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PRESENTATION ON

CORPORATE RELATIONSHIP MANAGEMENT

TULIP TELECOM

Prabar Rakshit

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TELECOM INDUSTRY- ENTERPRISE DATA MARKET

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INTRODUCTION• India is the fastest growing and the 2nd largest telecom market

in the world (the largest being China).• Enterprise Data Market is a major sector of the telecom

industry comprising of services like MPLS-VPN, Ethernet, IPLC, DLC, V-SAT.

• According to the estimates by Frost and Sullivan, the enterprise data market has a worth of around 7500 crore in with MPLS segment accounting for 43% of the market i.e. around 3200 crore.

• Frost and Sullivan also estimates the enterprise data market to grow at a rate of 20% every year with the expectation of MPLS segment to grow at a rate of over 30% every year.

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SEGMENTATION OF THE ENTERPRISE DATA MARKET

ETHERNET2%

INTERNET23%

MPLS-VPN43%

DLC16%

IPLC10%

VSAT6%

SHARE OF DIFFERENT SERVICES

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ABOUT THE COMPANY

• The company was born in 1992.

• It was formed by Lt.Col. Hardeep Singh Bedi and Mr. Maninder Bedi.

• Tulip Telecom Ltd is now India's leading enterprise data service provider offering full suite of data services - managed service, data center and global connectivity.

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COMPANY PROFILE

• The services of Tulip mainly comprises of

Global Connectivity, Data Centre and Managed Services.• Tulip is the largest player in the MPLS-VPN market.• It launched Asia's largest data center and world's third largest

data center in February 2012.• The company’s data network has the largest reach of over

2,000 locations globally.• Tulip has an employee base of more than 4000.• It has over 20 years of rich experience in providing

information, communication and technology solutions to its customers.

• It has a customer base of more than 2200.

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VALUED CLIENTS OF TULIP

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COMPETITORS

The competitors of Tulip :

• TATA TELECOMMUNICATIONS

• RELIANCE COMMUNICATIONS

• BSNL

• BHARTI AIRTEL

• SIFY

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SHARE IN MPLS - VPN

TATA COMM BHARTI BSNL RCOMM TULIP SIFY OTHERS0%

5%

10%

15%

20%

25%

30%

35%

9% 9%

12%13%

29%

13%

15%

SHARE

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PROJECT TITLE – CORPORATE RELATIONSHIP MANAGEMENT

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The work that had been assigned by the company is to study the

Corporate Relationship Management strategy of Tulip in the

Eastern region and to find out the positive side as well as the

negative side of such a CRM strategy and coming up with

recommendations.

Different feedbacks had to be collected by visiting companies and

calling up corporate clients.

Analysis was done on the collected data.

JOB PROFILE

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OBJECTIVES

The primary objective of this internship programme was to gather knowledge on the following factors :

To find out the CRM strategy of Tulip Telecom. Whether the existing CRM structure is feasible

or not. To analyse the customer purchase criteria for

telecom service. The reasons for satisfaction or dissatisfaction of

the corporate clients with respect to the services of Tulip.

What sort of changes is required in the present CRM strategy/structure.

To identify and suggest factors which will enable Tulip to maintain healthy relationships with its clients.

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DATA COLLECTION

DATA WAS COLLECTED USING THE FOLLOWING

PROCESS :

TELECALLING

VISITING COMPANIES

CREATING DATABASE OF NEW CORPORATE CLIENTS

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SOME OF THE EXAMPLES

• Keventer Agro: “There are always some problem in connectivity each and everyday for two hours atleast and there is no one to solve the issue. From next time onwards we will start deducting charges”

• Apeejay Group: “ Tulip does not collect its cheques on time. Many a times we had to cancel the outdated cheques and prepare fresh ones”

• Ultratech: “We used to use Tulip’s services earlier. We experienced a poor time with Tulip as there was no proper person to solve our issues”

• Eveready Industries: Excellent services by Tulip. We are completely satisfied with them.

• Rose valley: Satisfied with the services and connectivity of Tulip. Looking forward to further upgradation.

