INTRODUCTION

Customer Relationship Management (CRM) is a business strategy that enables organizations to get closer to their customers, to better serve their needs, improve customer service, enhance customer satisfaction and thereby maximize customer loyalty and retention. The present business scenario assigns great emphasis to managing business customers. Organizations are quickly recognizing that in order to survive competition, it is important to grab customer attention with unique brand identity and superior service levels. Businesses, which initially focused on finance, sales and marketing management, are now shifting their priority towards customer relationship management. CRM solutions are flooding the market with easy-to-use tools to manage business customers. The globalized world is changing very fast. Information and communication technology plays an imperative role in this change. As business conditions continually change, mid-market enterprises are forced to constantly realign their business strategy to maintain profitability and growth. CRM is a process or methodology used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. It helps businesses to use technology and human resources to gain insight into the behavior of customers and the value of those customers. CRM systems are enterprise applications that manage business interactions with customers through integrating customer-oriented business processes, including marketing, sales, and customer services. Leveraging CRM systems requires both IT and business managers to have sufficient technical and business skills for carrying out CRM-enhanced operations. So, application of CRM in all types of organization is obligatory, and for service sector firms it is predominant.

COMPANY SELECTION
We have selected GrameenPhone for analyzing their Customer Relationship Management(CRM) activities. Grameenphone widely known as GP is the leading telecommunication service provider in Bangladesh. Grameen Phone is a joint venture company between Norwegian Telecom giant Telenor and Grameen Telecom, a nonprofit sister
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concern of the internationally acclaimed microfinance organization and community development bank Grameen Bank. Telenor owns 62% and Grameen Telecom owns 38% share of GrameenPhone. Grameenphone was the first company to introduce GSM technology in Bangladesh. It also established the first 24-hour Call Center to support its subscribers, though it has changed now. With the slogan Stay Close, stated goal of Grameenphone is to provide affordable telephony to the entire population of Bangladesh. Due to the heavy competition in the market and low acquisition rate, currently the company is focusing more to satisfy the existing customers. Grameenphone, the market leader in the industry, is trying to establish a benchmark in terms of customer service in the mobile phone industry. They have established a customer care hotline which operates 24/7 round the year but now 17 hrs a day. There are more than 500 customer care touch points naming GPC, GPCF and STP to serve their client all over the country. Along with their core service, Airtime, Grameen Phone also offers high speed Internet, Health line, Bill Pay and many other value added services. GrameenPhone has a separate customer service division to solve customer complains. Customer service department tries to meet the demand of their subscribers queries & complains. GrameenPhone customer service Hot Line was the first 24-hour Contact Center in Bangladesh. Like other Telecom operator GrammenPhone has a special service for the people to call the hotline for after sales service, solution & complain regarding the SIM (Subscriber Identification Module) operation.

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CUSTOMER RELATIONSHIP MANAGEMENT IN GRAMEENPHONE

To solve customers problems and complains GrameenPhone customer service department has 5 major segments:

Contact Center

Telesales GP customer service department

Resource Management

People and process development

Complain Management

1. Contact Center: There are two segments within the contact center, the first one is the Consumer segment and the other one is the Business segment. The Consumer segment deals with all the queries and complains that come from all the subscribers other than the corporate or business subscribers. On the other hand, the Business segment generates more than 60% of the revenue for the company so, GP provides special customer service to their corporate clients and they get the priority in getting the service over 121(hotline) without being in queue. Their comments and requests are taken seriously and solved with high priority. 2. Resource Management: This is the department which assigns duty to all the employees of customer service division. Forecasting, on how different plans are to be executed by the employees are done by them. All the back ends planning regarding customer service are planned by them which are then executed by the employees of customer service division.

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3. Complaint Management: This department handles all kinds of complain related issues. All the fraudulent activities done from a GP SIM and the complaints regarding these issues are dealt by this department. This is a very dedicated team which makes sure that all the complaints are looked after. 4 .People &.process Development: This department arranges internal training of all new and existing employees. Their job is to keep all the customer service employees updated regarding the latest service and offerings. All new software trainings for employees are also arranged by them. 5. Telesales: This department sets a target on selling F&F, missed call alert service, call block service and different edge services through 121 hotline. They prepare targets for each customer managers who are directly interacting with the subscribers. They prepare modules and selling techniques for customer managers which help the customer managers to better perform their duties. Contract center also has some segments such as business segment, Consumer, emerging, bill pay, EDGE & BlackBerry Services and online communication. Responsibility of the Customer Manager include Inform the subscriber about new service & promotion. Conduct direct sales activities of various service offered by GrameenPhone such as Missed Call Alert, EDGE package, FnF, Welcome tunes and other value added services. Provide service related solutions of different problems arising from Voice call connectivity, data connection setup and connectivity, SMS connectivity and other VAS activation or deactivation over the hot line 121.

