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Of late, I have been very attracted to the much-hyped subject of Customer Relationship Management (CRM). Every enterprise – both big and small – boasts of being excellent at CRM. The customer, they claim, is king. Reality, however, points to the alternate (you pick the adjective).
Rather than boring myself with dry theory, I have been observing CRM in practise – both in India and elsewhere. Over the next few days I plan to write about my experiences as a customer with organizations such as Indian Airlines, Acer Corporation, and REI Inc. The first two are well known; REI Inc. is a US-based supplier of adventure gear.
This post, however, comes out of the blue and is about BSNL. It’s a CRM-experience I had a couple of minutes ago.
Yesterday evening, I had placed quite a lengthy telephone call to the United States of America. A couple of minutes back, I received a call from BSNL during which they pointed out that a single call worth 332-units was placed from my land-line number and asked if I was aware of such a call being made. It’s some kind of fraud management system at work and I guess they were giving it the drill. They thanked me for the clarification and made a note of my name.
Is this CRM at work or what? Customer Relationship Management and BSNL – two words that can now be used in the same sentence. I like it!
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