An Internship Report

On
Impact and Usefulness of Customer Relationship
Management Systems on Key Account
Management
Of Grameenphone Limited
AHSAULLAH UI!"RSI#$ O%
SCI"C" & #"CHOLOG$
An Internship Report
On
Impact and Usefulness of Customer Relationship
Management Systems on Key Account
Management
Of Grameenphone Limited
Prepared By: - MD. Rashedul Islam
ID NO: 07.01.02.107
SCHOOL O B!SIN"SS
#hsa$ullah !$%&ers%'y () S*%e$*e a$d +e*h$(l(,y
Super&%sed By: - -%aul Ha.ue
Le*'urer
SCHOOL O B!SIN"SS
#hsa$ullah !$%&ers%'y () S*%e$*e a$d
+e*h$(l(,y
Date of Submission
10/04/2011

Student 'eclaration
I, MD. Rashedul Islam, hereby declare that the report presented in this titled (Impact
and Usefulness of Customer Relationship Management Systems on Key Account
Management of Grameenphone Ltd) has been carried out by me and has not been
preiously submitted to any other !niersity or "r#ani$ation for an academic
%ualification, certificate, diploma or de#ree.
&&&&&&&..
MD.Rashedul Islam
ID '"( 0).01.02.10)
S*+"", "- .!SI'/SS
0!S1
Approval of the Report
On
Impact and Usefulness of Customer Relationship
Management Systems on Key Account
Management
Of Grameenphone Limited
1he report titled as aboe is submitted as particular fulfillment of re%uirements of ..0
2ro#ram. 1his report has been prepared by MD.Rashedul Islam ID 'o( 0) 01 02 10),
..0 pro#ram under my superision and #uidance.
1his report is approed and accepted in terms of %uality and format.
3333333333333333333333333333333
Super*isor
+iaul Ha,ue
L"C#UR"R
SCHOOL O% -USI"SS
Letter of Transmittal
0pril l0, 2011
4iaul +a%ue
,ecturer
School "f .usiness
0hsanullah !niersity of Science 5 1echnolo#y
Sub6ect( Su.mission of the Internship Report on Impact and Usefulness of
Customer Relationship Management Systems on Key Account Management Of
Grameenphone Limited/
Sir
It7s been a pleasure for me to submit my Internship Report on Impact and Usefulness
of Customer Relationship Management Systems on Key Account Management Of
Grameenphone Limited/ 1his report contains the structure and material as instructed
by you. I hae tried hard to do my best and fulfill your e8pectations. 1he assi#ned 9or:
and the information #atherin# process inoled 9ith it #ae me access to the areas,
9hich I didn7t :no9 before.
+o9eer, it is needless to say that, there may be some mista:es in my presentation and
style. In completin# the report I hae tried my best in impartin# eery aailable details of
the ;rameenphone aoidin# unnecessary amplification of the report.
1han:in# you
<ours faithfully,
333333333333333333333333333333333
M'/Rashedul Islam
I'0 12/13/14/312
SCHOOL O% -USI"SS
AUS#

Ac5no6ledgement
0t first, I 9ould li:e to e8press my #ratitude to the 0lmi#hty for enablin# me to complete
the report in the schedule time successfully.
I 9ould li:e to than: my internship pro#ram superisor +iaul Ha,ue for her careful
;uidance and instruction 9hich actually enabled me to accomplish the internship report
successfully.
I 9ould li:e to than: my superisor Mustofa Kamal $ousuf for #iin# me the
opportunity to
2erform my internship pro#ram under his superision in the =ey 0ccount Mana#ement
In commercial diision of ;rameenphone ,td. I 9ould also li:e to e8press my humble
#ratitude to all of the collea#ues of my team members >ho not only helped me to
prepare this report but also helped me 9ith their #uidance and by Sharin# their aluable
:no9led#e.
0nd last, I am also #rateful to my parents and family members for their lon#
encoura#ement patience, sacrifice and tolerance sho9ed to me durin# my study period.


