53065401 Banglalink Report Only for Survey Questions

8/15/2019 53065401 Banglalink Report Only for Survey Questions

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Chapter-1

INTRODUCTION


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1.0 Introduction

17 May marks the anniversary of the signature of the first International Telegraph

Convention and the creation of the International Telecommunication Union. Since 197! the

occasion has "een recogni#ed as $orld Telecommunication %ay. So the significance is clear

here that Telecommunication Sector has a particular ackno&ledgement in the &orld and the

result is the creation of $orld Telecommunication %ay. In fact! Telecommunication is one of

the talks of the &orld at present.

Tele density of 'angladesh is still the lo&est in South (sia! according to the statistics of the

International Telecommunication Union )ITU*. ("out 1.+,- among 1 people has access to

telecom facility. It sho&s the high potential in the telecommunication sector in 'angladesh.

The e/isting telecommunication companies operating in 'angladesh have "een en0oying

competitive advantage "ecause of less glo"al competition "ut this scenario is soon to "e

changed as glo"al giants are focusing on 'angladeshi markets &ith differentiated service and

competitive advantages.

$ith the advancement of science and technology! &e &onder regularly. Todays &orld is the

&orld of technology. 2o dou"t of it that the most success sector is telecommunication. 3e&

days ago people can not even imagine a"out the todays communication &ays. (nd it is also

true that people have "ecome more desperate to think a"out ne& things in this sector. In this

course of action! mo"ile! voice call service! SMS! video telephony! teleconference! video

conference etc. along &ith other communicating &ays! have emerged. So! the "est ne&s from

the "usiness point of vie& is the creation of the telecommunication market. Its si#e is "eyond

imagination that there are 7+ 4SM operators doing "usiness throughout the &orld. The

picture of 'angladesh helps to reali#e the matter more clearly that &e have si/ operators even

in this small country. (nd out of 15 corer population! almost 6 corers are using this service.

Millions of dollars have already "een invested in this sector and also are "eing invested.

Technology &as not only transforming the character of the telecommunications industry from

&ithin! "ut more significantly! much more significantly in my vie&! is changing the role

played "y telecommunications in economic and social life. Telecommunication has come to

play a significant role in facilitating 'angladesh as &ell as the &hole &orld changing social

division of la"or "et&een material production and "usiness and consumer services. ptical

fi"er ca"les! micro&ave and satellite links to the mainland! to say nothing of cross8"order

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roaming &ith cellular mo"ile telephones and pagers! are daily reducing the transactions costs

of doing "usiness! &idening the scope of markets as &ell as "ringing together friends and

families. 'ut more than that! telecommunications is "ecoming part of the strategic value8

chain at the heart of modern "usiness. "vious e/amples include the customer services "anks

provide over their (TM net&orks the facilities offered "y airline and travel agency customer

reservation systems the information availa"le from online service providers the planning

and co8ordination and monitoring and control facilities availa"le over &ide area computer

net&orks together &ith file transfer and data management capa"ility and so on. Much

speculation takes place as to the future possi"ilities afforded "y inter8active multi8media

"road"and net&orks! often &ith the thought that the technological potential is developing so

rapidly that research and development engineers are fast creating solutions in search of

pro"lems! and services in search of markets.

So it can "e easily said that &orking and studying &ith this sectors not only clear our vie&

a"out the Telecommunication "ut also grasp ample opportunity from this sectors.

1.1 Origin of the Report:

''( program at %affodil International University re:uires a three months long

internship program to introduce the students &ith the real life "usiness administration.

'anglalink 'angladesh limited &as the organi#ation &here the internship took place.

The topic &as set and supervised "y the internship supervisor ;ecturer Mostafa Mon#ur

To have an idea of Customer ?elationship Management activities of corporate

sales of 'anglalink.

To identify pro"lems regarding C?M of corporate sales and services of

'anglalink.

To develop some recommendations regarding the pro"lems found.

1.$ "cope of the "tud#:

The report focuses on customer relationship management in corporate sales.. It also

determines the loyalty factor of 'anglalink. This report covers the present status of corporate

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sales as &ell as the customer cause and effect relationship analysis of their promotional

activities! their tariffs and other issues. This study covers only %haka City "ecause of

possi"le comple/ity and difficulty in covering &hole country and "ecause of shortage of time

and manpo&er re:uired for the survey.

1.% "ource! and &ethod! of Data Co''ection:

The study &as conducted "ased on "oth primary and secondary data. The sources of those

data are stated "elo&>

(ri)ar# "ource:

The primary data &ere collected "y customer survey conducted on corporate clients of

'anglalink. I had collected customer survey from one hundred corporate clients of different

organi#ation. Customer survey had "een conducted "y t&enty8four :uestions location at

%haka city. It had taken ten days to collected respond. The survey techni:ue &as face8to8face

mock intervie&.