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DATA ANALYSIS

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DATA ANALYSIS

Data has been analysed on the basis of

following parameters:• Most important parameter for choosing a service

provider• Percentage of satisfied and dissatisfied customers.• Reasons for dissatisfaction• Reasons for choosing Tulip Telecom• Recommendations for other brands• Recommendations by the employees of Tulip

Telecom

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ANALYSIS 1

• We see that connectivity is given the most importance followed by the service as these are the two main parameters that corporates look for.

• Price and brand name do not play a vital role in this case.

• Companies are ready to pay a good price and prefer any brand if they get a good connectivity and proper service.

CONNEC-TIVITY

PRICE SERVICE BRAND NAME

Series 1 20 2 17 1

2.5

7.5

12.5

17.5

22.5

MOST IMPORTANT PARAMETER FOR CHOOSING A SERVICE PROVIDER

score

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ANALYSIS 2

• We see that Tulip has not been able to satisfy even 50% of their clients.

• The reason being that it concentrates on its bigger clients who helps Tulip to generate huge amount of revenues rather than focussing on the smaller ones as well.

(36) 42%

(49) 58%

No.of Satisfied/dissatis-fatied clients

Satisafction Dissatisfaction

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ANALYSIS 3

• As the dissatisfied companies mentioned that the main reason for their dissatisfaction was that they do not get proper after sales service.

• Problems in connectivity also leads to dissatisfaction.

• The rest play a minor role in this case.

Billing problem

Late col-lection of revenue

Unsatis-factory af-

ter sale service

Connectiv-ity

Share

7 3 22 18

2.5

7.5

12.5

17.5

22.5

REASONS FOR DISSATIS-FACTION

Axis Title

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ANALYSIS 4

• The satisfied clients believe that they prefer Tulip over other companies just because of the global connectivity and the great service that it provides.

• These satisfied clients are those big companies which help Tulip generate more revenue and thus Tulip tries to satisfy them in each and every way.

CONNEC-TIVITY

PRICE SERVICE BRAND NAME0

2

4

6

8

10

12

14

16

18

20

14

5

18

3

REASONS FOR PREFERRING TULIP

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ANALYSIS 5

• Corporate cilents prefer Bsnl and Tata after Tulip because of the wide spread connectivity and the reliability that they provide.

• Reliance and Airtel lacks behind because though they have a brand image of their own yet they are quite new in the MPLS - VPN market.

AIRTEL(12)24%

TATA(14)28%

RELIANCE(7)14%

BSNL(17)34%

PREFERENCE FOR OTHER BRANDS

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ANALYSIS 6

• Maximum people feels that appointing coordinators will be the best possible change that can be done about the CRM strategy of Tulip.

• Some of them also feels that having a separate CRM department or a separate revenue collection department will help Tulip.

• Implementing new CRM softwares may not be a very good idea.

SEPARATE CRM

DEPARTM

ENT

IMPLEM

ENTING N

EW S

OFTWARES

APPOIN

TING C

OORDIN

ATORS

COLLECTIO

N D

EPARTMEN

T

0

1

2

3

4

5

6

7

8

9

5

2

8

5

RECOMMENDATION BY THE EM-PLOYEES OF TULIP

IN NUMBER

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CONCLUSIONS

From the work that we had been assigned, it can be concluded that in a telecom market it is the Service and Connectivity that matters the most.

The demand for security and high speed bandwidth will only increase and thus the market will continue to grow at a fast pace. With a wide reach Tulip is well placed to benefit from this growth.

Tulip should constantly implement new strategies with respect to CRM to sustain in the market as well as to challenge the degrees of rivalry existing in the market.

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RECOMMENDATIONS

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RECOMMENDATIONS

• Appointing a few coordinators, who will coordinate the sales team and manage corporate relationships.

• Having a separate collection department.• Starting the SMS service to update clients.• Monthly collection of feedbacks from its existing

clients.• Giving equal importance to both the bigger and

the smaller clients.

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LIMITATIONS

• Limited time to interact with the customers.

• Information collected may be biased.

• Information collected may not be accurate.

• Many clients hesitated to give away any response.

• Time and resource constraints.

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