A

Summer Training Report

ON
Training Undertaken
At

BSNL
Titled
STUDY OF CUSTOMER RELATIONSHIP MANAGEMENT
Submitted in partial fulfillment for the
Award of degree of
Master of Business Administration

Poddar Management & Technical Campus

(SESSION 2012-14)
SUBMITTED BY: -

SUBMITTED TO:

Indra Mohan Yadav

Priyesh Tiwari

Declaration
I Manisha Bundela student of MBA IV Sem. International School of Informatics &
Management, Jaipur

Hereby declare that all the information facts and figures

produced in this report is based on my own experience and study in analyzing the
CUTOMER RELATIONSHIP MANAGEMENT AT BSNL JAIPUR
I further declare that all the information and facts furnished in this
project report are based on my intensive research findings. They are first
hand and original in nature .

MANISHA BUNDELA

PREFACE
I feel a great pleasure in presenting this report that is essential in partial fulfillment of
MBA-IV Sem. This report is an integral part of the curriculum and its purpose is to
provide the students information system in a firm. It helps in the development of
practical skills and analytical process.
During the training I have learnt about CUSTOMER RELATIONSHIP
MANAGEMENT. During this tenure I have learnt about the BSNL that how to motivate
the customer and using BSNL services for increasing customer satisfaction level. It was
very exciting and useful experience for me. A good confidence has been built up.that if
company provide fully satisfied product like internet speed and network problem than
automatically customer increases. This will surely help me in my future career. I am
highly obliged to all those who helped me for the timely and successful completion of
this report.

MANISHA BUNDELA

ACKNOWLEDGEMENT
No work can be accomplished alone in this world. My report was no exception. It has
been possible only through the guidance & help from many people around me. I have
been fortunate to get constant guidance & encouragement from many, which helped me
a lot to be successful in my efforts. This formal acknowledgement will hardly be
sufficient to express my sincere thanks to all those for their help and guidance.
I am highly obliged to the Management of BSNL JAIPUR. For allowing me to undergo
training in an esteemed organization like this.
I would like to express my gratitude & heartiest thanks to Mr. Himat Singh (AGM) for
providing me the golden opportunity to undertake the report in this organization.
I also take the opportunity to acknowledge the consent support and encouragement of
Mr. Priyesh Tiwari (HOD, Deptt of Management). Their pinpoint guidance, help & active
co-operation has sustained the efforts that have lead to the successful completion of
this on job training.
Finally I would like to thank my parents and friends for their moral support without which
it would have been difficult to pursue my course & successfully complete my Report
work.

MANISHA BUNDELA
(MBA SEM IV)

Executive Summary

The Report was carried out for BSNL, which is one of the leading Telecom company to
conduct a Market research and Sales.
The report was undertaken during 15 Days summer training at BSNL Limited in my
capacity as a management student with marketing specialization.
The job assigned to me for the report was to do market Analysis and sales activities .
The entitled report was having many primary and secondary objectives to achieve the
objectives are as follows ------PRIMARY OBJECTIVES: To identify the market standing of the BSNL limited with its competitive telecom
companies.
To study and analyze the perception status and the movement of the BSNL
services along with its competitors.
To identify needs and graveness of customers
SECONDARY OBJECTIVES: Find out the potential market and also prefer to write for competitive.
Find out the potential customers, who can be very beneficial for the company.
To make aware the customer about companys services and to educate them
and aware about the different benefits.
To have a healthy conversation with customer to build a good relationship, to find
out the problem related with the service of the company.
To motivate the customer towards companys services and to collect the
meaningful suggestion for company betterment.
To formulate the competitive marketing strategies to have better approach to the
customer.

 To study the present, past and response of customer towards the services of
BSNL.

1. INTRODUCTION OF THE INDUSTRY

Indias telecommunications network has experienced impressive growth since the

independence. The number of exchanges has also gone up from 321 to more than
18,620. Telecom services in India are the sole monopoly of the central government.
Telephone Nigam came into being in early 1960s. It is today a modern exchange with
all high tech features. It is now equipped with E-10B, C-DOT and OCB exchange and
has a capacity of more than 24000 lines.

The E-10B exchange was set up in 1994 and has a capacity of more than 14000 lines with
working connections of about 13000 lines. It is directly connected to Ambala telephone
exchange.
The C-DOT exchange was set up in March 2001 and has a capacity of 10000 lines. It is
also connected to Ambala and has more features than E-10B exchange. It provides CCS-7,
ISDN, Lease lines, and other such facilities.
The OCB exchange was set up in 2002. It is advantageous over both E-10B and C-DOT
exchanges.
The Indian telecom industry has undergone significant structural transformation since
its liberalisation in the 1990s. During the last decade, the Indian telecom industry has
evolved into a multi-segment, competitive market from a small supplier-dominated
market having public sector monopoly. Coherent Government policies have played a
crucial role in shaping the structure of the Indian telecom sector.

Structural Evolution of the Indian Telecom Industry:

Telecom Sector in the Pre-liberalization Era (1980-1990):
Before liberalization, the public sector held a monopoly in provision of telecom
services. The entire telecom services operation in the country was carried out by the
Department of Telecommunication (dot), a public sector entity established in 1985. It
managed the planning, engineering, installation, maintenance, management, and
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operations of telecom services for the whole of India. In order to ease out its
operations, two new public sector corporations viz. MTNL and VSNL were set up under
the dot in 1986. Thus, before the entry of the private players, the telecom services
were provided by three public entities viz. Dot, MTNL and VSNL. While MTNL primarily
looked after the operation of basic telephony services in Delhi and Mumbai, VSNL
provided international telecom services in India. Dot looked after basic telephony
operations in regions other than Delhi and Mumbai. Prior to liberalization the telecom
services were broadly classified as domestic basic (which included basic telephony,
telex and fax), domestic value-added services (VAS) which covered all other services
such as paging, cellular, data services, VSAT and international basic and VAS.

Telecom Sector in the Post-liberalization Era:

Private sector participation in the Indian telecom sector has been a gradual process,
wherein the government initially permitted players from the private sector to provide
Value Added Services (VAS) such as Paging Services and Cellular Mobile Telephone
Services (CMTS), followed by the Fixed Telephony Services (FTS) or Basic services.
Eventually the private sector has been allowed to provide almost all telecom services.
Liberalisation process in the telecom services market began in 1992, with the
unbundling of the domestic basic services and the domestic VAS and entry of private
players for providing the VAS such as cellular and paging services. During this period,
the government provided licenses to private players according to the services that
were to be provided in the specified areas of service provision. The country was
divided into circles (or categories) on the basis of economic potential. Thus, primarily
these divisions were mostly adjoining the states of India. Such demarcations were
primarily responsible for existence of various regional players in provision of telecom
services. During 1994, through a competitive bidding process, licenses were granted
to 8 CMTS operators in four metros, 14 CMTS operators in 18 state circles, paging
operators in 27 cities and 18 state circles.
After the domestic VAS, the basic services were opened up to private players. The
National Telecom Policy (NTP) 1994, which endeavored to build world-class telephone
services in India and aimed at providing telephones on demand, enabled the entry of
private players in the provision of basic services. Given the need for resources in
addition to government sources for achieving the targets of NTP-94, private
investments and involvement of the private sector was considered inevitable to bridge
the resource gap. Thus, the private operators were allowed to render basic services in
the local loop. Initially, the provision of basic services had been deliberated as a
duopoly between a selected service provider and the dot. In line with this, policy
licenses were awarded to 6 BTS operators in 6 state circles.
The need for independent regulation had risen with the entry of private players. Also,
to fulfill the commitments made when India joined the World Trade Organization (WTO)
in 1995, the Telecom Regulatory Authority of India (TRAI) was established in 1997 1 to
regulate telecom services including fixation/revision of tariffs. The establishment of
TRAI was a positive step in terms of separation of regulations from policy making and
operations, which continued to be under the purview of the dot 2.
Further, in 1998, the Government also declared the policy for Internet Service
Provision (ISP) by private operators and had even begun licensing of the same around
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that time. Subsequently the Global Mobile Personal Communications by Satellite