"econdar# "ource:

The secondary data &ere collected from the follo&ing sources>

Internal ne&sletter of the company

@arious research 0ournals of different research organi#ations

$e" pages

(nnual reports of the company

@arious "ooks and other internal pu"lications of the company

1.* +i)itation!:

%espite of the researchers highest effort the internship is not free from limitations. Some of

those limitations are mentioned as follo&s>

• ne of the ma0or limitations faced &hile conducting the study &as tocommunicate &ith the selected corporate clients "ecause they &ere very "usy&ith their regular 0o"s.

• (s! I had more dependence on the primary sources! so there might "e somelevels of inaccuracy &ith those collected information.

• Confidential information regarding past marketing and sales information &asnot accurately o"tained.

• Many of the analysis on the o"tained data are "ased upon my soleinterpretation. This in result might "ring some "iases! as lack of kno&ledgeand depth of understanding might hinder me to produce an a"solute authenticand meaningful report.

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Chapter86OR,NITION (RT

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2.0 Organi/ationa' Oerie:

2.1 acground

In 'angladesh! 'anglalink aims to understand peoplesA needs "est and develop

appropriate communication services to improve peoplesA life and make it simple. (ll our

&ork is aimed to&ards meeting our vision. (ll mem"ers of the 'anglalink family are

highly passionate individuals! fully committed to achieving the vision that &e have set

ourselves. ur customersA needs matter most to us8 making their life simple and

improving it is all &e &ant. To ensure our vision is achieved! &e have set ourselves a fe&

values! &e &ant to "e

•"traight 3orard

• Re'iab'e

• Innoatie

• (a!!ionate

(ll the 'anglalink family mem"ers have one thing in common8 a passion to serve. $e &ant

to go that e/tra mile! so that you can have the "est possi"le service

Investing in the future of 'angladesh. The "iggest "arrier today for people is the cost of

handsets. $e &ill strive to lo&er the total cost of o&ning a mo"ile. $e are here to help make

a difference in peopleAs lives "y providing afforda"le and relia"le connectivity solutions. $e

&ill strive to connect people and link their lives "y listening to them and "y understanding

their needs. $e are here to help you speak your language.

2.2 Incorporation of ang'a'in

rascom Telecom


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2.% The (roject

2.%.1 a!ic Objectie! 3or 4hich 5our Co)pan# 4a! 3or)ed re 6igh'ighted 6ere

Under:

To provide mo"ile telephone service to the people from the pu"lic sector

To ensure fair competition "et&een pu"lic and private sectors and there"y to

safeguard pu"lic interest

To meet a portion of unmitigated high demand of mo"ile telephone

To create a ne& source of revenue for the government.

2.* +aunch of ang'a'in:

The long a&aited launching of a mo"ile telecom net&ork "y a state8run enterprise had finallymateriali#ed on 1 March 6+. It also fulfilled a cherished dream of people &ho continuously

demanded to the government for such an enterprise. The government started the GMo"ile

Telephone Bro0ectG and 'angladesh Telegraph H Telephone 'oard )'TT'* &as entrusted &ith

the responsi"ility for implementing the same. The Bro0ect &ork started in une 65 and the

net&ork &as soft launched on 1 march! 6+. I am happy that 'TT' had "een a"le to keep its

promise and deliver in time.

'anglalink. &as formed to operate the net&ork installed "y =ricsson and it has "een successful in

operating a standard net&ork and give proper service to the people of 'angladesh. 'anglalink has

introduced many attractive packages and all of them have "een &elcomed "y the market. 3rom

the very "eginning of its launching!

'anglalink got huge popularity as it triggered the true competition in the market. I am happy to

kno& that &ithin one year! 'anglalink has covered ,5 districts! 16 upa#illas and most part of the

three ma0or high&ays of the country.


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2.7 (re!ent "tatu! of ang'a'in:

%efinitely there is no 0ustification "rooding on the past unless &e utili#e that e/perience in

the further course of time. ;ets try to find out the present standing of 'anglalink.

•

"ub!criber a!e: (t present there around 1! ! ! su"scri"er of 'amglalink.(mong them there are E+! prepaid and 65+ postpaid and 6!6E7 BC su"scri"er

• Cu!to)er Care: There are eleven customer cares of 'anglalink situated on %haka!

Mymenshing! 'arisal! Jhulna! 'ogra! Chittagong! Uttara! 3aridpur! Sylhet! ?a0shahi

and Comilla etc.

• Change! Taen ('ace In The &aret

2.7.1 &aret co)petitiene!!>

8 Competition among the mo"ile phone operators has reduced su"scription rates and call

rates. This triggered a lot of changes in the market.

8 There are no& options in the hand of the customers at an afforda"le price. This contri"uted

to the high gro&th rate in this sector.

8 Increase in num"er of players in the channel has reduced revenue for everyone.

2.7.2 &igration of bu!ine!!e!>

8

8 ( lot of supporting "usinesses have strung up to cope &ith the high demand created "y

e/tremely high gro&th rate in the market.