Executive Summery
1he internship pro#ram is an inte#ral part of the ..0 pro#ram for all the students. 0s a
fulfillment of ..0 de#ree re%uirement I had to #o throu#h a ? @threeA months lon#
internship pro#ram. I had a #reat interest on ;rameenphone limited. 1he main topic of
the report is Impact and Usefulness of Customer Relationship Management
Systems on Key Account Management/
Durin# the internship in ;rameenphone I 9as assi#ned in assortment of tas:s. In 1he
follo9in# report my day to day actiities durin# my internship days in =ey account
mana#ement department are described. I hae tried to neatly sort all my actiities
separately to describe a *learer picture of my responsibilities assi#ned by my
superisor at ;rameenphone. In most of the cases that are described in the report
practiced the natures of corporate customer %uery, complain and serice re%uest and
also sorted out my tas: in a specific manner. I also try to ma:e plan to increase reenue
from e8istin# corporate customer. 1o conclude the report I tried to e8press my
e8periences that 9ere reflected by my academic career in the internship tenure.
TABLE OF CONTENTS
Pae
Chapter! "# $ntro%uction & Bac'roun% of the Stu%y
3
3/3 Origin of the Study 4
3/4 Scope of the Study
4
3/7 O.8ecti*es of the Study 4
3/9Methodology of the Study 7
3/: Limitations 9
Pae

Chapter!(# Orani)ational profile of *rameenphone
:
4/3 Short profile of Grameenphone Limited ;
4/4 Grameenphone !ision 2
4/7 Mission 2
4/9 !alues 2
4/: Organi<ational 'etails =
4/; History of Grameenphone >
4/2 et6or5
33
4/= ?roducts offered 33
Pae
Chapter+# #opic 'etails and theoretical -ac5ground
7/3 Key Account Management 3;
7/4 KASM methodology 3;
7/7 Customer relationship management
32
7/9 I n the Internship ?eriod0 @ 3=
7/: Some Responsi.ilities of K"$ ACCOU# MAAG"R 3=
7/; My 'uties and Responsi.ilities0@ 3=
Chapter,!# Observation & Learning points
43
9/3 O.ser*ations 44
9/4 Internal to the Contact Centre0 44
9/7 "Aternal to the Contact Center 44
9/9 In recommendation part I 6ant to recommend something to
.etterment of customer ser*ice/
44

Chapter!-# Conclusions & Bi.lioraphy
47
;/3 Conclusions 49
;/4 Recommendations 4:
*hapter 1

3
Introduction & Background of
the Study
Introduction & Background of
the Study
3/3 Origin of the Study
0ll businesses are concerned 9ith earnin# profit throu#h sellin# either a product or
renderin# serice. ;rameenphone is the leader of telecommunication sector in
.an#ladesh. ;rameenphone is mostly :no9n as ;2. It proides 9ireless
communication oer Boice or data. 'o9 this time ;2 also proide internet Serice and
Different tan#ible products ,i:e Mobile hand set or ;2RS modem.
1herefore, an "erall actiity of ;R0M//'2+"'/ has an important role to play in the
financial sector of .an#ladesh. *onse%uently the study of oerall actiities of
;R0M//'2+"'/ in the conte8t of .an#ladesh7s deelopin# economy 9ould help in
the oerall mana#ement of balance of payment of the country.
3/4 Scope of the Study
In .an#ladesh the 1elecommunication sector is one of the most established areas. In
the process of formin# a #ood communication system, Mobile operator plays a ital role.
-or this reason I hae chosen ;R0M//'2+"'/ ,td. to complete my Internship. 1here
I 9or:ed for three months as an internee and 9ere paced under =ey account
mana#ement. 1herefore this report 9ill coer the aboe aspect of the 9or:.
3/7 O.8ecti*e of the Study
1.?.1 ;eneral ob6ectie
1he study is intended for proidin# me inaluable practical :no9led#e about
corporate customer handlin#. 1he #eneral ob6ectie is to prepare the report to
ac%uire practical :no9led#e about usin# Information systems to deeloped
business plan.
1.?.2 Specific ob6ectie
1o ac%uire :no9led#e and find the relationship bet9een practical and theoretical
bac:#round.

4
1o e8amine the operational procedure of customer relationship mana#ement
systems of ;rameenphone ,imited.
1o find any lac:in# of ;rameenphone ,td on usin# of information systems for
*RMS actiities.
3/9 Methodology of the Study
1his report is descriptie in nature. 1his report has been prepared on the basis of
e8perience #athered, durin# the period of internship. -or preparin# this report I hae
also #ot the information from annual report and 9ebsite of the ;rameenphone ,td and
sureyin# people 9ith %uestionnaire.
3/9/3 Sources of data collection0
3/9/3/3 ?rimary Sources
-ace to face conersation 9ith the respectie officers and stuffs of head
office.
2ractical 9or: e8perience in the different des: of the department of the
office.
-ace to face conersation 9ith clients.
Secondary Sources
Daily diary @containin# my actiities of practical orientation in
;rameenphone ,td.A
Barious publications of the company.
>ebsite of ;rameenphone ,td.
>ebsite of different telecom company.
0nnual report
Barious boo:s

7
3/: Limitations
I hae tried to find out the relationship bet9een our theoretical :no9led#e and practical
implication.
1he report 9as completed under the follo9in# constraints or limitation
Difficulty in #ainin# accesses to specific area and specific time.
>ithout their o9n employee it is ery much difficult to collect releant
data.
In some cases erifications of data 9ere become tou#h.
!naailability of necessary documents.
"nline accesses are limited for intern.
>or: pressure is too much.
It is ery hard to communicate 9ith our tar#et customer in specific
area.

