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Journal of Economics and Sustainable Development                                              www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011


           Role of CRM in Profitability of Service Organizations:
A Case of a Leading Telecommunication Company in Bangladesh

                           Mohammad Mizenur Rahaman (Corresponding Author)
                                           Assistant Professor
                                 Department of Business Administration
                             Shahjalal University of Science and Technology
                                        Sylhet -3114, Bangladesh
                                   E-mail: mizen.ban.sust@gmail.com
                               Alternative E-mail: mizen_397@yahoo.com
                                Cell: +8801716258962, +8801818970170


                                         Mohammad Imtiaz Ferdous
                                             Assistant Professor
                                   Department of Business Administration
                               Shahjalal University of Science and Technology,
                                          Sylhet -3114, Bangladesh
                                        E-mail: imti1975@yahoo.com


                                             Md. Zillur Rahman
                                             Assistant Professor
                                   Department of Business Administration
                               Shahjalal University of Science and Technology,
                                          Sylhet -3114, Bangladesh
                                         E-mail: fuaddu@yahoo.com
                                           Cell: +8801716609814



Abstract
Realizing the importance of Customer Relationship Management (CRM) systems to increase profitability
almost every organization regardless of their size are increasingly adopting CRM systems. Firms use CRM
systems not only to automate customer oriented business processes to reduce costs, but also to collect and
analyze customer data to better fulfill customer needs and improve customer satisfaction.
Telecommunication business in Bangladesh is in a growth stage with stiff competition and making an
enormous profit every year. Most of the companies are using CRM. In this study, we have attempted to
identify level of application of CRM in leading Telecommunication Company in Bangladesh considering
developing model of CRM. Paper will also reveal how important is the CRM strategy of Grameen Phone
(GP) Ltd., a leading telecommunication company in Bangladesh contributes in changing Return on Assets
(ROA), Return of Equity (ROE) of the company in the stiff competitive market.
Keywords: CRM Strategy, ROA, ROE, Cost effectiveness
1.   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


                                                     91
Journal of Economics and Sustainable Development                                                    www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011

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 (Rashid and Rahaman,
2009). 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 (Gefen and Ridings
2002; Karimi et al. 2001). Leveraging CRM systems requires both IT and business managers to have sufficient
technical and business skills for carrying out CRM-enhanced operations (Goodhue et al. 2002). So, application
of CRM in all types of organization is obligatory, and for service sector firms it is predominant.
2.   Literature Review:
CRM has been described, defined and conceptualized in several ways, reflecting a variety of viewpoints of
different authors. Some have defined it as a process; others as a strategy, a philosophy, a capability, or as a
technological tool (Zablah et al., 2004). However, it has become clear that CRM is definitely more than just
technology (Dimitriadis and Stevens, 2008). While technology is a key enabler, it is only a means to the end
and most authors view CRM as a combination of strategy and information systems focusing company’s
attention on customers in order to serve them better (Chan, 2005).
CRM systems and technologies offer multiple opportunities to deal with service characteristics like intangibility,
inseparability, heterogeneity and perishability (Parasuraman et. al., 1985). First, specifically for servicing firms
having an important dematerialized part of offering, like airlines companies, hotels or banks, CRM is expected
to multiply opportunities for delivering information to customers, providing offerings and answers to complains
(Willcocks and Plant, 2001). Second, CRM is expected to contribute to existing or new relationships. As
services are delivered through processes, their use is very often dissociated from the purchasing process. Finally,
CRM is expected to reduce the transaction costs by adapting the interaction to the kind of answer expected by
the client. Consequently, the pivotal role of CRM systems in increasing loyalty of profitable customers and give
importance for most of services companies (Claycomb and Martin, 2002). Boulding et al. (2005) suggested a
broad definition of CRM as the outcome of the continuing evolution and integration of marketing ideas and
newly available data, technologies, and organizational forms. Not only does CRM build relationships and use
systems to collect and analyze data, but it also includes the integration of all these activities across the firms,
linking these activities to both firms and customer value, extending this integration along the value chain, and
developing the capability of integrating these activities across the network of firms that collaborate to generate
customer value, while creating shareholder value for the firm. Service is considered a process aimed at creating
value in use for customers, the first important step is to find tools for mapping it in such a way that it enables the
inclusion of the context, the customer’s perception of the relationship (Dong and Zhu, 2004; Rigby et. al., 2002).
It has been suggested that service could be seen as a process, as an activity, as deeds and interactions (Lovelock,
1991; Solomon etal., 1985; Zeithaml and Bitner, 2003).
3.   Objectives of the study:
The main objective of the study is to identify the role of CRM in service organizations focused on the
telecommunication industry in Bangladesh. Other objectives are:
        to analyze the profitability of the organization;
        to analyze the growth of mobile phone users in Bangladesh today;
        to analyze the present CRM practices of cell phone companies mainly the GP in Bangladesh; and
        to recommend some action plan for CRM productivity in the telecommunication industry.
4.   Methodology of the Study:
Research methodology of the study was followed on qualitative as well as quantitative research. Case study
approach, observations, in-depth interview, and survey study were used as research techniques. The available
literature used through reviewing different articles, books, periodicals, journals, etc., and relevant websites.
Primary data were obtained through a sample survey conducted on 400 GP cell phone users and 200 officers at
different levels of Grameen phone all over the country. Interviews were conducted by a semi-structured

                                                         92
Journal of Economics and Sustainable Development                                                www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011

