CUSTOMER RELATIONSHIP MANAGEMENT

A Project Report Submitted in Partial Fulfillment of

PGDM Course

CRM IN RELIANCE COMMUNICATIONS

LAL BAHADUR SHASHTRI INSTITUTE OF

MANAGEMENT & TECHNOLOGY, BAREILLY (U.P)

Submitted By: Submitted To:

Akash Arora Asst. Prof. Abhinav Nath

Roll No.214003
PGDM (2009-2011)

Reliance Communications
Reliance Communications formerly known as Reliance Infocomm, along with Reliance
Telecom and Flag Telecom, is part of Reliance Communications Ventures (RCoVL).Reliance
Communications Limited founded by the late ShriDhirubhai H Ambani (1932–2002) is the
flagship company of the Reliance Anil DhirubhaiAmbani Group. The Reliance Anil
DhirubhaiAmbani Group currently has a net worth in excess of Rs. 64,000 crore (US$ 13.6
billion), cash flows of Rs. 13,000 crore (US$ 2.8 billion), net profit of Rs. 8,400 crore (US$ 1.8
billion).The Equity Shares of RCOM are listed on Bombay Stock Exchange Limited and
National Stock Exchange Limited. The Global Depository Receipts and Foreign Currency
Convertible Bonds are listed on Luxembourg Stock Exchange and Singapore Stock Exchange
respectively.

The Company has a customer base of 105 million including over 2.5 million individual overseas
retail customers. It ranks among the Top 5 Telecom companies in the world by number of
customers in a single country. Reliance Communications corporate clientele includes 2,100
Indian and multinational corporations, and over 800 global, regional and domestic carriers. A
pan-India, next generation, integrated (wireless and wireline), convergent (voice, data and video)
digital network that is capable of supporting services spanning the entire communications value
chain,covering over 24,000 towns and 600,000 villages has been established by Reliance
Communications. Reliance Communications owns and operates the next generation IP enabled
connectivity infrastructure comprising over 190,000 kilometers of fiber optic cable systems in
India, USA, Europe, Middle East and the Asia Pacific region.

Main Subsidiaries
Reliance Telecommunication Limited (RTL)

In July 2007, the company announced it is buying US-based managed ethernet and application
delivery services company Yipes Enterprise Services for a cash amount of Rs. 1200 crore rupees
(equivalent of USD 300 million). The deal was announced of the overseas acquisition, the
Reliance group has amalgamated the United States-based Flag Telecom for $210 million
[roughly Rs 950 crore (Rs 9.50 billion)].RTL operates in Madhya Pradesh, West Bengal,
Himachal Pradesh, Orissa, Bihar, Assam, Kolkata and Northeast offering GSM services.[4]

Reliance Globalcom
RGL owns the world’s largest private undersea cable system spanning 65,000 km seamlessly
integrated with Reliance Communications over 110,000 km of domestic optic fiber provides a
robust Global Service Delivery Platform connecting 40 key business markets in India, the
Middle East, Asia, Europe, and the U.S.

Reliance Internet Data Center(RIDC)

RIDC provides Internet Data Center(IDC) services located in Mumbai,Bangalore, Hyderabad

and Chennai. Spread across 6,50,000sqft of hosting space, it offers IT infrastructure management
services to large, medium and small enterprises. It is one of the leading data center service
provider in India and provides services like Colocation, Managed server hosting,virtual private
server and data security. It has launched cloud computing services offering product under its
infrastructure as a server (Iaas) and software as a service (Saas) portfolio, which enables
enterprises, mainly small and medium, a cost effective IT infrastructure and application on pay
per user model.

Reliance Big TV Limited

Reliance Big Tv launched in August 2008] and thereafter acquired 1 million subscribers within
90 days of launch,]the fastest ramp-up ever achieved by any DTH operator in the world. Reliance
Big TV offers its 1.7 million customers DVD quality pictures across a bouquet of over 200
channels using the latest, state-of-the-art MPEG 4 technology.

Reliance Infratel Limited(RITL)

RITL’s business is to build, own and operate telecommunication towers, optic fiber cable assets
and related assets at designated sites and to provide these passive telecommunication
infrastructure assets on a shared basis to wireless service providers and other communications
service providers under long-term contracts.