(GMPCS) was also opened up for the private players.
Although the private players had been allowed to participate in many telecom services
segments, the results of privatization had not been satisfactory entirely. Thus, a New
Telecom Policy (NTP-99) was announced on March 26, 1999, which came into effect
from April 1, 1999. The NTP 1999 not only provided a major fillip to private sector
participation in this industry but also laid down the path for significant development of
the Indian telecom industry. The NTP 1999 allowed private operators providing cellular
and basic service to migrate from a fixed license fee regime to a revenue sharing
regime to make the operations of the private players financially viable. This policy
change provided the much needed relief to private players who were earlier burdened
with huge debts that they had to service owing to their license fee commitments.
Another notable provision of the Act had been the entry of multiple private sector
operators in the sector in contrast to the policy of duopoly practiced earlier. This not
only increased competition in the industry but also assisted the private players to
attract new investment and augment their subscriber base. The entry of private
operators in the cellular sector helped to reduce the operational cost of the industry. It
also reduced the mobile tariffs and provided a much needed boost to the industry. The
Act also made the following provisions: it permitted interconnectivity and sharing of
infrastructure among various service providers within same areas of operations; it
allowed both voice and data traffic by service providers; it opened up national long
distance (NLD) and international long distance (ILD) services to competition et al.
Thus, the NTP 1999 can be viewed as the genesis of the cellular revolution being
witnessed in India.
The NTP 99 had also enunciated to separate the policy and licensing functions of the
dot from the service providing functions to ensure a level-playing-field among private
operators and incumbents. Accordingly, as a predecessor to corporatization, two new
departments viz. Department of Telecom Services (DTS) and the Department of
Telecom Operations, were carved out of dot, to separate the service provision and
operational functions of dot. Later in 2000, DTS was corporatized and renamed as
Bharat Sanchar Nigam Ltd (BSNL), and thus the functions of the incumbent service
provider were separated from that of the policy maker. Dot is now responsible for
policy-making, licensing and promoting private investments in both telecom equipment
manufacturing and in telecom services. Subsequently in 2002, even VSNL was
privatized and its monopoly in ILD services was terminated (from March 31, 2002).

Current Structure of the Indian Telecom Industry:

Currently, both public sector players as well as the private sector players are actively
catering to the rapidly growing telecommunication needs in India. Private participation
is permitted in all segments of the telecom industry, including ILD, DLD, basic cellular,
internet, radio paging, et al. The broad structure of the telecom industry (in terms of
service providers) is depicted in the diagram below:

Public Sector:
After the privatization of VSNL in 2002, only two premier psus, MTNL and BSNL
operate in India and provide various telecom services. As noted earlier, MTNL
operates in Delhi and Mumbai and BSNL provides services to the remaining country. In
the post-liberalization era, these psus not only have made significant progress but also
have provided stiff competition to their private counterparts.

Private Sector:
Private operators have played a very crucial role in the growth of the
telecommunication industry, primarily in the mobile services. With the liberalization of
the telecom industry, the private sector has been increasing its foothold in the telecom
services space. After the introduction of NTP-99, the contribution of private players
towards telecom services has witnessed rapid strides. While the private sector is
instrumental in providing both fixed line as well as wireless services, it is mainly active
in the wireless segment. The fixed lines account for only about 2% of private sector's
total subscriber base. While some private players have a pan-India presence, there
are many regional players that cater to only certain service areas.

Change in Market Share:

The subscriber base of the public as well as private players has grown rapidly postliberalization. The subscriber base of telecom industry grew from around 18.68 mn
during FY98 to 429.72 mn during FY09 and a significant proportion of this growth has
emanated from the private sector. The private players registered an absolute growth of
around 339.30 mn in subscriber base during FY98-FY09. This could be largely
attributed to rapid growth in mobile subscriber base of the private players. With the
gradual opening up of the telecom industry, the private players have been able to
garner strength and improve their hold on the telecom service provision. Further, the
introduction of the New Telecom Policy (NTP-99), which enabled migration in the
license fee payment mechanism from a fixed regime to a revenue-sharing regime,
provided a major boost to private sector players. Moreover, initiatives such as allotting
third and fourth cellular licenses, shifting to a unified access licensing regime,
9

execution of calling party pays (CPP) regime, making incoming calls free, also drew
significant growth in the cellular subscriber base.

Although the subscriber base of public entities has also expanded, it has grown at a
much lower rate as compared with private players. During 1998-2008, the subscriber
base of PSU operators grew by merely 71.72 mn. The public sector has witnessed
sustained depletion in its share in the total subscriber base over the years, as it has
been on a comparatively lower growth trajectory.
The share of private sector in the total subscriber base has increased substantially
from 4.7% in FY98 to 79.2% in FY09. Even though these figures signify the dominance
of the private sector in terms of subscriber base, it is important to note that the
prominence of private and public sector service providers varies in different segments
of the telecommunication industry.

Segments in the Telecommunication Industry:

Telecommunication services in India can be divided into two broad segments, wire line
services and wireless services. While the wire line services include the fixed line
telephony, wireless services comprise mobile, WLL (F) and WLL (M). On the whole,
the Indian telecom industry has made significant progress; however, the source of
10

emergence of this growth in terms of wireless and wire line segments has undergone
substantial change in the past few years. The wire line segment, which accounted for a
major share of the telecom industry during beginning of the current decade, has
witnessed a decline in its subscriber base in the last 2 years. The subscriber base of
the wire line segment, which reached a peak of 41.54 mn during FY06, has witnessed
a declining trend since then. The subscriber base of the wire line segment has
declined to 37.96 mn in FY09 from its peak in FY06. On the other hand, the growth in
subscriber base of the wireless segment has increased substantially over these years.
The subscriber base of the wireless segment has increased from around 6.70 mn in
FY02 to as much as 391.76 mn in FY09. Over these years, not only the number of
wireless subscribers but also the pace of its growth has increased substantially.

Other telecommunication services such as internet services, broadband services,

VSAT, also have evolved gradually and have become an integral part of the Indian
telecom industry. Thus, broadly the Indian telecommunication industry can be
classified into the following segments:

Wire line services

Wireless service: GSM and CDMA
Internet services
Public Mobile Radio Trunked Services
Global Mobile Personal Communication by Satellite (GMPCS)
Very Small Aperture Terminals (VSAT)
Mobile Value Added Services

Wire line Services

The wire line segment includes basic wire line services rendered to households,
commercial units and to service providers such as public call offices. While the
incumbent psus have been the dominant players in wire line service, some private
players have been gradually making their presence felt in this segment. As on March
31, 2008, 5 licensed private operator groups were providing wire line connections in
addition to the incumbent BSNL and MTNL.

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Market Share in Terms of Subscriber Base

BSNL and MTNL have been key players in the wire line service. Even though private
players have been allowed to participate in fixed services since 1994, they only have
around 13% contribution in the fixed line subscriber base (as on March 31, 2009).
Though private players like Bharti and Reliance have registered notable growth, the
Government-owned BSNL dominates the segment in terms of subscriber base. The
public sector companies enjoy a first-mover advantage in this segment and this is
likely to have helped them seize a substantial share in the wireline market and
maintain their dominance in this segment. The public sector accounts for almost 87%
of the subscriber base of the fixed line services (as on March 31, 2009); however, over
the years, the share of private sector has witnessed some improvement.

Wireless Services
Wireless services can be further divided into Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA). The WLL (F) is
operated under the CDMA technology. The GSM services, which account for 73% of
the total subscriber base of the wireless service, dominate the wireless segment.

Wireless Subscriber Market Share: Service Wise (GSM & CDMA)

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The wireless services have witnessed significant growth in the past few years. India
primarily follows the GSM mobile system, in the 900 mhz and 1800 mhz band. The
900 mhz band has greater transmission characteristics, thereby enabling lower capital
expenditure for expansion of coverage area as the number of towers and base stations
required are lesser as compared to the 1800 mhz band.
The wireless services segment of the telecom industry clocked an annual average
growth of around 63.79% during FY05- FY09. India has overtaken the USA to become
the second-largest wireless network in the world, and is second only to China, with the
addition of about 8 million subscribers every month in the recent times. By end of
FY09, the wireless industry had touched the 391.76-mn-subscriber-mark. This total
subscriber base of FY09 comprise of 297.26 mn GSM subscribers and 94.50 mn
CDMA subscribers. During FY09, around 130.69 mn subscribers were added in the
wireless segment of the telecommunication industry.