questionnaire. Sources of significant secondary information included the sales data, newspapers, publications of
GP. Random sampling technique was applied for the data collection purpose and Likert scale, Karl pearsonian
correlation, ratio analysis were used to data analysis.
5.   Customer Relationship Management for the Telecommunications Industry:
Times are tough in the telecommunications industry. Saturated markets leave little room to maneuver, debts
stifle capital investment, and rolling out new services is often prohibitively expensive. But delivering on new
strategic goals – profitability, lower churn, higher customer satisfaction, reduced costs, and competitive edge –
are a must. In the competitive business arena the following areas have to be considered by the company as a
part of implementation of CRM.
Customer service:
CRM solutions give the company the functionality and integration needed to meet the customers’ and other
stakeholders’ demands .It will help the organization to be customer centric with the kind of individual care and
attention that today’s consumers expect. At the same time, it enables the company to achieve strategic business
goals, such as lower costs through process automation and optimization, increased productivity of front- and
back-office staff, lower churn, and greater profitability.
Customer care and Billing:
CRM provides a wide range of capabilities for organizations’ centre of interaction and for customer self-care via
organizations’ Web sites. As a result, customer care centers can resolve issues with speed and efficiency.
Detailed customer profiles give service providers the facts and figures they need to effectively manage
interactions – via phone, e-mail, fax, or letter. Full integration with financial, billing, and order and service
management systems enables them to investigate and wrap up inquiries quickly, professionally, and with point-
and-click simplicity. Service providers of customer care centers or agents can access and modify customer
billing data; view invoices, account balances, and full customer histories; accept payments; create credit notes;
and reconnect services. Furthermore, they can react immediately to requests for information, and send out
product brochures and contract details. Now the CRM systems meet all types of customer expectations with the
verifications of customer information from CRM database and provide automated billing systems for customers
within a smallest unit of time.
Marketing:
CRM help to improve the efficiency, effectiveness, and profitability of organizations’ marketing campaigns and
promotions. Organization can use real-time information to plan, budget, execute, and analyze their activities at
any level: enterprise, regional, field, product, or brand. Through CRM systems it is possible to roll out highly
personalized campaigns, targeting products to customers who are most likely to be interested, thus raising
profitability and reducing waste which is most important for the telecom industry.
Sales and Contract Management
The Telecom industry requires better functionality and CRM equips the industry with the functionality required to
shorten sales cycles, increase revenues, maximize productivity, and optimize direct, indirect, or online channels.
Organization can plan and forecast sales activities with greater accuracy and organize territories according to a
range of criteria such as size, revenue, product lines, or strategic accounts. Organizations have to a direct
motivational impact to their sales representatives by developing and deploying sophisticated incentive
programs.
Partner Relationship Management
Beyond the companies' walls, CRM helps partners share critical information on sales forecasts, order flow, and
delivery schedules. The System also offers a wide range of self service capabilities and tools via an Internet
portal and provides full access to the information and processes that help dealers sell more of their companies’
products and services. Companies can also maintain all types of information about dealer s, agents, and
partners with their agreed contract.
6. Customer Relationship Management practices in the Telecommunications Industry in Bangladesh:
Two decades ago the Telecom industry in Bangladesh was in the introductory stage and didn’t face competition
as the number of operators was few as well as customer also. Now the industry faces stiff competition and
realizes the importances of customer loyalty for getting competitive advantage. The industry also understands
the strategic value of CRM technology to achieve dramatic increases in revenue, productivity, and customer


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Journal of Economics and Sustainable Development                                               www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011

satisfaction. At present six mobile operators work in the industry with 74.18 million subscribers, several market
surveys forecast the number of mobile phone users will be around 80 million at the end of 2011.



Table 1: The Mobile Phone subscribers of different operators (at April, 2011):
                          Operators                                Active Subscribers in Millions
Grameen Phone Ltd. (GP)                                                          32.640
Orascom Telecom Bangladesh Limited (Banglalink)                                  20.049
Robi Axiata Limited (Robi)                                                       13.794
Airtel Bangladesh Limited (Airtel)                                               4.782
Pacific Bangladesh Telecom Limited (Citycell)                                    1.747
Teletalk Bangladesh Ltd. (Teletalk)                                              1.174
                                                         Total                   74.188
Source: website of BTRC ( www.btrc.gov.bd)
Table 2: Public switch telephone networks (PSTN) Phone Subscribers at May 2010:
        Operators             Subscribers
BTCL                             872.41
Telebarta Ltd.                    56.42
Jalalabad Telecom Ltd.            10.90
Onetel Communication Ltd.         39.57
Westec Ltd.                       17.00
Sheba Phone Ltd. (ISL)            11.62
S. A. Telecom System Ltd.         18.03
Banglaphone Ltd.                     2.24
                      Total      1028.19
Source: website of BTRC ( www.btrc.gov.bd)
In the initial stage, most of the companies were not applying CRM system but now all of the mobile phone
companies apply CRM systems in their organizations. GP apply CRM system for customer management and
service management.
7.   CRM system of GP:
GP apply operational CRM, which supports a variety of customer-oriented business processes in marketing,
sales and service operations; and analytic CRM, which analyzes customer data and transaction patterns to
improve customer relationships. Operational and analytic CRM modules provide the major functions of a CRM
system. In addition to leveraging CRM functions, GP uses CRM systems to realize collaborative interactions
with customers and business partners through system integration. System integration links CRM systems with
back-office enterprise systems (such as enterprise resource planning (ERP) and legacy systems) and web-based
e-business applications via Internet-based communication protocols, and connects these systems with dealers,
partners, and customers based on common data standards.
7.1 GP CRM system performs customer services to achieve customer loyalty:
Service Managers of GP, “Our new Customer Service campaign is a tribute to close relationships and the care it
entails. It is a celebration of the magic of the closeness that Grameenphone facilitates through its superior
service. You, our valued subscriber, are a member of the family we care for everyday. Remember, customer
service is always beside you with the people closest to your heart.”(GP online news letter, 2009).
 Every subscriber of GP will get after sales service, service related queries and complaints just by using the
following procedures:


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Journal of Economics and Sustainable Development                                                     www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011

Customer Service Hotline :
User of the GP will get service by dialing 121 from their own mobile set.
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.
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.
7.2 GP is the leading operator in Bangladesh for customer caring and billing system:
CRM technique of GP already ensures customer loyalty with end-to-end customer care by direct text message,
voice mail, and direct call to the subscribers. Auto generated messages of the CRM systems help to subscribers
to understand many unknown facts. The System provides auto voice messages to the caller before making a new
call when below the minimum balance and make a bill (for post paid subscriber) of the individual subscriber by
showing every call with call duration, cost, time, and date from the databases of the CRM system.
7.3 Sales, marketing and Contract Management of GP:
Grameen Phone applies CRM systems for marketing campaigns, promotional activities, maximizing productivity;
and optimizing direct, indirect, or online channels. For future forecasting about sales, products, product line, GP uses
CRM tools for analyzing data from the data warehouse.
As a part of their partner relationship management GP performs different types of activities as for example:
        Grameenphone signed an agreement with Medinova Medical Services where GP users will enjoy
         discount and other facilities from medinova.
        Grameenphone (GP) and the Titas Gas Transmission and Distribution Company (TGTDCL) have
         signed an agreement to jointly launch the electronic bill payment service BillPay.
        Grameenphone has renewed its postpaid bill collection agreement with Islami Bank Bangladesh Ltd.
         (IBBL) with the introduction of the online bill payment facility.
        To add more value to a Grameenphone subscriber's life, the thankyou partnership program has entered
         into several exclusive partnership agreements with various large local business houses this summer.


