Role of CRM in Grievance Redressal Procedure with Special Reference to BSNL in Madurai District


By

P. Jerlin Rupa
Asst. Professor
Department of Business Administration
Arul Ananadar College
Karumathur, Madurai Dt.
 


Abstract:

Man is a Social animal and likes to share his views, ideas and thoughts with others.  The exchange of ideas, opinion and understanding between two or more persons is termed as communication.  The field of long distance communication is termed as telecommunication. Telephone services in India began in a small scale with the commissioning of a 50-line manual telephone exchange in 1882 in Kolkata.  This was less than five years after the invention of the telephone by Alexander Graham Bell.  India had approximately 82,000 telephone connections in (1947) and by 1984 the number of connections had slowly risen to 3.05 million.  Presently it is one of the largest & leading public sector unit in India. BSNL has installed Quality Telecom Network in the country and now focusing on improving it, expanding the network, introducing new telecom services with ICT applications in villages and winning customers' confidence. Today, it has about 47.3 million line basic telephone capacity, 4 million WLL capacity, 49.76 Million GSM Capacity, more than 37382 fixed exchanges, 46565 BTS, 3895 Node B ( 3G BTS), 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5 Lakhs villages1. BSNL has a well structured and multilayered Public Grievances Redressal Mechanism including Dispute Resolution Mechanism. The Public Redressal setup in BSNL has been introduced right from the Corporate Office to SSA(Secondary Switching Area) levels. Subscribers having complaints or grievances can interact with the organization through the following for Public Grievance / Dispute settlements.

INTRODUCTION:

Telecommunications is one of the prime support services needed for rapid growth of any developing country.  Telecommunications is one of the fastest developing sectors in India.  The Indian government is concentrating more on this sector, especially in recent years because of the enormous growth of Information Technology (IT) and its significant impact on the rest of the economy.

In 1994, as per objectives laid in the telecom policy, the Indian government liberalized the Telecom sector by allowing private sector participation for both basic and value-added services.  Change in economic thinking coupled with lack of resources to upgrade and invest in infrastructure forced this policy change.  As an initial and immediate result of privatization, the private players were given licenses to provide Cellular Services initially in four metro cities and subsequently, they were given licenses to provide to operate in 19 cities apart from the four metros.  As for the Basic Services, the government in the beginning, decided to adopt a duopoly strategy, by allowing only two players to operate in a telecom circle, of which one is the private player other than the existing government owned service provider.  Despite the government making several concentrated efforts through the Five-year plans, to provide good communication system to the people of the country, due to increasing population, non-accessibility to remote rural areas and non-availability of adequate resources, the national tele-density stood at 1.1 in 1995-96, which was far from the global average of 12 at the same period.

The change of government paved way for reforms in the sector and the New Telecom Policy (NTP) of 1999 was initiated to overcome the flaws in the telecom policy announced in 1994, and to go with the Supreme Court recommendations to allow unrestricted entry in the telecom sector.  The primary objective of the NTP was to increase the national tele-density to 15 by the year 2010.  This meant installation of 130 million more lines at an estimated expenditure of about Rs.5000 billion from the year 2000 to 2010.  This investment requirement could not have been met by Do T alone.  In order to meet the investment targets, it was imperative that multiple players be allowed to complete in the market. The telecom sector was a government monopoly until 1994 when liberation gradually took place.  Cellular service was launched in November 1995 in Kolkata. Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, Integrated Network  Services etc.

REVIEW OF LITERATURE:

Andrew mennte1 in his article "The value of customer satisfaction" brings out the value of customer satisfaction Andrew points out that although customer satisfaction is difficult to measures, its measurement is essential in knowing how far a customer is satisfied.  He gives an example in the British Telecom and the telecom sectors in generally as a lace where war is being waged an customers in the telecom sector and help retain new ones and that is the worth of CRM.

Beasty and colin2 in their article titled the " Value thy customers" Recommend that it's important for companies to objectively assess the value of their customers and link them to overall business value so as it may be useful for senior menageries.