Private sector players have played an important role in the rapid growth of the wireless
segment. The private players account for around 86% of the total wireless subscriber
base. While public sector has been instrumental in the development of the wire line
service, the growth in wireless subscriber base for these entities has been relatively
slower compared to the private players. Currently 12 wireless service providers
(including 2 psus) exist and compete in different regions. However, only 2 private
players, Bharti and Reliance Communications, have nationwide presence along with
state-owned entities, MTNL and BSNL, which together represent an additional panIndia presence. Many players have been taking initiatives to expand operations across
the country. The GSM sector is dominated by players such as Airtel, Vodafone-Essar,
and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom.
Bharti Airtel is the largest GSM mobile operator in India and has a subscriber base of
93.92 million followed by Vodafone-Essar, BSNL and Idea Cellular with a subscriber
base of 68.77 mn, 46.71 mn and 38.89 mn, respectively. Reliance Communication is
the largest CDMA mobile operator with a subscriber base of 52.65 mn followed by Tata
Teleservices and BSNL that have a subscriber base of 35.12 million and 5.44 million,
respectively. Only Reliance Communication and Tata Teleservices offer both GSM and
CDMA networks.

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Internet Services
Internet services in India have witnessed significant growth in the last few years owing
to increased presence of the private players and emergence of new technologies. A
significant improvement has also been seen in the quality of internet services given the
substantial up gradation of telecom infrastructure. The subscriber base of internet
services reached 13.50 mn on March 31, 2009 as compared with 0.09 mn in 1997.
During the last 5 years (FY05-FY09), the subscriber base of internet services
registered an average annual growth of 24.46%, primarily driven by the rapid growth in
subscriber base of the public sector players.

The public sector players dominate the internet market accounting for almost 69.30%
of the total internet subscriber base. Among the public sector players, BSNL rules the
internet provision market with a market share of around 53.61% followed by MTNL that
accounted for 15.69% as at end March 31, 2009. Among the private players, Bharti
Airtel Ltd has the highest internet subscriber base of 1.08 mn followed by Reliance
Communications Infrastructure Ltd, which has a subscriber base of 0.93 mn.
In addition to the internet subscribers, around 117.82 mn wireless data subscribers
also access the internet through wireless (GSM and CDMA) networks; in fact,
broadband connections also have witnessed significant growth in the past few years.
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According to the Broadband Policy 2004, the broadband connection is an always-on

internet access with a minimum speed of 256 Kbps from the Internet Service
Providers (ISP) Node to the customer premises equipment (CPE). The broadband
subscriber base has surged to around 6.20 mn by end March 09 as against 0.18 mn at
end March 05, registering a CAGR of around 142% during this period.

As at end March 2009, there were around 95 broadband service

providers. However, around 96.95% of the total broadband subscriber
base was accounted for by the top 10 players. In fact BSNL alone
accounts for almost 57.24% of the total broadband subscriber base.

Internet telephony
Internet telephony is growing at a steady pace in India. According to the existing
licensing policy, PC-to-PC internet telephony calls are allowed without any restriction.
A PC or adapter can be used to call Public Switched Telephone Network (PSTN) /
Public Land Mobile Network (PLMN) abroad; however, Internet telephony calls from
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such devices to PSTN/PLMN in India are not permitted. The Internet telephony has
been permitted to all isps with effect from August 24, 2007. A total of 34 isps provided
Internet telephony services in India (as on the quarter-ended March 31, 2009).

Public Mobile Radio Trunked Services

Public Mobile Radio Trucking Service (PMRTS) is an easy-to-use two-way radio
communication, mainly used for command and control and group talking while on the
move. PMRTS is used mostly in hotels, tour agencies, airports and hospitals among
other places. Sixteen operators provide PMRTS in India (as on March 31, 2009).

Global Mobile Personal Communication by Satellite (GMPCS)

GMPCS services allow a subscriber to communicate from any point on earth through a
handheld terminal. Under these services, the telephone numbers of users remain
unchanged, irrespective of their location. GMPCS services have been operational in
India since 1999. As on date, there is no license for providing GMPCS service in India.

Very Small Aperture Terminals (VSAT)

VSAT is a communication system in which the radio signals are received and
transmitted through a satellite. VSAT has a less than 3 meter tall dish antenna that
relays data to the satellites in the geosynchronous orbit, which then relays data from
terminals on earth to other terminals and hubs located in various parts of the world. It
is an economical and viable option to connect different geographical locations. It
provides connectivity to the points where regular systems or wired lines fail to reach
and last mile connectivity is difficult to achieve. Vsats are mostly used for various types
of communications as well as to transfer broadband data such as voip, satellite
Internet and video or narrowband data such as polling, SCADA (Supervisory Control
and Data Acquisition), credit cards transactions and RFID (Radio Frequency
Identification). In India the VSAT services market is growing rapidly. Currently, 9 VSAT
service providers are offering VSAT services in India.
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Mobile Value added Services (MVAS)

Over the last few years, Mobile VAS has gained significance as it has been emerging
as a potential alternative revenue stream. VAS enables the subscriber to use the
mobile phone for a host of purposes such as for sending short messages, pictures, to
surf the Internet, for mobile banking including mobile payments, to read news
headlines, astrology, to listen to music, to play games and to seek various other types
of information. Provision of VAS is either directly done by the telecom operators or by a
third party VAS Provider (VASP). Services such as SMS, GPRS are provided directly
by the telecom operators and others such as astrology, ring back tunes are provided
by the vasps. In most cases, the contents used for providing VAS are sourced from
content providers/content developers or copyright owners known as content owners.
Bulk of VAS services currently being provided by the mobile operators in India are in
the form of SMS, ringtone and caller ring back tones (CRBT ).

TELEPHONE

The telephone or phone (Greek: tele = far away and phone = voice) is a
telecommunications (Telecommunication is the extension of communication over a
distance) device that transmits sound to great distances. In simple words, it is a system
that converts sound, specifically the human voice, to electrical impulses of various
frequencies and then back to a tone that sounds like the original voice.
In 1831, Englishman Michael Faraday (1791-1867) proved that vibrations of metal
could be converted to electrical impulses. This was the technological basis of the
telephone, but no one actually used this system to transmit sound until 1861. In that
year, Johann Philip Reis (1834-1874) in Germany is said to have built a simple
apparatus that changed sound to electricity and back again to sound. It was a crude
device and was incapable of transmitting most frequencies so it was never fully
developed.

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TELEPHONE EXCHANGE
In the field of telecommunications, a telephone exchange (telephone switch) is a piece
of equipment that connects phone calls. It is what makes phone calls "work" in the
sense of making connections and relaying the speech information.
The term exchange can also be used to refer to an area served by a particular switch.
There are basically two uses for switches; one is the local switch and the other one is
the tandem switch (long haul switch).
The local switch, also called the CO (Central Office). The CO will handle all the calls in
your local area. The long haul switch will handle calls going to another NPA
A local call-(Numbering Plan Area).If you are dialing out to another number in your area
the call will go from your local switch to that persons local switch but if you are calling
Long Distance the call will go from local switch to a tandem switch and from that
tandem switch will connect to another tandem switch to a local switch. A Telephone
Switch is the brain of an exchange. It is a device for routing calls from one telephone to
another.

I). TELEPHONE TERMINOLOGY- (Basic terms used)

Telephone: The telephone or phone (Greek: tele = far away and phone = voice) is a
telecommunications device that transmits sound great distances.