8 Many people are no& involved in "usinesses of scratch cards! electronic recharging!

handsets! accessories! BCs! handset repair! value added services )ring8tones! music! games!

do&nloads*! etc.

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2.7.% Indu!tr# ,roth: I)portant 3actor!

4ro&th in mo"ile phone su"scription "usiness is affected "y various factors>

- =ntrance of ne& companies. $henever ne& companies have entered the market! there had

"een a surge in su"scription selling "usiness. This has happened in case of entrance of

'anglalink and that of 'anglalink.

8 2e& package offers "y e/isting operators. 2e& offers from e/isting operators have al&ays

created interest among the customers. ( segment of the customer segment is al&ays

interested in "uying ne& offers. ?eduction in tariff and su"scription fee has encouraged these

kinds of "uyers. These lo& price offers have also "rought some periphery customers under

mo"ile su"scription

8 Benetration of mo"ile phone su"scription. There are some areas &here there has "een a drop

in su"scription selling! "ecause of increase in current su"scri"ers and reduction in potential

su"scri"ers.

2.7.*Con!u)er (rofi'e

8 (t the point of purchase! sellers do get the opportunity to dra& a picture of the consumer.

8 (ge of visitors> Most of the visitors at the mo"ile phone shops are young! "et&een the age

of appro/imately 1+ and

8 3irst time "uyers> f all the visitors at the shops! most are found to "e current o&ners of

mo"ile phones. The ratio "et&een ne& users and current users vary from place to place. In

most of the places! around 18- visitors at mo"ile shops currently do not possess a mo"ile

phone. The rest )789-* are current o&ners of mo"ile phone. f the current o&ners most

are young and al&ays looking for ne& offers. Some even "uy more than one connections at a

time. The current non8users of mo"ile phone &ho visit shops are mostly from the lo&er S=C

and possess little kno&ledge a"out mo"ile phones

2.8 Depart)ent! of the ang'a'in:

(s the service marketing concept must demand the process! persons! physical evidence along

&ith products! place! price! promotion! any service company must have its department compati"le

&ith this concept. 'anglalink dose not deny the concept! having the follo&ing department to

achieve its o"0ectives>

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• perations> 2et&ork Blanning

• System =ngineering> Brocurement

• 3inance

2.9 ang'a'in and it! bu!ine!! ana'#!i!

'anglalink is a ne&ly emerged 4ovt. mo"ile service operator in countrys cell phone service

market &ith nation &ide coverage. $ithin a very short period of time! it has covered ,1 dist.


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entrance in a mature market. (s soon as anyone could catch hold of a 'anglalink mo"ile! he

started comparing it &ith the services of 4rameen Bhone! 'anglalink or (ktel.


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2.10 &areting &i;:

2.10.1 (roduct (rofi'e:

%ifferent packages of 'anglalink.

(er!ona' pacage 1 Contro'


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2.10.2 (rice:

Bricing is one of the marketing mi/ tools that a company uses to achieve it marketing

o"0ectives. 'anglalink decides its service pricing on the "asis of cost "ased pricing. They

al&ays think a"out the consumer purchase capa"ility. Thats &hy they try to fi/ a reasona"le

price for the consumer.

(re-paid


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(CO (acage :

•

Connection fee > , Tk • 1 sec pulse

• Bayment facility in Cash Card

• Minimum charge + Tk

• . If monthly "ill e/ceeds 6 tk +- e/empted and if 5 tk. 1- e/empted.

2.10.$ ('ace:

'anglalink has a proper distri"ution team and channel. It has already appointed ,6 dealers

over the country. 'esides it is distri"uting its product "y customer care and "ank. It is

struggling very hard to make its product availa"le country&ide.

The distri"ution channel for mo"ile phone su"scription has changed some&hat over the last

year or so. There is still a multitude of levels &ithin the channel. This channel has shrunk

vertically during the last year or so and created a shallo&er channel.

Company

Main Dealers(Area-based)

AuthorisedDealers

Sub-Authorised

Dealers

Area-basedAuthorised

Dealers

Wholesalers

Wholesalers

withoutStores

Retailers

Customers

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3ig 1: Di!tribution channe'


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2.10.% (ro)otiona' ctiitie! of ang'a'in

(ro)otion:

Bromotion is one of the marketing tools that a company uses to achieve its marketing

o"0ectives. =ach promotion tools has uni:ue characteristics to improve their total sales.

'anglalink are trying to do more promotional activities for their service. 'anglalink

Marketing promotion can "e classified in several steps

derti!e)ent! in the nationa' ne!paper!

=/amples of advertisements pu"lished in the national ne&spapers>

derti!e)ent! through bi''board!

