A Case Study Of Reliance Communication Marketing Essay

Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani (1932-2002) is the flagship company of the Reliance Anil Dhirubhai Ambani Group. The Reliance Anil Dhirubhai Ambani Group currently has a market capitalization of over Rs. 3,00,000 crore, net worth in excess of Rs. 40,000 crore, cash flows of Rs. 9,000 crore, net profit of Rs. 5,000 crore and zero net debt. Rated among “Asia’s Top 5 Most Valuable Telecom Companies”, Reliance Communications is India’s foremost and truly integrated telecommunications service provider. The company, with a customer base of over 40 million including over 1.3 million individual overseas retail customers, ranks among the Top 10 Asian Telecom companies by number of customers. Reliance Communications’ corporate clientele includes 600 Indian and 250 multinational corporations, and over 200 global carriers. Reliance Communications has established a pan-India, next generation, integrated (wireless and wireline), convergent (voice, data and video) digital network that is capable of supporting best-of-class services spanning the entire infocomm value chain, covering over 13,000 towns and 500,000 villages. Reliance Communications owns and operates the world’s largest next generation IP enabled connectivity infrastructure, comprising over 165,000 kilometers of fibre optic cable systems in India, USA, Europe, Middle East and the Asia Pacific region.

Customer experience in reliance commmunication:

The customer experience is increasingly important to Indian subscriber. Not only have Reliance been able to demonstrate efficiency of operations; they are also providing high quality services; and proving this to their customers through portals.

CRM – crucial to business success:

It is estimated that it is far more costly to obtain a new customer than retain an existing one. In such a situation, investing in CRM makes sense for companies. Creating Value through Relationship Marketing was the theme of the Marketing Continuum.

Mr. R. B. Sahi, President of Retail Petroleum Business at Reliance India Ltd., who focused on the various CRM activities initiated by Reliance Industries in the Petroleum Retailing business venture. Commenting on he need for trust and ability to keep up promises made to the customer, he emphasized the importance of aligning processes and integrating the whole organization around the customer promise.

EMERGENCE OF RELIANCE COMMUNICATION:

In June 2004, Shri Ambani was elected as an Independent member of the Rajya Sabha – Upper House, Parliament of India, a position he chose to resign voluntarily on March 25, 2006.

Awards and Achievements :

Voted ‘the Businessman of the Year’ in a poll conducted by The Times of India – TNS, December 2006

Voted the ‘Best role model’ among business leaders in the biannual Mood of the Nation poll conducted by India Today magazine, August 2006

Conferred ‘the CEO of the Year 2004’ in the Platts Global Energy Awards

Conferred ‘The Entrepreneur of the Decade Award’ by the Bombay Management Association, October 2002

Awarded the First Wharton Indian Alumni Award by the Wharton India Economic Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a global leader in many of its business areas, December 2001.

RELIANCE TELECOMMUNICATION LIMITED:

Strength

Low Entry Cost

Commission Structure

Fast Activation Process

Network

Connectivity

Data GPRS

Weakness

Branding Image

Distribution problem

Limited product portfolio- Only Mobile

Lack of Competitive Strength

Limited Budget

Opportunity

Preference of GSM over CDMA

New Specialist Application

Rural Telephony

New Market, Vertical, Horizontal

Competitors` Vulnerabilities

Threat

Political destabilization.

New Entrants

IT Development

Market Demand

Seasonality, Weather Effects

RELIANCE INDUSTRY INTRODUCES NEW TECHNOLOGY:

RCom introduces two revolutionary SMS tariffs:

RCom nation wide operator offering both GSM and CDMA mobile services has introduced two revolutionary SMS tariff to its customers. This is one of its kind move initiated by the company in the Indian telecom industry by making SMS more affordable to all mobile customers in

India.The two newly introduced SMS tariff plans are namely One Paise per SMS and Unlimited SMS @ Re 1 per day.

RCom to launch new variants under Simple Reliance Initiative:

RCom has extended its Simply Reliance Initiative with two new tariff variants. The company received overwhelming response for its Simply Reliance Initiative which was launched in October. These new variants aim to offer an all-around product portfolio under Simply Reliance Initiative. These offers reiterate the simplicity and value benefits of Simply Reliance Initiative through enhanced value and single rate proposition.

RCom may launch per second billing plan:

The ongoing tariff war among the domestic telecom operators is likely to intensify further with the industry major, Reliance Communications (RCom) reviewing its options to launch per second billing plan. The indication from the company comes close on the hills of competitor, Bharti Airtel launching it’s per second billing plan, ‘Freedom Plan’.The per second billing has become the flavor of the sector since past few months, under which the mobile user is charged only for the seconds he talks rather than charging flat tariff per minute even if the call lasts for few seconds.