9
Chapter 4
"r#ani$ational profile of
;rameenphone

:
4/3 Short profile of Grameenphone Limited
Grameenphone Limited
#ype Limited
Industry Mo.ile #elecommunication
%ounded 3>>2
Head,uarter
s
G?HOUS"B ?lot C 47;B -loc5 C -B
-asundhara RDAB 'ha5a@344>/
Cele.ration ?ointB Road C 337 AB ?lot
7 & :B GulshanB 'ha5aB -angladesh
Key people #ore EohnsenB C"O
?roducts #elephonyB "'G"B GSM
Re*enue 29/2 .n US' F4131G
"mployees early :111
?arent
#elenor ::/=HB Grameen #elecom
79/4H
;
Grameenphone !isionB Mission and *alues
4/4 Company !ision
1he ision statement of ;rameen 2hone is simple3
(>e are here to helpC
1his means that ;rameenphone helps their customers to #et the best out of communications
Serices in their daily lies. D>e7re here to helpC isn7t a slo#anE it7s a 9ay of life for all the
Sta:eholders of ;rameenphone.
R/2"R1 "' 1+/ *!S1"M/R S/RBI*/ D/20R1M/'1 "- ;R0M//'2+"'/ ,IMI1/D
4/7 Company Mission
D>e 9ill lead the industry and e8ceed customer e8pectations by proidin# the best
9ireless
Serices, ma:in# life and business easierC.
4/9 Company !alues
M0=/ I1 /0S<
>e are practical. /erythin# 9e produce should be easy to understand and use. .ecause 9e
'eer for#et 9e are tryin# to ma:e our customersF lies easier.
./ I'S2IRI';
>e are creatie. >e brin# ener#y and ima#ination to our 9or:. >e 9ant to be a partner in the
Deelopment of our community. >e are passionate about our business, customers and our
*ountry.
=//2 2R"MIS/S
/erythin# 9e set out to do should 9or:. If it does not, 9e are there to put thin#s ri#ht. >e are
0bout deliery, not oer promisin# 3 actions not 9ords.
./ R/S2/*1-!,
>e ac:no9led#e and respect the local culture. >e are respectful and professional in re#ard to
all
our interactions, both internally and e8ternally. >e are open, helpful and friendly.
2
4/: Organi<ational 'etails
Grameenphone, 9idely :no9n as ;2, is the leadin# telecommunications serice proider in
.an#ladesh. >ith more than 2) million subscribers @as of "ctober 2010A, ;rameenphone is the
lar#est cellular operator in the country. It is a 6oint enture enterprise bet9een 1elenor and
;rameen 1elecom *orporation, a non3profit sister concern of the internationally acclaimed
microfinance or#ani$ation and community deelopment ban: ;rameen .an:. 1elenor, the
lar#est telecommunications company in 'or9ay, o9ns GG.HI shares of ;rameenphoneE
;rameen 1elecom o9ns ?4.2I and the remainin# 10I is publicly held.
;rameenphone 9as the first company to introduce ;SM technolo#y in .an#ladesh. It also
established the first 243hour *all *enter to support its subscribers. >ith the slo#an S'ay Cl(se,
stated #oal of ;rameenphone is to proide affordable telephony to the entire population of
.an#ladesh.
"9nership Structure
1he shareholders of ;rameenphone
contribute their uni%ue, in3depth
e8perience in both telecommunications
and deelopment.
It is a 6oint enture enterprise bet9een
1elenor @GG.HIA, the lar#est
telecommunications serice proider in
'or9ay 9ith mobile phone operations in
12 other countries, and ;rameen
1elecom *orporation @?4.2I A, a non3
profit sister concern of the internationally
acclaimed micro3credit pioneer ;rameen
.an:. 1he other 10I shares belon# to #eneral retail and institutional inestors.
1he technolo#ical :no93ho9 and mana#erial e8pertise of 1elenor has been instrumental in
settin# up such an international standard mobile phone operation in .an#ladesh. .ein# one of
the pioneers in deelopin# the ;SM serice in /urope, 1elenor has also helped to transfer this
:no9led#e to the local employees oer the years
1he international shareholder brin#s technolo#ical and business mana#ement e8pertise 9hile
the local shareholder proides a presence throu#hout .an#ladesh and a deep understandin# of
its economy. .oth are dedicated to .an#ladesh and its stru##le for economic pro#ress and
hae a deep commitment to ;rameenphone and its mission to proide affordable telephony to
the entire population of .an#ladesh.
#he #elenor Group
1elenor is emer#in# as one of the fastest #ro9in# proiders of mobile communications serices
9orld9ide 9ith o9nership interests in 12 mobile operators across /urope and 0sia. 1elenor is
or#ani$ed into three business areasE Mobile operations coerin# 12 countries, and -i8ed3line
and .roadcast serices coerin# the 'ordic re#ion.
1elenor holds GG.H per cent of ;rameenphone, 9ith ;rameen 1elecom *orporation o9nin# the
remainin# ?4.2 per cent. 1he rest of the shares belon# to #eneral retail and institutional
inestors. 1elenor has played a pioneerin# role in deelopment of cellular communications in
.an#ladesh.