Subscriber Base

RCOM GSM - Total sub base 29262215

RCOM RTL - Total sub base 20064568
RCOM CDMA - Total sub base 56592965
DTH - Total sub base 2334996
RCOM BROADBAND - Total sub base 29262215
Notable awards

 Anil Ambani – The Crack Person of the Year 2008 by Light Reading.
 Most Promising Service Provider of 2003 (Asia Pacific) Award instituted by Asia Pacific
Technology from Frost & Sullivan
 RCOM adjudged the World’s Top CDMA Operator at the Global CDMA Industry
Achievement Awards
 Reliance Mobile amongst the "Top 10 Most Trusted Brands“ & rated as "India's Most
Trusted Service Brand 2009 by The Economic Times
 Reliance Mobile" voted as No. 8th in "India's Most Admired Marketers“. The youngest
Indian brand amongst the "Top 10" and ahead of P&G, Hero Honda, Samsung, LG,
Colgate and Cadbury's.
 Reliance Mobile, India's Top 25 Marketers Awards 2009, Pitch, November 9
 Mobile Marketing Award(Los Angeles) at Global level for cross-media integration on
digital and mobile medium of Reliance GSM launch campaign (Go For It!).

 Best Advert game award conferred by World Brand Congress for digital advertising
game hosted on Zapak.com
 CMOs Council Brand Leadership Award to Reliance Communications, November 2009
 World Brand Congress, Chair for Yr. 2009-10 granted to RCOM, November 2009
 Business Today along with TAM rated Simply Reliance TVC as the most watched Ad in
the month of October 2009.
 Total Network TVC's Kedarnath& Highway rated as No.1 campaign in India for the
month of August 2008 & September 2008
 Most awarded single brand for Creative Excellence ABBY Awards 2007 (Advertising
Agency Association of India)
 Marketing Activities
There are some acquisitions, mergers and joint ventures of RELIANCE COMMUNICATIONS
through which not only company is increasing its global presence but also increasing its
revenues from overseas countries and increasing its market share.

1. R.COM. chairman Anil Ambani bought 10% stake in French telecom Company WIMAX
a chipmaker. This helps R.COM. to introduce 4G in INDIA.
2. R.COM. acquired LONDON based VANCO Group for $77m. This acquisition will
increase 1400 tally customers for R.COM.
3. R.COM. made a deal with CHINA WIRELESS TECHNOLOGIES to sell their handsets
in INDIA with RELAINCE connections both(GSM & CDMA)
4. R.COM. made joint venture with Alcatel-Lucent to establish a cost effective delivery hub
for global service business.
5. R.COM. acquired INDIA’s largest cable firm DIGICABLE in all stock deal. After this
R.COM. has become ASIA’s largest & world’s 5th largest company offer all three
services DIGITAL TV, BROADBAND & VOICE.
6. R.COM. made strategic agreement with BBC WORLD NEWS to provide round the clock
news content.
7. R.COM. launched the cheapest call card for the U.S. & CANADA “ICC-799” which
brings down the call rates to these countries to Rs. 1.99 per minute.
8. R.COM. & ETISALAT DB TELECOM sign pact for strategic telecom infrastructure
sharing agreement worth over 10000 crores for 10 years.
9. R.COM. joins hands with NOKIA for OVI tools. This helps reliance to capture its rural &
semi urban customers.
10. R.COM. launched a educational portal “EXAM GURU”. It will provide college details,
exam results, exam schedules and career options.
11. R.COM. made partnership with MICROSOFT for offering WINDOWS MOBILE
SOLUTIONS for its WIRELESS NETWORKS.
12. R.COM. launched unlimited free internet service @ 99 a month.
13. R.COM. ties up with UTV SOTWARES for gaming facility on RELIANCE MOBILE.
14. R.COM. acquired US data communications company YIPES HOLDINGS in an all cash
deal worth $300m. It will provide the company to penetrate $100b global enterprise.
15. R.COM. joined hands with YATRA.COM to launched mobile service for hotel and air
ticket in all RELAINCE mobile handsets.
16. R.COM. joined hands with US based KODIAK NETWORK for commercial video
conferencing through mobiles.
17. R.COM. signed 400 crores deal with a SINGAPORE TELECOMM OPERATOR for
mobile contents outsourcing as games, ringtones, wallpapers etc.
18. R.COM. has partnered with 3rd space service for advertising funded videos. Under the
agreement 3rd space will provide mobile videos to RELAINCE COMMUNICATIONS.
19. R.COM. will bring an IPO of RELAINCE INFRATEL (subsidiary company) for
RS.3000 crore. IPO proceeds will be utilized to fund network expansion of 50000 towers
at RELIANCE INFRATEL.
20. R.COM. launched services of commodity quotes; through it reliance user can know the
prices of different commodities.
21. R.COM. ties up with Universal Music to provide over 300000 songs and video content on
Reliance Mobile.
22. R.COM. launched international data roaming to US. Now R.COM. has become first
Indian Telecomm company that would provide internet connectivity to its consumer in
their computers and laptops through their mobile phones while travelling in U.S.
23. R.COM. launched Braille bill service for providing post-paid bills to the visually
imparted.R.COM. is the first Indian Telecomm company which took initiative in this.
24. R.COM. joined hands with GETJAR world’s second largest mobile application company
to provide more than 65000 mobile applications to R.COM. Customers.
25. R.COM. will invest 20000 crore in BPO & in 23000 towers for the better customer
services in terms of networks.

