STUDY OF CRM ARCHITECTURE AT TELENOR PAKISTAN AND ITS IMPACT ON CUSTOMER RETENTION AND CUSTOMER INSIGHT

Abstract

Telecommunication industry has been particularly reaching maxing levels of growth in third world countries including Pakistan. In this hyper competitive environment, each telecom company is keeping an attacker‘s mindset in acquiring maximum number of customers to get larger market share and gaining competitive advantage. In doing so, they are struggling to reduce the switching behavior of customers and increasing customer retention by performing analysis on customer data and deducing insight to bring improvements in their overall services. This qualitative thesis research is designed to find out what CRM (Customer Relationship Management) architecture is deployed by Telenor Pakistan and how it facilitates in customer retention and customer insight. It also studies how CRM at Telenor Pakistan observes customer behavior and how marketers make use of this insight in coming up with more personalized campaigns. After studying the literature and actual implementation in Telenor, the gaps have been highlighted as challenges and recommendations have been suggested in the light of future work.