National University of Bangladesh

PROJECT REPORT
On

Submitted To
Name:
Designation:
Department of Business Administration
Supervised By
MAHMUDA AKTER ANU
Designation: VICE PRINCIPAL
Department of Business Administration
Submitted By

NU Roll: 1883127
Registration No: 14501004832
Session: 2014 - 2015

Department Of Business Administration

Date of Submission:15/09/2019

UTTARA INSTITUTE OF BUSINESS AND TECHNOLOGY

(Affiliated with National university Of Bangladesh)

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Letter of transmittal

DATE: 15/09/2019
The Controller of Examination
National University,
Gazipur, Bangladesh.
National university
Dhaka, Bangladesh
Subject: project report on customer relationship of Banglalink limited

Dear Sir,
With the passage of time, I am student of Uttara institute of business and technology standing
on the other entity of my course completion, hence is finalized with my project report naming
as “customer satisfaction”. Vividly enough, my research comprises adequate endeavors. But no
doubt, my contribution will be best evaluated on your sharp scale of acceptance & analytical
remarks.
Consequently, I am submitting my report on your very concern. Hopefully, you will discover my
well-researched, informative approach as a hallmark of hard work. Rather, in case of any
further clarification or elaboration as to my report, I would welcome the opportunity to consult
with you to explore how my findings could best meet your needs.

Thanking You.
With best regards,

MIM
NU Roll: 1883127
Registration No: 14501004832
Session: (2014-2015)
Department Of Business Administration
UTTARA INSTITUTE OF BUSINESS AND TECHNOLOGY
(Affiliated with National university Of Bangladesh)

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Certificate of supervisor
This is to certify that the Internship Report “customer satisfaction” of “Banglalink limited" in
the genuine record at the report is done by MIM as a partial fulfillment of the requirement of
Bachelor of Business Administration.
The report has been prepared under my guidance and is a record of genuine work carried out
successfully.

_____________
Supervisor Sign
Assistant Professor Department of Business Administration
Department Of Business Administration
UTTARA INSTITUTE OF BUSINESS AND TECHNOLOGY
(Affiliated with National university Of Bangladesh)

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Executive Summary

This report contains basic summary of how department control the telecommunication
industry. It has detailed information about how it works, what it does, what are their
importance and their impact in telecommunication industry. This report based on primary and
secondary data. The way I expected and others expect the workflow here wasn’t linear. Projects
starts in one department and the it moves chronologically through different departments, the
process here is much so collaborative and it is handed off to the next and so forth. This report
opens up with introduction part, which gives basic idea about telecommunication industry in
Bangladesh and then the position of Banglalink digital communication, the history about it. And
then scope, methodology, company overview, their structure, content, channel, then analysis
both external and internal. The closure I did with conclusion and some recommendation. In this
short period of time I have tried to add whatever I have learnt through my experience and
discussions with all the staffs and internet surfing.

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Acknowledgement

The Almighty Allah is so kind that He gave me the ability to finish the task within the time First
of all I would like to thank my honorable supervisor name, Faculty of business administration,
who has extended all types of assistance and cooperation to do such an enthusiastic and
challenging topic. Time to time he suggested on how to prepare an effective report and
provided valuable guidelines including revision whenever requested. I would also like to thank
for their utmost support and willingness to deliver the latest information regarding my topic
and my general knowledge and also will have grateful to my classmates and friends for their
inspiration, valuable suggestion and cooperation.

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Student's Declaration
I solemnly declare that the project report entitled “customer relation” of “banglalink limited"
embodies the results of my own effort and under the supervisor of MAHMUDA AKTER ANU
vice principal Department Of Business Administration, Uttara Institute of Business and
Technology Affiliated with National University of Bangladesh.

I further affirm that the work reported in this report is original and is no part or any other
students for the completion of Bachelor of Business administration or other program have
whole of the report.

MIM

NU Roll: 1883127

Registration No: 14501004832

Session: (2014-2015)

Department Of Business Administration

UTTARA INSTITUTE OF BUSINESS AND TECHNOLOGY

(Affiliated with National university Of Bangladesh)

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 Table of Contents

Letter of transmittal

Certificate of supervisor

Executive Summary

Acknowledgement
Student's Declaration
Chapter -1 Introduction
1.1 Introduction: ...........................................................................................................................