=
#he #elenor Group
More than 1G0 million mobile subscribers 9orld9ide
Stron# subscription #ro9th, particularly in our 0sian operations
,isted as 'o.1 on Do9 Jones Sustainability Inde8 200H
Ran:ed as the 9orldFs seenth lar#est mobile operator
Reenues 200)( '"= 10G billion
>or:force 200)( ?G H00 man3years
,isted on the "slo Stoc: /8chan#e, 9ith head%uarters in 'or9ay
Grameen #elecom
>or:s in close collaboration 9ith ;rameen .an:. 1he internationally reputed ban: for the poor
has the most e8tensie rural ban:in# net9or: and e8pertise in microfinance. It understands the
economic needs of the rural population, in particular the 9omen from the poorest households.
;rameen 1elecom, 9ith the help of ;rameen .an:, administers the Billa#e 2hone 2ro#ram,
throu#h 9hich ;rameen2hone proides its serices to the fast #ro9in# rural customers.
;rameen 1elecom trains the operators, supplies them 9ith handsets and handles all serice3
related issues.
;rameen .an: currently coers more than K),000 illa#es 9hich are sericed by 2121 ban:
branches all oer the countryside. 0s of may 200K, the ban: had K.?? million borro9ers, L)
percent of 9hom 9ere 9omen.
;rameen 1elecomFs ob6ecties are to proide easy access to ;SM cellular serices in rural
.an#ladesh, creatin# ne9 opportunities for income #eneration throu#h self3 employment by
proidin# illa#ers 9ith access to modern information and communication based technolo#ies.
;rameen 1elecom *orporation, 9hich o9ns ?4.2I of the shares of ;rameen2hone, is a not3
for3profit company and

