A Study on Customer Relationship Management Practices in BSNL

Human relations must be great before economic relations can be profitable. Money is not permanent in life; relationships are ultimate issues in life. It is difficult to survive without relationships either in the family or in the society, wherein business-related relationships construct an outstanding tie between persons and firms. Sometimes these relationships may last a lifetime or are very delicate to be broken within no time and without any reason. Managing the lifelong relationships is a difficult task and complicated issue. Customer relationship management is an approach to manage, analyze, and interact with customers. It refers to the practices, strategies and the technologies used by the companies to understand the customer¿s needs and perceptions throughout their life with special focus. In a rapidly developing country, telecommunications remain at the forefront. That alone would make it an engrossing subject to research. The complicated scenario faced by state-owned BSNL, which has fallen from near-noncompetitive number one to a loss-making fourth place, emphasizes the need of research. BSNL's market share is low, and the company is losing money.