Implementation of Electronic Customer Relationship Management (ECRM) System for Improving Poor Customer Services of British Telecommunication (BT)

This presentation discusses the implementation of an ECRM system for improving the poor customer services of British Telecommunication (BT). It explores the advantages of ECRM, challenges in implementation, and the benefits it brings in resolving customer issues, marketing and promotion, and data management integration.

“IMPLEMENTATION OF ELECTRONIC CUSTOMER
RELATIONSHIP MANAGEMENT (ECRM) SYSTEM FOR
IMPROVING POOR CUSTOMER SERVICES OF
BRITISH TELECOMMUNICATION (BT)”.
Project Management

ABSTRACT
 Maintaining strong customer association.
 British Telecom is facing issue of poor customer service.
 Major objective of this study is to determine major advantages of
ECRM system for BT.
 Research has also identified the major challenges which may affect
the implementation process of ECRM system.
 Resolving customer’s issue, marketing and promotion, integration of
data base management are also considered as benefits of ECRM.

Keywords
ECRM, customer service, E-service, service
experience, customer oriented.

Introduction
 The current research is also based on literature review on
project management.
 Author has chosen British Telecommunication (BT) which is
one of the leading organization of telecom industry of UK.
 Facing issue of poor customer services.
 For improving poor customer service BT wants to
implement ECRM system.

LITERATURE REVIEW
 British Telecom has invested huge amount of money for improving customer
experience and poor customer service of the organization.
 Ojiako and Maguire, 2009 has conducted study on customer experience of
British Telecom.
 Major objective of this study was investigating customer oriented strategies
that facilitate the enhancement of service experience.
 Findings of the research has reflected that BT has implemented customer
oriented programme which was successful in improving customer experience.

Conti....
 Taylor and Hunter, 2014 has complete their study on relationship between E-service
quality and customer relationship management of Jordan Mobile Phone Services.
 Major objective of this study is critically analysing the impact of e-service quality on
CRM performance of the organization.
 According to the findings of the study three variables have strong relationship with
each other and these are CRM performance, e-service quality and ease of use.
 Study has determined the different implications of the mobile services which are
provided by Jordan mobiles to their customers.
 It has reflected that their service quality influence their relations with customers.

Conti...
 As per the newspaper article it can be analysed that ECRM is one of the
important platform at which customers, traders, markers and merchandisers
can get suitable information about their needs and requirements.
 Analysis ha also reflected that ECRM system comprises facts and figures about
the company profile, expert advice, promotional and multimedia insights, etc.
 ECRM is very beneficial for improving the overall performance and relationship
of organization with customers.

Conti...
 Kennedy, 2006 has completed his research on ECRM.
 Major objective of this study was determining opportunities and challenges in a digital
world.
 Author has focused on an issue that ECRM is one of the current trend of digital world
which is followed by number of organizations.
 Findings of the study have reflected that ECRM system provides a big opportunity to
organization to develop strong association with customers by data integration,
marketing and promotion, e-relation, etc.
 Including this, author has found that managing future technological innovation will also
be considered as major challenge for organizations.

Conti...
 Chen and Chen 2003 has concluded study on same subject and major aim of their study was
exploring the current status of ECRM implementation status in practice and the critical success
factors that affects the ECRM survivability.
 As per the findings of the research study author has concluded that major success factors which
can affect ECRM implementation status are Champion leadership, internal marketing,
knowledge management, business IT alignment, system integration and culture and structure
change, etc.
 These factors help in getting tangible and intangible benefits.
 On the other hand, there are some another intangible benefits also such as increment in
customer satisfaction, public relation, improvement in customer service, closer contact
management, etc.

Conti...
 Keikhayfarzaneh, (2011) has conceded study on determining perception of
stakeholders regarding ECRM.
 It has applied two different theories such as stakeholder theory and
relationship marketing
 Researcher has concluded that ECRM can be used by organizations for
improving customer relations because it is helpful for improving the overall
productivity and performance of the organization.
 For better use of ECRM company needs to make necessary arrangement of
training of employees.

Conti...
 Keikhayfarzaneh, 2011 has asserted that “Emerging new technologies have
direct and tremendous effect on business operations and customer relations of
the organization”.
 Major objective of this study was determining the role on e-commerce in
electronic customer relationship management of the organization and different
associated factors that can influence it either in positive or negative manner.
 Findings of the literature has reflected that implementation of e-commerce in
ECRM increases competition for the organization.
 It is also effective for increasing income, customer loyalty and cost reduction.

CONCLUSION
 BT is using the most traditional strategies for managing
customer relations.
 These are not appropriate for satisfying needs and
requirements of customers.
 Traditional CRM is also not suitable for resolving customer’s
issue.

Recommendation
 For improving existing customer relations organization needs
to improve its CRM system and implement a new system for
the organization.
 Helps in recognizing new opportunities, needs and
requirements of customers.
 Resolving customer’s issue, marketing and promotion,
integration of data base management, etc.

Conti....
 Also assist in increasing performance, profitability and income of the
organization.
 ECRM will provide e-service quality to customers which can
increase the overall satisfaction and customer’s relations.
 Reducing overall operation cost of the BT organization.

Limitations and solution of ECRM for
BT
 Technological changes, training and development of employees are
considered as major challenge for BT.
 For resolving, organization needs to focus on research and
development as well as training session of employees.

REFERENCES
 Chen, Q. and Chen H., 2003. Exploring the success factors of eCRM strategies in
practice. Database Marketing & Customer Strategy Management. 11(4).
 Keikhayfarzaneh, M. M., 2011. The Role of E-Commerce in Electronic Customer
Relationship Management (ECRM) and the Factors Affecting It. International
Journal of Scientific & Engineering Research. 2(8).
 Kennedy, A., 2006. Electronic customer Relationship management (ecrm):
opportunities and Challenges in a digital world. Irish Marketing Review. 8(2).
 Ojiako, U. and Maguire, S., 2009. Seeking the perfect customer experience: a
case study of British Telecom. Strat. Change 18. Pp. 179–193.
 Taylor, A. S. and Hunter, G., 2014. An exploratory investigation into the
antecedents of Satisfaction, brand attitude, and loyalty within the (b2b) ecrm
industry. 27.