Internship Report- Grameenphone

8/12/2019 Internship Report- Grameenphone

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An Internship Report

On

Impact and Usefulness of Customer Relationship

Management Systems on Key Account

Management

Of Grameenphone Limited

AHSAULLAH UI!"RSI#$ O%


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Student 'eclaration

I, MD. Rashedul Islam, hereby declare that the report presented in this titled (Impact

and Usefulness of Customer Relationship Management Systems on Key Account

Management of Grameenphone Ltd)has been carried out by me and has not been

preiously submitted to any other !niersity or "r#ani$ation for an academic

%ualification, certificate, diploma or de#ree.

&&&&&&&..

MD.Rashedul Islam

ID '"( 0).01.02.10)

S*+"" "- !SI'SS

!S


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Approval of the Report

On

Impact and Usefulness of Customer Relationship

Management Systems on Key Account

Management

Of Grameenphone Limited

he report titled as aboe is submitted as particular fulfillment of re%uirements of

ro#ram. his report has been prepared by MD.Rashedul Islam ID 'o( 0) 01 02 10),

pro#ram under my superision and #uidance.

his report is approed and accepted in terms of %uality and format.

3333333333333333333333333333333

Super*isor

+iaul Ha,ue

L"C#UR"R

SCHOOL O% -USI"SS


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Letter of Transmittal

pril l0, 2011

iaul +a%ue

ecturer

School "f usiness

hsanullah !niersity of Science 5 echnolo#y

Sub6ect( Su.mission of the Internship Report on Impact and Usefulness of

Customer Relationship Management Systems on Key Account Management Of

Grameenphone Limited/

Sir

It7s been a pleasure for me to submit my Internship Report onImpact and Usefulness

of Customer Relationship Management Systems on Key Account Management Of

Grameenphone Limited/ his report contains the structure and material as instructed

by you. I hae tried hard to do my best and fulfill your e8pectations. he assi#ned 9or:

and the information #atherin# process inoled 9ith it #ae me access to the areas,

9hich I didn7t :no9 before.+o9eer, it is needless to say that, there may be some mista:es in my presentation and

style. In completin# the report I hae tried my best in impartin# eery aailable details of

the ;rameenphone aoidin# unnecessary amplification of the report.

han:in# you


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Ac5no6ledgement

t first, I 9ould li:e to e8press my #ratitude to the lmi#hty for enablin# me to complete

the report in the schedule time successfully.

I 9ould li:e to than: my internship pro#ram superisor +iaul Ha,ue for her careful;uidance and instruction 9hich actually enabled me to accomplish the internship reportsuccessfully.

I 9ould li:e to than: my superisor Mustofa Kamal $ousuf for #iin# me theopportunity to

erform my internship pro#ram under his superision in the =ey ccount Mana#ementIn commercial diision of ;rameenphone td. I 9ould also li:e to e8press my humble#ratitude to all of the collea#ues of my team members >ho not only helped me toprepare this report but also helped me 9ith their #uidance and by Sharin# their aluable:no9led#e.

nd last, I am also #rateful to my parents and family members for their lon#

encoura#ement patience, sacrifice and tolerance sho9ed to me durin# my study period.


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Executive Summery

he internship pro#ram is an inte#ral part of the pro#ram for all the students. s a

fulfillment of de#ree re%uirement I had to #o throu#h a ? @threeA months lon#

internship pro#ram. I had a #reat interest on ;rameenphone limited. he main topic of

the report is Impact and Usefulness of Customer Relationship Management

Systems on Key Account Management/

Durin# the internship in ;rameenphone I 9as assi#ned in assortment of tas:s. In he

follo9in# report my day to day actiities durin# my internship days in =ey accountmana#ement department are described. I hae tried to neatly sort all my actiitiesseparately to describe a *learer picture of my responsibilities assi#ned by mysuperisor at ;rameenphone. In most of the cases that are described in the reportpracticed the natures of corporate customer %uery, complain and serice re%uest andalso sorted out my tas: in a specific manner. I also try to ma:e plan to increase reenuefrom e8istin# corporate customer. o conclude the report I tried to e8press mye8periences that 9ere reflected by my academic career in the internship tenure.


