Implementation of ECRM System for Improving BT Customer Services

This report examines the implementation of an Electronic Customer Relationship Management (ECRM) system to address the poor customer service experienced by British Telecommunications (BT). The research aims to identify the advantages of ECRM for BT and the challenges associated with its implementation. A literature review was conducted, revealing ECRM's benefits, such as recognizing customer needs, resolving issues, and integrating databases. The review also highlights challenges like technological changes and employee training. The report analyzes existing research, including studies on customer experience, e-service quality, and the impact of ECRM on customer relationships. It also explores success factors and stakeholder perceptions of ECRM. The findings suggest that implementing ECRM can significantly improve BT's customer service, enhance customer relationships, and boost overall performance. The report emphasizes the need for BT to address challenges strategically to maximize the benefits of ECRM.

“Implementation of Electronic Customer Relationship Management
(ECRM) system for improving poor customer services of British
Telecommunication (BT)”.
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ABSTRACT
Maintaining strong customer association is
one of the major requirement of organization
for getting success and improving
performance of the firm. British Telecom is
facing issue of poor customer service so, the
current research study wants to determine the
role of ECRM in improving the customer
relationship management of BT. Major
objective of this study is to determine major
advantages of ECRM system for BT. Further,
research has also identified the major
challenges which may affect the
implementation process of ECRM system.
Author has conducted review of literature for
resolving research issue and attaining all
objectives. Author has found that major
benefits of ECRM are recognising new
opportunities, needs and requirements of
customers. Resolving customer’s issue,
marketing and promotion, integration of data
base management are also considered as
benefits of ECRM which help in developing
relations with customers. But, on the other
hand, technological changes, training and
development of employees are considered as
major challenge for BT. so, company needs to
focus on adopting suitable strategies for
resolving these issues.
Keywords: ECRM, customer service, E-
service, service experience, customer
oriented.
INTRODUCTION
Project management means a process of
managing a specific project of organization
for resolving business problem or attaining
specific objectives in effective manner. But, it
is not an easy task for manager so, it requires
in-depth research on every aspect of
projection. The current research is also based
on literature review on project management
and regarding this author has chosen British
Telecommunication (BT) which is one of the
leading organization of telecom industry of
UK. It is facing issue of poor customer
services. Traditional way of customer
relationship management methods is currently
followed by BT but it is not an appropriate
way for managing customer’s and their needs
and requirements. So, for improving poor
customer service BT wants to implement
ECRM system. So, the current research will
include different aspects of this
implementation project. Major objective of
this project will be conducting critically
analyse of the customer services of British
telecommunication. Further, focus will also
be given on major reasons behind poor
customer services of BT. Research will
include appropriate literature on major
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advantages of ECRM system for BT.
Including this, major challenges which may
affect the implementation process of ECRM
system will also be considered as important
section of this research.
LITERATURE REVIEW
British Telecom has invested huge amount of
money for improving customer experience
and poor customer service of the organization.
But, still low level of customer satisfaction,
inappropriate management of demand and
supply of the organization, inapt experiences
of consumers are the major issue in managing
customer relations. Author has decided to
conduct literature review for getting insights
to understand the research issue and getting
answers of every research question in
appropriate way. For completion literature
author has used a literature search strategy
which has included inclusion and exclusion
criteria, search terms, etc. this strategy has
helped in getting most appropriate evidence
for review of literature. As per this strategy
researcher has included all those research
articles which are relevant to the current
research subject and published after 2000
(Sadgrove, 2016). Along with this, all these
articles must be written in professional
English language. All those articles which
have not followed all these criteria have
excluded by researcher. Along with this, as
per the search term strategy author has used
key words which can be used by researcher
for finding relevant research articles.
Therefore, this strategy has helped in getting
most appropriate research paper for the whole
investigation.
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. Along with this, it has also
focused on emergence of the customer
experience of BT. For attaining these
objective research papers has followed
appropriate methodology such as it has
applied exploratory research design because
research problem was not defined properly.
Along with this for collecting data author has
used the case study and focus group method.
Therefore, researcher has used both primary
and secondary data collection methods. In
which customer focus group was considered
as sample of the study (Ojiako and Maguire,
2009). Including this, inductive approach has
been followed by researcher because study
was based on research question rather than
hypothesis testing. For analysing collected
data study has used qualitative technique
which helped in conducting logical,
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theoretical and analytical data analysis.
Findings of the research has reflected that BT
has implemented customer oriented
programme which was successful in
improving customer experience. Along with
this, changes initiative is also delivering
anticipated benefits to the organization. In
contrast, findings have also reflected that
changes initiative cannot be considered for
long term sustainability. Overall, Review of
this article has reflected that for getting better
customer experience for long term, British
Telecom needs to use different strategies.
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. Research study has also tried to
determine the advantage of Eservice quality
of the company. Evaluating current customer
relations was also a major section of this
research. For completing this, study author
has used primary as well as secondary data
collection methods (Taylor and Hunter,
2014). Literature has helped in obtaining
historical information about the subject. On
the other had researcher has used stratified
sampling method for selecting sample form
equal number of students from different
universities. Along with this, for analysing
collected facts and figures researcher has
applied statistical analysis methods such as
correlation and regression analysis. 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. So, it has reflected that their
service quality influence their relations with
customers. Overall, as per the findings of the
current study researcher can say that current
CRM system of British Telecom is affecting
its services quality and performance so,
organization needs to implement ECRM
system (Taylor and Hunter, 2014).