Telephone number: Telephone number is a string of decimal digits that uniquely indicates the network
termination point. The number contains the information necessary to route the call to
this point.
Telecommunication: 18

The science and technology of transmitting information or data over a network using
electrical or optical impulses. The elements of a telecommunication system are a
transmitter, a medium and possibly a channel imposed upon the medium and a
receiver.
Telephone exchange: Telephone exchange is a piece of equipment that connects phone calls. It is what
makes phone calls "work" in the sense of making connections and relaying the speech
information.
Called party: The person who (or device that) answers a telephone is the called party.
Calling party: The person who (or device that) initiates a telephone call over the public switched
telephone network is the calling party.
Dial tone: A dial tone is a telephony signal used to indicate that the telephone exchange is
working and ready to accept a call.
Cordless telephone: Cordless telephone is a telephone with a wireless handset which communicates with a
base station connected to a fixed telephone landline (POTS) via radio waves and can
only be operated close to (typically less than 100 metres of) its base station, such as in
and around the house.

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Ringing signal: A ringing signal is a telephony signal that tells the user that there is an incoming call.
This is created by sending an alternating current signal of about 100 volts into the line,
where a high-impedance electromagnet is triggered to ring a bell on the phone.
In the days of the manual switchboard, there was a pair of copper wires running from
every house to a central office in the town. The switchboard operator sat in front of a
board with one jack for every pair of wires entering the office. There was a small light
above each jack. Whenever somebody picked up the receiver, the light bulb above
operators jack on the switchboard alerted the operator. The operator would then
connect his/her headset into that jack and ask who the person would like to talk to.
Then the operator would then take a wire from his/her socket on the switchboard and
plug it into the other persons socket and then sent a ring signal to the receiving party
and wait for the party to pick up the phone. Once the receiving party picked up, the
operator would connect the two people together. When the call was completed, you
would hang up your receiver and the operator would remove the plug from the called
party's socket.
For long distance call if you wished to make a call to someone outside your
own local exchange, say to the next exchange, your operator would call an operator at
the adjacent exchange and then ask it to connect through to the desired subscriber. If
you wanted to call someone much farther away then the call would have to be setup
with a whole chain of operator each one calling the next. As such although long
distance calls were possible, it was a complicated process and involved a lot of
operators.

ELECTRONIC EXCHANGE
To overcome the limitations of manual exchange, an American named Almon B.
Strowger invented the automatic telephone exchange. It was designed to replace the
need for human telephone operators. These came into existence in early 1900s.Before
the exchanges became automated, operators had to complete the connections required
for a telephone call. Almost everywhere, operators have been replaced by
computerized.
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The local exchange automatically senses an off hook telephone condition and provides
dial tone to that phone, receives the pulses or DTMF tones generated by the phone,
and then completes a connection to the called phone within the same exchange or to
another distant exchange. The exchange then maintains the connection until a party
hangs up, and the connection is disconnected.
Stronger patented the Stronger switch on March 10, 1891 but it was installed in 1892.
The first Stronger exchange opened in La Porte, Indiana, in 1892. But its main
problems were the multiplicity of wires the users' had to count and remember the
number of button presses to dial a number.
Recognizing these difficulties, Stronger kept working on improvements to his system.
By l896, he reduced the number of wires from five to three, and replaced the pushbutton arrangement by a rotary dial. Eventually, Strowger's system needed only one
pair of wires and a metallic return circuit between the telephone and the exchange to
carry both conversation and dialing information and that arrangement worked very well.
As time went by, transmission as well as switching systems continued to develop. A
technique for saving expensive connections was introduced into the long-distance
networks: frequency division multiplexing (FDM). This technique was developed around
1910, but was not implemented until 1950 when about 1,000 channels were transferred
on the same cable (the coaxial cable).
Digital multiplexing (based on PCM), which was introduced around 1970, also made
transmission networks less expensive while at the same time improving transmission
quality. It then became necessary to computerize the control of the exchanges. The first
computer-controlled exchange was put into service in 1960 in the US.

21

FACILITIES TO THE SUBSCRIBER

Call Waiting: Call waiting means alerting the subscriber of another incoming call on his
telephone while he is already in conversation. This facility allows the subscriber to take
the second call keeping the first party on hold.
Call Forwarding: The call forwarding facility enables the subscriber to transfer/forward
incoming calls to another telephone number when the subscriber is not available to
receive calls on his own telephone. Through call forwarding facility subscriber can
leave his office or home without having to miss important calls.
Hotline: This facility enables the subscriber of an electronic exchange to get connected
to another telephone of his choice either at any other outstation without dialing the
telephone number. After the arrangement is made for the subscriber by the exchange,
just lift your receiver and you will get the normal dial tone. If you wait for 5 seconds the
exchange will connect you automatically to the HOTLINE number.
Electronic STD / ISD Lock: NSD/ISD locking completely eliminates misuse of your
NSD/ISD facility by others. It prevents unauthorized NSD/ISD calls from your
telephone. It is a system by which a subscriber connected to an electronic telephone
exchange can lock/unlock NSD/ISD facility on his telephone. It works on a secret code
selected by the subscriber from the digits 0 to 9. This code is registered with the
exchange and used for opening and locking NSD/ISD facility on your telephone line.
This

code

can

be

changed

by

the

subscriber

as

often

as

he

needs.

Call Alert: Call Alert means alerting the subscriber of another incoming call on his
telephone while he is already in conversation. This facility allows the subscriber to take
the second call keeping the first party on hold.
Wake Up/Reminder Call: This facility enables the subscriber to get reminded / woken
up at a predetermined time.
Call Hunting: This facility automatically transfers your incoming call to a free line.
Subscriber need not indicate numerous numbers of their organization on their visiting
22

cards or business letters. Principal number need only be indicated or printed. By

availing the call hunting facility for a group of numbers of an
organization, if the principal number is dialed the exchange will automatically hunt for a
free number in the same group and the incoming call will land on free number.
Abbreviated Dialing: This facility enables the subscriber to have his own two digit codes
for frequently called telephone number. With this facility the subscriber can assign 2digit code to often-dialed numbers.
.
Repeat Dialing (Automatic call back): Allows you to dial a code to have your phone
continuously attempt to redial a busy number that you tried to call.
Priority Ringing (Distinctive Ringing): Allows you to program your telephone line to ring
with a special ringing pattern whenever you are called from a select list of phone
numbers.
Caller Id: It allows you to see the calling party's phone number before answering a call.
Telephone Conference Bridge: Allows people in various locations to simultaneously talk
with one another.
Voice Mail service: Allows a customer to have a personal answering machine without
the added cost of buying a new piece of equipment. Will take message when you are
not home or when you are on another line.
Selective Call Acceptance: Allows subscribers to select those telephone numbers from
which they are willing to accept calls.
Selective Call Rejection (Call Screening): Allows you to create a list of phone numbers
from which you do not wish to receive calls.

23

TRANSMISSION MEDIA
Over Head Wiring:
It was used earlier; only 24 subscribers could talk at a time. It is rarely used now.
Underground cables:
These are modified cables. 4200 people can talk at a time. It needs amplification
every 40kms due to attenuation.
O.F.C.:
These are optical fiber cables. The problem on amplification on the way is removed.
Its range is 60kms and one can find a big city i n this range where amplification is
done in the exchange.

Satellite Communication:
In this, the signals are transmitted via satellite. It is used for overseas
communication.
UHF/Microwave:
The signals are transmitted using antenna in Ultra High Frequencies or microwave
frequencies. This media is used for distance which is in line of sight. For longer
distances various antennas are used.
Underwater Cables:

24

Cables are laid in the sea. In case of satellite failure these cables proves a stand by
media. These cables are laid in reserved areas where ships and submarines are not
allowed to enter.

2. INTRODUCTION OF THE ORGANIZATION

Bharat

Sanchar

Nigam

Limited (abbreviated BSNL)

is

an

Indian state-

owned telecommunications company headquartered in New Delhi, India. It was

incorporated on 15 September 2000. It took over the business of providing of telecom
services

and

network

management

from

the

erstwhile

Central

Government

Departments of Telecom Services (DTS) and Telecom Operations (DTO), with effect
from 1 October 2000 on going concern basis. It is the largest provider of fixed
telephony and fourth largest mobile telephony provider in India, and is also a provider
of broadband services. However, in recent years the company's revenue and market
share plunged into heavy losses due to intense competition in the Indian
telecommunications sector.
BSNL is India's oldest and largest communication service provider (CSP). It had a
customer base of 95 million as of June 2011. It has footprints throughout India except
for

the

metropolitan

cities

of Mumbai and New

by Mahanagar Telephone Nigam (MTNL).