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TABLE OF CONTENTS Pae

Chapter! "# $ntro%uction & Bac'roun% of the Stu%y 3

3/3 Origin of the Study 4

3/4 Scope of the Study

4

3/7 O.8ecti*es of the Study 4

3/9Methodology of the Study 7

3/: Limitations 9

Pae

Chapter!(#Orani)ational profile of *rameenphone :

4/3 Short profile of Grameenphone Limited ;

4/4 Grameenphone !ision 2

4/7 Mission 2

4/9 !alues 2

4/: Organi


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Pae

Chapter+# #opic 'etails and theoretical -ac5ground

7/3 Key Account Management 3;

7/4 KASM methodology 3;

7/7 Customer relationship management 32

7/9 I n the Internship ?eriod0 @ 3=

7/: Some Responsi.ilities of K"$ ACCOU# MAAG"R 3=

7/; My 'uties and Responsi.ilities0@ 3=

Chapter,!# Observation & Learning points43

9/3 O.ser*ations 44

9/4 Internal to the Contact Centre0 44

9/7 "ternal to the Contact Center 44

9/9 In recommendation part I 6ant to recommend something to.etterment of customer ser*ice/

44

Chapter!-# Conclusions & Bi.lioraphy 47

;/3 Conclusions 49

;/4 Recommendations 4:


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*hapter 1

3

Introduction & Background of

the Study


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3/3 Origin of the Study

ll businesses are concerned 9ith earnin# profit throu#h sellin# either a product or

renderin# serice. ;rameenphone is the leader of telecommunication sector in

an#ladesh. ;rameenphone is mostly :no9n as ;. It proides 9ireless

communication oer Boice or data. 'o9 this time ; also proide internet Serice and

Different tan#ible products i:e Mobile hand set or ;RS modem.

herefore, an "erall actiity of ;RM'+"' has an important role to play in the

financial sector of an#ladesh. *onse%uently the study of oerall actiities of

;RM'+"' in the conte8t of an#ladesh7s deelopin# economy 9ould help in

the oerall mana#ement of balance of payment of the country.

3/4 Scope of the Study

In an#ladesh the elecommunication sector is one of the most established areas. In

the process of formin# a #ood communication system, Mobile operator plays a ital role.

-or this reason I hae chosen ;RM'+"' td. to complete my Internship. here

I 9or:ed for three months as an internee and 9ere paced under =ey account

mana#ement. herefore this report 9ill coer the aboe aspect of the 9or:.

3/7 O.8ecti*e of the Study

1.?.1 ;eneral ob6ectie

he study is intended for proidin# me inaluable practical :no9led#e about

corporate customer handlin#. he #eneral ob6ectie is to prepare the report to

ac%uire practical :no9led#e about usin# Information systems to deeloped

business plan.

1.?.2 Specific ob6ectie

o ac%uire :no9led#e and find the relationship bet9een practical and theoretical

bac:#round.

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o e8amine the operational procedure of customer relationship mana#ement

systems of ;rameenphone imited.

o find any lac:in# of ;rameenphone td on usin# of information systems for

*RMS actiities.

3/9 Methodology of the Study

his report is descriptie in nature. his report has been prepared on the basis of

e8perience #athered, durin# the period of internship. -or preparin# this report I hae

also #ot the information from annual report and 9ebsite of the ;rameenphone td and

sureyin# people 9ith %uestionnaire.

3/9/3 Sources of data collection0

3/9/3/3 ?rimary Sources

-ace to face conersation 9ith the respectie officers and stuffs of head

office.

ractical 9or: e8perience in the different des: of the department of the

office.

-ace to face conersation 9ith clients.

Secondary Sources

Daily diary @containin# my actiities of practical orientation in

;rameenphone td.A Barious publications of the company.

>ebsite of ;rameenphone td.

>ebsite of different telecom company.

nnual report

Barious boo:s


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7

3/: Limitations

I hae tried to find out the relationship bet9een our theoretical :no9led#e and practical

implication.

he report 9as completed under the follo9in# constraints or limitation

Difficulty in #ainin# accesses to specific area and specific time.

>ithout their o9n employee it is ery much difficult to collect releant

data.

In some cases erifications of data 9ere become tou#h.

!naailability of necessary documents.

"nline accesses are limited for intern. >or: pressure is too much.

It is ery hard to communicate 9ith our tar#et customer in specific

area.