Table 3: Thank you partnership program of GP:
Thank you             Eligibility                                           Offer                              Short-
Partner                                                                                                       code
etc Departmental      Business Solutions & Xplore subscribers with          5% discount from the gifts,       etc
Store                 more than 180 days of activity                       toys, & book sections
Casablanca            Business Solutions & Xplore subscribers with          5-10% discount on buffet &        CRL
Restaurant            more than 180 days of activity                       ala -carte
Rahim Afrooz           Any Grameenphone subscriber with an active          5% or Tk.2000 (whichever is        1200
CNG                   connection of more than 180 days                     higher)
Square Hospital       Grameenphone Crown members                            10% discount on hospital          crown
                                                                           services
        Grameenphone celebrates the eve of Bengali New Year by offering all the subscribers special shopping
         discounts at different partner outlets like:
Table 4: Subscribers special shopping discounts at different partner outlets of GP:
Thank You partner                              Code        Category         Special Discount            Region
Dhansiri Restora                               1196        Food             10% & 7%                    Barisal


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Journal of Economics and Sustainable Development                                                     www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011

New Mela                                           1136         Fashion         10%                     Barisal
Jilanee Bastralaya & Cosmetics                     1134         Fashion         15%                     Barisal
Charka                                             1099         Fashion         15%                     Dhaka
Olympia Palace                                     1122         Food            12%                     Dhaka
Jolly Bee                                          1124         Food            10%                     Dhaka
Fashion Hut                                        1041         Fashion         15%                     Khulna
World Fashion                                      1116         Fashion         10%                     Khulna
Grill House and Restaurant                         1043         Food            15%                     Khulna
Mens Park                                          1148         Fashion         7%                      Chittagong
Meah Bibi                                          1273         Fashion         7%                      Chittagong
AFC Food                                           1151         Food            10%                     Chittagong
Shoilpik                                           1080         Fashion         5%                      Chittagong
Fresh and Wild                                     1240         Fast Food       13%                     Rajshahi
Probarton                                          1088         Fashion         10%                     Sylhet
Ongona                                             1141         Fashion         10%                     Sylhet
Nexus Fashion World                                1220         Fashion         12%                     Sylhet
Rainbow Chinese Restaurant                         1286         Food            10%                     Sylhet
Source: www.grameenphone.com
All types of partner relationship are performed through CRM systems of Grameen Phone.
8.   Application level of CRM in GP:
CRM plays a key role in relationship building and prepare a platform to collect and analyze data, but it also
includes the integration of all these activities across the firm for creating customer value. Rashid H and
Rahman M M (2009) developed a model to find CRM application level in any type of organization.
Table 05: Dimensions of CRM
         Dimensions                       Explanation
T        Thankful                         Organizations have to be thankful to all customers with continuous follow
                                          up to retain them.
R        Responsiveness             and   Organizations have to response each customer individually and maintain
         Relationship                     longer relationship with them.
A        Appropriateness                  Organizations have proper respect to the prior specification of time, cost,
                                          and quality with the customers.
C        Caring                           Organizations have proper caring of the customers by listening their
                                          problems even in after sale service.
K        Keep in Touch                    Companies have to make an effort to stay close to its customers and solicit
                                          their options.
Success of any organization mainly depends on level of customer interactions, which is main part of the CRM.
Cycle starts from receiving customer information while cycle end at keeping customers information and retain
them successfully. Following model describe how customer interaction cycle will be performed.



            Keeping                                               Receiving
               Check for                                        Be ready
                satisfaction                                     Welcome
               Thank
               Bridge
               Follow up




                                                                96

                  Helping                                       Understanding
               Offer information                                    Listen
                and Opinion                                          Ask
               Set expectations                                     Restate
Journal of Economics and Sustainable Development                                                 www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011




9.     Survey findings on Customers and Officers of GP:
200 officers and 400 customers of GP were asked from different dimensions of TRACK model of CRM to find
the application level of CRM in GP in Bangladesh.
Aspects of officers (as a service provider):
There are mainly 5 dimension of CRM in TRACK model about which different level GP’s officers were
questioned. About 86.38% of the interviewee focus on CRM using in GP is in ‘Caring’ dimension while least
focusing dimension is ‘Appropriateness’ which obtained only 78.63% CRM score. At the same time, maintaining
responsiveness and Relationship, thankful, ‘keep in touch’ dimension obtained CRM score 84.13%, 80%, and
79% respectively (Table-06).
Aspects of subscribers (as a service taker):
Again study also conducted on subscribers of GP about their judgment on CRM practicing. TRACK model also
applied for this group to evaluate the level of application of CRM. Subscribers of GP highly focusing on
practicing in ‘Caring’ and ‘Keep in touch’ dimensions of TRACK model which achieved 78.13% and 76%
CRM score respectively. On the other hand, ‘appropriateness’, ‘Responsiveness and relationship’, and Thankful
dimensions were achieved 69 to 71%. Behind from the standard CRM score are 56.25% and 60% (Table- 06).
Views of service providers and service taker in different dimensions difference not more than 13% and average
score deviation maximum .53 on 4.00 scale.
Table: 06 Total Score table of Survey results
                                                         Dimensions of TRACK model
                                                     Responsiveness                               Keep in
     Interviewee                     Thankful        & Relationship      Appropriate   Caring      touch      Overall CRM

      Number of      Total Score:
     GP's Officers   (Out of 800)       640               673               629         691        632              653
         200         Percentage         80               84.13              78.63      86.38        79             81.63
                     Total Score:
                       (Out of
  Number of             1600)          1112              1133               1142       1250        1216            1170.6
 Customers 400       Percentage        69.5              70.81              71.38      78.13        76             73.16
     Deviation in
     percentage                        10.5              13.31              7.25        8.25        3               8.46
(Source: Appendix -01)
Table: 07 Average Score table of Survey results
                                                      Dimensions of TRACK model
                                     Responsiveness &                                   Keep in     Average CRM
     Interviewee      Thankful         Relationship           Appropriate     Caring     touch         Score
     GP's Officer
                         3.2                 3.365               3.145         3.455      3.16            3.265
      Customers
                         2.78              2.8325                2.855         3.125      3.04            2.9265


                                                         97
Journal of Economics and Sustainable Development                                                              www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011

      Deviation
                         0.42               0.5325                   0.29              0.33            0.12            0.3385
(Source: Appendix -01)
10. Trend of Subscriber in Grameen Phone:
From the survey result it is evident that customers are satisfied with services, customer caring, billing systems of
the Grameen Phone though the tariff structure is high in comparison to other operators in Bangladesh. The
Survey results also help us to understand that integrated CRM application of GP tries to ensure efficiency and
customer loyalty of the organization. The table 10 shows the upward trend of GP’s subscriber numbers.