RELIANCE COMMUNICATIONS was the dream of DHIRU BHAI AMBANI the founder
of RELIANCE INDUSTRIES. Though SUNIL BHARTI MITTAL brought cell phone in
India but DHIRU BHAI made it easy to afford to everyone. He brought logo “KAR LO
DUNIYA MUTTHI MEIN”.

For the promotions of R.COM. company use many celebrities as

VirendraSehwag ,Sachin Tendulkar, HritikRoshan. As R.COM. is increasing its market share
rapidly so to sustain in the telecomm market other major player like AIRTEL
,VODAFONE ,IDEA , BSNL also using some strategies to be in the market as strategies of
R.COM. impacting on other players. That’s why other players are also using this strategies to
counter R.COM..

1. To be a global company Airtel acquired ZAIN mobiles in south Africa in $10.7b.

2. Airtel launched 5 rs. Night pack for reduce Airtel to Airtel call rates.
3. Airtel launched offer pack for every individual customer.
4. For promotions Airtel sponsored India v/s Australia series.
5. Shahrukh khan & Sharman Joshi are endorsing the brand.
6. Idea is sponsoring KBC-4 for promotions.
7. Idea launched 39 rs. Pack for all calls in 30 rs.
8. Abhishekbachchan and Siddharth are endorsing the brand.
9. Vodafone reduced its call rates in India.
10. Vodafone launced 4 rs. daily pack for compete with Airtel 5 rs pack.
11. BSNL launched 3G services.
12. Aircel& TATA docomolaunced pay per second plan.
13. Airtel , Vodafone & Idea launched 98 rs. 2 GB Internet pack to compete with
Reliance 95 rs. Net pack.

To attack on RELIANCE COMMUNICATIONS the entire telecomm player trying to

launch new services to attract new customers.
 Long Term Relationship with customers
As we know that TRAI have authority to regulate telecomm sector in India and TRAI gave
license till 2022 to every telecomm company in India including RELIANCE
COMMUNICATIONS and it can be renewable. So you can say that still 12 years are left for
R.COM. it is a long time for a company to create impact on its customers. We can say that
R.COM .is creating long term relationship with its customers that’s why company is investing
crores of rupees to increase its capacity in terms of network, towers and services CRM. As I gave
the recent mergers, acquitions and joint ventures which shows that customer base of R.COM .is
increasing that’s why company is increasing its assets now the assets of R.COM. is ear about
1.07 lakh crores. For the customer Benefits Company is launching new products to serve
them.98 rs. Internet pack for a month, 47 rs. Pack for 10 paisa R2R calling and 39 rs. Msg card
for 500 msg daily for a month these are some packs which shows that company is launching is
packs according to the needs of the customers. Though there is already tele caller centers of
R.COM. are available but also R.COM. established its Customer care centers for the better
customer services and for availability of the products. In every city you can find R.COM. centers
Reliance web world where you can get services by Reliance Communications. There you can
choose mobile handsets, different plans for your prepaid mobile or post-paid mobile either you
are a user of CDMA or GSM mobile. There you can also complain about the services of R.Com.
if you think that you are facing any kind of problem in terms of network or the subscriptions.
This shows that company is creating relationship with its customers.
 Another thing is this that services; you can see R-world on
Reliance mobiles which provide access to latest applications. You can watch video songs;
download audio songs, animations & wallpapers. And get latest news, live cricket score, exam
results and weather report etc. these are the customer based services which R.Com launched fot
its customer benefits at a very minimal rate.

This is the reality that if you want to increase your market

share you should create long term relationship with the customers, provide better services and I
think that Reliance communications is doing this that’s why R.Com. has become world’s 5
largest telecomm company in terms of customer base. Company has already showed its presence
in US market, African market etc. and successfully creating customers. Customers are also
satisfied with the services provided by R.Com. that’s why R.Com. is India’s 2nd largest customer
base company. And last year revenue of the company increased 612%.

CRM services By Reliance Communications

As we know that R.Com. is the India’s 2nd biggest company in terms of customer base but it
is not easy to satisfy all the customers. that’s why specialized CRM services are given by
R.Com to its customer. The challenges before R.Com are--
>CompanyisIndia’sforemost&trulyintegrated telecommunications service provider
> Company continues to grow rapidly; adding new products and services to meet market demands
> High volume contact centers
>Continuedrapidsubscriberincreaseexpectedtoreach 100m across all lines of business
>Huge2.5TBdatabase&multipleassociatedbusinesssystems
For this R.com Ties up with AMDOCS for CRM services.
About AMDOCS
Amdocs is the market leader in customer experience systems innovation, enabling world-leading service
providers to deliver an integrated, innovative and intentional customer experience–at every point of
service. Amdocs provides solutions that deliver customer experience excellence, combining the
software, service and expertise to help its customers execute their strategies and achieve service,
operational and financial excellence.
A global company with revenue of $4 billion in fiscal 2009, Amdocs has over 19,000 employees and
serves customers in more than 50 countries around the world.