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9

Chapter 4

"r#ani$ational profile of;rameenphone


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:

4/3Short profile of Grameenphone Limited

Grameenphone Limited

#ype Limited

Industry Mo.ile#elecommunication

%ounded 3>>2

Head,uarter

s

G?HOUS"B ?lot 47;B -loc5 -B-asundhara RDAB 'ha5a@344>/

Cele.ration ?ointB Road 337 AB ?lot

7 & :B GulshanB'ha5aB-angladesh

Key people #ore EohnsenB C"O

?roducts #elephonyB "'G"B GSM

Re*enue 29/2 .nUS'F4131

"mployees early :111

?arent#elenor ::/=B Grameen #elecom

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;

Grameenphone !isionB Mission and *alues
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Limited_companyhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Gulshan,_Dhakahttp://en.wikipedia.org/wiki/Dhakahttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Telephonyhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Telenorhttp://en.wikipedia.org/wiki/Grameen_Telecomhttp://en.wikipedia.org/wiki/File:Grameenphone_Logo.pnghttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Limited_companyhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Gulshan,_Dhakahttp://en.wikipedia.org/wiki/Dhakahttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Telephonyhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Telenorhttp://en.wikipedia.org/wiki/Grameen_Telecom


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4/4 Company !ision

he ision statement of ;rameen hone is simple3(>e are here to helpC

his means that ;rameenphone helps their customers to #et the best out of communicationsSerices in their daily lies. >e7re here to helpC isn7t a slo#anE it7s a 9ay of life for all theSta:eholders of ;rameenphone.R"R "' + *!S"MR SRBI* DRM' "- ;RM'+"' IMID

4/7 Company Mission>e 9ill lead the industry and e8ceed customer e8pectations by proidin# the best

9ireless

Serices, ma:in# life and business easierC.

4/9 Company !alues

M= I Se are practical. erythin# 9e produce should be easy to understand and use. ecause 9e'eer for#et 9e are tryin# to ma:e our customersF lies easier.

I'SIRI';>e are creatie. >e brin# ener#y and ima#ination to our 9or:. >e 9ant to be a partner in theDeelopment of our community. >e are passionate about our business, customers and our*ountry.

= R"MISSerythin# 9e set out to do should 9or:. If it does not, 9e are there to put thin#s ri#ht. >e arebout deliery, not oer promisin# 3 actions not 9ords.

RS*-!>e ac:no9led#e and respect the local culture. >e are respectful and professional in re#ard toall

our interactions, both internally and e8ternally. >e are open, helpful and friendly.

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4/: Organi


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#he #elenor Group

More than 1G0 million mobile subscribers 9orld9ide

Stron# subscription #ro9th, particularly in our sian operations

isted as 'o.1 on Do9 Jones Sustainability Inde8 200H

Ran:ed as the 9orldFs seenth lar#est mobile operator

Reenues 200)( '"= 10G billion

>or:force 200)( ?G H00 man3years

isted on the "slo Stoc: 8chan#e, 9ith head%uarters in 'or9ay

Grameen #elecom

>or:s in close collaboration 9ith ;rameen an:. he internationally reputed ban: for the poor

has the most e8tensie rural ban:in# net9or: and e8pertise in microfinance. It understands the

economic needs of the rural population, in particular the 9omen from the poorest households.

;rameen elecom, 9ith the help of ;rameen an:, administers the Billa#e hone ro#ram,

throu#h 9hich ;rameenhone proides its serices to the fast #ro9in# rural customers.;rameen elecom trains the operators, supplies them 9ith handsets and handles all serice3

related issues.

;rameen an: currently coers more than K),000 illa#es 9hich are sericed by 2121 ban:

branches all oer the countryside. s of may 200K, the ban: had K.?? million borro9ers, L)

percent of 9hom 9ere 9omen.

;rameen elecomFs ob6ecties are to proide easy access to ;SM cellular serices in rural

an#ladesh, creatin# ne9 opportunities for income #eneration throu#h self3 employment by

proidin# illa#ers 9ith access to modern information and communication based technolo#ies.

;rameen elecom *orporation, 9hich o9ns ?4.2 of the shares of ;rameenhone, is a not3

for3profit company and

4/; History of Grameenphone

he idea of proidin# 9ider mobile phone access to banana areas 9as ori#inally conceied byI%bal uadir, 9ho is currently the founder and director of the e#atum *enter for Deelopmentand ntrepreneurship at MI.+e 9as inspired by the ;rameen an:microcredit model andenisioned a business model 9here a cell phone can sere as a source of income. fter leain#his 6ob as an inestment ban:er in the !nited States, uadir traeled bac: to an#ladesh, aftermeetin# and successfully raisin# money from 'e9


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on March 2K, 1LL), the Independence Day in an#ladesh.>

;rameenphone ori#inally offered a mobile3to3mobile connectiity @9idely :no9n as ;3;connectionA, 9hich created a lot of enthusiasm amon# the users. It became the first operator toreach the million subscriber milestone as 9ell as ten million subscriber milestones in

an#ladesh.