1.2 Origin of the report: ................................................................................................................

1.3Scope of the study ...................................................................................................................

1.4 Methodology ...........................................................................................................................

1.5 Data Collection methods: .......................................................................................................

Primary data:.................................................................................................................................

Secondary Data: ............................................................................................................................

 Observation:......................................................................................................................

 Discussion: ........................................................................................................................

1.6 Limitation: ...............................................................................................................................

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Chapter-2 Organization overview:
2.1 Banglalink Enterprise ..............................................................................................................

2.2 Department Banglalink ..........................................................................................................

2.3 History: ....................................................................................................................................

2.4 Vision, Mission, Values and Strategies ...................................................................................

2.5 Vision:......................................................................................................................................

2.6 Mission: ...................................................................................................................................

2.7 Goal: ........................................................................................................................................

2.8 Innovative: ..............................................................................................................................

2.9 Straight forward: .....................................................................................................................

2.10 Strategies: .............................................................................................................................

Chapter-3 Product and service of banglalink

3.1 Banglalinks Packages:

Banglalinks Pre-paid Packages: .....................................................................................................

Banglalinks Post-paid Packages: ...................................................................................................

Banglalink Priyojon Program:........................................................................................................

3.2 Banglalink Service:

Service: ..........................................................................................................................................

Customer Care: .............................................................................................................................

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Corporate responsibility: ..............................................................................................................

3.3 Biometric registration: ............................................................................................................

3.4 Network Coverage: .................................................................................................................

Chapter-4 SWOT analysis of Banglalink

4.1 Banglalink Strength: ................................................................................................................

4.2 Banglalink Weakness: .............................................................................................................

4.3 Banglalinks Opportunity: ........................................................................................................

4.4 Banglalinks Threats: ................................................................................................................

Chapter-5 Customer relation analysis of the Banglalink

5.1 Customer Relationship Management in Corporate Sales of Banglalink .................................

5.2 Banglalink Customer Relationship Management Policies in Corporate Sales ........................

5.3 Goals of Customer Relationship Management .......................................................................

5.4 Customer Relationship Management and Profitable Relationship ........................................

5.5 Identify Prospect and Customer .............................................................................................

5.6 Differentiate Customers In Terms of Their Needs and Their Image .......................................

5.7 Interaction with Individual Customer: ....................................................................................

5.8 Customer Relationship Management and Maintenance of Relationship: .............................

Chapter-6 Recommendation

Chapter-7 conclusion & reference

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1.1-Introduction:
The telecom sector these days are growing rapidly in our country. The telecommunication
liberalization of Bangladesh began from 1989, with small steps like with inter alia cellular
mobile services, private issuance of services to compete with Bangladesh Telegraph and
Telephone Board (BTTB), it was the monopoly provider in Bangladesh of telecommunications
services. Significant changes were noticed in the late 1990s, fixed and mobile services number
has deployed in Bangladesh and again subsequently grown exponentially in the past few years.
To convey the information across the world, telecommunication system is the one of the major
ways which makes us to overcome the breakdown of information system. Communication
system is made much comfortable and easier to the masses. Back on the days, people used to
communicate in different ways with each other. The system was so complex and thus
information was not correctly delivered through those mediums to the right person at right times.
By the time, people have realized, the need to improve the telecommunication system to make it
time savvy.

Banglalink has done so many revolutions in so many different kind of sector this whole world
became interconnected and our telecommunication system has become the major kind of
transmitting the information. Now-a-days consumer become demanding towards
telecommunication their demand become so high that it makes our telecommunications industry
one of the top profitable industries in our country. Though we are titled an under-developed and
third world country, but we are so much into using our mobile phone more often its becomes
frequently. So his is enough to understand that telecommunication industry has been able to
make its position in the country. Banglalink Digital Communication Limited is the second largest
cellular service provider among different telecommunication providers. This was previously
owned by Orascom venture telecom limited, now its owned by Malta, which is a subsidiary
holding fully.