The "ill"oards installed so far "y 'anglalink 'angladesh ;imited are listed "elo&>

"+

No +ocation @t# Aie

1 Jachpur8 %haka 3acing 1

6 p 2. U8 %haka 3acing 1

Saida"ad "ridge 1 Unipol

5 Mohakhali 3lyover )'oth* 1 Unipol

+ Shaha"agh 1

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, 4=C Circle )Ctg* 1

7 4a"toli 'us Stand8Savar face 1

E Chittagong ?ail&ay Station 1

9 %hanmondi ?assel S:uare 1

1 Co/s 'a#ar!near sea "each 1 Unipol11 Batanga sea "each more 1

16 %e&anhat moor! Ctg 1 Unipol

1 Qatra"ari Moor 1 Unipol

15 Uttara! (#ampur 1 Unipol

1+ (sulia road! %haka 1 Unipol

1, Jhamar"ari! 3arm gate 1

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influence and convince them for creating a market demand and sale their product. here is

some e/amples of 'anglalink promotion that can "e highlighted >

Road !ho: 'anglalink organi#ed a t&o days long road sho&. In ?an0pur district 'anglalink distri"uted + "lankets indistressed people "y (n0uman Mofidul Islam. In 'angladesh every year in cold prone area

people died in cold related disease due to their disa"ility to "uy &arm cloths.

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2.11 "erice offered:

"erice!

'anglalink IS facilities> =very su"scri"er of 'anglalink gets the opportunity of economy

IS or =IS% in 6+ countries. In this &ay su"scri"er has to pay 7.+ Tk per minute. To get

this service instead of access code dial 16! then country code! then area code and then

desired num"er

"&"

( SMS of 1, characters nationally charge Tk . .7+ only and internationally Tk.1.,6 'oth

'engali H =nglish language can "e used.

ang'a'in (u!h-(u'' "erice

It is like SMS! one can get ans&er to the :uestion he re:uires. 'anglalink offers different

types of =ntertainment through push8pull service. To kno& the song +E+E Rou &ill "e a"le to

get the Sehri and IftarAs time during the ?amadan! Cricket! $eather! Kuotes! okes!

+. Music station

,. 3riends and family 2um"er.

7. @oice adda

E. MC(

9. (mar Tunes

1.@oice Bortal

11. Call me "ack

16. I8 "u""le

1.2ama# (lert

15. Bayment through (TM.

1+.?ing Tones

1,.Rello& Bages

17. Conference Call.

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"o)e Other Aa'ue dded "erice of ang'a'in:

okes 0okespace0oke num"er=/ample> 0oke 1 Send to +

oke 2um"er> 1 8 6

$eather &tspacecity name=/ample> &t dhakaSend to +

City 2ame> %haka! %elhi! Tokyo!'angkok! 'ei0ing! Singapore! ;ondon!

2e& Rork! Baris! Mosco&! Calcutta!Chittagong! 'arisal! 'ogra! Sylhet!Sydney! Mel"ourne! Jarachi

Ta/i Ca"spacedivisionspaceta/i type=/ample> Ca" dhk navanaSend to +

%ivision> dhk! cht! khl! syl! 0es! ra0! "rsTa/i Type> navana!metro!anudip

hor ariSend to +

Signs> ari! leo! sag! tau! vir! cap! gem! li"!a:u! can! sco! pis

Kuotes :otspace:uotetypespace:uote num"er=/ample> :ot love 6Send to +

;ove Kuote 2um"er> 1 8 9+3un Kuote 2um"er> 1 8 E'irth Kuote 2um"er> 1 8 7,3riend Kuote 2um"er> 1 8 5

=mergency emrgspacedivisionspaceph num type=/ample> emrg dhk polSend to +

%ivision> dhk! cht! khl! syl! 0es! ra0! "rsBh 2um"er Type> pol! fire! am"

International$eather3orecasting

fcspacecity name=/ample> fc ne& yorkSend to +

City 2ame> %haka! %elhi! Tokyo!'angkok! 'ei0ing! Singapore! ;ondon!

2e& Rork! Baris! Mosco&! Calcutta!Chittagong! 'arisal! 'ogra! Sylhet!Sydney! Mel"ourne! Jarachi

Cricket cricspacefirst alpha"et of

cricketing country=/ample for 'angladesh >cric "anSend to +

'angladesh as "an!India as ind!Bakistanas pak!(ustralia as aus!etc

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Tab'e $: Aa'ue dded "erice of ang'a'in


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2.12 "4OT na'#!i! of ang'a'in ang'ade!h +td:

Tab'e %: "4OT of ang'a'in

Strength &eakness

1. ;o& cost provider regarding itscompetitor.

2. 'anglalinks all connections areIS% H =IS%.

3. 'anglalink is the onlyindigenous company using 4SMservice.

4. 3rom the very "eginning it is providing free T2T incoming Hutgoing.

5. It has also provided incomingfacility up lifetime.

,. Moreover its contri"ution to oureconomy can "e nota"le.