Chronology

'oember 2H, 1LLK( Grameenphone Ltd. receied cellular license by the Ministry of osts andelecommunications of an#ladesh.

March 2K, 1LL)( ;rameenphone launched its serice on the Independence Day of an#ladesh.

June 1LLH( ;rameenphone started its serices in *hitta#on#, the second lar#est city and theport city of an#ladesh. *ell to cell coera#e bet9een Dha:a3*hitta#on# 9as established.

1LLL( ;rameenphone started its serice in =hulna, the industrial city of an#ladesh. lso cell tocell coera#e bet9een Dha:a and =hulna brou#ht a number of other districts under coera#e.

2000( ;rameenphone started its serices in Ra6shahi, the education city of an#ladesh. Sericealso started in Sylhet and arisal and thus all si8 diisional head%uarters #ot the cellularnet9or: coera#e for the first time an#ladesh.

u#ust 200?( ;rameenphoneFs subscribes base has become more than one million.;rameenphone became the first operator in the country to reach the million subscribers.

'oember 200G( ;rameenphone re#istered more than G million subscribers.

'oember G, 200K( ;rameenphone crosses the 10 million subscriber mar: after almost tenyears of operation.

September 20, 200)( ;rameenphone reaches 1G million subscribers mar:.

June 200H( ;rameenphone reaches 20 million subscribers landmar:.

In 2010 ;rameenphone reach more than ?0million

Changing logo

"n the 'oember 1K, 200K ; formally chan#ed its lo#o to match its parent company elenorFslo#o. ccordin# to ; the ne9 lo#o symboli$es trust, reliability, %uality and constant pro#ress.he name ;rameenphone 9as :ept as part of the ne9 identity because the name;rameenphone carries 9ith it all of the herita#e, success and alues of the companyFs past,added the then*" of ;rameenphone ri: as.
http://en.wikipedia.org/wiki/Bangladeshi_Independence_Dayhttp://en.wikipedia.org/wiki/Milestonehttp://en.wikipedia.org/wiki/Chittagonghttp://en.wikipedia.org/wiki/Khulnahttp://en.wikipedia.org/wiki/Rajshahihttp://en.wikipedia.org/wiki/Sylhethttp://en.wikipedia.org/wiki/Barisalhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Bangladeshi_Independence_Dayhttp://en.wikipedia.org/wiki/Milestonehttp://en.wikipedia.org/wiki/Chittagonghttp://en.wikipedia.org/wiki/Khulnahttp://en.wikipedia.org/wiki/Rajshahihttp://en.wikipedia.org/wiki/Sylhethttp://en.wikipedia.org/wiki/Barisalhttp://en.wikipedia.org/wiki/CEO


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31

um.ering scheme

;rameenphone uses the follo9in# numberin# scheme for its subscribers(

==1 32 nnnnnnnn

==1 is the ISD code for an#ladesh and is needed only in case of dialin# from outsidean#ladesh @other9ise, it may be substituted by a 0, ma:in# the prefi8 01)A. 32is the prefi8 for;rameenphone as allocated by the #oernment of an#ladesh. he ei#ht3di#it numbernnnnnnnn is the subscriber number.

4/2 et6or5

ccordin# to ;rameenphone, it has so far inested more than D 10,)00 crore @!SD 1.KbillionA to build the net9or: infrastructuresince 1LL). It has inested oer D ?,100 crore@!SD 4G0 millionA durin# the first three %uarters of 200) 9hile D 2,100 crore @!SD ?10millionA 9as inested in 200K alone.

;rameenphone has built the lar#est cellular net9or: in the country 9ith oer 10,000 basestationsin more than G)00 locations. resently, nearly LH percent of the countryFs population is

9ithin the coera#e area of the ;rameenphone net9or:.

he entire ;rameenphone net9or: is also D;/;RSenabled, allo9in# access to moderatespeed Internet and data serices from any9here 9ithin the coera#e area. here are currentlynearly ? million D;/;RS users in the ;rameenphone net9or:.

4/= ?roducts offered

Mo.ile #elephony

;rameenphone 9as the first operator to introduce the pre3paid mobile phone serice inan#ladesh in September 1LLL. It offers the pre3paid subscription under the name "asy?repaid /hich is currently calle% 0smile prepai%01 Besi%es smile2 *rameenphone alsooffers a youth .ase% mo.ile to mo.ile connectivity /ithin Banla%esh name%d/u%*e.