Banglalink offers so many services to our valuable customers and it’s known as a one of the
most successful telecommunication service provider and banglalink runs its operation with
glory from the beginning of Banglalinks journey.

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Type Subsidiary
Industry type Tele-communications
th
Founded 1996, 6 November
Headquarters Tigers' Den, House# SW(H)04, Bir Uttam Mir Shawkat Sharak,
Gulshan-1, Dhaka, Bangladesh
Area served Bangladesh
Key People Erik AAS
Products Mobile- Telephony, 4G, EDGE, GSM, GPRS, UTMS, HDSAP, SHUPA,
PASH,ELT.

Parent VEON Ltd.

Website www.banglalink.net/en

("Banglalink," 2018)

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Banglalink Enterprise

Telecommunication Banglalink provides various wide ranges of products and services for its
customers of the business community to suit their needs. Banglalink also provides enterprise

Package such as a committed relationship manager to its value creating customers or clients, so
that they get dedicated and superior services all round the clock.

Beside that they also provides others value added such as so many eye catching surprises such
as different customized packages, unique and easy adaptable call charges and connection price,
and for enterprise SMS broadcast, client enterprise short code, international and national
roaming, missed call alerts, caller tune, voice mail retrieval for free, fax and data service, voice
and video call conferencing, special and featured offer for friends and family and the like.
December 2006, it was launched. ("Annual Report) (2017).

The recent packages are as follows:

• Corporate Enterprise; corporate segment are focus

• SME Enterprise; SME segment

• Personal Enterprise

Banglalink enterprise before launching, it served its client as Banglalink professional.

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1.2-Origin of the report:

The report I make is a requirement of completion of my graduation. Through my activity my

admirable supervisor xxxxxxx has instructed me very nicely and I thankful to him for his
patience and his unbelievable kindness and support. I surely put my best effort to making this
report which I believe is a good work on mine. I was appointed this report department which is
one of the finest departments of the Banglalink Digital Communication Ltd. for about 3 months
and I have gained best experience on this certain kind of my supervisor and their cooperate.

1.3-Scope of the study:

Banglalink Digital Communications Ltd. brief idea is stated here in this report; we have talked
about its customer services, relationship with clients, and its packages special and value added
services, background, organizational and the management structure of Banglalink SME Small
and Medium Enterprise unit, Retail unit and whatever it is related to the organization.

1.4Methodology:

This information and data it is introduces the design and process of this research study which is
include the rational reasoning behind chosen methods and techniques employed.

I have used both primary and secondary sources to make the report presentable, informative and
expressive.

1.5-Data Collection method:

Primary data:

Information collected from the reports and annual data from different magazines and sources
were used widely. Primary data will be the only source of information based on which the report
will be prepared, Primary data will be collated through our Bosses and supervisor and based on
my practical experience.

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Secondary Data:

These were collected from different type of books, journals, newspapers, magazines, annual
report of the company. And apart from that I visited different websites and annual reports, and
explored different sources to get authentic data to make my report meaningful.

i) Observation:
During my internship, I closely monitored and observed by colleagues, co-workers, superior,
supervisors and all the people working out there. And that was the best and valid source of mine
to collect information.

ii) Discussion:
I discussed with my fellow colleagues and the known one there about the organization. I made
sure about their convenient time, so I appointed with them in their free time, either before or
After work so that they can fully talk to me and give me correct information without being in
hassle.

1.6-Limitations:

There wasn’t enough information available, and intern didn’t have access to know about every
other works or files because of the confidentiality and privacy purposes, and information which
other permanent and probationary officer of the organization had. And above that there were also
so many confidential issues which they don’t prefer sharing with interns. There were many
folders and financial reports which could help me a lot, but I wasn’t allowed to reach there. And
other than that there was also a time constraint lack of enough time and the topic also was a
limitation, this information’s are not basically available.

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2.1-Overview

Banglalink Digital Communications Ltd. registered under the companies Act 1994. It is the
second largest operator in terms of coverage, subscriber base and revenue. By the time 2014 it
has around thirty millions of subscribers, 26% of market share mobile market has boosted in
Bangladesh in the last few couples of year.