Contents

1 Services

2 Administrative units

3 History

4 Challenges

5 BSNL - MTNL Merger Plans

6 3G

6.1 3G Coverage

7 Recognitions

8 Competitors

9 Quality of Service
25

Delhi,

which

are

managed

10 Censorship

11 See also

12 References

Services
BSNL provides almost every telecom service in India. Following are the main telecom
services provided by BSNL:

Universal Telecom Services: Fixed wire line services and landline in local loop
(WLL) using CDMA Technology called bfone and Tarang respectively. As of 30
June 2010, BSNL had 75% market share of fixed lines.

Cellular Mobile Telephone Services: BSNL is major provider of Cellular Mobile

Telephone services using GSM platform under the brand name Cell one & Excel
(BSNL Mobile). As of 30 June 2010 BSNL has 13.50% share of mobile telephony in
the country.[7]

WLL-CDMA Telephone Services: BSNL's WLL (Wireless in Local Loop) service

is a service giving both fixed line telephony & Mobile telephony.

Internet: BSNL provides Internet access services through dial-up connection (as
Sancharnet through 2009]) as Prepaid, Net One as Postpaid and ADSL broadband
as BSNL Broadband.] BSNL held 55.76% of the market share with reported
subscriber base of 9.19 million Internet subscribers with 7.79% of growth at the end
of March 2010. Top 12 Dial-up Service providers, based on the subscriber base, It
Also Provides Online Games via its Games on Demand (GOD)

Intelligent Network (IN): BSNL offers value-added services, such as Free

Phone

[11]

Service (FPH), India Telephone Card (Prepaid card), Account Card

Calling (ACC), Virtual Private Network (VPN), Tele-voting, Premium Rae Service
(PRM), Universal Access Number (UAN).

26

3G:BSNL offers the '3G' or the'3rd Generation' services which includes facilities
like video calling, mobile broadband, live TV, 3G Video portal, streaming services
like online full length movies and video on demand etc.

IPTV: BSNL also offers the 'Internet Protocol Television' facility which enables
customers to watch television through internet.

FTTH: Fiber To The Home facility that offers a higher bandwidth for data transfer.
This idea was proposed on post-December 2009

Helpdesk: BSNL's Helpdesk (Helpdesk) provide help desk support to their

customers for their services.

VVoIP: BSNL, along with Sai Info system - an Information and Communication
Technologies (ICTs) provider - has launched Voice and Video Over Internet Protocol
(VVoIP). This will allow to make audio as well as video calls to any landline, mobile,
or IP phone anywhere in the world, provided that the requisite video phone
equipment is available at both ends

WiMax: BSNL has introduced India's first 4th Generation High-Speed Wireless
Broadband Access Technology with the minimum speed of 256kbit/s. The focus of
this service is mainly rural customer where the wired broadband facility is not
available.

Administrative units
BSNL is divided into a number of administrative units termed as telecom circles, metro
districts, project circles and specialized units. It has 24 telecom circles, 2 metro districts,
6 project circles, 4 maintenance regions, 5 telecom factories, 3 training institutions and
4 specialized telecom units.
History
BSNL, then known as the Department of Telecommunications, had been a near
monopoly during the socialist period of the Indian economy. During this period, BSNL
was the only telecom service provider in the country. MTNL was present only in
Mumbai and New Delhi. During this period BSNL operated as a typical state-run
organization, inefficient, slow, bureaucratic, and heavily unionized. As a result
27

subscribers had to wait for as long as five years to get a telephone connection. The
corporation tasted competition for the first time after the liberalization of Indian economy
in 1991. Faced with stiff competition from the private telecom service providers, BSNL
has subsequently tried to increase efficiencies itself. DoT veterans, however, put the
onus for the sorry state of affairs on the Government policies, where in all state-owned
service providers were required to function as mediums for achieving egalitarian growth
across all segments of the society. The corporation (then DoT), however, failed to
achieve this and India languished among the most poorly connected countries in the
world. BSNL was born in 2000 after the corporatization of DoT. The corporatization of
BSNL was undertaken by an external international consulting team consisting of a
consortium of A.F.Ferguson & Co, JB Dadachanji and NM Rothschild - and was
probably the most complex corporatization exercise of its kind ever attempted
anywhere because of the quantum of assets (said to be worth USD 50 Billion in terms
of breakup value) and over half a million directly and indirectly employed staff. Satish
Mehta, who led the team later, confessed that one big mistake made by the consortium
was to recommend the continuation of the state and circle based geographical units
which may have killed the synergies across regions and may have actually made the
organization less efficient than had it been a seamless national organization. Vinod
Vaish, then Chairman of the Telecom Commission made a very bold decision to
promote younger talent from within the organization to take up a leadership role and
promoted the older leaders to a role in licensing rather than in managing the operations
of BSNL. The efficiency of the company has since improved, however, the performance
level is nowhere near the private players. The corporation remains heavily unionized
and is comparatively slow in decision making and its implementation, which largely acts
at the instances of unions without bothering about outcome. Management has been
reactive to the schemes of private telecom players. Though it offers services at lowest
tariffs, the private players continue to notch up better numbers in all areas, years after
year. BSNL has been providing connections in both urban and rural areas. Preactivated Mobile connections are available at many places across India. BSNL has also
unveiled cost-effective broadband internet access plans (Data One) targeted at homes
and small businesses. At present BSNL envoys around 60% of market share of ISP
services.

28

Year of Broadband 2007

2007 was declared as "Year of Broadband" in India and BSNL announced plans for
providing 5 million broadband connectivity by the end of 2007. BSNL upgraded Data
one connections for a speed of up to 2 Mbit/s without any extra cost. This 2 Mbit/s
broadband service was provided by BSNL at a cost of just US$ 11.7 per month (as of
21 July 2008 and at a limit of 2.5GB monthly limit with 0200-0800 hrs as no charge
period). Further, BSNL is rolling out new broadband services such as triple play. BSNL
planned to increase its customer base to 108 million customers by 2010. With the
frantic activity in the communication sector in India, the target appears achievable.
BSNL is a pioneer of rural telephony in India. BSNL has recently bagged 80% of US$
580 m (INR 25 billion) Rural Telephony project of Government of India.
On 20 March 2009 BSNL advertised the launch of BlackBerry services across its
Telecom circles in India. The corporation has also launched 3G services in select cities
across the country. Presently, BSNL and MTNL are the only players to provide 3G
services, as the Government of India has completed auction of 3G services for private
players. BSNL shall get 3G bandwidth at lowest bidder prices of Rs 185 billion, which
includes Rs 101.86 billion for 3G and Rs 83.13 billion for BWA.
As of December 2011, many other private operators have started rolling out their 3rd
Generation (aka 3G) services alongside and are enjoying some success in their
campaigns to get market share. While BSNL still maintains its connectivity standard
and expands to many more areas including rural areas with their 3G services. Also the
network infrastructure has been upgraded from to provide 3.6 Mbit/s to 7.2 MBits/sec. It
is enjoying a slow but somewhat steady success in gaining market share in this regard.
The introduction of MNP(Mobile Number Portability) which is an service that lets the
consumer change wireless service providers while retaining their actual mobile number,
BSNL has seen many customers opting for this service to move away from the services
to other operators. Despite this as the Indian Wireless market grows BSNL still has a
loyal base of subscribers and many more subscribers being added to it every day. This
provides customer services for 95 million as of June 2011.
BSNL announced the discontinuation of its telegram services from 15 July 2013, after
160 years in service. It was opened to the public in February 1855; in 2010 it was
29