1. The progress of development of net&orkis far "elo& from the su"scri"ere/pectation.

6. ;o&er num"er of human resource.

. 3ailed to identify difference "et&eendeveloped market and developing market.

5. 'anglalink does follo& aggressivemarketing "ut it should follo& smoothstrategy.

5. 'anglalink faces coordination pro"lem ofManagement system.

Opportunitie! Threat!

1. 'anglalink can use the image ofmultinational organi#ation.

6. Introduction of ne& technology andservices.

. =/pand the market in the rural area.

5. 'anglalink can use the e/periencestrong net&ork facilities.

+.'anglalink can use soft s&itch

net&ork!

1. (n upcoming mo"ile service provider named$(?I% T=;=CM a concern of %ha"i groupand present market rivals.

6. The invention of technology &hich is ne&modern and consumer oriented.

. (nother invisi"le threat is land phoneoperator.

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• $eak management system> poor coordination among different functional department

of 'anglalink as result service efficiency goes do&n.

• The progress of development of net&ork is far "elo& from the su"scri"er e/pectation>

the e/pansion of net&ork coverage is too much slo&. Beople thought that 'anglalink

should use the 4SM net&ork facilities as a result 'anglalink can cover the most of

the area of 'angladesh.

2.12.$ na'#!i! of Opportunitie!

• 'anglalink can use the image of multinational organi#ation> Beople &ant to "etter

facility from service industry. So 'anglalink can use such kind of soft corner of

consumers and promote the service to them.

• Introduction of ne& technology and services> 'anglalink can implement ne& and

consumer oriented technology in this sector. 'ecause people have inclination to ne&

and modern technology. 2o& a days people are ready to accept the ne& thing.

• =/pand the market in the rural area> Till no& there is huge area is remain out of

coverage &here a huge num"er of target consumers are availa"le. So 'anglalink can

"ring that respective area under coverage and catch those potential consumers.

• 'anglalink can use the e/perience of multinational one of the old and e/perience

organi#ation in 'angladesh telecommunication sector. They have special e/perience

a"out the consumer "ehavior of 'angladesh. They kno& a"out the consumers need

and &ant.

• 'anglalink can use soft s&itch net&ork> The soft s&itch net&ork separates the "earer

and control layers and a soft s&itch centric net&ork can "e "uilt on different types of

"earer net&orks such as T%M! IB and (TM unlike! legacy net&ork that depend on a

single specific s&itching technology. 'ased on strategic planning and the

developmental phase! an operator can select suita"le "earer mode technologies for

different phases! from the perspective of long term sustaina"le development! the IB

centered soft s&itch net&ork defines the future. So 'anglalink can use this technology

and practice competitive advantage over rivals.

2.12.% na'#!i! of Threat!

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• (n upcoming mo"ile service provider named $(?I% T=;=CM a concern of

%ha"i group> (t present 'angladeshi mo"ile sector is almost saturated ! after that a

ne& company named $(?I% is going to starts its operation in 'angladesh &hich

going to "ecome a "ig threats to 'anglalink and other operators.• The invention of technology &hich is ne& modern and consumer oriented>

Technology is changing &ith day run. It changes the consumers demand pattern "y

offering different attractive features. (s a result consumer shifts from one technology

to other technology! &hich might create a "ig pro"lem to 'anglalink and others.

• (nother invisi"le threat is land phone operator> In 'angladesh land phone operator is

e/pand the market &ith day run. Beople are s&itch from mo"ile to land phone

operators. (s a result ultimately the num"er of mo"ile user is decreasing and create

pro"lem to the mo"ile operators as &ell as 'anglalink.

2.1$ Conc'u!ion: ang'a'in I! Trend "etter In ang'ade!h

'anglalink is the private cellular operator in 'angladesh. 'anglalink has a goal to receive an

economic return on its investments and to contri"ute to the economic development of

'angladesh &here telecommunications can play a critical role. 'anglalink "elieves in service!

a service that leads to good "usiness and good development. Telephone helps people &orktogether! raising their productivity. This gain in productivity is development! &hich in turn

ena"les them to afford a telephone service! generating a good "usiness. Thus development

and "usiness go together.

The main goal of "anglalink is to deliver SIM kits to the su"scri"er at a cheap rate and make

a competitive market. (ll the categories of su"scri"ers! in our initial offerings! had collected

their SIM kits through "anks. This is very satisfactory of SIM collection rate. $hen the

su"scri"er received their SIM kits! the innocent smile of them sho&s recessive support to

"anglalink. This is the great achievement of "anglalink.

In service sector! 3%I inflo& in 'angladesh is enormous. Telecom sector is "ecome the core

of interest in 3%I in 'angladesh. So it is e/pected in the long run! 'anglalink has to face an

immense competition. (s &ell as &e are also forecasting the market culture might change if

the profit margin reduce at current ratio. In the long run "anglalink can a"le to face the

market competition successfully if it can meet the strategic marketing approaches in all levelsof policy decisions and applications.