Banglalink Digital Communication overtook Aktel with more than 7.1 million customers and
became the second largest in Bangladesh. Banglalink has 31.9 million subscriber on 2015 of and
also holding around 25% of market share. Its growth was running and reaching then every prior
year. Banglalink kept on introducing new innovative and unique products every New Year over
the preceding years services targeting different market segments. It’s their pace of doing business
and providing service with quality full network and customer creating an extensive distribution
network across the country, and establishing a strong brand that emotionally connected
customers with banglalink. ("Annual Report) (2017)

2.2-Departments of the Banglalink

As the service marketing concept must demand the process, persons, physical evidence along
with products, place, price, promotion, any service company must have its department
compatible with this concept. Banglalink does not deny the concept, having the following
department to achieve its objectives:
• Human Resource
• Marketing
• Customer Service
• Billing and It
• Operations: Network Planning
• System Engineering: Procurement
• Finance

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2.3-Vision, Mission, Values and Strategies

Vision:

Any company has to be having a clear vision about their future in the every step of the long run.

Banglalink has crystal clear vision for the betterment of the future of the company which
motivates each and every person of the employees.
Banglalink vision is “To understand people’s needs best and develop appropriate communication
services to improve people’s lives and make it simple.” Integration commitment towards the
company as well as towards their customer is the main strategy of the company. ("Annual
Report," 2017)
Integration indicates aligning of all the Banglalink digital communications ltd. operations and all
the internal integrations of the company as well as core competencies and customer handling and
all. Excellence, leadership in technology, operating with excellence and unique and innovative is
the four key goals of company. They maintain dynamic relationship with their workforce.

Mission:

They have an initial and simple mission: “bringing mobile telephony to the masses”.

Banglalink changed the entire thought about cellular phone, which was thought to be luxury is
now thought as necessity. It turned wants to need for the customers. it was able to serve at
cheapest of price with best of services. It was able to make place in the hearts of people. They
have a slogan: something new”. They thrived to make it possible to make communication
Solution as affordable price. They took a good initiative and they also had succeeded in it.
("Annual Report," 2017)

In short, the missions are as follow of Banglalink:

 Product/Service offerings

 Satisfying customers with superiors advanced offers and packages

 Create maximum number off share holders

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2.4-Goal:
To make cellular phone available on the hands of everyone at affordable price.

Core values:

“Start something new” and all the employees are expected to demonstrate this.

2.5-Innovative:

 Be as much flexible and extrovert


 No false pride, false representation.

 Adopt best practices

 Multiple view for the situation

 Open field for everyone to suggest their ideas.

2.6-Straight forward:

 Being empathetic to customers


 Clear communication

 Responsible

2.7-Strategies:

From very beginning of the company banglalink develop its own kind of unique strategies. And
any company has its own kind of style to develop and survive in the market. And bangalink is
one of the finest to predict its customers any kind of requirement and fulfill it successfully.

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Banglalink has followed some unique strategies which are given below:

Functional Level of Strategy:

Banglalink focus on the quality assurance, effectiveness, uniqueness, efficiency, and customer
responsiveness.

Business Level of Strategy:

Banglalink follows its strategies according to the differentiation of the business whenever it
needs changes its develop prompt unique differentiation to match the whole concept of the
business needs. And banglalink also follows cost leadership approach. ("Annual Report," 2017)

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3.1-Banglalinks Packages:

Banglalinks Pre-paid Packages:

Bangalinks pre-paid packages is the more consumable packages by comparison to the other
packages. It is the most important and main service offerings of Banglalink. These packages are
more affordable and more adaptable and flexible.

Customers tend to use pre –paid packages more than other packages in comparison to that. So,
it’s the main service or the core main service which is offered by Banglalink. Pre- paid packages
are more affordable, more comfortable, and more flexible.
Banglalink capitalizing this core main characteristics of pre –paid packages by adding so many
different kinds of value added service in a regular frequent basis.

In a market research its seen that banglalink customized their pre-paid plans in a that way so that
every valued customers can get their best service. Some of their pre- paid offerings are given
below:

 Banglalink Desh- In this offerings customer can talked as low as possible it only costed
10 paisa?10 sec to all banglalink in FNF numbers in all day long.