Table 08: Subscribers of Different operators:                                                                    (in million)
            Operators                  Nov.          Dec.           Jan.                        March          April        Growth %
                                       2011          2011           2011      Feb. 2011         2011           2011       (Nov. to April)
   Grameen Phone Ltd. (GP)            28.843         29.970       30.428        31.143          31.98         32.640            13.16
Orascom Telecom Bangladesh
                                      18.843         19.327       20.038        20.178          20.126        20.049            6.40
    Limited (Banglalink)
  Robi Axiata Limited (Robi)          12.059         12.368       12.626        12.805          13.259        13.794            14.38
   Airtel Bangladesh Limited
                                       3.797         3.956        4.184           4.371         4.607          4.782            25.94
            (Airtel)
  Pacific Bangladesh Telecom
                                       1.873         1.811        1.858           1.792         1.787          1.747            -6.72
       Limited (Citycell)
      Teletalk Bangladesh Ltd.
                                       1.204         1.211        1.204           1.216         1.198          1.174            -2.49
              (Teletalk)
               Total                  66.621         68.645       70.340          71.51         72.963         74.19            11.36
Source: website of BTRC ( www.btrc.org.bd)
11.      Financial performance of GP:
GP is the leading telecom company in Bangladesh in terms of its financial performance. The earning per share
of GP is the highest in the industry. Even the company’s growth is higher than average growth in the industry
(Table 11).
Table 09: Financial performance of the company                                       (in million BDT)
 Particulars                              2007               2008               2009              2010
 Revenues                             54,303           61,359              65,300             74,733
 Operating Profits                    16,767           15,350              30,518             20,207
 Assets                               88,461          108,194              109,162         109,502
 Equity                               26,111           27,588              50,154             44,032
 Net Profit Margin                     6%               5%                  23%               14%
 Return on Assets                     3.9%             3.0%                13.8%              10%
 Return on Equity                     12.1%            11.1%               38.5%              22%
 Earning per share                     2.52             2.46                12.08              7.93
 Dividend Pay out Ratio                49%              53%                 54%               151%
In this organization tariff structure reduced about more than 60%.
      Source: Annual report of GP, 2010
The company increased its revenue, operating profits and achieved above standard ROA, ROE, EPS and declared
a dividend of 49% in the 2007. By applying Karl Pearson correlations we found R (assets, profits) = .83 which is a
positive relationship between Return and Assets, while R(Equity, profits) = .93 which is a highly positive relationship


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Journal of Economics and Sustainable Development                                               www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011

between Return and Equity and R(Assets, Turnover) = .99 which is a fully positive relationship between Assets and
Turnover.
12. Future Implementation and action plans of CRM systems in the Telecommunication industry:
Leveraging CRM systems requires both IT and business managers to have sufficient technical and business
skills for carrying out CRM-enhanced operations (Goodhue et al. 2002). More importantly, successful CRM
implementation often entails significant organizational transformation due to the complexity of multiple
operations involved in managing customer relationships (Karimi et al. 2001). Implementing a CRM system is
only part of the needed change. To embrace the new ways of interacting with customers, firms need to align
various organizational aspects with their CRM systems, e.g. business processes, strategies, top management
support, and employee training (Goodhue et al. 2002). These organizational efforts are termed organizational
capital and must take place in conjunction with technology investments (Bryjolfsson et al. 2002).
GP applies CRM in every aspect of their operation and management. Though their tariff cost is high compared
with other operators in Bangladesh, customers are loyal to them only for better caring, servicing and
management. At the same time GP’s CRM system assists them to effectively analyze sales and marketing data
for ensuring competitive advantage that is why they are the leader in the industry to date. As the
telecommunication industry is the purely a service sector, its success completely depends on customer
satisfaction and loyalty. However, management of an enormous number of customers is not an easy task. CRM
plays a role to better manage customers, services, sales, and operations in the organization. Grameen phone is an
excellent example which has held its leadership in this sector from inception. The other five operators are
struggling to cut market share from GP by offering more than 50% reduced tariff in all types of outgoing calls.
Now the other operators are also trying to implement proper CRM following the success of GP.


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                                                       99
Journal of Economics and Sustainable Development                                                 www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011

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Annual Report (2007-2010), Grameen phone Bd. Ltd.
Appendix: 01
                                               Response of Service providers ( Officers of GP)
                                                      Rating           No. of Respondent           Score
                                   Excellent             4                     67                   268
                                   Very Good             3                     106                  318
                                   Good                  2                     27                   54
 Dimension - 1: Thankful




                                   Not Good              1                      0                    0
                                   Worst                 0                      0                    0
                                                       Total                   200                  640
                                               Response of Service takers ( Subscribers of GP)
                                                      Rating           No. of Respondent           Score
                                   Excellent             4                     45                   180
                                   Very Good             3                     227                  681
                                   Good                  2                     123                  246
                                   Not Good              1                      5                    5
                                   Worst                 0                      0                    0
                                                       Total                   400                 1112
                                               Response of Service providers ( Officers of GP)
 Dimension - 2: Responsiveness &




                                                      Rating           No. of Respondent           Score
                                   Excellent             4                     87                   348
          Relationship




                                   Very Good             3                     103                  309
                                   Good                  2                      6                   12
                                   Not Good              1                      4                    4
                                   Worst                 0                      0                    0
                                                       Total                   200                  673
                                               Response of Service takers ( Subscribers of GP)


                                                         100
Journal of Economics and Sustainable Development                                            www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011

                                                 Rating           No. of Respondent           Score
                              Excellent             4                     69                   276
                              Very Good             3                     198                  594
                              Good                  2                     130                  260
                              Not Good              1                      3                    3
                              Worst                 0                      0                    0
                                                  Total                   400                 1133
                                          Response of Service providers ( Officers of GP)
                                                 Rating           No. of Respondent           Score
                              Excellent             4                     57                   228
                              Very Good             3                     120                  360
                              Good                  2                     18                   36
 Dimension - 3: Appropriate




                              Not Good              1                      5                    5
                              Worst                 0                      0                    0
                                                  Total                   200                  629
                                          Response of Service takers ( Subscribers of GP)
                                                 Rating           No. of Respondent           Score
                              Excellent             4                     52                   208
                              Very Good             3                     256                  768
                              Good                  2                     77                   154
                              Not Good              1                     12                   12
                              Worst                 0                      3                    0
                                                  Total                   400                 1142
                                          Response of Service providers ( Officers of GP)
                                                 Rating           No. of Respondent           Score
                              Excellent             4                     111                  444
                              Very Good             3                     69                   207
                              Good                  2                     20                   40
                              Not Good              1                      0                    0
 Dimension - 4: Caring




                              Worst                 0                      0                    0
                                                  Total                   200                  691
                                          Response of Service takers ( Subscribers of GP)
                                                 Rating           No. of Respondent           Score
                              Excellent             4                     123                  492
                              Very Good             3                     225                  675
                              Good                  2                     35                   70
                              Not Good              1                     13                   13
                              Worst                 0                      4                    0
                                                  Total                   400                 1250
 - 5: Keep in
  Dimension




                                          Response of Service providers ( Officers of GP)
    Touch




                                                 Rating           No. of Respondent           Score
                              Excellent             4                     72                   288


                                                    101
Journal of Economics and Sustainable Development                                      www.iiste.org
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.2, No.4, 2011

                      Very Good             3                     98                     294
                      Good                  2                     20                     40
                      Not Good              1                     10                     10
                      Worst                 0                      0                      0
                                        Total                                   200       632
                                  Response of Service takers ( Subscribers of GP)
                                         Rating           No. of Respondent             Score
                      Excellent             4                     98                     392
                      Very Good             3                     232                    696
                      Good                  2                     58                     116
                      Not Good              1                     12                     12
                      Worst                 0                      0                      0
                                          Total                   400                   1216




                                            102

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9 crm and profitability -91-102