4/; History of Grameenphone
1he idea of proidin# 9ider mobile phone access to banana areas 9as ori#inally conceied by
I%bal Muadir, 9ho is currently the founder and director of the ,e#atum *enter for Deelopment
and /ntrepreneurship at MI1.+e 9as inspired by the ;rameen .an: microcredit model and
enisioned a business model 9here a cell phone can sere as a source of income. 0fter leain#
his 6ob as an inestment ban:er in the !nited States, Muadir traeled bac: to .an#ladesh, after
meetin# and successfully raisin# money from 'e9 <or: based inestor and philanthropist
Joshua Mailman, and 9or:ed for three years #ainin# support from arious or#ani$ations
includin# 'obel 2eace 2ri$e laureate Muhammad <unus of ;rameen .an: and the 'or9e#ian
telephone company, 1elenor.+e 9as finally successful in formin# a consortium 9ith 1elenor and
;rameen .an: to establish ;rameenphone. Muadir remained a shareholder of ;rameenphone
until 2004.
;rameenphone receied a license for cellular phone operation in .an#ladesh from the Ministry
of 2osts and 1elecommunications on 'oember 2H, 1LLK. ;rameenphone started operations
on March 2K, 1LL), the Independence Day in .an#ladesh.
>
;rameenphone ori#inally offered a mobile3to3mobile connectiity @9idely :no9n as ;23;2
connectionA, 9hich created a lot of enthusiasm amon# the users. It became the first operator to
reach the million subscriber milestone as 9ell as ten million subscriber milestones in
.an#ladesh.
Chronology
'oember 2H, 1LLK( Grameenphone Ltd. receied cellular license by the Ministry of 2osts and
1elecommunications of .an#ladesh.
March 2K, 1LL)( ;rameenphone launched its serice on the Independence Day of .an#ladesh.
June 1LLH( ;rameenphone started its serices in *hitta#on#, the second lar#est city and the
port city of .an#ladesh. *ell to cell coera#e bet9een Dha:a3*hitta#on# 9as established.
1LLL( ;rameenphone started its serice in =hulna, the industrial city of .an#ladesh. 0lso cell to
cell coera#e bet9een Dha:a and =hulna brou#ht a number of other districts under coera#e.
2000( ;rameenphone started its serices in Ra6shahi, the education city of .an#ladesh. Serice
also started in Sylhet and .arisal and thus all si8 diisional head%uarters #ot the cellular
net9or: coera#e for the first time .an#ladesh.
0u#ust 200?( ;rameenphoneFs subscribes base has become more than one million.
;rameenphone became the first operator in the country to reach the million subscribers.
'oember 200G( ;rameenphone re#istered more than G million subscribers.
'oember G, 200K( ;rameenphone crosses the 10 million subscriber mar: after almost ten
years of operation.
September 20, 200)( ;rameenphone reaches 1G million subscribers mar:.
June 200H( ;rameenphone reaches 20 million subscribers landmar:.
In 2010 ;rameenphone reach more than ?0million
Changing logo
"n the 'oember 1K, 200K ;2 formally chan#ed its lo#o to match its parent company 1elenorFs
lo#o. 0ccordin# to ;2 the ne9 lo#o symboli$es trust, reliability, %uality and constant pro#ress.
1he name ;rameenphone 9as :ept as part of the ne9 identity because the name
;rameenphone carries 9ith it all of the herita#e, success and alues of the companyFs past,
added the then */" of ;rameenphone /ri: 0as.
31
um.ering scheme
;rameenphone uses the follo9in# numberin# scheme for its subscribers(
I==1 32 nnnnnnnn
==1 is the ISD code for .an#ladesh and is needed only in case of dialin# from outside
.an#ladesh @other9ise, it may be substituted by a 0, ma:in# the prefi8 01)A. 32 is the prefi8 for
;rameenphone as allocated by the #oernment of .an#ladesh. 1he ei#ht3di#it number
nnnnnnnn is the subscriber number.
4/2 et6or5
0ccordin# to ;rameenphone, it has so far inested more than .D1 10,)00 crore @!SD 1.K
billionA to build the net9or: infrastructure since 1LL). It has inested oer .D1 ?,100 crore
@!SD 4G0 millionA durin# the first three %uarters of 200) 9hile .D1 2,100 crore @!SD ?10
millionA 9as inested in 200K alone.
;rameenphone has built the lar#est cellular net9or: in the country 9ith oer 10,000 base
stations in more than G)00 locations. 2resently, nearly LH percent of the countryFs population is
9ithin the coera#e area of the ;rameenphone net9or:.
1he entire ;rameenphone net9or: is also /D;//;2RS enabled, allo9in# access to moderate
speed Internet and data serices from any9here 9ithin the coera#e area. 1here are currently
nearly ? million /D;//;2RS users in the ;rameenphone net9or:.
4/= ?roducts offered
Mo.ile #elephony
;rameenphone 9as the first operator to introduce the pre3paid mobile phone serice in
.an#ladesh in September 1LLL. It offers the pre3paid subscription under the name "asy
?repaid /hich is currently calle% 0smile prepai%01 Besi%es smile2 *rameenphone also
offers a youth .ase% mo.ile to mo.ile connectivity /ithin Banla%esh name% d/u%*e0.
;rameenphone also offers postpaid mobile serice. Aplore ?ostpaid is the name of its post
paid serice.
Other Ser*ices
Internet( ;rameenphone proides internet serice in its coera#e area. 0s it has
/D;//;2RS enabled net9or:, any subscriber can access to internet throu#h this
net9or:. ;rameenphone 9as the first mobile operator in .an#ladesh to offer /D;/
serices to its subscribers.
.ill2ay ( 0 serice to enable users to pay their utility bills @/lectricity, ;as etcA throu#h
mobile
33
*ell.a$aar ( 0 serice to enable users sells or buys products throu#h mobile or internet.
Barious other serices li:e Stoc: Information, Instant Messa#in#, SMS .ased
0lerts/Serices, Boice3based Serices, Do9nloads, Music, *ric:et !pdates, >eb SMS,
Mobile .ac:up etc.
Other acti*ities
!illage phone
>ith the help of ;rameenphone, ;rameen 1elecom operates the national Billa#e 2hone
pro#ramme, alon#side its o9n parent ;rameen .an: and the International -inance *orporation
@I-*A, actin# as the sole proider of telecommunications serices to a number of rural areas.
Most Billa#e 2hone participants are 9omen liin# in remote areas. Billa#e 2hone 9or:s as an
o9ner3operated ;SM payphone 9hereby a borro9er ta:es a .D1 12,000 @!SD 200A loan from
;rameen .an: to subscribe to ;2 @;rameenphoneA and is then trained on ho9 to operate it
and ho9 to char#e others to use it at a profit. 0s in September 200K, there are more than
2GG,000 Billa#e 2hones in operation in GG,000 illa#es around .an#ladesh. 1his pro#ram has
been replicated also in some other countries includin# in !#anda and R9anda in 0frica.
0 typical ;rameenphone to9er
Community Information Centers
*ommunity Information *enter @*I*A or ;2*I* is aimed at proidin# internet access and other
communications serices to rural areas. In -ebruary 200K, 2K *I*s 9ere established across the
country as a pilot pro6ect. In this pro6ect, ;rameenphone proides ;SM//D;//;2RS
infrastructure and technical support and other partners ;rameen 1elecom *orporation and
Society for /conomic and .asic 0dancement @S/.0A, are inoled in selectin# and trainin#
entrepreneurs to run the illa#e centers. 1he computers in these centers in the pilot pro6ect are
used by an aera#e of ?0 people a day, 9ho pay a small fee to access email or >eb pa#es.
1hese *I*s are used for a 9ide ariety of business and personal purposes, from accessin#
health and a#ricultural information to usin# #oernment serices to ideo conferencin# 9ith
relaties oerseas. ;rameenphone also trains the entrepreneurs so that they can #ie people
adice on ho9 to set up an e3mail account and best ma:e use of the Internet.
34
*I* pro6ect is #iin# up to 20 million people the chance to use the Internet and e3mail for the
first time. -ollo9in# a successful pilot pro6ect, ;rameenphone is #oin# to set up appro8imately
GK0 centers in communities throu#hout .an#ladesh by the end of 200K. 1he centers 9ill be
located in each !pa$ila @sub3districtA of .an#ladesh. 0s a result, up to 1G illa#es containin# up
to 40,000 people 9ill be 9ithin reach of each *I*. In this information center, there 9ill be
personal computers connected to ;rameenphone e8istin# ;SM mobile net9or:, 9hich has
been up#raded 9ith /D;/ technolo#y to offer data transfer speeds of up to 1K :ilobytes per
second.

