CRM & Indian Telecom Sector

CRM
AND THE TELECOM SECTOR

-G.Jayalakshmi., Ph.D Scholar

INTRODUCTION

The telecommunications market, in the last few years, has seen incredible Technological advancement,
which has fueled massive consumer adoption and brutal competition driven by commoditization. To drive
profits in this business, you must increase the average lifetime value per customer and minimize the service
cost even as service choices increase. Common to all of our customers in the telecom sector is an abiding
belief in delivering the best service to customers by investing in technology that empowers consumers and
service agents to have intelligent, productive conversations. In a marketplace where consumers are
increasingly aware of their choices, consistent service quality is the foundation of a durable brand.

TELECOMMUNICATION SECTOR

Telecommunication sector:

The sector that includes the telecommunications service providers, network operators, regulators,
manufacturers, subscribers, and users.

The telecom sector has seen much change during the past two decades. At first, it was the opining up of
the equipment manufacturing sector, followed by the corporatisation of the government owned entities,
Videsh Sanchar Nigam Limited (VSNL) and Mahan agar Telephone Nigam Limited (MTNL). Subsequently,
the sector was opened for private participation in basic other value added services. The most recent
liberalization moves have been the corporatization of the Department of Telecom into Bharat Sanchar
Nigam Limited (BSNL) and the privatization of VSNL.

CRM AND THE TELECOM SECTOR

An effective CRM system includes tools such as a skilled customer care staff and leading edge automation
and workflow management software platforms. With this tool, it is possible for a telecom company to track
sales enquiries, trouble tickets, emails, telephone calls, and customer satisfaction surveys.

INDUSTRY CHALLENGES AND E-GAIN SOLUTIONS

CUSTOMER SERVICE IS KEY TO SALES AND LOYALTY

Telecom, especially mobile telecom, is a highly competitive and increasingly mature market. As network
coverage, handsets, and price plans become less important as differentiators, customer service is
increasingly 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 and support the range of new products
and services such as email, multimedia messaging, and synchronization with handheld devices, etc.

Aliant, for instance, has achieved a 17% reduction in call handle time, which is translates to a saving of
approximately $ 1.5 million in operating staff expenses.
THE OPPORTUNITY FOR SELF-SERVICE

Organizations would like to reduce the costs of customer care by deflecting 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.

REGULATORY REFORMS IN INDIA: EFFECTIVENESS, EFFICIENCY, AND IMPACTS

The regulatory reform exercise is in progress in different sectors of the economy. This reform process aims
to reduce cost, delay, and uncertainty leading to consumer benefits, in terms of lower prices and wider
choices.

ALTERNATIVES TO FDI

The telecom lobbies represented by the private telecom players, both domestic and foreign, have
succeeded in their central objective of weakening government-controlled operators such as the Bharat
Sanchar Nigam Limited (BSNL) and Mahanagar Telephone Nigam Limited (MTNL) in order to share the
lucrative Indian market among themselves.

India's WTO commitments do not prevent BSNL from entering into public-private partnerships through
franchisees. By adopting this model BSNL could franchise up to 30,000 rural telephone exchanges, which
could create employment for a vast pool of technically skilled, retired employees of the company. An
excellent example of such public-private partnerships are the franchised PCOs, which have created
livelihoods for more than a million families and account for about 30 per cent of BSNL's revenue. BSNL tried
to give the user the ‘95' facility as a substitute for the ‘91' facility.

THE NATIONAL TELECOM AGENCY'S DECISIONS BY COMPLAINTS BOARDS

1. The Telecommunications Complaints Board

The Telecommunications Complaints Board processes and makes the final administrative decision in cases
involving complaints about the National Telecom Agency's decisions and case processing, which, under
statutory provisions or rules laid down in pursuance thereof; belong under
the Telecommunications Complaints Board. This includes the Agency's decisions regarding competitive
conditions and interconnection in the telecommunications sector and fixing of maximum prices.

2. The Telecommunications Consumer Board

The Telecommunications Consumer Board processes and makes the final administrative decision in cases
involving complaints about the National Telecom Agency's decisions and related case processing, which,
under statutory provisions or rules laid down in pursuance thereof, belong under the Telecommunications
Consumer Board. This includes TDC's compliance with subscription terms, the terms for handling the
universal service obligation and compliance with fixed maximum prices.

CONCLUSION

Based on consumer interest is better way going on in Telecommunication sector. It is not only in India and
also developed countries.

CRM & Indian Telecom Sector

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