  • 1. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 Role of CRM in Profitability of Service Organizations: A Case of a Leading Telecommunication Company in Bangladesh Mohammad Mizenur Rahaman (Corresponding Author) Assistant Professor Department of Business Administration Shahjalal University of Science and Technology Sylhet -3114, Bangladesh E-mail: mizen.ban.sust@gmail.com Alternative E-mail: mizen_397@yahoo.com Cell: +8801716258962, +8801818970170 Mohammad Imtiaz Ferdous Assistant Professor Department of Business Administration Shahjalal University of Science and Technology, Sylhet -3114, Bangladesh E-mail: imti1975@yahoo.com Md. Zillur Rahman Assistant Professor Department of Business Administration Shahjalal University of Science and Technology, Sylhet -3114, Bangladesh E-mail: fuaddu@yahoo.com Cell: +8801716609814 Abstract Realizing the importance of Customer Relationship Management (CRM) systems to increase profitability almost every organization regardless of their size are increasingly adopting CRM systems. Firms use CRM systems not only to automate customer oriented business processes to reduce costs, but also to collect and analyze customer data to better fulfill customer needs and improve customer satisfaction. Telecommunication business in Bangladesh is in a growth stage with stiff competition and making an enormous profit every year. Most of the companies are using CRM. In this study, we have attempted to identify level of application of CRM in leading Telecommunication Company in Bangladesh considering developing model of CRM. Paper will also reveal how important is the CRM strategy of Grameen Phone (GP) Ltd., a leading telecommunication company in Bangladesh contributes in changing Return on Assets (ROA), Return of Equity (ROE) of the company in the stiff competitive market. Keywords: CRM Strategy, ROA, ROE, Cost effectiveness 1. 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 91
  • 2. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 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 (Rashid and Rahaman, 2009). 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 (Gefen and Ridings 2002; Karimi et al. 2001). Leveraging CRM systems requires both IT and business managers to have sufficient technical and business skills for carrying out CRM-enhanced operations (Goodhue et al. 2002). So, application of CRM in all types of organization is obligatory, and for service sector firms it is predominant. 2. Literature Review: CRM has been described, defined and conceptualized in several ways, reflecting a variety of viewpoints of different authors. Some have defined it as a process; others as a strategy, a philosophy, a capability, or as a technological tool (Zablah et al., 2004). However, it has become clear that CRM is definitely more than just technology (Dimitriadis and Stevens, 2008). While technology is a key enabler, it is only a means to the end and most authors view CRM as a combination of strategy and information systems focusing company’s attention on customers in order to serve them better (Chan, 2005). CRM systems and technologies offer multiple opportunities to deal with service characteristics like intangibility, inseparability, heterogeneity and perishability (Parasuraman et. al., 1985). First, specifically for servicing firms having an important dematerialized part of offering, like airlines companies, hotels or banks, CRM is expected to multiply opportunities for delivering information to customers, providing offerings and answers to complains (Willcocks and Plant, 2001). Second, CRM is expected to contribute to existing or new relationships. As services are delivered through processes, their use is very often dissociated from the purchasing process. Finally, CRM is expected to reduce the transaction costs by adapting the interaction to the kind of answer expected by the client. Consequently, the pivotal role of CRM systems in increasing loyalty of profitable customers and give importance for most of services companies (Claycomb and Martin, 2002). Boulding et al. (2005) suggested a broad definition of CRM as the outcome of the continuing evolution and integration of marketing ideas and newly available data, technologies, and organizational forms. Not only does CRM build relationships and use systems to collect and analyze data, but it also includes the integration of all these activities across the firms, linking these activities to both firms and customer value, extending this integration along the value chain, and developing the capability of integrating these activities across the network of firms that collaborate to generate customer value, while creating shareholder value for the firm. Service is considered a process aimed at creating value in use for customers, the first important step is to find tools for mapping it in such a way that it enables the inclusion of the context, the customer’s perception of the relationship (Dong and Zhu, 2004; Rigby et. al., 2002). It has been suggested that service could be seen as a process, as an activity, as deeds and interactions (Lovelock, 1991; Solomon etal., 1985; Zeithaml and Bitner, 2003). 3. Objectives of the study: The main objective of the study is to identify the role of CRM in service organizations focused on the telecommunication industry in Bangladesh. Other objectives are:  to analyze the profitability of the organization;  to analyze the growth of mobile phone users in Bangladesh today;  to analyze the present CRM practices of cell phone companies mainly the GP in Bangladesh; and  to recommend some action plan for CRM productivity in the telecommunication industry. 4. Methodology of the Study: Research methodology of the study was followed on qualitative as well as quantitative research. Case study approach, observations, in-depth interview, and survey study were used as research techniques. The available literature used through reviewing different articles, books, periodicals, journals, etc., and relevant websites. Primary data were obtained through a sample survey conducted on 400 GP cell phone users and 200 officers at different levels of Grameen phone all over the country. Interviews were conducted by a semi-structured 92
  • 3. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 questionnaire. Sources of significant secondary information included the sales data, newspapers, publications of GP. Random sampling technique was applied for the data collection purpose and Likert scale, Karl pearsonian correlation, ratio analysis were used to data analysis. 5. Customer Relationship Management for the Telecommunications Industry: Times are tough in the telecommunications industry. Saturated markets leave little room to maneuver, debts stifle capital investment, and rolling out new services is often prohibitively expensive. But delivering on new strategic goals – profitability, lower churn, higher customer satisfaction, reduced costs, and competitive edge – are a must. In the competitive business arena the following areas have to be considered by the company as a part of implementation of CRM. Customer service: CRM solutions give the company the functionality and integration needed to meet the customers’ and other stakeholders’ demands .It will help the organization to be customer centric with the kind of individual care and attention that today’s consumers expect. At the same time, it enables the company to achieve strategic business goals, such as lower costs through process automation and optimization, increased productivity of front- and back-office staff, lower churn, and greater profitability. Customer care and Billing: CRM provides a wide range of capabilities for organizations’ centre of interaction and for customer self-care via organizations’ Web sites. As a result, customer care centers can