;rameenphone also offers postpaid mobile serice. plore ?ostpaidis the name of its post

paid serice.

Other Ser*ices

Internet( ;rameenphone proides internet serice in its coera#e area. s it has

D;/;RS enabled net9or:, any subscriber can access to internet throu#h thisnet9or:. ;rameenphone 9as the first mobile operator in an#ladesh to offer D;serices to its subscribers.
http://en.wikipedia.org/wiki/International_Subscriber_Diallinghttp://en.wikipedia.org/wiki/Telecommunications_networkhttp://en.wikipedia.org/wiki/Telecommunications_networkhttp://en.wikipedia.org/wiki/Base_Station_subsystemhttp://en.wikipedia.org/wiki/Base_Station_subsystemhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/GPRShttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Djuicehttp://en.wikipedia.org/wiki/International_Subscriber_Diallinghttp://en.wikipedia.org/wiki/Telecommunications_networkhttp://en.wikipedia.org/wiki/Telecommunications_networkhttp://en.wikipedia.org/wiki/Base_Station_subsystemhttp://en.wikipedia.org/wiki/Base_Station_subsystemhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/GPRShttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Djuice


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illay ( serice to enable users to pay their utility bills @lectricity, ;as etcA throu#h

mobile

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*ella$aar ( serice to enable users sells or buys products throu#h mobile or internet.

Barious other serices li:e Stoc: Information, Instant Messa#in#, SMS ased

lerts/Serices, Boice3based Serices, Do9nloads,Music, *ric:et!pdates, >ebSMS,Mobile ac:up etc.

Other acti*ities

!illage phone

>ith the help of ;rameenphone, ;rameen elecom operates the national Billa#e honepro#ramme, alon#side its o9n parent ;rameen an:and the International -inance *orporation

@I-*A, actin# as the sole proider of telecommunications serices to a number of rural areas.Most Billa#e hone participants are 9omen liin# in remote areas. Billa#e hone 9or:s as ano9ner3operated ;SM payphone 9hereby a borro9er ta:es a D12,000 @!SD200A loan from;rameen an: to subscribe to ; @;rameenphoneA and is then trained on ho9 to operate itand ho9 to char#e others to use it at a profit. s in September 200K, there are more than2GG,000 Billa#e hones in operation in GG,000 illa#es around an#ladesh. his pro#ram hasbeen replicated also in some other countries includin# in !#andaand R9andain frica.

typical ;rameenphone to9er

Community Information Centers

*ommunity Information *enter @*I*A or ;*I* is aimed at proidin# internetaccess and othercommunicationsserices to rural areas. In -ebruary 200K, 2K *I*s 9ere established across thecountry as a pilot pro6ect. In this pro6ect, ;rameenphone proides ;SM/D;/;RSinfrastructure and technical support and other partners ;rameen elecom *orporation andSociety for conomic and asic dancement @SA, are inoled in selectin# and trainin#entrepreneurs to run the illa#e centers. he computers in these centers in the pilot pro6ect areused by an aera#e of ?0 people a day, 9ho pay a small fee to access email or >eb pa#es.hese *I*s are used for a 9ide ariety of business and personal purposes, from accessin#
http://en.wikipedia.org/w/index.php?title=CellBazaar&action=edit&redlink=1http://en.wikipedia.org/wiki/Stock_Markethttp://en.wikipedia.org/wiki/Downloadhttp://en.wikipedia.org/wiki/Musichttp://en.wikipedia.org/wiki/Crickethttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Village_Phonehttp://en.wikipedia.org/wiki/Grameen_Bankhttp://en.wikipedia.org/wiki/International_Finance_Corporationhttp://en.wikipedia.org/wiki/Bangladeshi_takahttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Ugandahttp://en.wikipedia.org/wiki/Rwandahttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/GPRShttp://en.wikipedia.org/wiki/File:GPTower.jpghttp://en.wikipedia.org/w/index.php?title=CellBazaar&action=edit&redlink=1http://en.wikipedia.org/wiki/Stock_Markethttp://en.wikipedia.org/wiki/Downloadhttp://en.wikipedia.org/wiki/Musichttp://en.wikipedia.org/wiki/Crickethttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Village_Phonehttp://en.wikipedia.org/wiki/Grameen_Bankhttp://en.wikipedia.org/wiki/International_Finance_Corporationhttp://en.wikipedia.org/wiki/Bangladeshi_takahttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Ugandahttp://en.wikipedia.org/wiki/Rwandahttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/GPRS


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health and a#ricultural information to usin# #oernment serices to ideo conferencin# 9ithrelaties oerseas. ;rameenphone also trains the entrepreneurs so that they can #ie peopleadice on ho9 to set up an e3mailaccount and best ma:e use of the Internet.