;rameenphone *enters 0 franchised #pc at 1e6#aon, Dha:a.
0 #rameenphone center @;2*A seres as a None stop solutionN for customers, 9ith all
telecommunications products and serices, under a sin#le roof. 0 #rameenphone center also
sells phones from endors li:e 'o:ia, Samsun#, Motorola, Sa#em and .en%. /D;//;2RS
modems and accessories such char#ers and headphones are also sold at ;2*s.
0s of September, 200), there are )K

;2*s and they are strate#ically located at all ma6or
locations of the country is operated by ;rameenphone. 0s of late most of the ne9ly opened
#pcFs are franchised. Most of these franchised outlets are in non3metropolitan areas.
1he ;2*s also proide the fle8i load serice 9ithout char#in# e8tra for small denominations
unli:e many retailers in the country. 1hus ma:in# the #pcFs and ideal place for many for such a
serice.
/ery once a 9hile, the ;2*s tie up 9ith handset manufactures and start a nation9ide
mar:etin# scheme by sellin# the specific endors products at a price lo9er than the mar:etFs or
in bundle 9ith a #rameenphone connection loaded 9ith free minutes.
37
*hapter ?
1opic Details and theoretical
.ac:#round
1opic Details and theoretical
39
7/3 Key Account Management
=ey 0ccount Mana#ement is a strate#ic plannin# approach that #oes beyond traditional
sellin# to tac:le todayFs customer issues. It reaches inside both seller and buyer
or#ani$ations, so =0M is undoubtedly more comple8 and more difficult than simple
sales actiity. .ut the sta:es are hi#h, and po9erful customers e8pect no less from their
suppliers no9. 1he Mar:etin# 2rocess *ompany has a number of =0M consultin#
pac:a#es, and the =ey 0ccount Selection Matri8 soft9are.
+i#h3inolement relationships 9ith :ey customers offer ma6or opportunities to #ro9
business and moe for9ard in the mar:et, and to sae costs for both sides. 1hey also
re%uire innoation, ma6or inestment, and hi#h runnin# costs. <our capacity for hi#h3
cost, intimate relationships is limited, so the first, crucial decisions focus on the selection
and prioriti$ation of :ey accounts.
1he Mar:etin# 2rocess *ompany has deeloped a ran#e of consultin# pac:a#es
around =ey 0ccount Mana#ement, all supported by the =ey 0ccount Selection Matri8.
1he competitie differentiation deried from =ey 0ccount Mana#ement has been the
sub6ect of e8tensie research by *anfield School of Mana#ement and can be
summari$ed as follo9s(
O !nderstand each customer and anticipate their needs
O 0ppraise their potential
O 0ppreciate sources of ris:, cost and profit
O Deelop appropriate strate#ies for each customer
O Deelop better implementation processes
O Monitor actions and improe results
3:
0 typical =0M pac:a#e is outlined aboe. 1o find out more about the =ey 0ccount
Mana#ement consultin# pac:a#es see our e8ample =0M proposal document.
=ey 0ccount Selection
1he =ey 0ccount Selection Matri8 soft9are proides a solid methodolo#y for analysin#,
identifyin# and prioritisin# :ey accounts usin# account portfolio mana#ement. It is a
po9erful decision support tool. 1he matri8 plots account attractieness a#ainst relatie
customer satisfaction. 1he resultin# matri8 can be used to assi#n differin# mana#ement
strate#ies.
7/4 KASM methodology
2ortfolio analysis is a means of assessin# a number of different :ey accounts, firstly
accordin# to the potential of each in terms of achiein# the or#ani$ation7s ob6ecties
and secondly accordin# to the or#ani$ation7s capability to ta:e adanta#e of the
identified opportunities.
1he =ey 0ccount Selection Matri8 @=0SMA offers a detailed frame9or: 9hich can be
used to classify possible competitie enironments and their strate#y re%uirements. It
uses seeral indicators to measure the dimensions of Faccount attractienessF on the
one hand and perceied Fcompany performanceF @relatie to competitorsA on the other.
1he dia#nosis of an or#ani$ation7s :ey account portfolio, based on the t9o composite
dimensions outlined aboe, 9ill enable an or#ani$ation to reie9 and decide the
appropriate, Ftop3leelF strate#ies for each selected account. Such analysis is
particularly helpful in mature and hi#hly competitie industries, 9here the effectie
allocation of an or#ani$ation7s scarce resources is a ma6or problem for senior
mana#ement.