resolve issues with speed and efficiency. Detailed customer profiles give service providers the facts and figures they need to effectively manage interactions – via phone, e-mail, fax, or letter. Full integration with financial, billing, and order and service management systems enables them to investigate and wrap up inquiries quickly, professionally, and with point- and-click simplicity. Service providers of customer care centers or agents can access and modify customer billing data; view invoices, account balances, and full customer histories; accept payments; create credit notes; and reconnect services. Furthermore, they can react immediately to requests for information, and send out product brochures and contract details. Now the CRM systems meet all types of customer expectations with the verifications of customer information from CRM database and provide automated billing systems for customers within a smallest unit of time. Marketing: CRM help to improve the efficiency, effectiveness, and profitability of organizations’ marketing campaigns and promotions. Organization can use real-time information to plan, budget, execute, and analyze their activities at any level: enterprise, regional, field, product, or brand. Through CRM systems it is possible to roll out highly personalized campaigns, targeting products to customers who are most likely to be interested, thus raising profitability and reducing waste which is most important for the telecom industry. Sales and Contract Management The Telecom industry requires better functionality and CRM equips the industry with the functionality required to shorten sales cycles, increase revenues, maximize productivity, and optimize direct, indirect, or online channels. Organization can plan and forecast sales activities with greater accuracy and organize territories according to a range of criteria such as size, revenue, product lines, or strategic accounts. Organizations have to a direct motivational impact to their sales representatives by developing and deploying sophisticated incentive programs. Partner Relationship Management Beyond the companies' walls, CRM helps partners share critical information on sales forecasts, order flow, and delivery schedules. The System also offers a wide range of self service capabilities and tools via an Internet portal and provides full access to the information and processes that help dealers sell more of their companies’ products and services. Companies can also maintain all types of information about dealer s, agents, and partners with their agreed contract. 6. Customer Relationship Management practices in the Telecommunications Industry in Bangladesh: Two decades ago the Telecom industry in Bangladesh was in the introductory stage and didn’t face competition as the number of operators was few as well as customer also. Now the industry faces stiff competition and realizes the importances of customer loyalty for getting competitive advantage. The industry also understands the strategic value of CRM technology to achieve dramatic increases in revenue, productivity, and customer 93
  • 4. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 satisfaction. At present six mobile operators work in the industry with 74.18 million subscribers, several market surveys forecast the number of mobile phone users will be around 80 million at the end of 2011. Table 1: The Mobile Phone subscribers of different operators (at April, 2011): Operators Active Subscribers in Millions Grameen Phone Ltd. (GP) 32.640 Orascom Telecom Bangladesh Limited (Banglalink) 20.049 Robi Axiata Limited (Robi) 13.794 Airtel Bangladesh Limited (Airtel) 4.782 Pacific Bangladesh Telecom Limited (Citycell) 1.747 Teletalk Bangladesh Ltd. (Teletalk) 1.174 Total 74.188 Source: website of BTRC ( www.btrc.gov.bd) Table 2: Public switch telephone networks (PSTN) Phone Subscribers at May 2010: Operators Subscribers BTCL 872.41 Telebarta Ltd. 56.42 Jalalabad Telecom Ltd. 10.90 Onetel Communication Ltd. 39.57 Westec Ltd. 17.00 Sheba Phone Ltd. (ISL) 11.62 S. A. Telecom System Ltd. 18.03 Banglaphone Ltd. 2.24 Total 1028.19 Source: website of BTRC ( www.btrc.gov.bd) In the initial stage, most of the companies were not applying CRM system but now all of the mobile phone companies apply CRM systems in their organizations. GP apply CRM system for customer management and service management. 7. CRM system of GP: GP apply operational CRM, which supports a variety of customer-oriented business processes in marketing, sales and service operations; and analytic CRM, which analyzes customer data and transaction patterns to improve customer relationships. Operational and analytic CRM modules provide the major functions of a CRM system. In addition to leveraging CRM functions, GP uses CRM systems to realize collaborative interactions with customers and business partners through system integration. System integration links CRM systems with back-office enterprise systems (such as enterprise resource planning (ERP) and legacy systems) and web-based e-business applications via Internet-based communication protocols, and connects these systems with dealers, partners, and customers based on common data standards. 7.1 GP CRM system performs customer services to achieve customer loyalty: Service Managers of GP, “Our new Customer Service campaign is a tribute to close relationships and the care it entails. It is a celebration of the magic of the closeness that Grameenphone facilitates through its superior service. You, our valued subscriber, are a member of the family we care for everyday. Remember, customer service is always beside you with the people closest to your heart.”(GP online news letter, 2009). Every subscriber of GP will get after sales service, service related queries and complaints just by using the following procedures: 94
  • 5. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 Customer Service Hotline : User of the GP will get service by dialing 121 from their own mobile set. 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. 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. 7.2 GP is the leading operator in Bangladesh for customer caring and billing system: CRM technique of GP already ensures customer loyalty with end-to-end customer care by direct text message, voice mail, and direct call to the subscribers. Auto generated messages of the CRM systems help to subscribers to understand many unknown facts. The System provides auto voice messages to the caller before making a new call when below the minimum balance and make a bill (for post paid subscriber) of the individual subscriber by showing every call with call duration, cost, time, and date from the databases of the CRM system. 7.3 Sales, marketing and Contract Management of GP: Grameen Phone applies CRM systems for marketing campaigns, promotional activities, maximizing productivity; and optimizing direct, indirect, or online channels. For future forecasting about sales, products, product line, GP uses CRM tools for analyzing data from the data warehouse. As a part of their partner relationship management GP performs different types of activities as for example:  Grameenphone signed an agreement with Medinova Medical Services where GP users will enjoy discount and other facilities from medinova.  Grameenphone (GP) and the Titas Gas Transmission and Distribution Company (TGTDCL) have signed an agreement to jointly launch the electronic bill payment service BillPay.  Grameenphone has renewed its postpaid bill collection agreement with Islami Bank Bangladesh Ltd. (IBBL) with the introduction of the online bill payment facility.  To add more value to a Grameenphone subscriber's life, the thankyou partnership program has entered into several exclusive partnership agreements with various large local business houses this summer. Table 3: Thank you partnership program of GP: Thank you Eligibility Offer Short- Partner code etc Departmental Business Solutions & Xplore subscribers with 5% discount from the gifts, etc Store more than 180 days of activity toys, & book sections Casablanca Business Solutions & Xplore subscribers with 5-10% discount on buffet & CRL Restaurant more than 180 days of activity ala -carte Rahim Afrooz Any Grameenphone subscriber with an active 5% or Tk.2000 (whichever is 1200 CNG connection of more than 180 days higher) Square Hospital Grameenphone Crown members 10% discount on hospital crown services  Grameenphone celebrates the eve of Bengali New Year by offering all the subscribers special shopping discounts at different partner outlets like: Table 4: Subscribers special shopping discounts at different partner outlets of GP: Thank You partner Code Category Special Discount Region Dhansiri Restora 1196 Food 10% & 7% Barisal 95