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*I* pro6ect is #iin# up to 20 millionpeople the chance to use the Internet and e3mail for thefirst time. -ollo9in# a successful pilot pro6ect, ;rameenphone is #oin# to set up appro8imatelyGK0 centers in communities throu#hout an#ladesh by the end of 200K. he centers 9ill belocated in each !pa$ila@sub3districtA of an#ladesh. s a result, up to 1G illa#es containin# upto 40,000 people 9ill be 9ithin reach of each *I*. In this information center, there 9ill bepersonal computers connected to ;rameenphone e8istin# ;SM mobile net9or:, 9hich hasbeen up#raded 9ith D;technolo#y to offer data transfer speeds of up to 1K :ilobytes persecond.

;rameenphone *enters franchised #pc at e6#aon,Dha:a.

#rameenphone center @;*A seres as a None stop solutionN for customers, 9ith alltelecommunications products and serices, under a sin#le roof. #rameenphone center alsosells phones from endors li:e 'o:ia, Samsun#, Motorola, Sa#em and en%. D;/;RSmodems and accessories such char#ers and headphones are also sold at ;*s.

s of September, 200), there are )K ;*s and they are strate#ically located at all ma6orlocations of the country is operated by ;rameenphone. s of late most of the ne9ly opened#pcFs are franchised. Most of these franchised outlets are in non3metropolitan areas.

he ;*s also proide the fle8i load serice 9ithout char#in# e8tra for small denominationsunli:e many retailers in the country. hus ma:in# the #pcFs and ideal place for many for such aserice.

ery once a 9hile, the ;*s tie up 9ith handset manufactures and start a nation9idemar:etin# scheme by sellin# the specific endors products at a price lo9er than the mar:etFs orin bundle 9ith a #rameenphone connection loaded 9ith free minutes.
http://en.wikipedia.org/wiki/E-mailhttp://en.wikipedia.org/wiki/Millionhttp://en.wikipedia.org/wiki/Upazilahttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/Tejgaonhttp://en.wikipedia.org/wiki/Dhakahttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Samsunghttp://en.wikipedia.org/wiki/Motorolahttp://en.wikipedia.org/wiki/Sagemhttp://en.wikipedia.org/wiki/Benqhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/GPRShttp://en.wikipedia.org/wiki/E-mailhttp://en.wikipedia.org/wiki/Millionhttp://en.wikipedia.org/wiki/Upazilahttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/Tejgaonhttp://en.wikipedia.org/wiki/Dhakahttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Samsunghttp://en.wikipedia.org/wiki/Motorolahttp://en.wikipedia.org/wiki/Sagemhttp://en.wikipedia.org/wiki/Benqhttp://en.wikipedia.org/wiki/Enhanced_Data_Rates_for_GSM_Evolutionhttp://en.wikipedia.org/wiki/GPRS


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37

*hapter ?

opic Details and theoreticalac:#round

opic Details and theoretical
http://en.wikipedia.org/wiki/File:Grameenphone_Logo.png


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39

7/3 Key Account Management

=ey ccount Mana#ement is a strate#ic plannin# approach that #oes beyond traditionalsellin# to tac:le todayFs customer issues. It reaches inside both seller and buyeror#ani$ations, so =M is undoubtedly more comple8 and more difficult than simplesales actiity. ut the sta:es are hi#h, and po9erful customers e8pect no less from their

suppliers no9. he Mar:etin# rocess *ompany has a number of=M consultin#pac:a#es, and the =ey ccount Selection Matri8soft9are.+i#h3inolement relationships 9ith :ey customers offer ma6or opportunities to #ro9business and moe for9ard in the mar:et, and to sae costs for both sides. hey alsore%uire innoation, ma6or inestment, and hi#h runnin# costs.