APPLY SIX SIGMA:

Reliance Mobile introduces BlackBerry Tour Smartphone in the country:

Reliance Mobile, the pan-India mobile service of Reliance Communications, and Research In Motion (RIM) have announced a 3Genabled smartphone – BlackBerry Tour smartphone – for Reliance’s CDMA customers in India. It has been available in the country from October 12, 2009 for a cost of Rs 27,990. As a special promotion from Reliance Mobile for pre-booking customers, users will be able to enjoy two months of free BlackBerry Internet Service on Reliance Mobile’s CDMA network.

RCom launches ‘Simply Reliance’ tariff plan:

Reliance Communications, telecom arm of the Reliance Anil Dhirubhai Ambani Group (R-ADAG), has unveiled a new tariff plan under which it has slashed all call rates to 50 paise per minute. The tariff plan named as ‘Simply Reliance’ will offer local, STD and landline calls to network of any service provider at flat 50 paise per minute which will be available for GSM as well as CDMA users, whether postpaid or prepaid, of the company. Apart from this, the SMS facility will also be available at 50 paise per message to any network under this plan.

MISION&VISION OF RELIANCE COMMUNICATIONS:

MISSION- Invest in building long-lasting relationships with customers and partners and lead the industry in responsiveness and flexibility.

VISION- Deliver a new world of communications to advance the reach and leadership of our customers.

Reliance focuses on the relationship:

Reliance communication use three steps to build customer relationships:

determine mutually satisfying goals between organization and customers.

establish and maintain customer rapport .

produce positive feelings in the organization and the customers.

How CRM impacts on the Reliance?

CRM can have a major impact on an reliance through:

shifting the focus from product to customer.

streamlining the offer to what the customer requires, not want the reliance can make.

highlighting competencies required for an effective CRM process .

Features of good CRM

The old viewpoint in was: ‘Here’s what we can make – who wants to buy our product?’

The new viewpoint in industry is:

‘what exactly do our customers want and need?’ and

‘what do we need to do to be able to produce and deliver it to our customers?’

What do customers want from reliance?

This is the extent of many suppliers’ perceptions, customers want cost-effective products or services from reliance that deliver required benefits to them. Note that any single product or service can deliver different benefits to different customers. It’s important to look at things from the customer’s perspective even at this level.

customers want to have their needs satisfied from reliance. Customers’ needs are distinctly different to and far broader than a product or service. Customers’ needs generally extend to issues far beyond the suppliers’ proposition, and will often include the buying-selling process , the way that communications are handled, and the nature of the customer-supplier relationship.

CRM as a process :

CRM can be regarded as a process, which has:

identifiable inputs

identifiable components

identifiable characteristics, which define CRM for your organization and customer base

capacity for improvement and evolution over time.

How reliance managing customers?

Why manage customers? Customers are the usual source of income for an organization.

Managing customers entails:

knowing what customers want and need – which enables you to focus your production and service efforts

knowing which products or customers have most growth potential – which enables you to focus on developing highest potential

knowing which products or customers are most or least profitable – which enables you to focus on maximising profit

knowing which customers will be advocates and supporters – which enables you to provide references, case studies, and to safely test new products and services.

Achieving good CRM by reliance:

Achieving effective Customer Relationship Management requires many organizations to adopt a new perspective. Consider the following:

traditional customer service is something you ‘do to’ the customer

modern Customer Relationship Management is ‘done with’ the customer .

PROBLEM FACED BY RELIANCE COMMUNICATIONS CUSTOMERS:

There are some complaints by customers:

Complaint 1:

Worst Service Provided by Reliance Customer Care Representative at Heera Panna Mumbai :

This is in regards to the complaint of the worst service provided by the reliance customer care representatives Miss Archana and Mr. Vijay at Haji Ali (Heera Panna) branch.

My sim card got lost, and I want the same nos (9320015544) to get transferred on the new one.

I own this nos at Haji Ali (Heera Panna) branch, and hence I approach the same branch to get it done with sanity.

The same is not happening since two months.

They had taken my alternative nos and had done the other formalities, and assured me that they will call me back and will get the needful done in two to three days.

The two of the representative from the branch named Miss Archana and Mr Vijay had given me the above commitment.

But all in vain, when they had not call me up for a week , then finally I had physically visit the branch to get my work done.

I am visiting the branch since two month but all in vain because every single time I walk into the branch gallery and every now and then they ask me my problem and my alternative nos and other formalities too.

Afterward I had a few word’s to the respective branch manger of the branch, but is of no use.