  • 6. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 New Mela 1136 Fashion 10% Barisal Jilanee Bastralaya & Cosmetics 1134 Fashion 15% Barisal Charka 1099 Fashion 15% Dhaka Olympia Palace 1122 Food 12% Dhaka Jolly Bee 1124 Food 10% Dhaka Fashion Hut 1041 Fashion 15% Khulna World Fashion 1116 Fashion 10% Khulna Grill House and Restaurant 1043 Food 15% Khulna Mens Park 1148 Fashion 7% Chittagong Meah Bibi 1273 Fashion 7% Chittagong AFC Food 1151 Food 10% Chittagong Shoilpik 1080 Fashion 5% Chittagong Fresh and Wild 1240 Fast Food 13% Rajshahi Probarton 1088 Fashion 10% Sylhet Ongona 1141 Fashion 10% Sylhet Nexus Fashion World 1220 Fashion 12% Sylhet Rainbow Chinese Restaurant 1286 Food 10% Sylhet Source: www.grameenphone.com All types of partner relationship are performed through CRM systems of Grameen Phone. 8. Application level of CRM in GP: CRM plays a key role in relationship building and prepare a platform to collect and analyze data, but it also includes the integration of all these activities across the firm for creating customer value. Rashid H and Rahman M M (2009) developed a model to find CRM application level in any type of organization. Table 05: Dimensions of CRM Dimensions Explanation T Thankful Organizations have to be thankful to all customers with continuous follow up to retain them. R Responsiveness and Organizations have to response each customer individually and maintain Relationship longer relationship with them. A Appropriateness Organizations have proper respect to the prior specification of time, cost, and quality with the customers. C Caring Organizations have proper caring of the customers by listening their problems even in after sale service. K Keep in Touch Companies have to make an effort to stay close to its customers and solicit their options. Success of any organization mainly depends on level of customer interactions, which is main part of the CRM. Cycle starts from receiving customer information while cycle end at keeping customers information and retain them successfully. Following model describe how customer interaction cycle will be performed. Keeping Receiving  Check for  Be ready satisfaction  Welcome  Thank  Bridge  Follow up 96 Helping Understanding  Offer information  Listen and Opinion  Ask  Set expectations  Restate
  • 7. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 9. Survey findings on Customers and Officers of GP: 200 officers and 400 customers of GP were asked from different dimensions of TRACK model of CRM to find the application level of CRM in GP in Bangladesh. Aspects of officers (as a service provider): There are mainly 5 dimension of CRM in TRACK model about which different level GP’s officers were questioned. About 86.38% of the interviewee focus on CRM using in GP is in ‘Caring’ dimension while least focusing dimension is ‘Appropriateness’ which obtained only 78.63% CRM score. At the same time, maintaining responsiveness and Relationship, thankful, ‘keep in touch’ dimension obtained CRM score 84.13%, 80%, and 79% respectively (Table-06). Aspects of subscribers (as a service taker): Again study also conducted on subscribers of GP about their judgment on CRM practicing. TRACK model also applied for this group to evaluate the level of application of CRM. Subscribers of GP highly focusing on practicing in ‘Caring’ and ‘Keep in touch’ dimensions of TRACK model which achieved 78.13% and 76% CRM score respectively. On the other hand, ‘appropriateness’, ‘Responsiveness and relationship’, and Thankful dimensions were achieved 69 to 71%. Behind from the standard CRM score are 56.25% and 60% (Table- 06). Views of service providers and service taker in different dimensions difference not more than 13% and average score deviation maximum .53 on 4.00 scale. Table: 06 Total Score table of Survey results Dimensions of TRACK model Responsiveness Keep in Interviewee Thankful & Relationship Appropriate Caring touch Overall CRM Number of Total Score: GP's Officers (Out of 800) 640 673 629 691 632 653 200 Percentage 80 84.13 78.63 86.38 79 81.63 Total Score: (Out of Number of 1600) 1112 1133 1142 1250 1216 1170.6 Customers 400 Percentage 69.5 70.81 71.38 78.13 76 73.16 Deviation in percentage 10.5 13.31 7.25 8.25 3 8.46 (Source: Appendix -01) Table: 07 Average Score table of Survey results Dimensions of TRACK model Responsiveness & Keep in Average CRM Interviewee Thankful Relationship Appropriate Caring touch Score GP's Officer 3.2 3.365 3.145 3.455 3.16 3.265 Customers 2.78 2.8325 2.855 3.125 3.04 2.9265 97
  • 8. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 Deviation 0.42 0.5325 0.29 0.33 0.12 0.3385 (Source: Appendix -01) 10. Trend of Subscriber in Grameen Phone: From the survey result it is evident that customers are satisfied with services, customer caring, billing systems of the Grameen Phone though the tariff structure is high in comparison to other operators in Bangladesh. The Survey results also help us to understand that integrated CRM application of GP tries to ensure efficiency and customer loyalty of the organization. The table 10 shows the upward trend of GP’s subscriber numbers. Table 08: Subscribers of Different operators: (in million) Operators Nov. Dec. Jan. March April Growth % 2011 2011 2011 Feb. 2011 2011 2011 (Nov. to April) Grameen Phone Ltd. (GP) 28.843 29.970 30.428 31.143 31.98 32.640 13.16 Orascom Telecom Bangladesh 18.843 19.327 20.038 20.178 20.126 20.049 6.40 Limited (Banglalink) Robi Axiata Limited (Robi) 12.059 12.368 12.626 12.805 13.259 13.794 14.38 Airtel Bangladesh Limited 3.797 3.956 4.184 4.371 4.607 4.782 25.94 (Airtel) Pacific Bangladesh Telecom 1.873 1.811 1.858 1.792 1.787 1.747 -6.72 Limited (Citycell) Teletalk Bangladesh Ltd. 1.204 1.211 1.204 1.216 1.198 1.174 -2.49 (Teletalk) Total 66.621 68.645 70.340 71.51 72.963 74.19 11.36 Source: website of BTRC ( www.btrc.org.bd) 11. Financial performance of GP: GP is the leading telecom company in Bangladesh in terms of its financial performance. The earning per share of GP is the highest in the industry. Even the company’s growth is higher than average growth in the industry (Table 11). Table 09: Financial performance of the company (in million BDT) Particulars 2007 2008 2009 2010 Revenues 54,303 61,359 65,300 74,733 Operating Profits 16,767 15,350 30,518 20,207 Assets 88,461 108,194 109,162 109,502 Equity 26,111 27,588 50,154 44,032 Net Profit Margin 6% 5% 23% 14% Return on Assets 3.9% 3.0% 13.8% 10% Return on Equity 12.1% 11.1% 38.5% 22% Earning per share 2.52 2.46 12.08 7.93 Dividend Pay out Ratio 49% 53% 54% 151% In this organization tariff structure reduced about more than 60%. Source: Annual report of GP, 2010 The company increased its revenue, operating profits and achieved above standard ROA, ROE, EPS and declared a dividend of 49% in the 2007. By applying Karl Pearson correlations we found R (assets, profits) = .83 which is a positive relationship between Return and Assets, while R(Equity, profits) = .93 which is a highly positive relationship 98