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Chapter-3+?RNIN, (RT

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$.1 Cu!to)er Re'ation!hip &anage)ent in corporate !a'e! of ang'a'in

'anglalink is the only mo"ile Telecommunication service provider in private sector in

'angladesh providing services throughout the country. Since! launching its commercial

operation on Septem"er 6+ 'anglalink gro&s from strength to strength &ith the vision to

provide universal mo"ile telecommunication services all over 'angladesh at an afforda"le

cost. (t present! 'anglalink is providing various services to its su"scri"ers throughout the

country> corporate service is one of them. 'anglalink supports to various organi#ations

officers and staffs through corporate service. 'anglalink has around +6 corporate clients

using prepaid! postpaid! Brofessional Backage services.

$.2. ang'a'in Cu!to)er Re'ation!hip &anage)ent po'ic# in Corporate "a'e!.

'anglalink maintains customer relationship management &hich is really need for profit

ma/imi#ation. Customer relationship management is the overall process of "uilding and

maintaining profita"le customer relationship "y delivering superior customer value and

satisfaction. This is the process of managing detailed information a"out individual customer

and carefully managing all customer touch pointD to ma/imi#e customer loyalty.

$.2.1,oa'! of cu!to)er re'ation!hip )areting

The primary goal of relationship marketing is to "uild and maintain a "ase of committed

customers &ho are profita"le for the organi#ation. To achieve the goal the 'anglalink &ill

focus on the attraction! retention and enhancement of customer relationship.

$.2.2 Cu!to)er re'ation!hip )anage)ent bui'd! up a profitab'e re'ation!hip a! fo''o!

Identify prospect and customer8 'anglalink find out the potential customer. 'uild! maintain

and mine a rich customer data"ase &ith information derived from all the channels and

customer touch points.

$.2.$ Identif# pro!pect and cu!to)er: 'anglalink identify prospect and customer through

different kind of government organi#ation! private organi#ation or association such as

3'CCI! %CCI! ICCI! I='! %?U! 2itol 4roup etc. It also collects reference group and official

personal reference.

$.2.% Differentiate cu!to)er! in ter)! of their need! and their i)age

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'anglalink offer their customer to understand their condition. 'anglalink offer them post

purchase reassurance and promote the price value relationship! then spend proportionately

more effort on the most valua"le customer. (pplied actively "ased costing and calculate

customer life time value. =stimate net present value of all future profits coming from

purchases! margin level! and referrals! less customer specific servicing cost. 'anglalink

estimates customer life time value! net present value of all future profit through companyAs

papers! documents! good&ill etc.

$.2.* Interact ith indiidua' cu!to)er>

'anglalink interact &ith individual customer to improve kno&ledge a"out their needs through

communication. It creates long term relationship and committed to loyal customer to develop

service. It also identify close service gaps and improve the service recovery to solved the

customer pro"lem.

• 'anglalink offers negotia"le price for large volume of customer .

• ffering the attractive rate at the competitive market-customer &ant to "etter service

at lo&er rate. 3or that reason 'anglalink offers lo&er rate to attract the customer.

• Increasing the longevity of the customer relationship8 the more involved a customer is

&ith the company! the more likely su"scri"er is to stick around. 'anglalink treat their

customer as partners. It also provides emergency service for the customer.

$.2.7. Cu!to)er re'ation!hip )anage)ent )aintain re'ation!hip a! fo''o!

• 3ocusing disproportionate effort on high value customer8 The most valua"le customer

can "e treated in a special &ay. Thought gestures such as =id greetings! Christmas!

"irthday cards! small gifts! or invitation to special event can send a strong signal to the

customer. 'anglalink also send or fa/ helpful ne&s paper clipping and relevant

articles.

• =nhancing the gro&th potential of each customer through share of &alletD cross

selling and up selling. 'anglalink offers "onus taka such as if any 'anglalink

su"scri"er recharge tk for this purpose he or she &ill get 5+ tk. ther facilities

like 2ational UniversityAs result! load shading update! Unlimited 4B?S facility etc.

• Making lo& profit customers more profita"le 8 'anglalink al&ays monitoring their

corporate su"scri"er and find out the lo&er profit customer. Then they identifying the

pro"lem and take necessary steps to solve the pro"lem.

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$.% The ,raphica' Repre!entation of Corporate C'ient Re!pondent!

Graphical Representation of Monthly aera!e call olu

Top Level (600

Min/Month)

46

Mi!!le Level (45

Min/Month)

35

Lo" Level (250

Min/Month)

19

(ccording to the corporate survey! pie chart sho&s top level of corporate su"scri"ers uses

average , minutes per month &hich percentage sho&s5,-.2e/t mid level of corporate

su"scri"ers uses average 5+ minutes per month &hich percentage sho&s +- and lo& level

of corporate su"scri"ers uses 6+ minutes &hich percentage sho&s 19-.It proves that

ma/imum corporate su"scri"ers use more &ith satisfaction.