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3:

typical =M pac:a#e is outlined aboe. o find out more about the =ey ccountMana#ement consultin# pac:a#es see our e8ample =M proposal document.=ey ccount Selectionhe =ey ccount Selection Matri8 soft9are proides a solid methodolo#y for analysin#,identifyin# and prioritisin# :ey accounts usin# account portfolio mana#ement. It is apo9erful decision support tool. he matri8 plots account attractieness a#ainst relatiecustomer satisfaction. he resultin# matri8 can be used to assi#n differin# mana#ementstrate#ies.
http://www.themarketingprocessco.com/document_downloads/kam_proposal.pdfhttp://www.themarketingprocessco.com/document_downloads/kam_proposal.pdf


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7/4 KASM methodologyortfolio analysis is a means of assessin# a number of different :ey accounts, firstlyaccordin# to the potential of each in terms of achiein# the or#ani$ation7s ob6ectiesand secondly accordin# to the or#ani$ation7s capability to ta:e adanta#e of theidentified opportunities.

he =ey ccount Selection Matri8 @=SMA offers a detailed frame9or: 9hich can beused to classify possible competitie enironments and their strate#y re%uirements. Ituses seeral indicators to measure the dimensions of Faccount attractienessF on theone hand and perceied Fcompany performanceF @relatie to competitorsA on the other.he dia#nosis of an or#ani$ation7s :ey account portfolio, based on the t9o compositedimensions outlined aboe, 9ill enable an or#ani$ation to reie9 and decide theappropriate, Ftop3leelF strate#ies for each selected account. Such analysis isparticularly helpful in mature and hi#hly competitie industries, 9here the effectieallocation of an or#ani$ation7s scarce resources is a ma6or problem for seniormana#ement.

3;

?.? *ustomer relationship mana#ement

*ustomer relationship mana#ement @*RMA is a 9idely3implemented strate#y formana#in# a company7s interactions 9ith customers, clients and sales prospects. Itinoles usin# technolo#y to or#ani$e, automate, and synchroni$e business processesPprincipally sales actiities, but also those for mar:etin#, customer serice,and technical support. he oerall #oals are to find, attract, and 9in ne9 clients,

nurture and retain those the company already has, entice former clients bac: into thefold, and reduce the costs of mar:etin# and client serice. *ustomer relationshipmana#ement describes a company39ide business strate#y includin# customer3interface departments as 9ell as other departments.

CRMS is a part of Key account management/ KAM are using CRMS %or helpingtheir customer/Grameenphone also CRMS for support their customer and it is part of their hole
http://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Customer_servicehttp://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Customer_servicehttp://en.wikipedia.org/wiki/Technical_support


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Internship ?osition0 @ I 9as assi#ned to 9or: on =ey ccount Mana#ement.

7/: Some Responsi.ilities of K"$ ACCOU# MAAG"R

1. n improed understandin# of customers and better lon#3term relationships

2. Identify and priorities :ey accounts and measure their profitability

?. Deelop a deep understandin# of the customer4. Deelopin# customer3focused strate#iesG. ricin# for :ey accountsK. *ontact mana#ement and communication). *ommercial strate#ies for :ey accountsH. *onflict mana#ement and ne#otiation

7/; My 'uties and Responsi.ilities0@

I 9as assi#ned as an intern in the =ey ccount mana#ement in commercial Diision. Ihad to deal 9ith ;rameenphone corporate subscribers usin# usiness Solutionpac:a#e. his SIM cards are not o9ned by indiidual subscribers. his SIM cards are

sold to a company and o9ned by the company. fter the SIM cards are sold, thecompany selects an authori$ed person 9ho then represents his company to ;.Subscribers of that particular company can call ; hot line or isit ;* for serice butto aail a ne9 pac:a#e or to chan#e any pac:a#e the subscriber needs to contact 9iththe =M.

3=I had to complete the follo9in# set of actiities both routine and non3routine basis durin#my internship.

'ifferent types of ser*ices pro*ide to the customer according 6ith their

need/ As of eampleB sometimes customers need to acti*ate the internetser*ice or deacti*ate the internet ser*iceB that time they inform us and 6efor6ard it to the acti*ation team as per demand/ Sometimes I changed the

customer .illing address/

#o maintaining relationship 6ith the customer/

'e*eloped idea for increase re*enue .y maintaining good relationship 6ith

the clients/


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One of the main responsi.ilities to me is ma5ing num.er plan according

6ith the customer demand/

'e*eloped customer relationship Management systems plan for .etter

ser*ice to the customer/

'eli*er the products to customer according 6ith the num.ering plan/

Acti*ated num.ers and chec5ed the documents that ha*e .een su.mitted

.y the customer/

Creating and de*eloped a short data .ase of customers for future use/

Manipulate data.ase fre,uently/

Gi*ing international roaming ser*ice support/

Sometimes I ha*e pro*ided some technical support to the customers/

Gi*ing ans6er of some ,uestion or ,uery that is comes from customer/

!isit to the customer/

'oing "R? for the selling products/

'oing -SM for the deli*ered sim for acti*ation/

3>

?ro*ide Information to the corporate Customer

I also proide any type information to the customer. I tried to my best to #ie them the

ri#ht information to the customer. >hen any customer does not understand anythin#

tried to help them. Most of the time I #ae them information about usiness Solution

ac:a#e.