3;
?.? *ustomer relationship mana#ement
*ustomer relationship mana#ement @*RMA is a 9idely3implemented strate#y for
mana#in# a company7s interactions 9ith customers, clients and sales prospects. It
inoles usin# technolo#y to or#ani$e, automate, and synchroni$e business processes
Pprincipally sales actiities, but also those for mar:etin#, customer serice,
and technical support. 1he oerall #oals are to find, attract, and 9in ne9 clients,
nurture and retain those the company already has, entice former clients bac: into the
fold, and reduce the costs of mar:etin# and client serice. *ustomer relationship
mana#ement describes a company39ide business strate#y includin# customer3
interface departments as 9ell as other departments.
CRMS is a part of Key account management/ KAM are using CRMS %or helping
their customer/
Grameenphone also CRMS for support their customer and it is part of their hole
technology systems/


32
Internship 2osition 5 Duties
7/9 I n the Internship ?eriod0 @
In the internship period it is ery important for anyone 9here practical e8perience
#athered. I did my internship pro#ram at ;rameenphone ,imited. In the period of three
months internship pro#ram I hae learned many thin#s about *RMS and corporate
customer handlin#.
Internship ?osition0 @ I 9as assi#ned to 9or: on =ey 0ccount Mana#ement.
7/: Some Responsi.ilities of K"$ ACCOU# MAAG"R
1. 0n improed understandin# of customers and better lon#3term relationships
2. Identify and priorities :ey accounts and measure their profitability
?. Deelop a deep understandin# of the customer
4. Deelopin# customer3focused strate#ies
G. 2ricin# for :ey accounts
K. *ontact mana#ement and communication
). *ommercial strate#ies for :ey accounts
H. *onflict mana#ement and ne#otiation
7/; My 'uties and Responsi.ilities0@
I 9as assi#ned as an intern in the =ey 0ccount mana#ement in commercial Diision. I
had to deal 9ith ;rameenphone corporate subscribers usin# .usiness Solution
pac:a#e. 1his SIM cards are not o9ned by indiidual subscribers. 1his SIM cards are
sold to a company and o9ned by the company. 0fter the SIM cards are sold, the
company selects an authori$ed person 9ho then represents his company to ;2.
Subscribers of that particular company can call ;2 hot line or isit ;2* for serice but
to aail a ne9 pac:a#e or to chan#e any pac:a#e the subscriber needs to contact 9ith
the =0M.

3=
I had to complete the follo9in# set of actiities both routine and non3routine basis durin#
my internship.