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IDENTIFYING TARGET CUSTOMER

GrameenPhone has a huge database of their customers. Their target customers are their existing customers and potential customers. They identify target customers by using the following procedures:

Gp Customer Service

Customer Service Hotline

Online customer Service

Customer Service Point

Complaint Management

Feedback form/ Query Form

Customer Service Hotline User of the GP will get service by dialing 121 from their own mobile set. Online Customer Service User of GrameenPhone can get customer service through online chat. Customer Service Point: User of the GP can solve the problem just knocking at the door of their near customer care center with valid documents of SIM holder. Complaint Management: Complaint Management handling queries, requests by mail, faxes and letters from customers.

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 Feedback Form/Query Form: Customers can ask a question about their unknown facts through their website and will get instant answer by the CRM systems of the company.

DEALING WITH CUSTOMER COMPLAINS

Customers complain with GrameenPhones various services, network, internet, billing and so on. GrameenPhones dedicated customer care agents solve their problems. They offer one stop service for the customers. However sometime complain is transferred to specialists. At customer service hotline customers phone to 121 and a customer care agent tries to solve his problems, whenever he failed to solve any specific problem he transfer it to specialist team to solve the problem. At online customer service GrameenPhones customer care agent contacts with customers through online chat and try to solve customers problem. For any specific problem they invite e-mail from customers. At customer service point customers can talk face to face to customer care executives and solve their problem instantly. Customers letters, e-mails, and faxes are also reviews carefully and attempt taken to solve their problems.

TRAINING AND DEVELOPMENT OF CUSTOMER CARE EMPLOYEES

GrameenPhone provide training to their customer service employees on: Providing one-stop quality Customer Services to ensure positive customer experiences. Conducting service awareness and telesales to retain the existing customers and acquire potential customers. Maintaining targeted KPI on a regular basis Being more caring, reliable, inspiring and friendly with the subscribers to enhance and maintain GrameenPhone Brand promise
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Capturing customer insights, follow-up and escalate critical issues / complaints and provide timely feedback to ensure customer satisfaction Escalating the activation/deactivation assortment of services Updating the connection status of a corporate SIM after receiving the authenticating mail from the authorized corporate signatory personnel and Grameenphone credit management team. Attending international roaming queries, request and complaints and providing feedback to the designated agent of the roaming customer.

RECOMMENDATIONS
Here are some GrameenPhone: recommendations for improving customer service for

Efficient technological backup and Ensure timely and unique information through Establish more authority at workplace. Decrease the call pressure on employees to increase customer satisfaction. Give more training to the customer manager so that they can increase their skills. Increase Grameenphone Service point to serve more people. Create a strong IVR (interactive voice response) so that subscriber get more service from IVR without the help of human agent. Free the call charge when subscribers are in queue. Effectively make the break plan so that the customer manager can remove stress. Increase the number of employee to reduce call pressure. Motivate the employee by different motivational factor because it is a monotonous job. Establish strong coordination among segments and design simple process. Efficient technological backup and Ensure timely and unique information through Establish more authority at workplace. Give more benefit to the employee to reduce employee turnover. Reduce the time limit of solve complains of the subscribers to increase customer satisfaction.
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 Use the easiest communication method to reach all level of subscribers. Recruit skilled customer manager who can serve the subscriber with high quality. Provide training to the customer manager so that they can satisfy the customers. Recruit local people in local area so that they can understand local subscribers need. Use the latest technology to serve the subscribers more efficiently. Establish strong coordination among segments and design simple process.

CONCLUSION
GrameenPhone is one of the pioneer companies to introduce effective customer care in Bangladesh. They offer wide ranges of services at various categories through various medium. Their CRM practice helps them to retain existing customers and acquire new ones. It also generates profits for them. So they should be more careful in identifying target customer and dealing with customers complains as well as training and development of their customer care employees.

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