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41

*hapter 4

Observation & Learning points


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43

9/3 O.ser*ations

In my obseration ;rameenphone #ies more emphasis on customer serice. *ustomerserice is 'ot only after sales serice but also an income source for ;rameenphone.=ey account mana#ement department #ie all of the serices to the :ey accounts orclients. ll the =ey account mana#er of =ey account mana#ement department is eryefficient, ener#etic and educated. hey all are trained 9ell to handle customers.

he %uality of serice is ery #ood. he enironment of the office is also ery #ood. heofficeSetup is ery modern and technolo#ical adance.I hae identified the follo9in# problems 9hich can a#ain be addressed from bothinternal and8ternal conte8t.

9/4 Internal to the Contact Centre0


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mployee dissatisfaction, ools do9n, ac: of fle8ibility in 9or: place, *omplication in8ecution, Roster related problem, Information mismatch, and complicated processflo9.

9/7 "ternal to the Contact Center0

Subscriber end errors, !ser unfriendly product and tariff, 'atural calamities, 'et9or:failure,eer chan#in# subscriber need, Miscommunication.

9/9 In recommendation part I 6ant to recommend something to .etterment ofcustomer ser*ice/

Decrease the call pressure to increase customer satisfaction.;ie more trainin# to the =ey account mana#er so that they can increase their s:ills.-ree the call char#e 9hen subscribers are in %ueue.

Increase the number of employee to reduce 9or: pressure.Motiate the employee by different motiational factor.stablish stron# coordination amon# se#ments and desi#n simple process.fficient technolo#ical bac:up and nsure timely and uni%ue information throu#hstablish more authority at 9or:place.;ie more benefit to the employee to reduce employee turnoer.Reduce the time limit of sole complains of the subscribers to increase customerSatisfaction.

44

*hapter G


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47

:/3 Conclusions

;ettin# an opportunity to do internship in the lar#est telecommunication company ofan#ladesh has been a #reat e8perience. It 9as a #reat honor for me to 9or: in such a

professional company 9here eerythin# is so or#ani$ed and perfect. he corporateculture that I learned from ; is a thin# to be mentioned especially and adaptin# to it9as a bi# challen#e in such an early sta#e of my career. e8tual learnin#7s formuniersity courses 9ere helpful, but the thin#s learnt from real time 9or: e8perience forthe first time has indeed been a priile#e. Dealin# 9ith customer %ueries 5 complaintshas certainly helped my interaction 5 R"?OR# O #H" Impact and Usefulness ofCustomer Relationship Management Systems on Key Account Management ofGrameenphone Limited/

Conclusions


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'oember.

ayton, -. *E ahay, D. @200GA, >hy DoesnFt Mar:etin# !se the *orporate Data

>arehouseQ he Role of rust and uality in doption of Data3>arehousin#

echnolo#y for *RM pplications,C Journal of usiness 5 Industrial Mar:etin#,

Bol. 20, 'o. 4/G, pp. 2?)3244.

ei:in, D. @200?A, Data uality( the -oundation for ffectie *RM,C ar#et

Mar:etin#, -ebruary, p. 4L.

Reid, ndreaE *atterall, Miriam @200GA, Inisible data %uality issues in a *RM

implementation,C he Journal of Database

Mar:etin# 5 *ustomer Strate#y Mana#ement, Bol. 12, 'o. 4, pp. ?0G3?14.

Shani, DaidE *halasani, Su6ana @1LL2A,

8ploitin# niches usin# relationship

mar:etin#,C he Journal of *onsumer

Mar:etin#, Bol. L, 'o. ?, pp. ??.

he Data >arehousin# Institute @2001A,

D>I Industry Study 2000 T

+arnessin# customer information for

strate#ic adanta#e,C ailable at(

http(//999.d9institute.com/research/store.asp

Uu, +on#6ian#E 'ord, J.+.E ro9n, '.E 'ord,

;.D. @2002A, Data %uality issues in implementin# an R,C Industrial

Mana#ement 5 Data Systems, Bol. 102, 'o. 1,

4;

Documents

Internship Report- Grameenphone