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$.* Corporate C'ient Re!pondent! Con!u)ption +ee'

Consumption "eel of Different Subscribers

0

500

1000

1500

2000

2500

#ro$$. #re #ai! %&. #re #ai! %&. #o't #ai!

Cate!ory of subscribers

C o n s u m p t i o n " e e l i n # $ %

& e r M o n t h

;ine chart sho&s professional prepaid su"scri"er uses 7+tk per month then =/ecutive

prepaid su"scri"erAs uses 16+tk per month and finally e/ecutive post paid su"scri"er uses

66+ per month. It proves that different type of category su"scri"er consumption level is

different. (lthough num"er of =/ecutive prepaid su"scri"er is higher than =/ecutive postpaid

"ut proportionately e/ecutive post paid consumption level is high.

$.7 Corporate c'ient re!pondent! "ati!faction +ee' about different !erice! of

bang'a'in

(ccording to corporate survey "ar diagram sho&s that 'anglalink corporate tariff is

satisfactory "ecause it lies on E- satisfaction level. 2e/t net&ork "ar sho&s that ,- of

Tari$$

(et"or)C*'to+er ,ervie

/,

#,

010

20

30

40

50

60

70

80

Satisfaction

"eel

Tari$$ (et"or) C*'to+er

,ervie

/, #,

Corporate Components

Graphial Representation of Customer Satisfaction

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satisfaction level. Then customer service "ar sho&s that7- of satisfaction level. @alue

added services "ar sho&s that - of satisfaction level and 4B?S "ar sho&s that 5- of

satisfaction level.

Chapter -43INDIN," R?CO&&?NDTION" > CONC+U"ION

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%.1 3inding! of the "tud#There are some important findings! &hich are given "elo&>

1. Customer does not get diversified corporate SIM packaging

6. Customers are not &ell8kno&n a"out corporate services and tariff

. %istrict level govt. H private offices have no idea a"out corporate facilities

5. =/isting customers are facing pro"lems of "illing system

+. =/isting customers are not happy to promotional campaign

6. Ma/imum su"scri"ers face net&ork pro"lem. Its graph sho&s ,+- corporate clients

are not &ell satisfied &ith net&ork facility cause they are agree &ith moderate. then

6+- corporate clients are agree &ith "etter net&ork "ar and only 1- clients are

agree &ith "est net&ork "ar. So it proves that ma/imum su"scri"ers are not satisfied

&ith net&ork facilities.

GRA&'(CA" R)&R)S)*#A#(+* +, *)#W+R-

C+.)RAG)

0

10

20

30

40

50

60

70

M%/T% %TT% %,T

,erie'2

,erie'1

7. Customers &ant to get free hot line 65 hours service. It graph sho&s corporate clients &ant

to get 65 hours hotline service 65-.Then free hot line service &ant to get ,E- and only

office time hot line service &ant to get E-.

0

10

20

30

40

50

60

70

24

TL(%

,%.C%

%%

T L(%

,%.%

24

(L9

C%

TM% T

L(%

,%.C%

GRA&'(CA" R)&R)S)*#A#(+* +, '+# "(*)

S)R.(C)

,erie'3

,erie'2

,erie'1

,erie'4

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1. Ma0ority of the customer complain to tariff H &ant CU4 services.

9. The "asic desire of the customer is to improve the value added service and reduce the

charge.. It graphs prove that ma/imum su"scri"er are not satisfied &ith value added

service charge that for reason insufficient "ar 7E-. Then only fe& corporate clients are

satisfied &ith value added service that for reason sufficient "ar sho&s 66-.

0

10

20

30

40

50

60

70

80

,C%(T (,C%(T

GRA&'(CA" R)&R)S)#A#(+* +, .AS

,erie'1

,erie'2

%.2 Reco))endation!

'anglalink 'angladesh ;td. can follo& various measures to overcome these pro"lems.

1. 'anglalink corporate SIM packing must "e different compare to other providers packages.

6. Corporate "ooklet must "e necessary to inform a"out the corporate facilities.

. Corporate proposal must "e sent to the government or private offices at the district

levels through market coordination officers or dealers.

5. They should improve the performance of the "illing system in a :uick manner.

+. (ttractive promotional items are necessary to satisfy the corporate clients.

,. 2et&ork facilities should "e &ide.

7. Bromotional advertising must "e necessary for corporate package.

E. Brovide free 65 hours hotline service for corporate clients.

9. Corporate tariff must "e lo&er than other packages.

1. They should develop ne& competitive packages for the corporate customers.

11. Increase the value added services.

16. Closed user group )CU4* must "e needed for corporate package.

1. Should "e monitor the e/isting customer and provide "etter service.

15. The comple/ity of the 4B?S facility should "e reduced.

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%.$ Conc'u!ion

'anglalink 'angladesh ltd introduce in 6+. $hen service came &ith lo&er tariff &as the

strong path to influence people a"out the ne& service. In that time 'anglalink follo&ed a

smooth marketing strategy. 'anglalink formed a cheap rate for the first time in 'angladesh.