Bob thomson3 "successful CRM: turning customer loyalty into probability" emphasizes the importance of CRM and effectiveness of CRM as a profitability booster. It also explains the must valid consideration for CRM through a sense from the service industry in USA.  It further analysis the cause short falls in the CRM success and suggest a successful development option.

Minpend and Wipnop4 "Customers relationship management software as user vice state that customers relationship management (CRM) system has been delivered by providers as a service and they uses this attribute as the sole  business objective ever since the time that the company was established. There are increasing arguments about the benefits of CRM system as a service. Minpend and winpnop states that during their study Egypt propositions were generated from alternative review later on six interviews were we came out   to gather empirical data used to test the eight propositions. At the end, the research has contributed to seven advantages of CRM system as a service,. The study aims to gain better understanding about their advantages of CRM software as a service from provider's perspective

Consumer Grievances Redressal Mechanism in BSNL

BSNL has a well structured and multilayered Public Grievances Redressal Mechanism including Dispute Resolution Mechanism. The Public Redressal setup in BSNL has been introduced right from the Corporate Office to SSA(Secondary Switching Area) levels. Subscribers having complaints or grievances can interact with the organization through the following for Public Grievance / Dispute settlements: -

(i) Complaints are being booked on "198". This Toll Free Service of booking complaints are available in every telephone system. Grievances can be booked on "12727"(for Circle Office) or "1095" (for District Office). This special Toll Free Service has been introduced by BSNL for booking public grievances.

(ii) In every office 'visiting hours' are prescribed where the subscribers having complaints or grievances can approach the officers of BSNL at various levels,

(iii) Public Grievance Officers are available right from Corporate Office to SSA (Secondary Switching Area) level. The complainant can approach these officers in person or through written complaints or communicate through e-mail or contact on telephones,
(iv) Special attention is being given to holding meetings with consumer organizations.
(v) Senior Officers are available for public without prior appointment during a specified hours on working days.
(vi) Customer Service Centre's have been opened for IMPCS.

Opinion on grievance redress:

Grievance Rectification forms part of thinking. Considered the most complex of all intellectual functions, problem solving has been defined as higher-order cognitive process that requires the modulation and control of more routine or fundamental skills. Grievance refers the problem that the customer receives from the operations of the network. It will be rectified by the Customer care team if not will cause a serious threat to the survival of the business. 

OBJECTIVES OF THE STUDY:

    • To understand the Grievance redressal procedure in BSNL
    • To know the role of customer relationship management in Grievance redressal procedure.
    • To know the customer expectation towards the services
    • To know the satisfaction level of respondents towards CRM in BSNL

METHODOLOGY:

In view of considerable data from survey research as well as secondary sources collected and presented in this research report "descriptive research" is considered the most appropriate of the present study. Hence the study has been descriptive and analytical. The research problem and the questionnaire all have been formulated and framed accordingly. The suggestions of the study emerge from the inferences drawn from the sample survey of BSNL tele services limited customers at Madurai District.

Sample:

Sufficient care has been taken to select the sample of respondents. The sample covers only customers. For this purpose convenient sampling is used to select the respondents in Madurai district.

Sampling Unit:

The sample of respondents for the researcher was taken among the customers of BSNL at Madurai district.

Sample Size

The sample size fixed as 100.

Sampling Technique:

The researcher had chosen convenient sampling technique for the study. This method enables the researcher to complete the data collection within the stipulated time.

Collection of data:

Before commencing the interview the researcher met the sample customers personally and explained the objectives of the present survey. To sum up all the information obtained through the questionnaire a master table has been prepared, with the help of master table. Various classification tables have also been prepared.

Primary Data:

The present study is empirical one based on survey method.  First hand data were collected from the field through questionnaire and observation

Secondary data:

Secondary data has been retrieved from literature, research reports, magazines online resources and reliable sources from official websites have been used.

Statistical Tools used :

Percentage Analysis

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1 Andrew Mennte, "The value of customers satisfaction" www.crm.com
2 Beasty and Colin 'value thy customer' www.highbeam.com
3 Bob Thomson "Successful CRM: turning customer loyalty into probability"2005
4 Minpend and Wipnop "Customers Relationship Management software as service essay from Lunds University 2006.
 

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Source: E-mail December 15, 2010

          

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