upgraded to a web-based messaging system in 2010, through 182 telegraph offices

across India.
Challenges
During the financial year 200809 (from 1 April 208 to 31 March 2009) BSNL has added
8.1 million new customers in various telephone services taking its customer base to
75.9 million. BSNL's nearest competitor Bharti Airtel is standing at a customer base of
62.3 million. However, despite impressive growth shown by BSNL in recent times, the
Fixed line customer base of BSNL is declining. In order to woo back its fixed-line
customers BSNL has brought down long distance calling rate under One India plan,
however, the success of the scheme is not known and BSNL faces bleak fiscal 20092010 as users flee.
Presently there is an intense competition in Indian Telecom sector and various Telcos
are rolling out attractive schemes and are providing good customer services. But
situation as on 2012, BSNL will be third largest operator (Service) and No 1 access
operator in the country. As per the TRAI Report 2011-12, BSNL became the most
trustworthy brand due to its loyalty towards customers and its rule.
Access Deficit Charges (ADC, a levy being paid by the private operators to BSNL for
providing service in non-lucrative areas, especially rural areas) has been slashed by
20% by TRAI, w.e.f. 1 April 2009. The reduction in ADC may hit the profits of BSNL.
BSNL has started 3G services in 290 cities and acquired more than 600,000
customers. It has planned to roll out 3G services in 760 cities across the country in
2010-11. According to users and big sources BSNL's 3G data speed is much higher
than other operator and also it is competitively cheap.
Broadband services: The shift in demand from voice to data has revolutionized the very
nature of the network. BSNL is poised to cash on this opportunity and has planned for
extensive expansion of the Broadband services. The Broadband customer base of 3.56
Million customer in March'2009 is planned to be increased to 16.00 million by March
2014. On 13 June 2012, BSNL employees participated called off an earlier planned
nationwide strike against discriminatory policies of BSNL management upon promise by
Management to resolve the Demands of the protesting unions.
In March 2013, BSNL was also (according to one study) a major transit point for
internet spam
30

BSNL - MTNL Merger Plans

On 23 February 2011, The Department of Telecommunications (DoT) said it wanted to
revive a proposal for the merger of state-owned operators BSNL and MTNL. In its draft
plan, the department while showing concern over the deteriorating performance of
BSNL and MTNL said that BSNL and MTNL should be merged as they have
complimentary operations and can combine their strengths for synergies. DoT said the
government should set up a multi-stakeholder committee to develop a restructuring
plan for both firms. The committee should have members from public enterprises, the
DoT, department of IT and ministry of finance. However, the BSNL's staff unions are
opposing this merger tooth and nail realizing that MTNL is in dire state and need help of
its big brother, BSNL, to alleviate itself from getting into red balance sheet. MTNL in
spite of having its operations in two big metro cities viz. New Delhi & Mumbai is
realizing cascading fall in revenue and profits for the past 10 successive years. The
telecommunication operators should focus on enterprise business, services to
government and the public sector, value-added services and technologies like 3G, the
department recommends.
3G
While it did not participate in the 3G auction, BSNL paid the Indian government Rs.
101.87 billion

for

3G

spectrum

in

all

20

circles

it

operates

in.

State-

owned MTNL provides 3G services in the other 2 circles - Delhi and Mumbai. Both
these state-owned operators were given a head start by the government in the 3G
space by allotting the required 3G spectrum, on the condition that each will have to pay
an amount which will be equivalent to the highest bid in the respective service areas as
and when the 3G auctions take place. ] BSNL recently launched a 3G wireless pocket
router named Wink net Mf50 for 5800/- Indian rupees. It was released in collaboration
with another telecom service provider Shyam networks. Wink net Mf50 enables you to
connect multiple devices to the internet using a single sim card.
3G Coverage
BSNL has the largest 3G network in India. Additionally, BSNL 3G services usually cover
not only the main town/city but also the adjoining suburbs and rural areas as well. As of
now BSNL has 3G services in 826 cities across India. The following is a list of BSNL 3G
enabled

towns/cities.

This

list

covers
31

only

BSNL

3G

services

provided

through HSDPA/HSUPA and HSPA+ for GSM

subscribers

and

not EVDO for CDMA subscribers.

Note: This list may not be complete as new towns/cities are added regularly.
Recognitions
The Brand Trust Report published by Trust Research Advisory ranked BSNL in the 65th
position of the list of Most Trusted brands.
Competitors
BSNL

competes

with

14

are Aircel, Airtel, Idea, Loop

other

mobile

operators

throughout

Mobile, MTNL, MTS, Reliance

India.

They

Communications, Tata

DoCoMo, Uninor, Videocon, Virgin Mobile and Vodafone.

Quality of Service
BSNL goes by the motto "Connecting India, faster and displays the same at their
homepage. BSNL offers seamless coverage in almost all forests of India in
collaboration with state forest department.
Censorship
BSNL enforces censorship of online content as per orders of Indian Department of
Telecom.
Bayimg.com blocked by orders of Department on BSNL network

BSNL Broadband

Bsnl Mobile

Sancharnet

Telecommunications Statistics in India

In the present study the Bharat Sanchar Nigam Limited (BSNL) is chosen and its
structural and organization aspects have been analyzed. This study has been carried
out at BSNL regional office at Tiruchirappalli, Tamil Nadu for about a month. It is one of
the largest and leading public sector units providing comprehensive range of telecom
services

in

India.

BSNL is the only service provider, making focused efforts and planned initiatives to
bridge the rural-urban digital divide in ICT sector. In fact there is no telecom operator in
32

the country to beat its reach with its wide network giving services in every nook and
corner of the country and operates across India except New Delhi and
Mumbai(serviced by Mahanagar Telephone Nigam Ltd) . Whether it is inaccessible
areas of Siachen glacier or North-Eastern regions of the country, BSNL serves its
customers with a wide bouquet of telecom services namely Wire line, CDMA mobile,
GSM mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP, IN
Services, FTTH, etc. BSNL is number one of India in all services in its license area. The
company has vast experience in planning, installation, network integration and
maintenance of switching and transmission

networks In the present work an attempt

is made to give a comprehensive report on the...

Bharat Sanchar Nigam Limited

Type

State-owned enterprise

Industry

Telecommunications

Founded

incorporated 15 September 2000

with effect from 1 October 2000

Headquarters New Delhi, India

Key people

R.K.
(Chairman & MD)

Upadhyay

Products

Fixed
line and mobile
telephony,Internet services, digital
television, IPTV

Revenue

279.33
(2011-12)[1]

Net income

-88.51 billion (US$1.4 billion)

(201112)

Total assets

1176.32
(201112)[2]

Owner(s)

Government of India

Employees

254,499 (as on 27 February

332013)
[3]

Website

www.bsnl.co.in

billion(US$4.3 billion)

billion(US$18 billion)

Bharat Sanchar Nigam Limited (BSNL) Jaipur

Bharat Sanchar Nigam Limited (abbreviated BSNL) offers mobile and fixed communications,
including both dial-up and broadband internet, phone service, mobile phone and mobile internet, as
well as television over internet (IPTV). Mobile phone service is offered under the BSNL Mobile
brand.

Bharat Sanchar Nigam Limited (BSNL) Jaipur problems

-24 hours

-12 hours

34

35

3. RESEARCH METHODOLOGY
3.1TITLE OF THE STUDY
Customer Relationship Management with reference to BSNL.

3.2 DURATION OF THE PROJECT:

My training in BSNL was from 01 St April 2015 to 15th April 2015. They were
approximately 15 working days.

3.3 OBJECTIVES OF THE STUDY

To find out audience attitude towards different BSNL packages.

To find out influence of advertisements on respondents buying behaviour.

To find out audience preferences towards BSNL.

To find out most likely advertisements.

To find out different services provided by BSNL.

3.4 TYPE OF RESEARCH

Research design is based on the Descriptive Method so as to describe the

characteristics of the market.

RESEARCH METHODOLOGY
Following in order to complete report of BSNL, following methodology has been
adopted.

36

The very first step taken by me is that I have collected all the reports & companies
investing activity report for analysis, after that I have extracted The details which will be
needed for cash flow analysis of current year with previous year.
There are two types of data collection: PRIMARY DATA SECONDARY DATA

PRIMARY DATA
It means collection of information for the first time. In order to collect such type of
information a questionnaire is to be constructed and information should be collected
from the respondent.

SECONDARY DATA
Secondary data is that which has already been collected by others since my project is
based on the data which has already been collected by the Bharat Sanchar Nigam
Limited.
In my project report the data has been collected from both regional office as well as
circle office of BSNL.
For the collection of this data I have met Mr. Kamlesh Sharma (Junior Account Officer)
TRA of the regional office & Mr. Sisir Rajpal Kumar (Account Officer) TRA of circle office
of BSNL Dehradun.