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.
Therefore, this platform is beneficial for
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making interaction between sellers and
customers. Along with this, it is also effective
for getting information about the latest trends,
challenges and experience for organization.
Overall, ECRM is very beneficial for
improving the overall performance and
relationship of organization with customers.
So, for improving poor customer services BT
can use ECRM system (Ohio, 2015).
Kennedy, 2006 has completed his research on
ECRM and 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. It increases growth and
development opportunities for the
organization but these are associated with the
number of challenges also (Kennedy, 2006).
So, this research study wanted to identify both
opportunities and challenges for the
organization. Critical review of the article has
reflected that author has not describe the
article problem, aim and objectives of the
study. Along with this, there is not specific
information about research methods which
have been used by researcher. But, review of
the research paper has shown that author has
used only secondary data collection methods
for obtaining information about ECRM.
Along with this, researcher has applied
qualitative data analysis technique for
examining facts and figures in appropriate
manner. 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. But, on the
other hand, companies needs to invest huge
amount of money in implementing ECRM
system and advanced technologies. It
increases the total cost of the organization
which reduces the total profitability also. So,
these are considered as major challenges for
the organization. Including this, author has
found that managing future technological
innovation will also be considered as major
challenge for organizations. Therefore, after
analysing this study author has found that
British Telecom needs to manage all
opportunities and challenges of ECRM in
effective manner for getting better
performance (Kennedy, 2006).
Success factors of ECRM strategy is also one
of the major concept as per the objective of
the current study. 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
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affects the ECRM survivability (Chen and
Chen 2003). For attaining aim and objectives
in effective manner author has use appropriate
methodology such as it has used literature
review and primary data collection method for
obtaining information about the subject.
Along with this, study has used inductive
approach because it has applied inductive
approach. 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. For instance, tangible
benefits of ECRM implementation are
increment in revenue and profitability, time
management, reduction in internal cost, High
employee productivity, reduction in
marketing cost, high rate of customer
retention, reducing marketing investment, etc.
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. Therefore, for
getting all these benefits BNT needs to
implement ECRM system (Chen and Chen
2003).
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. Along with this, it has
been focused on determining the perception
and attitude of stakeholders towards the initial
design, development and subsequent testing
of ECRM. For resolving research problem
author has used the primary and secondary
data collection method. In which for getting
past information researcher has used literature
review (O’Reilly and Paper, 2009). On the
other hand, in-depth interviews, member-
checking interviews, and data from actual
customer transactions were considered as a
source of primary information. Qualitative
techniques have been used by researcher for
examining collected figures. Author has
concluded that ECRM vendors, company
management, franchisees and customers are
considered as major stakeholders of an
organization ad these have different
perception towards ECRM implementation.
For making positive perception organizations
needs to consider needs and requirements of
these stakeholders (O’Reilly and Paper,
2009).
Along with this, Mettagarunagul, 2011 has
concluded study on determining role of
ECRM for improving customer relationship.
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Regarding this, author has been chosen
Toyota Mahanakkorn (Mettagarunagul,
2011). Major objective of this study is to
determine different factors which can
influence organization to use ECRM to
improve customer relationship. Author has
reviewed available literature on research
subject which has provided appropriate
insights to understand the research subject. In
contrast author has selected sample from
Toyota and its employees. Interview was one
of the major instrument for collecting primary
information about the subject. Including this,
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. Along with this, it also
improves the employee’s capability and
outcomes. So, for better use of ECRM
company needs to make necessary
arrangement of training of employees.
Further, organization should pay attention
towards the appropriate implementation of
ECRM system (Mettagarunagul, 2011).
According to this, study British Telecom can
use electronic customer relationship
management system for developing relations
with customers of the organization.
Keikhayfarzaneh, 2011 has asserted that
“Emerging new technologies have direct and
tremendous effect on business operations and
customer relations of the organization”. For
understanding this concept in better manner
Keikhayfarzaneh, and et.al, 2011 have
conducted study on similar subject. 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. This study has not described the
actual objective, aim, research question and
methodology for resolving research issue.
But, analysis of the article has reflected that
researcher has used only review of literature
for conducting investigation. Findings of the
literature has reflected that implementation of
e-commerce in ECRM increases competition
for the organization. But, on the other hand it
is effective for resolving customer’s issue in
better manner. Further, it is also effective for
increasing income, customer loyalty and cost
reduction. Technological changes are
considered as major factor which can affect
ECRM and e-commerce in different manner
(Keikhayfarzaneh, 2011).
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CONCLUSION
After conducting review of literature on
implementation of ECRM system research
study has concluded that BT is using the most
traditional strategies for managing customer
relations which are not appropriate for
satisfying needs and requirements of
customers. Along with this, traditional CRM
is also not suitable for resolving customer’s
issue. So, for improving existing customer
relations organization needs to improve its
CRM system and implement a new system for
the organization. According to the research
evidence ECRM is beneficial for recognizing
new opportunities, needs and requirements of
customers. Resolving customer’s issue,
marketing and promotion, integration of data
base management, etc. All these benefits help
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. Further, it is also
beneficial for reducing cost of the
organization. But, on the other hand
technological changes, training and
development of employees are considered as
major challenge for BT at the time of
implementation of ECRM. So, organizat5ion
needs to focus on research and development
as well as training session of employees.
Therefore, implementation project of ECRM
will be beneficial for improving the customer
relationship management of British
Telecommunication.
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