By partnering with Amdocs we managed to

successfully upgrade with no disruption to
the tens of thousands of processes critical
to our complex environment.”
RELIANCE COMMUNICATIONS

Reliance Communications (RCOM), India’s foremost and truly integrated telecommunications service
provider, Is facing a massive increase in subscriber numbers, as it adds more products and services to
improve the customer experience. The company recently upgraded its Amdocs CRM system. As a result,
RCOM has improved service level agreements by30percent,more than doubled CRM system case,
interaction and process capacity, and reduced unavailability of the CRM system during planned and
unplanned outages. RCOM, by custom developing a unique ‘bridging’ solution for stream lining the
upgrade process for its huge 2.5TB database and multiple associated business applications, was able to
deliver 100 percent business continuity throughout the process. The upgrade was successful land the
company is confident in undertaking the next one, to the latest version of Amdocs CRM.

R.Com Leverages AMDOCS-

RCOM has deployed several modules from the Amdocs portfolio of CRM product solutions. The Amdocs
Contact Center solution is helping RCOM tie together all its lines of businesses, interaction channels and
customer-facing processes to give agents the information they need to deliver a consistent, intentional
customer experience. The solution includes Amdocs Process Manager and Amdocs Support. RCOM is
using Amdocs Process Manager to make its business processes more efficient andstream lined by, for
example, identifying time- saving process work flows and removing unnecessary actions. Amdocs
Support is being used to control and manage the various levels of RCOM’s customer support operation.

Facing a potentially massive increase in subscriber numbers from 40 million to 100 million across all its
lines of business. RCOM wanted to upgrade its Amdocs CRM system to take advantage of news
capability, features and functions.

Amdocs Consulting and RCOM’s IT leaders developed an upgrade plan that was appropriate for its
complex environment and unique challenges. RCOM’s challenges included a huge2.5TB database and
the desire to upgrade its Oracle database at the same time as the CRM system. Another challenge was
RCOM’s desire to do it right the first time, with a fool proof anytime-roll back strategy, so if
unanticipated challenges occurred, the company could immediately revert to its previous system with
no down time. RCOM’s IT Team architected and developed a unique ‘bridging’ application to ensure
critical CRM business processes continued during the upgrade and remove the need to synchronize data
after the upgrade. Using Java struts frame work and Web and Java technologies, it runs on a back-up
database and is capable of managing critical processes in the even to foperational issues. Initially
designed to help manage the transition during the CRM upgrade, it proved so effective that RCOM has
adopted it as its on-going back-up solution for critical processes.

Technical Environment-

> Amdocs products & services:

> Amdocs Intent Driven Contact Center solution, Which includes Amdocs Call Center, Amdocs Support, &
Amdocs Process Manager

> Amdocs Product Support Services

> Amdocs Consulting & Professional Services

> Amdocs Customer Business Executive

> Number of users: 10,000concurrent users growing to 15,000 in three contact centers & more than
2,000 retail outlets across India

>interaction volume: More than 15 million customer interactions a month for over 500,00 customers.
Able to support more than 10,000 customers at any time.

> Operating System: Sun Solaris 10

> Database: Oracle 9i DBMS

> Middleware: BEA Tuxedo & BEA Web logic

>integration to backend systems: Tibco EAI Layer

Significant business & customer service benefits-

”With this upgrade, RCOM has seen significant improvements in customer service levels, business
operations, and business continuity,” said Mr. Prem Prakash, Development Head–CRM, Reliance
Communications.“Amdocs Product Support provided the right attention during this critical period,
through Support Account Manager Services, effective request prioritization, and around-the- clock case
handling. This personalized support approach helped to ensure a smooth upgrade process.”

Amdocs is helping RCOM manage the expected huge leap in customers by upgrading its CRM system and
improving processes. Implementing the Amdocs solution has also helped RCOM handle 2.5times more
case, interaction and process capacity than before, and achieve a 30 percent improvement in meeting
services level agreements. Greater system reliability, simplified maintenance and less complex processes
have helped RCOM reduce unavailability of the CRM system during planned and unplanned outages,
further increasing customer service level reliability.

In addition, RCOM was able to avoid completely the anticipated seven-day down period for the
upgrade–expected because of the database size and multiple application upgrade-which meant no
deterioration in customer service and nonnegative impaction RCOM’s reputation.