 Banglalink play- this is specially designed for the young ones. This keeps the young ones
connected; it has 18 FNF to all operators, only 5 paisa per sec call rate to specific Banglalink
number.

 Banglalink Desh Hello- This offer is for those who like to talk over the phone over hours
with their friends, so this package brings a “hello” named package which will cost only

11.30 paisa per 10 sec to any operator and only 5 paisa/10 sec in Banglalink.

 Banglalink Desh 10 FNF- For accommodating consumers. Can afford big huge massive
numbers of friends with 10 FNF and only 6 paisa/10 seconds to a special bangallink number.
And 11 paisa/10 sec to other 9 FNF number.

 1 second pulses- now its pay as you go. Pay only for the seconds you have consumed. It’s
the savviest package of all other packagers.

.

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On the other hand, Banglalink has offer other different pre-paid packages which are they named
it current promotions, nawabi, money back, call rate, or cash back return policy, unused dail
recycling.

Banglalinks Post-paid Packages:

Banglalink has the core knowledge of understanding that every customer out there has their own
kind of preferences and own kind of choices, and has unique needs of their usages patterns. So,
bangallink gives huge number of collection of choices so that customer can easily pick up their
Choice based on their preferences, according to their needs, rather than a general choices for
everyone.

In their post-paid package they have wide range of verities of post-plans. Customers just have to
follow some simple basic kinds of rules and regulations regarding post-paid plans. Post-paid
packages are also the easy kind and common also. But these plan packaging offers are not as
flexible as pre-paid plans. These plans are for those who are looking for something reliable and
long term packages so that they are not keep recharging or time to time, so this packages are for
businessman and the other professional level persons who are busy to their lives. These plans
main target is to focusing on their important officials are their main target customers for these
plans. These plans are for those who have to pay after the consumption of service, and basically
post-paid consumers have to make the payments of monthly basis after the desired service is
served to them.

There are also SME Postpaid call rates with 1 second pulse, closed user group, field force
locator, and other packages to attract the customers. I top up, monthly recharge, money back
with recharge, free MB with recharge, special MB offers, YouTube packs, Free FB packs, 5 fnf ,
fat call rate, at certain hour the call rates are low, and the like.

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Banglalink Priyojon Program:

Banglalink is so concern and give values to their loyal and regular customers. So, they have
verities of different types of programs for their each kind of customers to make their life easier
with banglalink.

These priyojon program also have different type of programs such as priyojon prize point
program, priyojon current promotion, priyojon partnership program, priyojon insurance. :

 Innovative packages: As it’s clear that banglalink is so concern and deeply cares about their
valuable customers; they are very caring about their customer can use their offers at a much
lower cost from other telecommunication operators. Thus it is another innovation stunt here.
Certain creative packages are designed to make it are affordable and reduce the month end costs.
There are many packages for different types of clients- wide and various options are let open so
that clients can cater.

 International Roaming: Clients can enjoy the service in 100 more countries in Asia, Europe,
Australia, and Africa. It also included by adding some benefits of banglalink international
roaming such as- same number worldwide, in flight roaming, maritime roaming, GPRS roaming,
sms (message) roaming, safe arrival roaming, currency information, roaming info service, no
extra monthly charge.

 Business Service: This service is specially designed which will give customer to those
companies who are doing business. This service includes SMS Broadcast, FFL (Field force
locator), Customer Ring Back Tone (CRBT), GPD vehicle tracking, post solution, corporate web
hosting solution.

 Business Internet: This service includes Bill-cycle packs, One time pack (Add-ons), Migrating
Bill-cycle based packs. (Report on Marketing Strategy of Banglalink)

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3.2-Service:

1. Service:
Banglalink has a so many wide variety of services for their customer to give a better and easiest
life as possible. Those are like tracking service, mind mapping, krishi news, jobs links, Islamic
service etc.), for the entertainment service (play music, banglalink local radio, banglalink boi
ghor, amar tune, music station, friend finder etc.), call block service, missed call alert service,
call waiting, banglalink easy divert, voice mail service, phone attendance, these are call
management based service, etc.

