS creates integration between Content management and Information Technology. It supports
planning, administration, decision-making, and control of customer experience departments of the largest
corporations of the world, including Robi Axiata Limited, one of the largest firms in Bangladesh. CMS of
Robi Axiata Limited stores and maintains information such as customers name and contact information,
usage records, service class, loyalty category, recharge, history, classification, usage time, technical
information and many other data. This system automates the processing, eliminate duplicate efforts, and
establish one set of policies for the organization. This study aims to find how precisely the CMS helps
customer managers achieve administrative efficiency and improved decision-making regarding customer
service, providing information and solution and other aspects by storing and maintaining such
information. Moreover, through conducting the SWOT analysis this report will evaluate its merits,
highlight the drawbacks and lastly try to suggest a better alternative or enhancements that will fulfill their
needs in more efficient and effective way without omitting any key features. In the end, this report aims to
draw a decent picture of the CMS of Robi Axiata Limited.

Recommendation

System maintenance and upgrading

Training the users

Personalize your communication with customers and prospects

Integrate with social media

Have a unified customer record

Mine the Information

Add a full-fledged analytics tool to the mix

Conclusion

Robi must carry out a CMS solution which is strategic and associate with its goals and should be accepted
and seized by all system users. This is a change management action and is very essential in gaining other
objectives. User acceptance is the bottom line: If Robi don't gain user acceptance, then it won't matter that
how productively identified business process improve. A human change management drive is required in
order to make the technology ambition work.