'ifferent types of ser*ices pro*ide to the customer according 6ith their
need/ As of eAampleB sometimes customers need to acti*ate the internet
ser*ice or deacti*ate the internet ser*iceB that time they inform us and 6e
for6ard it to the acti*ation team as per demand/ Sometimes I changed the
customer .illing address/
#o maintaining relationship 6ith the customer/
'e*eloped idea for increase re*enue .y maintaining good relationship 6ith
the clients/
One of the main responsi.ilities to me is ma5ing num.er plan according
6ith the customer demand/
'e*eloped customer relationship Management systems plan for .etter
ser*ice to the customer/
'eli*er the products to customer according 6ith the num.ering plan/
Acti*ated num.ers and chec5ed the documents that ha*e .een su.mitted
.y the customer/
Creating and de*eloped a short data .ase of customers for future use/
Manipulate data.ase fre,uently/
Gi*ing international roaming ser*ice support/
Sometimes I ha*e pro*ided some technical support to the customers/
Gi*ing ans6er of some ,uestion or ,uery that is comes from customer/
!isit to the customer/
'oing "R? for the selling products/
'oing -SM for the deli*ered sim for acti*ation/

3>
?ro*ide Information to the corporate Customer
I also proide any type information to the customer. I tried to my best to #ie them the
ri#ht information to the customer. >hen any customer does not understand anythin#
tried to help them. Most of the time I #ae them information about .usiness Solution
2ac:a#e.
41
*hapter 4
Observation & Learning points
Observation & Learning points
43
9/3 O.ser*ations
In my obseration ;rameenphone #ies more emphasis on customer serice. *ustomer
serice is 'ot only after sales serice but also an income source for ;rameenphone.
=ey account mana#ement department #ie all of the serices to the :ey accounts or
clients. 0ll the =ey account mana#er of =ey account mana#ement department is ery
efficient, ener#etic and educated. 1hey all are trained 9ell to handle customers.
1he %uality of serice is ery #ood. 1he enironment of the office is also ery #ood. 1he
office
Setup is ery modern and technolo#ical adance.
I hae identified the follo9in# problems 9hich can a#ain be addressed from both
internal and
/8ternal conte8t.
9/4 Internal to the Contact Centre0
/mployee dissatisfaction, 1ools do9n, ,ac: of fle8ibility in 9or: place, *omplication in
/8ecution, Roster related problem, Information mismatch, and complicated process
flo9.
9/7 "Aternal to the Contact Center0
Subscriber end errors, !ser unfriendly product and tariff, 'atural calamities, 'et9or:
failure,
eer chan#in# subscriber need, Miscommunication.
9/9 In recommendation part I 6ant to recommend something to .etterment of
customer ser*ice/
Decrease the call pressure to increase customer satisfaction.
;ie more trainin# to the =ey account mana#er so that they can increase their s:ills.
-ree the call char#e 9hen subscribers are in %ueue.
Increase the number of employee to reduce 9or: pressure.
Motiate the employee by different motiational factor.
/stablish stron# coordination amon# se#ments and desi#n simple process.
/fficient technolo#ical bac:up and /nsure timely and uni%ue information throu#h
/stablish more authority at 9or:place.
;ie more benefit to the employee to reduce employee turnoer.
Reduce the time limit of sole complains of the subscribers to increase customer
Satisfaction.

44
*hapter G
47
:/3 Conclusions
;ettin# an opportunity to do internship in the lar#est telecommunication company of
.an#ladesh has been a #reat e8perience. It 9as a #reat honor for me to 9or: in such a
professional company 9here eerythin# is so or#ani$ed and perfect. 1he corporate
culture that I learned from ;2 is a thin# to be mentioned especially and adaptin# to it
9as a bi# challen#e in such an early sta#e of my career. 1e8tual learnin#7s form
uniersity courses 9ere helpful, but the thin#s learnt from real time 9or: e8perience for
the first time has indeed been a priile#e. Dealin# 9ith customer %ueries 5 complaints
has certainly helped my interaction 5 R"?OR# O #H" Impact and Usefulness of
Customer Relationship Management Systems on Key Account Management of
Grameenphone Limited/
Conclusions
Conclusions
1o 9or: in such a bi# or#ani$ation 9as a pressure itself and adaptin# to this pressure
9as also a ne9 e8perience. 0fter completion of my 9or: tenure as an intern, I feel
blessed to hae learned so many thin#s in such a short span of time. 'e9 learnin#7s
and helpful 0ttitude of collea#ues is a thin# to be remembered for a lon# time. I certainly
beliee this /8perience of 9or:in# in ;2 9ill help me to be professional in life and also
9or: as an added 0danta#e for the years to come.
Grameenphone Limited is, no doubt, playin# a ital role in the economic sector of
.an#ladesh. I hope, the successful 9al:9ay of ;rameenphone ,imited 9ill remain
continuous for a lon# time and become a role model in the 1elecommunication sector in
our country.
49
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