2. Banglalink Internet:
Banglalinks 3G allows to fastest service in surfing and downloading. Now Banglalink has
introduced 4G from this 2018 February. They are serving their best and working so hard to make
the customers happy. They are trying best to provide packages at very low price, and quality
service, with no interference and full speed so that people can communicate at real time.
Banglalink is constantly trying and gradually is progressing. Their

Service has made life easier, they have not only served the urban and sub-urban but also have
reached the rural areas and enlightened the life of many people, farmer, fisherman, butcher, they
have served the bottom line of the economy line. They have standard packs, social packs, volume
packs, media packs, recharge packs and more.

And on the other hand post-paid connection provides Bill-cycle based packs, Migrating Bill-
cycle based packs, one time pack (Add-ons). Among internet based current promotion there are-
my banglalink app weekend extra offer, social in online, banglalink emergency internet, 20%
bonus on internet pack, and 20% bonus for Facebook, internet offer and special offer.

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3. Customer Care:

Banglalink digital communication has a massive number of customer service centers all over the
nation of Bangladesh to serve satisfactory service to its valuable customers nationwide. Recent
times, government made a new rule to conducting banglalink biometric sim registration
successfully through its customer care centers. In addition to that customer can also have their
any kind of desired service and packages in the banglalinks customer cares. Our dedicated
customer care representative are always there to serve any kind of query and services whichever
asked by our valuable customer. Banglalink main strives tendency is to give the best of service
and prompt and super fastest solutions, in order to do that banglalink has state-of-the- art call
center that serves the customers 24 hours 7days a week.

4. Corporate Responsibility:

From the establishment of banglalink, the company feels its obligation towards the environment
and local culture of Bangladesh. Banglalink is committed to play a corporate house and
banglalink has spent huge amount of money on its Corporate Social Responsibility activities.
And it has undertaken extensive level of CSR activities programs to bring the positivity and vital

Changes in our society and as well as create a positive image of the organization among its
stakeholders.

Sometimes it is debated that company do CSR activities program to create its branding and the
good part of doing this is company became recognized to all and it’s good for our society too, for
doing something good for our country and the people. The CSR activities of banglalink have
benefitted our environment betterment and because of Banglalinks promotion of our local
culture, the nation heritages of the country have been elevated successfully to the people in home
and abroad. A few highlights of the CSR activities of Banglalink have been given below:

From the very beginning journey of Banglalink it played a vital role in cleaning the society. It
has cleans the dump and sewage thrown the longest beach, coxs bazaar. It went for a project
having 26 female for one complete year in cleaning the 3 km long beach In addition to that there

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is another team of 7 male workers who support to move all heavy dirt and rubbish from the
beach. I t always played crucial role for the environment.

 It helped underdeveloped children, street children, under privileged children. They

distributed blankets, clothes, foods, among them. And also they have opened several free schools
for these children. They cover many regions of Bangladesh such as dinajpur, rangpur, rajshahi,
Dhaka, narayanganj, Khulna, and more.

 They also have taken initiatives for hajj pilgrims. They provided air conditioned room;
buses, foods, clean water, proper sanitation, their guide and security steps and they also have
added several codes by which they avail these services for free. And they made free call services
for them.

 During Ramadan they provided free dates and sharbat among the fasting people.

 During eid they went to different villages to give zakat, help people, and serve them.
Give them ifter.

 They also promote local culture through free servicing, in different organization, schools
and colleges. They have lalon utsob, boshonto boron, falgun, noboborsho, races, and boat races,
to demonstrate the dedication towards local culture of the country.
3.3 Bio-Metric Registration:

Banglalink and their competitors giving offers for their customers to registering their sims on
biometric process. Government has created a policy to re-registration of the all of their
subscriber. Otherwise connections need to off. In these processes banglalink lose some
customers, so the reduction of customers is always a loss for servicing companies. Banglalink
will give bonus to the new sim holders whoever will do registration on bio-metric process.