3.5 SAMPLE SIZE AND METHOD OF SELECTING SAMPLE

The research design of this report is exploratory. Though each research study has its
own specific purpose but the research design of this project on BSNL is exploratory in
nature as the objective is the development of the hypothesis rather than their testing.
The research designs methods of data collection. Through of visiting the market. So I
meet customer personally and know the information and customer feedback I assume
that 80% customer using the BSNL services and satisfied but some problems arises
due to network problem in rural areas.
Every report work is based on certain methodology, which is a way to systematically
solve the problem or attain its objectives. It is a very important guideline and lead to
completion of any report work through observation, data collection and data analysis.

37

Research Methodology comprises of defining & redefining problems, collecting,

organizing & evaluating data, making deductions & researching to conclusions.
According to Clifford Woody Accordingly, the methodology used in the project is as
follows: Defining the objectives of the study
Framing of questionnaire keeping objectives in mind (considering the objectives)
Feedback from the consumers, Analysis of feedback, Conclusion, findings and
suggestions.
Sampling Technique Used:This research has used convenience sampling technique.
Sampling technique: - Convenience sampling is used in exploratory research where the
researcher is interested in getting an inexpensive approximation of the truth. As the
name implies, the sample is selected because they are convenient
Selection of Sample Size:
Survey of market of BSNL customer.
Sources of Data Collection:
Research will be based on two sources:
1. Primary data
2. Secondary data
1) Primary Data:
Survey: Primary data was collected by customer survey for BSNL.
2) Secondary Data:
Secondary data will consist of different literatures like books which are published,
Articles, internet, the company manuals and websites of companywww.bsnl.com.
In order to reach relevant conclusion, research work needed to be designed in
a proper way.
This research methodology also includes:Familiarization with the concept of marketing and its various merits, demerits.
Thorough study of the information collected. Conclusions based on findings.
Statistical Tools Used
The main statistical tools used for the collection and analyses of data in this report
_ bar Diagrams Line Charts

38

3.6 Scope of the study

The main problem area in the Firm was that the Firm is loosing its
m a r k e t s h a r e d a y b y d a y. S o t h e F i r m w a n t s t o i n c r e a s e i t s m a r k e t
share by analyzing the other player s product and services, present
in the market. A detailed comparison on the basis of Price and
Promotions is done in order to increase its reach towards the
prospects

3.7 Limitations of Study

Financial analysis is a powerful mechanism of determining financial strengths
And weaknesses of a firm but, the analysis is based on the information available in the
Financial statements. We has also careful about the impact of price level chances,
Windows-dressing of financial statements, changes in accounting policies of BSNL,
Accounting concepts and conventions, and personal judgments etc.
Due to the following unavoidable and uncontrollable factors the factors, the result
Might not be accurate. Some of the problems faced while conducting the survey are as
Follows:Chances of some biasness could not be eliminated.
A majority of respondents show lack of cooperation and are biased towards
Their own opinions.
Some of the important Limitations of financial analysis are however, summed up as
Below:
It is only a study of interim reports.
Financial analysis is based upon only monetary information and non-monetary
Factors are ignored.
As the financial statements are prepared on the basis of a going concern, it
Does not give exact position. Thus accounting concepts and conventions cause
a serious limitation to financials analysis.
Changes in accounting procedure by a firm may often make financial analysis
Misleading.
Analysis is only a means and not an end in itself. We has to make
Interpretation and draw own conclusion
Different people may interpret the same analysis in different ways.
39

4. Introduction to the Topic

STUDY OF CUSTOMER RELATIONSHIP MANAGEMENT;Developing a close, co-operative relationship with the customers is More important in
the competition and demanding customers than It has ever before.

CONCEPT
Shani and chalasani (1992) define relationship marketing as An Integrated effort to
identify, maintain and build up a network with Individual customers and to strengthen
the network for mutual benefit Of both sides, through interactive, individualized and
value added contacts over a long period of time.
CRM can be defined as it is a comprehensive strategy and process of acquiring ,
retaining and patterning with selective customers to create superior value for the
company and the customer.

CHANGING APPROACH OF CRM

Traditional Approach
Customer contact
telephone mail in
person
Personal selling
After sale services
Complaint handling
Account Management
Customer care
Customer satisfaction

Web enabled and

integration approach
Customer information
system
Customer data base
Electronic point of
sale sales force
Automation of
customer support
process
Call centers
System integration
Life time value of
customer
40

FACTORS CONTRIBUTED TO THE RAPID DEVELOPMENT AND

EVOLUTION OF CRM IS: Growing de-intermediation process in many industries due to advent of
sophisticated

computer

and

telecommunication

technologies

that

allow

producers to directly interact with end customers.

Databases and direct marketing tools have given the means to individualize their
marketing efforts. As a result, producers do not need those functions formerly
performed by the middlemen.
The de-intermediation process and consequent prevalence of CRM is also due
to growth of service economy. Since services are typically produced and
delivered at the same institutions ,it minimizes the role of middlemen. A greater
emotional bond between service provider and service user also develops the
need for maintaining and enhancing the relationship.
Another force driving the adoption of CRM has been the total quality movement.
When company embraced total quality management (TQM) philosophy to
improve quality and reduce cost, it became necessary to involve suppliers and
customers in implementing the program at all levels of value chain. This needed
a close working relationship with customers, suppliers and other members of
marketing infrastructure.

CRM PROCESS FRAME WORK

STEP 1: CRM FORMATION PROCESS
In, the formation process three important decision areas are.
A)

CRM PURPOSE:

The purpose of CRM is to improve marketing productivity and enhance mutual values
for the parties involved in the relationship. CRM has the potential to improve marketing
41

productivity and create mutual values by increasing marketing efficiencies and

enhancing marketing effectiveness.
B) Defining the purpose would help in:
Clarify the nature of CRM programs and activities
Identifying suitable relationship partners who have the necessary expectations and
capabilities to fulfill mutual goals.

c) DEVELOPING PROGRAMES FOR RELATIONSHIP:

There are three types of CRM programs: Continuity Program, Partnering
Programs. These take different forms depending on whether they are meant for end
Consumers, Distributor Customers, or Business Customer
STEP 2: CRM GOVERNANCE PROCESS
The governance and management responsibilities are independently or jointly under
taken by relational partners several issues must be addressed.

ROLE SPECIFICATION
COMMUNICATION WITH CUSTOMERS
PLANNING PROCESS
PROCESS ALINGNMENT
HUMAN RESOURCE DECISION
PROPER MONITORING PROCESS

STEP 3: CRM PERFORMANCE EVALUATION PROCESS

Periodic assessment of results in CRM is needed to evaluate if programs are meeting
The expectations and if they are sustainable in long run. Performance evaluation also
helps in making corrective actions in terms of relationship governance or in modifying
relationship marketing objectives and program features.
STEP4: CRM EVOLUTION PROCESS
Individual customer relationships and CRM programs are likely to undergo evolution as
they mature. Some evolution paths may be preplanned, while others would naturally
42

evolve. In any case, several decisions have to be made by partners involved about the
evolution of CRM programs.

CRM BUSINESS CYCLE

43

5. FACTS AND FINDING

The majority of respondents spend 20-30 minutes per day on mobile.
Mostly respondents use mobile after 8 p.m. & in afternoon.
Mostly respondents prefer hello tunes on their mobiles.
Respondents like to commercial ads said that it increase there awareness &
knowledge about new product.
Majority respondent attract towards entertaining ads.
Mostly people said that ads influence their buying behaviour.
In the opinion of many respondents celebrity should not advertise because the
youth initiate as their role model had done in ads.
The most hello tunes are Holle-holle, Dhadkan, Rab ne bana di jodee, Fashion
ka jalwa.
In automobiles ads most people give first rank to BSNL.

6. ANALYSIS AND INERPRETATION

Mobile Ownership among respondents

44

People using mobiles

Yes

95%

No

5%

Figure 1
Nearly 95% of the respondents want mobiles and only 5% of them confessed that they
do not want mobile. So its clear that mostly semi urban people like mobiles.