And finally, when I had requested to Miss Archana and Mr. Vijay, then they had quoted me this dialogue that “Hume log yahaa timepass karne ke leye aate hai, bas sirf salary milene se matlab hai”

This above dialogue seems that, they are least bother and irresponsible to provide service to the customer and at last having no more option I am escalating this to you

I am writing this mail, in order to manifest the service provided to the customer by a customer care representative.

Hoping this mail will help you to improve the service.

It’s my entreaty to provide me some sustenance and concrete solution in this regard.

I submitted my proofs but my number is not Transferat new adress till now.

Complaint 2:

I am Rakesh Nangalia & my tel no is 3012956 with the broadband service & my area code is 0261, my old adress was 2/228 kiran aptmnt maleshwar mohala rushtampura surat, & Iwant to transfer this connection to my new adress 101 Jalaram Palace B bldg near sumangal society Bhattar Surat.

I already submitted the required document & proofs at your Town office of broadband service at Shanti niketan Piplod Opp Vijay Sales Surat, & also talked to your customer service representative Miss/Mrs Jignesha but not action & any Response had been taken by your end, we also visited at your office & had a word with Jignesha but the result was same as previous & also not receiving our calls.and not comming on the phone.

I hope after complain you will do improvement in the service.

Complaint 3:

Bad Services by reliance communication:

Dear

We had a reliance PRI lines we got a bill with the due date 28th april 2010 . A person from reliance had collected the bill on 2nd april 2010 and they disconnect the line due to non payment of bill on 23rd april 2010. its simply any body nows that if the get the payment before the due date then waht is reaso to disconnect the line before the due date.

Complaint 4:

Fraud on Reliance 999 Unlimited plan:

Today on 31-07-2009 6:45 PM i have recharged my Reliance prepaid CDMA connection with Unlimited 999 plan in which we get rerliance to reliance unlimited call and Rs 39 recharg for 50 Paisa STD call.

When i have recharged i made call to reliance mobile to and i got 3 Rs deducted.

When i called Reliance Customer Care *369# they told me that Rs 39 recharge override the 999 Unlimited plan so you would not get the benifit of 999 Rs. It is disabled when i asked for money back they told me it would not refund its gone. Even they were not lodging my compain when i ask them to their manager after a 1 hours total hold down time they told me that it can refund back. and asked me to call

Easy recharge customer care then i approached to the shop keeper where i got rechare he made call to the esy recharge cusomer care and they have also took half and hour and at last they told that it can be refund when we asked then what about our Rs 999 they said there is no system to refund it back.

My No. is (Chennai) 9380727633 and i made call to Delhi Reliance CDMA No – 9310532758 (My wife No.)

I lodge a complain after s0 many try and got complain no. 105705153. but when called up again for the same they told me that it can not be done.

Dear Sir/madam, Please help me out i am very dipressed that my hard earn money is just waisting for nothing which i have not even used a single rupee.

These are some problems that faced by the customers with reliance.

CONCLUSION:

Reliance communications mainly focus on to provide the best services to the customers and fulfill their expectations.

They main focus on their vision of better customer relationship management and they do in a better manner.

In today’s world many new companies enter in the market so reliance communication has come with new technology and thy help in to provide better services to the customers and analyze the value of customers.

Reliance also provides high quality services and providing to their customers through portals.

REFRENCES:

MAGAZINE

Business Today

Advertising & Management

Customer Relationship Management.

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http://proquest.umi.com/pqdweb?did=1964685241&sid=7&Fmt=4&clientId=129893&RQT=309&VName=PQD.

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(http://proquest.umi.com/pqdweb?did=1989306361&sid=4&Fmt=3&clientId=129893&RQT=309&VName=PQD).

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WEB SOURCES:

http://www.rcom.co.in/webapp/Communications/rcom/Aboutus/aboutus_home.jsp

www.scribd.com

www.mouthshut.com

wwww.docstoc.com

www.slideshare.com

Review Of Lit:erature:

Louis walt,(2000): A model of customer relationship management and business intelligence systems for catalogue and online retailers

Marshal synthesia (2005):” Time Warner Cable Business Class Launches 4G Wireless Data Service for Mobile Professionals; Texas First Region to Offer High-Speed Business Class Mobile Services

Business Wire (2008):” Time Warner Cable Business Class Launches 4G Wireless Data Service for Mobile Professionals; Texas First Region to Offer High-Speed Business Class Mobile Services”

Newswire shael (2005):” Time Warner Cable Business Class Launches 4G Wireless Data Service for Mobile Professionals; Texas First Region to Offer High-Speed Business Class Mobile Services