3.4 Network Coverage:

Network Coverage, now-a-days, has become most strategic strength for any operator and
Banglalink has given the highest priority regarding the coverage. At present, TBL has 668 BTS
around the Bangladesh and the distribution is like in Dhaka City (177), Dhaka Division (134),
Chittagong City (71), Chittagong Division (77), Khulna Division (50), Rajshahi Division (86),
Barisal Division (35) , Sylhet Division (38). In fact it has network coverage in 61 districts but the
truth is that the weakest part of the TBL is its low network coverage.

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SWOT ANALYSIS of BANGLALINK:

4.1 Banglalink Strength:

Some strength of banglalink are its competitive advantage over its competitor which led it ahead
and is increasing its market share. These are as follow:

Developed Infrastructure

Unique and Innovative Idea

Full network coverage nationwide with planned investment

Low and reasonable call rate

Great bonding media partners.

4.2 Banglalink Weakness:

Banglalink has faces so many challenges because the telecommunication industry is very
competitive. So their weaknesses are given below:

Failure of Sheba

Downsizing

4.3 Banglalinks Opportunity:

Banglalink is still working on to be one of the top finest telecommunication service provider of
Bangladesh and one day it will reach one of the top finest position just need some working on the
proper utilization towards finding out the best opportunities and utilize it properly. The major
opportunities of Banglalink are:

Satisfactory enough amount of reinvestment

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Satisfactory full support from Mother Company

Strong and powerful network coverage

Large number of customer

Unique and creative new products

More profitable supplier deals

Experienced Human Resources

4.4 Banglalinks Threats:

As a one of the best telecommunication service provider there are so many threats and challenges
Banglalinks are faced which may hamper its operations. Bangalink think about it very carefully
and successfully handle and overcome these threats.
Tough and strong competitors

3G/4G/4.5G

Legislation of Government

Existing core business distribution risk

nd
Till now at present Banglalink digital communication ltd. telecommunication is the 2 largest
service provider of Bangladesh and this progress is possible only by customer responsiveness
and continuously improvement in their product continuously differentiation in their products and
as well their quality of their service and they are very creative and very innovative to its product
offerings.

Banglalink continuously update their service everyday there are new changes are coming for
their customers and they customize it accordingly to its needs.

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5.1 Customer Relationship Management in Corporate Sales of Banglalink

Banglalink is one of the leading Mobile Telecommunication Service providers in private

sector in Bangladesh providing services throughout the country. Since, launching its

commercial operation on 30 September 2005 Banglalink grows from strength to strength

with the vision to provide universal mobile telecommunication services all over Bangladesh

at an affordable cost. At present, Banglalink is providing various services to its subscribers

throughout the country: corporate service is one of them. Banglalink supports to various

organizations officers and staffs through corporate service. Banglalink has around 52

corporate clients using prepaid, postpaid, Professional Package services.

5.2 Banglalink Customer Relationship Management Policies in Corporate Sales

Banglalink maintains customer relationship management which is very important for profit

maximization. Customer relationship management is the overall process of building and

maintaining profitable customer relationship by delivering superior customer value and

satisfaction. This is the process of managing detailed information about individual customer

and carefully managing all customer “touch point” to maximize customer loyalty.

5.3 Goals of Customer Relationship Management

The primary goal of relationship marketing is to build and maintain a base of committed

customers who are profitable for the organization. To achieve the goal, Banglalink focus on

the attraction, retention and enhancement of customer relationship.

5.4 Customer Relationship Management and Profitable Relationship

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Identify prospect and customer- Banglalink find out the potential customer. Build, maintain

and mine a rich customer database with information derived from all the channels and

customer touch points.

5.4 Identify Prospect and Customer: Banglalink identify prospect and customer through

different kind of government organization, private organization or association such as –

FBCCI, DCCI, ICCI, IEB, DRU, Nitol Group etc. It also collects reference group and

official personal reference.

5.5 Differentiate Customers In Terms of Their Needs and Their Image

Banglalink offer their customer to understand their condition. Banglalink offer them post

purchase reassurance and promote the price value relationship, then spend proportionately

more effort on the most valuable customer. Applied actively based costing and calculate

customer life time value. Estimate net present value of all future profits coming from

purchases, margin level, and referrals, less customer specific servicing cost. Banglalink

estimates customer life time value, net present value of all future profit through company’s

papers, documents, goodwill etc.