'anglalink maintains relation ship marketing policy as &ell. So that there sales volume is

more then others. (t a time 'anglalink takes also "etter position in consumer mind "y its

:uality! attractive tariff plan etc. I gather some essential information from my survey that has

needed to improve in some sector like net&ork coverage! marketing strategy! promotional

activities! customer satisfaction etc. 3inally it says that 'anglalink estimates of life time

relationship value accentuate the importance of retaining current customers. 'anglalink

provides proper information to their customer a"out ne& product or service. It is another

good &ay to stay in touch and increase sales or get referrals. 'anglalink offer discount for

valued customer to maintain good relationship.

?eport on Customer ?elationship Management in corporate sales of 'anglalink is the part of

our credit course of ''( Brogram. I learn so many things from this report a"out 'anglalink

'angladesh its service nature! its distri"utors! retailers! consumers and its overall marketingcondition in communication sector. This report &ill assist me to "uild up a "etter career in the

0o" section.

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'i"liography

1. 1't anniver'ar: p*;liation< an=lalin)

2.Marketing Management! 11e! Bhilip Jotler 1. Marketing Management! 11e! BhilipJotler

2. 'usiness for the 61st Century! 6 "y Steven Skinner! ohn M. Ivancevich.

$. G Taking the measuring of Kuality! G Service Savvy! March 1996! p.

%. ?eport on Mo"ile phones are every&hereD and The "usiness section of The %aily 2=$(4=! 3riday! may 1E!67!p.7.

/% Special feature of The %aily Brothom (lo on 6nd (nniversary 'anglalinkD Saturday!march 1 !67! p.1E.

0% Main storyD and intervie& of Mo"ile personalityD of Monthly Maga#ine T


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ppendi;

ue!tionnaire of "ure# on Corporate Cu!to)er "ati!faction

of

ang'a'in.

(ssalamu alaikum I am an intern student of %affodil International University &orking at

Corporate %ivision! Marketing %epartment of 'anglalink. I have need to survey to identify

Corporate Cu!to)er !ati!faction . Rou are one of the respective corporate users of

'anglalink. Rou are cordially invited to participate in corporate customer survey. In thissurvey! appro/imately 1 corporate people &ill "e asked to complete the survey that asks

:uestions a"out corporate service. It &ill take appro/imately 1 minutes to complete the

:uestionnaire.

Rour participation in this study is completely voluntary. There are no foreseea"le risks

associated &ith this pro0ect. =8mail address>(ddress

$e" site>

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ue!tionnaire for Corporate Cu!to)er!:

1* $hat is your e/pectation to 'anglalink corporate tariffWo Competitive

o Satisfactory

o lo&er

6* $hat is your opinion a"out net&ork facilitiesW

o Moderate

o 'est

o 'etter

* $hat kind of service you e/pect from corporate packageW

o

65 hours hotline serviceo 3ree hot line service for 65 hours

o only office time hotline service

5* $hat kind of promotional advertising essential for 'anglalink corporate packageW

o Bersonal selling

o ?eference group

o Corporate dealer

+* $hich time slot you prefer to communicate for your "usiness purposeW

o Corporate hour

o ff8peak hour

o Super off8peak hour

,* Is the Customer Care satisfactoryW

o Res

o 2o

7* Is the @(S sufficient for ';W

o Res

o 2o

E*


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o 2o

1*


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o 18+ minutes

o +81 minutes

o More than 1 minutes

1E* $hats average duration of your per dial callW

o 18+minutes

o +81 minutes

o More than 1 minutes

19* 'anglalink one of the local mo"ile service provider ho& much it influence you incase of link &ith mo"ile phone technologyW

o @ery much

o Moderateo 2ot too much

6* $ho is the main influencer of you to connect &ith a mo"ile operatorW

o 3riends

o 3amily mem"ers

o Corporate dealers

o fficial

61*


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(cronyms

SIM 8 Su"scri"er Identification module

ITU 8 International Telecommunication union

4%B 8 4ross %omestic Broduct

TMI' 8 Telecommunication Malaysia International 'angladesh

B'T; 8 Bacific 'angladesh Telecom ;imited

S((?C 8 South (sian (ssociation for ?egional Corporation

4SM 8 4lo"al System for Mo"ile Communication

'T?C 8 'angladesh Telecommunication ?egulatory Commission

'TT' 8 'angladesh Telegraph and Telephone 'oard.

CU4 8 Closed User 4roup

@(S 8 @alue (dded Service

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53065401 Banglalink Report Only for Survey Questions

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