  • 9. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 between Return and Equity and R(Assets, Turnover) = .99 which is a fully positive relationship between Assets and Turnover. 12. Future Implementation and action plans of CRM systems in the Telecommunication industry: Leveraging CRM systems requires both IT and business managers to have sufficient technical and business skills for carrying out CRM-enhanced operations (Goodhue et al. 2002). More importantly, successful CRM implementation often entails significant organizational transformation due to the complexity of multiple operations involved in managing customer relationships (Karimi et al. 2001). Implementing a CRM system is only part of the needed change. To embrace the new ways of interacting with customers, firms need to align various organizational aspects with their CRM systems, e.g. business processes, strategies, top management support, and employee training (Goodhue et al. 2002). These organizational efforts are termed organizational capital and must take place in conjunction with technology investments (Bryjolfsson et al. 2002). GP applies CRM in every aspect of their operation and management. Though their tariff cost is high compared with other operators in Bangladesh, customers are loyal to them only for better caring, servicing and management. At the same time GP’s CRM system assists them to effectively analyze sales and marketing data for ensuring competitive advantage that is why they are the leader in the industry to date. As the telecommunication industry is the purely a service sector, its success completely depends on customer satisfaction and loyalty. However, management of an enormous number of customers is not an easy task. CRM plays a role to better manage customers, services, sales, and operations in the organization. Grameen phone is an excellent example which has held its leadership in this sector from inception. The other five operators are struggling to cut market share from GP by offering more than 50% reduced tariff in all types of outgoing calls. Now the other operators are also trying to implement proper CRM following the success of GP. References: Boulding, W., Staelin, R., Ehret, M. and Johnston, W.J. (2005), A customer relationship management roadmap: what is known, potential pitfalls, and where to go, Journal of Marketing, Emerald group publishing, 69:155-66. Brynjolfsson, E. L.M. Hitt, and S. Yang. (2002). Intangible assets: Computers and organizational capital. Brookings Papers on Economic Activity, 1:137-198. Chan, J.O. (2005), Toward a unified view of customer relationship management, The Journal of American Academy of Business, March: 32-8. Claycomb, C. and Martin, C. (2002), Building customer relationships: an inventory of service providers’objectives and practices, The Journal of Services Marketing, 16 (7): 615. Dimitriadis S. and Stevens E (2008), Integrated customer relationship management for service activities, Managing Service Quality, 18(5):496-511. Dong S. and Zhu K.(2004), “The Business Value of CRM Systems: Productivity, Profitability, and Time Lag” University of California, Irvine on line journal. Gefen, D., and C.M. Ridings (2002), Implementation team responsiveness and user evaluation of customer relationship management: A quasi-experimental design study of social exchange theory. Journal of Management Information Systems, 19(1): 47-69. Goodhue, D.L., B.H. Wixom, and H.J. Watson (2002), Realizing business benefits through CRM: Hitting the right target in the right way. MIS Quarterly Executive, 1(2):79-94. http://www.grameenphone.com/about-us/media-center/press-release/2009 (visit date: August 2009) http://www.btrc.gov.bd/newsandevents/mobile_phone_subscribers.php (visit date: 25th may 2011) http://www.btrc.gov.bd/newsandevents/pstn_phone_subscribers.php (visit date: 25th may 2011) Karimi, J., T.M. Somers, and Y.P. Gupta. 2001. Impact of information technology management practices on customer service, Journal of Management Information Systems, 17(4): 125-158. Lovelock, C. (1991), Services Marketing, Prentice Hall, Englewood Cliffs, NJ. Lovelock, C. and Gummesson, E. (2004), “Whither services marketing? In search of a new paradigm and fresh perspectives”, Journal of Service Research, 7(1): 20-41. 99
  • 10. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A conceptual model of service quality and its implications for further research”, Journal of Marketing, 49: 41-50. Phelps G.R. (2004), Customer Relationship Management, How to turn a god business into a great one, First South Asian Edition, Viva Books Private Limited, New Delhi. Rashid, H. & Rahaman, M.M. (2009), Customer Relationship Management in practice: A Study on Garments Manufacturing Industries in Bangladesh, Bangladesh Journal of Management Information Systems, 1(1): 15-30. Rigby, D.K., F.F. Reichheld, and P. Schefter (2002), Avoid the four perils of CRM, Harvard Business Review, 80(2): 101-109. Solomon, M.R., Surprenant, C.F., Czepiel, J.A. and Gutman, E.G. (1985), A role theory perspective on dyadic interactions: the service encounter, Journal of Marketing, 49(1): 99-111. Willcocks, L.P. and Plant, R. (2001), Getting from bricks to clicks, Sloan Management Review, Spring, pp. 50- 9. Zablah, A.R., Bellenger, D.N. and Johnston, W.J. (2004), Customer relationship management implementation gaps, Journal of Personal Selling & Sales Management, XXIV(4): 279-95. Zeithaml, V. and Bitner, M.J. (2003), Services Marketing, Integrating Customer Focus across the Firm, McGraw-Hill, New York, NY. Annual Report (2007-2010), Grameen phone Bd. Ltd. Appendix: 01 Response of Service providers ( Officers of GP) Rating No. of Respondent Score Excellent 4 67 268 Very Good 3 106 318 Good 2 27 54 Dimension - 1: Thankful Not Good 1 0 0 Worst 0 0 0 Total 200 640 Response of Service takers ( Subscribers of GP) Rating No. of Respondent Score Excellent 4 45 180 Very Good 3 227 681 Good 2 123 246 Not Good 1 5 5 Worst 0 0 0 Total 400 1112 Response of Service providers ( Officers of GP) Dimension - 2: Responsiveness & Rating No. of Respondent Score Excellent 4 87 348 Relationship Very Good 3 103 309 Good 2 6 12 Not Good 1 4 4 Worst 0 0 0 Total 200 673 Response of Service takers ( Subscribers of GP) 100
  • 11. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 Rating No. of Respondent Score Excellent 4 69 276 Very Good 3 198 594 Good 2 130 260 Not Good 1 3 3 Worst 0 0 0 Total 400 1133 Response of Service providers ( Officers of GP) Rating No. of Respondent Score Excellent 4 57 228 Very Good 3 120 360 Good 2 18 36 Dimension - 3: Appropriate Not Good 1 5 5 Worst 0 0 0 Total 200 629 Response of Service takers ( Subscribers of GP) Rating No. of Respondent Score Excellent 4 52 208 Very Good 3 256 768 Good 2 77 154 Not Good 1 12 12 Worst 0 3 0 Total 400 1142 Response of Service providers ( Officers of GP) Rating No. of Respondent Score Excellent 4 111 444 Very Good 3 69 207 Good 2 20 40 Not Good 1 0 0 Dimension - 4: Caring Worst 0 0 0 Total 200 691 Response of Service takers ( Subscribers of GP) Rating No. of Respondent Score Excellent 4 123 492 Very Good 3 225 675 Good 2 35 70 Not Good 1 13 13 Worst 0 4 0 Total 400 1250 - 5: Keep in Dimension Response of Service providers ( Officers of GP) Touch Rating No. of Respondent Score Excellent 4 72 288 101
  • 12. Journal of Economics and Sustainable Development www.iiste.org ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.2, No.4, 2011 Very Good 3 98 294 Good 2 20 40 Not Good 1 10 10 Worst 0 0 0 Total 200 632 Response of Service takers ( Subscribers of GP) Rating No. of Respondent Score Excellent 4 98 392 Very Good 3 232 696 Good 2 58 116 Not Good 1 12 12 Worst 0 0 0 Total 400 1216 102