Time Spend On Using Mobiles

45

10-20 minutes
20-30 minutes
30-40 minutes
More than 1 hour

Figure 2

46

80%
7%
4%
9%

80% respondents spend 10-20 minutes on mobiles while 7% respondents spend 20-30
minutes. Followed by 4% 30-40 minutes & only 9% more than 1 hour. It means that
most people use the mobile only for 10-20 minutes.

SATISFACTION LEVEL TOWARDS ONLINE SERVICES

SATISFIED

10%

NOT

90%

SATISFIED

Figure 3

90% respondents are satisfied with online services and 10% are not satisfied with these
services.
47

OVERALL

FULLY

30

SATISFIED
SOMEWHAT

55

SATISFIED
NOT SATISFIED

15

TOWARDS

CUSTOMER
SATISFACTION
BSNL

Figure 4

48

30% customers are fully satisfied with the BSNL SERVICES and 55% are somewhat
satisfied
finally
not
with

the

STUDENTS
WORKING
BUSINESS PURPOSE
NON WORKING

BSNL

OTHERS

NONE

USER
40
25
60
15

30
45
40
49

30
30
0
36

POTENTIAL SEGMENT

49

and
15% are
satisfied
services.

Figure 5

40% students are using bsnl services,25% working persons ,60% for business purpose
and 15% non working students are using this bsnl.so we conclude that it is mostly used
for business purposes.

Time of using Mobile

50

After 8 p.m.
After 10 p.m.
In the afternoon
Any other time

10%
30%
20%
40%

Figure 6

Mostly people nearly 40% use mobile services at 8 p.m. & while 20% people use
mobile in the afternoon. Followed by 30% after 10 p.m. & 10% any other time. So, bsnl
services must be good after 8 p.m. & in the afternoon.

Respondents opinion about celebrities in advertisement

51

Yes
No

55%
45%

Figure 7

55% of the respondents say that celebrities should not advertise while 45% of them
says that they love watching celebrities in ads. There is some confusion among people
on this question. 55% say celebrities should not advertise because youths considered
them as role models.

7. SWOT ANALYSIS
52

STRENGTH
1. The turnover nationwide coverage never comprehensive range of telecom
services and the desire to excel has made BSNL the number one telecom
company in India.
2. Wide coverage first mover advantage launches new and attractive schemes.
3. Last market shares around 25.1% good service providers.
4. Customer's friendly service excess around all over India (Billing transaction)
provides all services under one roof.
5. Largest revenue generating company. BSNL is miles ahead of its rival with 35.1
in vision basic phone subscriber that is 85% share of subscribes base and 92%
share in revenue terms.
6. BSNL is numerous Uno operator of India in all services in its license areas.
7. BSNL is an only services provider making focused efforts and planned initiative
to bridge the rural and urban digital divide ICT sector.
8. BSNL serves its customers with its wide bouquet of telecom services.
9. The company has vast experience and planning.
10. The centralized structure.
11. Net profit- present turnover of BSNL is more than Rs. 351820-00 million with
net profit to the line of Rs. 99390 million for last financial year.

Weaknesses
53

1. BSNL is not so customer friendly.

2. Network problems like congestion server down problem mainly in the evening
time.
3. Because of the large coverage area and due to leased lines the company has
incurred high maintenance costs.
4. Lack of proper implementation of services.
5. Inconsistent in working practice.
6. Since the company launched so many brands so the company loosed its special
position in consumer minds.
7. Less coordination in working culture or working staff.
8. Brand dilution- It occurs when consumer is no longer associated with a specific
product or even highly similar product as BSNL lose its luster.
9. Slow pace of the reform process.

Opportunities
1. BSNL planned to expand its customer base from present 47 millions lines to 125
million lines by December 2008.
2. Infrastructure investment planned to the line of Rs. 733 crores in the next three
year.
3. Moves towards international market.

4. The company is not limited to the basic phone services also capturing other
market segments like mobile, internet i.e. broad band services.
54

5. Planning to merger with top MNC's.

Threats
1. Since the more telecom companies entered in and Indian market therefore the
company faces some threats because of foreign players like Vodafone, etc.
2. Competitors Strategies - Because of the high competitions with the other
companies like Airtel, Reliance Communication, and Vodafone. The company
adopts the low call rates schemes as a result of which the company may face
some problems.
3. International Competition - the other company will provide more features as well
as additional services.

8. CONCLUSION
55

Hereby I conclude that during my summer training at BSNL, Jaipur. Liberalization of the
telecommunications market has entered a new phase: competition already exists (albeit
in limited form) in some markets, such as the long-distance market and the market for
Internet access via the STN. Other segments, such as the local loop (essentially the
high-speed Internet access market), are being opened up. At this stage, it is no longer
simply a question of opening up particular markets, but rather, consolidating the play of
competition in those markets that have been opened as well as developing competitive
new services. This explains the importance of high-speed access technologies for the
future of the sector.
To face up to these challenges, regulatory activity is changing. It is constantly adapting
to market trends and to economic situations, which are often difficult.
Among its priorities it now counts new economic and social concerns as the
information society develops: national coverage is a major issue and BSNL
intends to play its part to protect the interests of all consumers.
To this backdrop, a new regulatory organization is emerging. It must supply regulatory
activity with new tools to encourage lasting competition in the telecommunications
sector. It must also contribute to the development of a more consistent UP west market
that is better able to face up to the challenges of the information society within the
context of globalization.
After thorough analysis and interpretation of result obtained I studied overall
consumer trends in BSNL Telecommunication Ltd. How people react to its services and
schemes. How company attract its customer by adopting effective strategies. In the last
the conclusion is drawn through this research that being the biggest and oldest network
of mobile telecommunication in Uttar Pradesh West, having good quality of service,
taking along a big part of people aware about BSNL, it is subsisting hard. For BSNL
connection most of customers are professional and business segment.

9. RECOMMENDATION AND SUGGESTIONS

56

 Try to advertise the product on popular channels.

BSNL should make proper grievances solution.

Increase the network towers.

Internet speed should increase.

Try to advertise the product on best time slot.

Try to advertise the product on best programs.

Try to make advertise more effective.

Try to give effective schemes to customers.

Proper customer care services.

10. APPENDIX
57

QUESTIONNARE
Name-----------------------------------------------Ph no. ------------------------------------Address--------------------------------Q 1. Do you use mobile?
(a)

Yes

(b)

No

Q 2. How much time you spend on mobile?

(a)

1-2 Hours

(b)

3-4 Hours

(c)
(d)

2-3 Hours

More than 4 Hours

Q 3. At which time you use mobile?

(a)

Afternoon

(b) After 10 p.m.

(c)

After 8 p.m.

(d) Any other time

Q 4. Do you like commercial ads in your mobile?

(a)

Yes

(b)

No

Q 5. If No specify the reason.

(a)

Mislead

(b) Irritate

(c)
(d)

Vulgarity

Other

58

Q 6. Which network generally you like?

_______________________________________________________________
________________________________________________________________
____________________
Q 7. Which network you are using in these days?

________________________________________________________________
________________________________________________________________
___________________
Q 8. Please give your view about staff.
(a)

Very friendly

(c)

(b) Somewhat friendly

(d)

not friendly

very unfriendly

Q 9. Are you satisfied with bsnl services?

(a) yes
(b) no

Q 10. Which network generally you like?

(a) BSNL
(B) OTHERS

11. BIBLIOGRAPHY
59

WEBSITES:www.google.com
www.lintaz.com
www.bsnl.com
www.howstuffworks.com
BOOKS:BUSINESS COMMUNICATION

BY JIN KUSHAL

RESEARCH METHODOLOGY
ADVERTISEMENT MGT.

BY KOTHARI C.R.
BY AAKER D.A.

MARKETING MANAGEMENT

BY PHILIP KOTER

CUSTOMER RELATIONSHIP

BY AGGARWAL R.S.

MAGAZINE:BUSINESS STANDARDS
INDIA TODAY
NEWSPAPERS;BUSINESS STANDARDS
THE ECONOMY
THE TIMES OF INDIA
HINDUSTANS TIMES

60