5.6 Interaction with Individual Customer:

Banglalink interact with individual customer to improve knowledge about their needs

through communication. It creates long term relationship and committed to loyal customer to

develop service. It also identifies close service gaps and improves the service recovery to

solve the customer problem.

 Banglalink offers negotiable price for large volume of customer.

 Offering the attractive rate at the competitive market–customer want to better service at

lower rate. For that reason Banglalink offers lower rate to attract the customer.

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  Increasing the longevity of the customer relationship- the more involved a customer is

with the company, the more likely subscriber is to stick around. Banglalink treat their

customer as partners. It also provides emergency service for the customer.

5.7 Customer Relationship Management and Maintenance of Relationship:

 Focusing disproportionate effort on high value customer- The most valuable customer

can be treated in a special way. Thought gestures such as – Eid greetings, Christmas,

birthday cards, small gifts, or invitation to special event can send a strong signal to the

customer. Banglalink also send or fax helpful news – paper clipping and relevant

articles.

 Enhancing the growth potential of each customer through “share of wallet” cross selling

and up selling. Banglalink offers bonus taka such as if any Banglalink subscriber

recharge 300 tk for this purpose he or she will get 345 tk. Other facilities like National

University’s result, load shading update, Unlimited GPRS facility etc.

 Making low profit customers more profitable – Banglalink always monitoring their

corporate subscriber and find out the lower profit customer. Then they identifying the

problem and take necessary steps to solve the problem.

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Recommendations:

Banglalink Bangladesh Ltd. can follow various measures to overcome these

problems. Here are some recommendations in this regard:
 Banglalink corporate SIM packaging must be different compare to other
provider’s packages.
 Corporate booklet is necessary to communicate the corporate facilities.
 Corporate proposal must be sent to the government or private offices at the
district levels through market coordination officers or dealers.
 They should improve their performance of the billing system in a quick manner.
 Attractive promotional items are necessary to satisfy the corporate clients.

 Network facilities should be improved.

 Promotional advertising is necessary for corporate package.
 Provide free 24 hours hotline service for corporate clients.
 9. Corporate tariff should be lower than other packages.
 They should develop new competitive packages for the corporate customers.

 Expand the value added services.

 Closed user group (CUG) is needed for corporate package.
 Should monitor the existing customer and provide better service.
 The complexity of the GPRS facility should be reduced.

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Conclusion:

Banglalink started its operation in 2005. At that time Banglalink followed a smooth

marketing strategy. Banglalink introduced a cheap rate for the first time in

Bangladesh. Banglalink maintains relationship marketing policy as well. So,

Banglalink enjoyed boost in sales. At the same time Banglalink takes better position

in consumer mind by its quality, attractive tariff plan etc. From the analysis, it is

found that there are scopes for the improvement of service of Banglalink, such as:

like network coverage, marketing strategy, promotional activities, customer

satisfaction etc. Finally it says that Banglalink estimates of life time relationship

value accentuate the importance of retaining current customers. Banglalink provides

proper information to their customer about new product or service. It is another good

way to stay in touch and increase sales or get referrals. Banglalink offer discount for

valued customer to maintain good relationship.

Report on Customer Relationship Management in corporate sales of Banglalink is

the part of our credit course of BBA Program. I have got the opportunity to learn so

many things about Banglalink: its service nature, its distributors, retailers,

consumers and its overall marketing condition in communication sector. This report

will assist me to build up a better career in future.

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 https://www.slideshare.net/arjunparekh/strategic-management-
analysis-airtel

 .https://www.banglalink.net/en/about-us/annual-report

 https://en.wikipedia.org/wiki/Banglalink

 .https://www.banglalink.net/en/about-us/annual-report

 https://www.banglalink.net/en/about-us/annual-report

 .https://veon.com/Whoweare/Brands/banglalink/

 https://www.banglalink.net/en/about-us/annual-report

 .https://www.banglalink.net/en/about-us/annual-report

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